Building an eCommerce empire requires a lot of steps. You need to sell amazing products, create a great website, and set up shop with all the right marketplaces like Amazon and Walmart Marketplace.
But even if you do all of these things well, you won’t get far without an eCommerce marketing plan. There are a million ways you can market an eCommerce store, so sometimes it helps to look at your options and pick ones that feel like the right fit.
To help you do that, we’ve compiled this list of eCommerce marketing tips. These tips will help you avoid common mistakes, build a brand, retain customers, and grow your customer base.
20 tips to avoid common eCommerce mistakes
Sometimes, the easiest way to make a great marketing plan is to consider all the ways that marketing typically goes wrong. Seemingly small mistakes can derail otherwise great marketing plans. That’s why we’ve started with these first 20 tips to help you avoid the kinds of problems that tank your sales from day 1.
#1: Sell products that meet an existing market need
You can’t sell products unless there’s a real market need. Make sure every single product you sell has real product-market fit. If you can’t tell who a given product is supposed to be targeting, don’t sell it!
#2: Develop a clear marketing funnel
Your eCommerce operation needs to be optimized from the start to turn visitors into buyers. According to the classic AIDA model, there are four steps in the marketing funnel: attention, interest, desire, and action. You need to know how your store will draw attention, create interest, build desire, and encourage action.
#3: Keep customer acquisition cost (CAC) in check
Your average customer will spend a certain amount of money on your store. That’s your average order volume (AOV). The amount of money you spend to win new customers needs to be much cheaper than that. Otherwise, high customer acquisition costs (CAC) will destroy your profits.
#4: Define your target market clearly
Who are you selling to? You need to be able to answer that question at length and in a great amount of detail. Everything you sell needs to be something that someone in your target market would plausibly want to buy.
If you’re not sure how to do this, consider creating a buyer persona. This can help you imagine your target audience as individuals and not abstractions.
#5: Use content and social media marketing
Content and social media help increase your visibility in search engines and on social media platforms. This can be a good way for people to discover your brand and start a relationship.
The trick: create valuable content on a regular basis. That way, everything you do is useful and that will help you attract and retain your audience.
#6: Write effective and engaging product descriptions
Clear, specific product descriptions improve sales. Longer descriptions are generally better, since details can help handle customers’ potential objections and convince them to buy.
Highlight key features and benefits. That can help potential buyers make their decision. For apparel and similar products, provide clear sizing charts to help smooth out the buying process.
Over time, make a habit of testing different descriptions to find what works best with your audience.
This is a big topic, so check out our guide on eCommerce copywriting for even more specific tips.
#7: Organize product categories clearly
Your store needs to be easy to navigate. Clear product categories help tremendously with this. Use simple, intuitive labels to help shoppers find what they need quickly. This will increase their odds of making a purchase.
#8: Use high-quality product photos
Buying online is an act of trust. High-quality photos will boost buyer confidence, making it more likely that they click the buy button. Good photos can also help reduce returns since customers know what they’re buying.
In general, use photos that are clear, honest, and effectively show off the product. You want your customers making informed decisions.
#9: Simplify website navigation
This is a simple tip, but it’s important. Make your navigation menu simple. Every word needs to be crystal clear and you should avoid using too many submenus.
#10: Avoid a crowded website design
A clean, uncluttered website will help sales. Shoppers will be more easily able to find what they need. It will be more visually appealing. Plus, it will likely load faster as well.
When in doubt, simplify the layout to make it easy for customers to find and purchase products.
#11: Make sure your website works on phones
Responsive websites work well on all devices. This is key for setting a good user experience. More people shop on mobile devices than desktops and laptops, so you can’t skip this step.
#12: Optimize your website for search engines
SEO improves your site’s visibility in search engine results. Make sure you optimize your content, use relevant keywords, and improve site speed. This helps attract more organic traffic and increases your chances of converting visitors into customers. One free tool you can use to help with this is SEO Site Checkup.
#13: Simplify the shopping cart process
It needs to be easy to check out. Make sure your shopping cart allows checkout in the fewest amount of steps.
Above all, make sure users do not have to create an account in order to make a purchase. (No one wants to make an account.)
