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14 Expert Tips for Successful ecommerce Marketing

By implementing these tips for successful ecommerce marketing, you can navigate the competitive e-commerce market.

The Role of Social Media in E-commerce Marketing

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No matter the size or type of your online store, one of your ongoing goals is probably to encourage more people to place orders. It’s great to keep your current customers happy and returning to order things. However, e-commerce growth comes when you successfully get more new customers to place orders. It can also happen when existing customers place larger or more frequent orders. These tips will help with all of those aims.

1. Publish Accurate and Descriptive Product Details

One downside of online shopping is that it’s sometimes difficult to notice all the aspects of a product that would be immediately apparent when buying something in-person. Take a wool sweater, for example. You could take it off a store rack and feel the garment’s texture or thickness between your fingers. You could also hold the piece up against your body to see where it falls on your frame. Online shopping provides plenty of conveniences, but it doesn’t give the same level of product evaluation capabilities you’d get when buying stuff in-person. However, you can make up for that reality by providing as many correct and useful details as possible. That might mean allowing a person to zoom in on an image or see the product from different angles. You could also give measurements for how the garment fits a person of a particular height so people have a reference. Another possibility is to allow customers to review whether a product fits true to size. Besides helping your store get more orders, richly detailed descriptions can also cut down on product returns. Research shows that 73% of returns occur because of a reason the retailer can control. Inaccurate product content is one of them, along with issues such as fulfillment errors or low product quality. If you put more investment into product details, people will feel more confident about buying products, and the likelihood of returns should drop.

2. Streamline the Checkout Process

Getting a customer to the point where they add items to their shopping carts on e-commerce sites does not guarantee they’ll purchase those things. The key is to make the checkout process straightforward and fast enough that people don’t give up before finalizing the transaction.  Unfortunately, the segment of customers who don’t complete their purchases may be larger than you think. One study showed that 87% of customers abandon their carts if the checkout process is too long or complicated. Another worrisome finding was that 55% of those don’t return to the retailers after having such experiences. Consider checkout improvement options, including: Letting customers check out as guests. Implementing a service such as PayPal Express Checkout. Removing any unnecessary fields from the checkout forms. Offering to save a person’s details to expedite future purchases. Using visual indicators to show when shoppers correctly enter form data. If you decide to send cart abandonment emails that encourage people to finish their purchases, consider telling them they can click a link and go straight to a page that allows them to start checking out. Some e-commerce retailers make customers start over if those individuals leave their carts before paying. However, perhaps a person had numerous items picked out before they left the site. If so, adding them all back could become a cumbersome process. You could say something in a cart abandonment email such as, “We’ll hold these items for the next 12 hours to give you the opportunity to come back and purchase them. That option introduces convenience and a sense of urgency.

3. Ensure You Have Mobile-Friendly Pages

It’s increasingly less common for people to visit websites on their computers. Statistics from April 2021 indicate that 54.61% of individuals rely on their smartphones when using the internet. Then, 42.63% of people use desktop computers, and 2.76% browse the internet on their tablets. Those findings emphasize the necessity of designing mobile-friendly pages for your e-commerce site. Think of what you could do to make the browsing experience on a small-screen device as enjoyable as possible. For example, Maine Lobster Now has a mobile-friendly website with a specific section that people see when on such devices. It shows products segmented into logical categories. Then, the product lists feature a two-column design that allows people to see the options without very much scrolling. There’s also a section below the products highlighting the benefits of shopping with the company, ranging from the free shipping on orders over $100 to the freshness of the lobsters. Those details could solidify someone’s decision to purchase.

4. Consider Catering to International Shoppers

COVID-19 was a massive driver in recent online shopping. When physical stores temporarily closed, the internet gave customers additional options for purchasing the things they loved. An April 2021 MasterCard study showed that e-commerce comprised about $1 of every $5 spent in 2020, but that ratio was $1 of every $7 spent in 2019. MasterCard’s analysts also expect approximately 20-30% of the COVID-19-related shift to digital shopping to become permanent. Another interesting tidbit from the study was that global-reaching retailers enjoyed exceptional success. More specifically, international e-commerce rose by 25-30% from February 2020 through March 2021. Additionally, the gains related to sales volume and the number of countries where orders originated. Think about how you could make your merchandise available to people in other countries. Doing that may be easier than anticipated, too. For example, platforms like Shopify allow you to tweak an existing store to show people prices in various currencies. You can also set up new international storefronts in specific markets, such as the locations closest to distribution warehouses. If you do expand internationally, clarify that change to site visitors as soon as they arrive. One possibility is to create a banner to announce broader availability. Consider discussing it on your blog and social media channels, too. Promoting the change is one of the best ways to make it worth your while and increase order numbers.

