eCommerce sales growth will be more important than ever in 2024 as consumer shopping behaviors continue to shift online with an annual growing rate of 9.4%. By implementing a comprehensive eCommerce strategy tailored specifically for your business, you can maximize your sales and outperform the competition.
This article outlines the ultimate eCommerce strategy to help you boost eCommerce sales. By following these 5 proven steps, you’ll be well-positioned for success this year.
What Is An eCommerce Strategy?
An eCommerce strategy is a plan of action designed to achieve specific sales and business goals related to selling products or services online. It takes into account important factors like your target audience, goals, budget, and strengths/ weaknesses to guide strategic decisions around marketing, operations, and more.
A well thought-out eCommerce strategy provides focus and structure, which leads to multiple benefits for online business:
Boost eCommerce Sales: By strategically aligning your eCommerce efforts with your business objectives, you can significantly boost eCommerce sales revenue. Statistics show the average return on investment for companies with a documented eCommerce strategy is 27% higher year-over-year compared to those without one.
Improve Customer Experience: Over 90% of shoppers report that a positive customer experience makes them more likely to buy again. That’s where a well-crafted eCommerce strategy comes in to deliver exceptional customer experiences at every touch point.
Flexibility and Scalability: Adaptability is key to staying ahead of the curve. 30% of merchants report that having eCommerce strategies allows them to adapt faster to market changes. A carefully orchestrated eCommerce strategy provides the flexibility and scalability necessary to navigate market shifts and accommodate business growth seamlessly.
To illustrate the power of having a well-crafted eCommerce strategy, let’s take a look at Glossier.
The brand has become a $1.2 billion company with a simple eCommerce strategy: educating customers before telling them what to buy. Starting in 2014, Glossier has executed its eCommerce strategy around 3 main points:
- Build relationships with the target audience: They produce content on the eCommerce omnichannel including blog, email, and social media.
- Leverage (micro) influencer marketing: They start very early with user-generated content and emphasize social media. (Which has been growing rapidly over the past few years)
- Provide amazing user experiences: They put lots of effort into optimizing their website to help customers find the products they want and make purchases effortlessly: big above-the-fold section, countless social proofs, multiple CTAs, detailed descriptions, one-page checkout, etc.
Image source: Glossier
How to increase eCommerce sales: the Ultimate eCommerce Strategy
Now that we’ve understood about eCommerce sales strategy and its importance. Let’s dive into the actionable steps to boost eCommerce sales in 2024!
Before you go, keep in mind that a successful eCommerce strategy should come from a performance-driven mindset. Here’s a list of eCommerce metrics and KPIs for you to start tracking performance.
Step 1: Optimize Website
Your website serves as the storefront for your business, making it crucial to optimize every aspect to boost eCommerce sales strategy. You must optimize its performance in terms of 4 aspects: website design, search engine, product, and checkout process.
Ecommerce Website Optimization: The visual appeal and functionality of your website play a pivotal role in attracting and retaining customers. From intuitive navigation to mobile responsiveness, ensure your website design reflects your brand identity and provides a seamless shopping experience for visitors.
>> In eCommerce website optimization, make sure that you pay attention to 5 essential website design elements.
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SEO (Search Engine Optimization): Improve your website’s visibility in search engine results by implementing effective SEO strategies. Conduct keyword research to identify relevant search terms in your industry and incorporate them strategically into your website content. Moreover, optimize meta tags, headings, and image alt text to improve organic search rankings and drive targeted traffic to your site.
>> To start, here’s one of the best eCommerce SEO guides for beginners.
Product Optimization: Fine-tune your product listings to captivate potential customers and drive conversions. Use high-quality images and detailed product descriptions to showcase your offerings effectively. Highlight key features, benefits, and unique selling points to entice shoppers and instill confidence in their purchase decisions.
>> Learn 6 proven eCommerce website optimization strategies to start optimizing your products.
Checkout Optimization: Streamline the checkout process to minimize friction and reduce cart abandonment rates. Implement a user-friendly checkout interface with clear calls-to-action and multiple payment options to accommodate diverse customer preferences. Additionally, optimize load times and ensure secure payment processing to instill trust and confidence in your customers.
>> Checkout optimization is a complicated process, but here are 16 eCommerce checkout best practices you can follow easily to get results.
Step 2: Prepare Offers and Promotions According to eCommerce Calendar
Strategic planning of offers and promotions is essential to capitalize on key opportunities throughout the year and boost eCommerce sales strategy. By aligning your marketing efforts with major holidays, events, and seasonal trends, you can create compelling offers that resonate with your target audience. Here’s how to prepare offers and promotions according to the eCommerce calendar:
Plan Out Major Holidays and Events for Promotions: Identify significant holidays, celebrations, and events relevant to your target market and industry. Whether it’s Black Friday, Cyber Monday, Valentine’s Day, or Back-to-School season, strategically plan your promotions to coincide with these occasions. Then, tailor your messaging and offers to align with the themes and sentiments associated with each event, enticing customers to take advantage of special deals and discounts.
>> Check out this comprehensive eCommerce calendar to plan out your eCommerce sales strategy precisely!
Personalized Offers: Leverage customer data and insights to deliver personalized offers tailored to individual preferences and shopping behaviors. Utilize customer segmentation techniques to target specific audience segments with customized promotions and incentives. By personalizing offers based on past purchase history and browsing behavior, you can enhance engagement and boost eCommerce sales.
>> Here are top 3 expert ideas on personalization that may inspire you.
Promotions: Limited-Time Discount, BOGO, etc.: Experiment with a variety of promotional tactics to capture attention and stimulate purchasing decisions. Offer limited-time discounts, buy-one-get-one (BOGO) deals, free shipping, or exclusive bundles to incentivize immediate action and create a sense of urgency. Furthermore, highlight the value proposition of each promotion and communicate the benefits clearly to encourage conversions.