#14: Avoid surprising customers with hidden fees
Hidden fees can scare off customers and lead to cart abandonment. Be transparent about all costs upfront. If additional charges – particularly shipping charges – are necessary, clearly display them early in the checkout process to maintain trust and reduce drop-offs.
#15: Provide clear return policies and details
Clear return policies build customer trust. According to Ecommerce Fastlane, over 60% of individuals will examine the return policy before purchasing.
Make sure your return policy is clear, easy to find, and in line with customer expectations. This can help increase the amount of purchases completed.
#16: Invest in a professional logo
A professional logo enhances your brand’s credibility and memorability. Invest in a well-designed logo that reflects your brand’s identity.
A strong logo can make your site look more professional and help customers remember your store.
If nothing else, follow this tip because it’s weird when companies don’t have logos.
#17: Prioritize customer privacy and security
With data breaches becoming more common, customers are starting to worry more about their data. Preempt their concerns by keeping your store secure and personal information private.
Make sure your privacy policy is easy to find as well. This may not increase sales in the short run, but it can help reduce the risk of catastrophic problems in the long run.
#18: Offer excellent customer service
Good customer service is absolutely essential for customer retention. Be responsive to inquiries and resolve issues promptly. Remember: 89% of consumers are more likely to make another purchase after a positive customer service experience according to Salesforce Research.
#19: Showcase reviews and testimonials
Reviews and testimonials provide social proof, helping potential customers trust your products. When you get a positive review, put it on your product pages to help increase the odds of customers making a purchase!
It’s also a good idea to encourage satisfied customers to leave reviews. That way, you can increase the material you have available to act as social proof.
If you want to put this into practice, set up an automated email to ask for reviews a few weeks after a purchase. It won’t be long before you have plenty of reviews to choose from.
#20: Ensure a smooth shipping and fulfillment experience
Fast and reliable shipping is key. Customers expect quick delivery times and intact products. According to Ipsos, “85% of online shoppers say that a poor delivery experience would prevent them from ordering from that online retailer again.”
Work with reliable fulfillment partners to ensure a seamless shipping process. If you can provide two-day shipping to most of your customers, even better!
6 tips to build your ecommerce brand
If you sell online, it’s easy for your brand to be overlooked. Customers might say “I bought this on Amazon” or “I bought this on eBay.”
However, if you’re proactive, you can increase the odds that people remember your brand name. A strong brand helps you stand out among your competitors. Once you do that, your commitment to consistency, quality, and real relationships will help carry customer retention.
Below are some tips on how you can build a memorable brand.
#21: Pick a consistent style and stick to it
Consistency in branding helps build recognition. Choose a style for your logo, colors, and typography, and use it across all marketing channels.
Yes, this is a simple tip. But consistency is the bedrock foundation that makes brands memorable and trustworthy. You can’t skip this part!
#22: Build real relationships with customers
Real relationships go a long way online. When possible, personalize your communication and provide great service. Show your customers that you value their business, and they will be more likely to shop with you again.
#23: Focus on product quality
It’s hard to build a brand if your products are not high quality. Make sure your regularly review and improve your products to meet or exceed customer expectations. That way, you can keep customers happy and count on their repeat business.
#24: Test and refine your brand messages
You need to regularly test your brand messages to make sure they still work with your audience. Use A/B testing, surveys, and focus groups to see what works best.
If you’re not sure how to do this, PickFu is a good tool to start with.
#25: Customize your packaging
Even if you sell on Amazon where your brand is not readily visible, you can always use packaging to your advantage. Customizing your packaging is an easy way to get customers to see your brand name and make a good impression.
Plus, if you customize your packaging, you have a chance to control the unboxing experience. That can help increase your visibility online as well.
#26: Use shipping as a branding opportunity
Fast and reliable shipping boosts your brand’s reputation. Make sure packages arrive quickly and in good condition.
If possible, you may even want to add personalized touches during the shipping process. For example, a handwritten note slipped into the box before mailing can go a long way!
13 tips to retain ecommerce customers
According to Harvard Business School, a 5% increase in customer retention can increase profits by anywhere from 25 to 95%. Customer loyalty is that important!
For this reason, much of your eCommerce marketing needs to be based on maximizing customer retention. Below are some tips on how you can do that.