>> Not knowing how to increase eCommerce sales by using promotions? Take these 20 promotion ideas to boost eCommerce sales!
Upselling and Cross-Selling Techniques: Maximize the value of each customer transaction by implementing upselling and cross-selling techniques. Recommend complementary products or upgrades during the checkout process to increase the AOV and enhance the overall shopping experience.
>> Wondering how to increase eCommerce sales? Read the top 8 sales-boosting, upselling, and cross-selling techniques (with proven examples).
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Step 3: Execute eCommerce Omnichannel Marketing
Nowadays, consumers engage with brands across multiple channels and devices. To effectively reach and engage your target audience, it’s essential to implement an eCommerce omnichannel marketing approach that seamlessly integrates various touchpoints into a cohesive and unified experience.
Here’s how to execute eCommerce omnichannel marketing:
Social Media Marketing: Leverage the power of social media platforms to connect with your audience and drive engagement. Develop a comprehensive social media eCommerce strategy that encompasses platforms such as Facebook, Instagram, Twitter, LinkedIn, and Pinterest, among others. After that, create compelling content that resonates with your target demographic, and actively engage with followers through comments, shares, and direct messages. Then, utilize targeted eCommerce advertising options to reach specific audience segments and drive traffic to your eCommerce store.
>> Equip yourself with this ultimate guide to social media for eCommerce to start connecting with your customers socially.
Email Marketing: Email remains one of the most effective channels for nurturing leads, driving conversions, and fostering customer loyalty. Develop personalized email campaigns tailored to different stages of the customer journey, from welcome emails for new subscribers to abandoned cart reminders and post-purchase follow-ups. Then, segment your email list based on demographic, behavioral, and purchase data to deliver relevant and timely content that resonates with recipients. Additionally, incorporate dynamic content, compelling visuals, and clear calls-to-action to maximize engagement and drive click-through rates.
>> Whether you’re getting started with email marketing or building up your next big campaign to boost eCommerce sales, this guide on eCommerce email marketing 101 will help you.
Influencer Marketing: Collaborate with influencers and thought leaders in your industry to amplify your brand’s reach and credibility. Identify influencers whose values and audience align with your brand, and establish authentic partnerships that resonate with their followers. Then, leverage influencer-generated content across various channels, including social media, blogs, and video platforms, to showcase your products in an organic and relatable context. Furthermore, measure the success of influencer campaigns through metrics such as reach, engagement, and conversion rates, and refine your approach based on performance insights.
>> If you’re confused about how to increase eCommerce sales by using the power of influencers, this quick guide on the benefits and strategies of influencer marketing will be useful for you.
Step 4: Launch A Paid Advertising Campaign
Paid advertising offers a powerful means to expand your reach, drive targeted traffic, and generate leads for your eCommerce store. By strategically investing in paid eCommerce advertising campaigns, you can effectively position your brand in front of potential customers and drive conversions. Here’s how to launch a successful paid advertising campaign:
Advertising on Multiple Platforms: Diversify your eCommerce advertising efforts by leveraging multiple platforms to reach a broader audience. Consider platforms such as Google Ads (formerly Google AdWords), Facebook Ads, Instagram Ads, LinkedIn Ads, Twitter Ads, and Pinterest Ads, among others. Since each platform offers unique targeting options and ad formats tailored to specific audience demographics and behaviors. Therefore, experiment with different platforms to identify which ones yield the best results for your business goals and target audience.
>> Learn how to increase eCommerce sales with paid advertising and other 4 sales-winning strategies!
Retargeting Program: Implement a retargeting program to re-engage visitors who have previously interacted with your website. Utilize tracking pixels or cookies to identify visitors who have shown interest in your products or abandoned their carts. Moreover, create targeted retargeting ads that remind these visitors of the products they viewed or abandoned, offering incentives such as discounts or free shipping to encourage them to complete their purchases. Retargeting helps you recapture lost leads and maximize the effectiveness of your eCommerce advertising budget by focusing on high-intent prospects.
>> Here are the best 5 audience retargeting strategies for eCommerce advertising
Step 5: Provide Excellent Customer Service
Exceptional customer service is a cornerstone of successful eCommerce businesses. By prioritizing customer satisfaction and delivering timely, helpful support, you can build trust, foster loyalty, and drive repeat purchases. Here’s how to provide excellent customer service:
Comprehensive Support Portal: Establish a comprehensive support portal that offers multiple channels for customers to seek assistance and resolve issues. Include options such as live chat, email support, phone support, and a robust knowledge base or FAQ section. Additionally, ensure that your support team is well-trained and equipped to handle inquiries promptly and effectively. Besides, provide clear instructions and resources to help customers troubleshoot common problems independently, reducing the need for direct support interactions.
Foster Relationship with Customers Post-Purchase: The customer journey doesn’t end at the point of purchase. It’s an ongoing relationship that requires nurturing and engagement. Implement post-purchase communication strategies to stay connected with customers and provide value beyond the transaction. Then, send follow-up emails thanking customers for their purchase, soliciting feedback on their experience, and offering assistance or additional resources. Use personalized messaging and incentives to encourage repeat purchases and build brand loyalty over time.
>> If you want to build up customer service to boost eCommerce sales, this exceptional experience for customers is all you need to know.
It’s Time to Execute This Ultimate eCommerce Strategy
The ultimate eCommerce strategy represents a holistic approach to online retail that encompasses every facet of your business operations. By embracing innovation, customer-centricity, and excellence at every turn, you’ll position your eCommerce business for sustained growth and prosperity in 2024 and beyond.
It’s time to unleash the full potential of your eCommerce venture and embark on a journey toward digital success. Are you ready to take the next step?