#27: Develop a strong brand presence
A strong brand presence dramatically increases your odds of high customer loyalty. Reread the branding section if you haven’t already and make sure that you routinely carve out time to improve your brand messaging.
If nothing else, be consistent across all channels. You need your brand to be something people easily remember. If you do this correctly, people will remember to shop with you even without prompting.
#28: Understand the entire customer lifecycle
A customer who just found your store has different needs than a customer whose first purchase was four years ago. Think about what customers need at each stage: first contact, first purchase, one year after first purchase and so on.
This is very unique to your business and is worth thinking about so you can build a long-term strategy. To help explain this concept further, we’ve included a longer video below.
#29: Track and analyze customer behavior
Tracking customer behavior will tell you a lot about their preferences and buying habits. At a minimum, set up Google Analytics so you can gather data and understand your users’ shopping habits.
#30: Personalize the customer experience
The more personal you can make your eCommerce store, the better. You can use data to tailor recommendations and offers, as well as what kind of communication you send and when.
Personalizing eCommerce makes customers feel like you are reaching out for good reason and with their best interests in mind. And who wouldn’t want to shop with a store like that?
#31: Allow guest checkout
Guest checkout reduces friction in the purchasing process. According to Pymnts, three quarters of eCommerce shoppers pay via guest checkout. It’s better not to go against the grain on this.
#32: Roll out a loyalty program
Offer points, discounts, or exclusive deals to loyal customers. This can help reward repeat purchases and encourage customers to return. When done well, this is a neat way to increase customer retention and overall lifetime value.
#33: Offer freebies and coupons
Freebies and coupons often lead to purchases and repeat business. If you offer limited-time discounts or free gifts with purchases, you’ll find that you can motivate customers to buy more often. After all, it’s harder to procrastinate when you have a coupon that is about to expire!
#34: Cross-sell related products
Suggest related products during the shopping process. For example, recommend accessories or complementary items to enhance the customer’s main purchase. This is an easy way to increase sales.
Plus, you don’t need fancy technology to do this. You can manually set recommendations so that Product B always shows up when customers buy Product A.
#35: Use email marketing
Email marketing is an effective way to engage with customers. Send personalized emails with special offers, updates, and product recommendations. Regular communication keeps your brand top-of-mind and encourages repeat purchases.
Done properly, email marketing can have an ROI of 40 or greater. The reason is very simple. If you can send the right people the right offer at the right time, it’s very easy to make a sale. Email lets you do that and the underlying tech is not expensive to use.
#36: Implement a referral program
Referral programs encourage customers to recommend your store to others. You can offer incentives like discounts or rewards for successful referrals. This can expand your customer base and increase sales through trusted recommendations.
There’s nothing better than word of mouth. That’s because marketers can’t force word of mouth to happen. But that doesn’t mean you can’t ask politely!
#37: Consider a subscription-based model
It’s not right for every business, but it might be worth it depending on what you sell. Subscription models provide steady revenue and increase customer retention.
Consider offering products or services on a subscription basis. This will, by definition, keep customers on your books for longer.
#38: Implement a repurchase/replenish model
For consumable products, offer automatic repurchase or replenishment options. This convenience ensures customers always have what they need and encourages repeat orders, boosting sales and customer satisfaction.
#39: Exceed customer expectations consistently
It’s a simple rule, but it works – underpromise, over-deliver. If you exceed expectations on a regular basis, it will make customers more loyal.
Deliver outstanding products and exceptional service. Go the extra mile to surprise and delight your customers. That way, you can encourage positive reviews and repeat business.
8 tips to grow your eCommerce business
If you want to grow your eCommerce store, you need to be strategic. Customer retention is extremely important, so many of the following tips focus on how you can increase customer lifetime value. Other tips focus on making it easier to acquire new customers by getting rid of common obstacles.
#40: Implement a generous return policy
Most customers read return policies before they make a purchase. For that reason, you need to make sure that returns are easy and hassle-free. It’s also likely a good idea to have a long returns window. While 30 days is generally considered standard, one easy way to go above and beyond is to extend the window to 90 days.
#41: Ensure fast shipping
Fast shipping meets customer expectations and enhances satisfaction. According to Forbes, 90% expect 2- or 3-day shipping to be the standard.
Work with reliable carriers and streamline your fulfillment process to ensure quick delivery. Fast shipping can set your store apart and increase repeat purchases.
#42: Reduce the number of choices for customers
Decision fatigue is a real problem. Too many choices can lead to customers not making any choice at all!
Simplify their decision-making process by curating a selection of top products. This reduces decision fatigue and helps customers make quicker, more confident purchases.
#43: Identify and fix sources of cart abandonment
Cart abandonment is a major issue. One of the most important things you can do from a strategy standpoint is figure out why customers add items to their cart and don’t purchase.
You can use analytics to identify where customers drop off and address these pain points. When in doubt, simplify checkout, offer multiple payment options, and make sure you’re not adding surprise shipping fees late in the process.
#44: Increase payment options
Some customers want to pay by credit card, others by PayPal or Venmo. They more payment options you provide, the better. It’s a small detail but it’s so important because it improves the checkout process.
#45: Use lookalike audiences on Facebook
Lookalike audiences on Facebook help target potential customers who are similar to your existing ones. You use existing customer data to create these audiences. That will help you improve the effectiveness of your ad campaigns and increase conversions.
#46: Address customer questions and objections in your copy
The best copywriting answers questions before customers pose them. Make note of the kinds of things your customers often ask about, and see if you can proactively provide information in your copy.
Clear, informative copy helps customers feel good about their purchase. That helps ward off doubts and increase the odds of making a sale.
#47: Have real conversations on social media
This is a simple suggestion, but worth implementing. Have real conversations with your customers and your prospects on social media. Respond to comments and direct messages.
Be genuine in your interactions, and it will help build trust and true relationships.
7 tips to use AI in eCommerce marketing
There was a massive increase in available AI tools around late 2022 and early 2023. While much of the hype has receded, AI is still incredibly useful for cutting down on unnecessary work.
Below, you can find some tips on how to use the recent advances in AI to eliminate the grunt work associated with running an online store.
#48: Implement chatbots for customer service
Chatbots provide instant customer support, answering common queries and guiding users through the buying process. Setting up chatbots can be a simple way to improve response times and reduce workload on your team.
#49: Use AI for inventory optimization
AI can analyze past sales patterns and help predict demand and manage inventory levels effectively. Used correctly, AI-driven inventory management systems can cut down on stockouts and overstock situations, meaning you have the right products available when needed.
One example of this is Intellify’s AI-Powered Inventory Management AWS Solutions.
#50: Implement AI for fraud detection
AI can identify and prevent fraudulent activities. You can use AI tools to monitor transactions and detect suspicious behavior. Fraud detection existed prior to the explosion in available AI tools, but recent advances in AI have shown potential to further improve.
One example is NoFraud Fraud Protection for Shopify.
#51: Analyze customer feedback with AI
AI tools such as ChatGPT are good at analyzing large volumes of text and summarizing them. If you have a lot of customer feedback and want to get a feel for the general “vibe” quickly, you can copy and paste it into an AI tool of your choice and ask it for a sentiment analysis.
#52: Optimize SEO with AI tools
SEO tools such as SEMRush are starting to implement more AI. You can use these AI tools to help identify relevant keywords and analyze traffic patterns. This can help you boost your store’s search engine ranking and attract more organic traffic.
#53: Use AI for copywriting assistance
AI tools like ChatGPT are good at creating first draft copy for many types of writing. If you describe your product and provide photos, AI can create rough copy for your product descriptions. You can then take that, fact check it and change some words for tone and style. The end result will be better descriptions made in less time!
#54: Leverage AI for predictive sales and demand forecasting
Estimating your own sales can be tricky. But AI tools are getting better at this every day. AI forecasting can help you make smarter decisions about inventory, marketing strategy, cash flow, and overall profitability. For example, Salesforce has been piloting this type of AI within their CRM software.
Final Thoughts
Ecommerce success requires you to juggle a lot of different responsibilities. While that can be stressful, the positive side of this is that there are a ton of things you can do in order to improve your odds of success.
You don’t need to follow every tip in this guide. Pick a few that work for you and do your best to implement them. In doing so, you can build up your brand, improve your store’s performance, keep customers loyal, and ultimately, increase sales.