5. Let People Schedule Virtual Consultations

Virtual consultations could also boost sales, especially if you sell products that may benefit from an expert opinion. Consider the example of products like shampoo or lotion. How those items work for you depends partially on your hair and skin type. Many shoppers buying those things online may feel overwhelmed when trying to select the products that fit them best. You could drive sales by offering virtual consultations. Those give people personalized service and help them feel they’re getting advice specific to them. Consultations also present opportunities for upselling. Suppose you suggest a certain shampoo for a person while meeting them. Then, you could also talk about how and why a complementing conditioner and styling product would get even better results. Makeup brand Clarins doubled its online growth in 2020. Live consultations helped that happen. Clarins does not have physical stores but sells products in department stores and beauty retailers. When those shut down due to the pandemic, the company had to find other ways to connect with customers, including expanding its existing online presence. Decision-makers agreed that virtual consultations helped bridge the gap between in-store and online. Another option to increase interest in booking a consultation is to offer a promotion where people get a percentage off whatever they buy during a consultation. People love getting what they need and want for less, and that perk could help them embrace the idea of consultations happening through the internet.

6. Show Real-Time Order Information

Many e-commerce retailers have site features that show visitors details about other people’s purchases. For example, there may be a small window that says, “Someone in Boulder, Colorado, just purchased the Easy-Up 4-Person Tent.” When people get real-time updates like that, it gives the impression that others frequently come to your site and shop. Also, if you provide links to what others purchased, consumers browsing the website may get intrigued and click to find out more about that merchandise. Aim to offer that information in ways that aren’t too intrusive or distracting. For example, if a person sees a pop-up window every five seconds about a new purchase, that could grab their attention too frequently and frustrate them. One option is to show a different example of a recent purchase as people land on new pages. That way, the content loads along with other page information and still emphasizes that purchases occur often.

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Product reviews are one of the most efficient means to boost an eCommerce business. They can increase conversions, positively impact SEO, and strengthen a company’s credibility. However, well-written reviews aren't a magic pill. It’s also important to attract the right audience, increase website performance, and optimize your site for mobile devices, for example, using the Magento PWA Studio. When deciding to buy a product, people bear in mind various criteria. For example, some prefer a particular brand or pay attention to the price, others value the delivery terms. However, almost everyone scrolls down to the reviews section and compares goods with the highest rankings. Why? Because visitors trust other buyers’ opinions more than product descriptions on the site. Most often, clients are reluctant to write reviews, except for dissatisfaction with the quality of goods or services. This article contains awesome product review examples. This piece will teach you on how to write testimonials, which review types exist, and why you need such feedback. 

Product Review Basic Rules

Online store owners understand the importance of testimonials. However, in pursuit of them, they may disregard some rules. For example, you shouldn’t delete reviews that you don’t like. Even negative feedback can do less harm to your site than no reviews at all. The latter could mean you have no sales or are hiding something. To get customer testimonials for their online store, some sellers write them themselves, pay money, or ask friends. But this is a shady tactic. It’s more effective to establish real communication with clients.

Four Benefits of Customer Reviews in eCommerce

1. The Loyalty of Visitors

Customers trust a store with honest reviews more. It’s valid for offline deals as well. We all have time-tested places, cafes, service centers that have won our trust. When we are looking for something, we consider the experience of our friends, acquaintances, and relatives. In eCommerce, buyers have fewer opportunities to test a product. So, they need to know what the customers with a real-life experience of the product think about it.

2. Advantages Over Competitors

Reviews improve brand reputation in general. The more they see discussions on your online store, the more credibility it will build. If your customers share their thoughts, then the site is trading. It means that this store has competitive prices, quality of goods, and level of service.  See how much attention CeraVe pays to keep in touch with clients. Someone didn’t like the cream, and the buyer left a negative review, but the team didn’t ignore it. Instead, they thanked politely for the response and tried to settle the situation.

Screenshot taken on the official CeraVe website

3. Convincing Those in Doubt

Generally, product descriptions follow a similar pattern. But how does the product work in life? How does it smell or taste? Typically, this information can be obtained after use, preferably several times. Therefore, user reviews can provide insight into the nuances the seller didn’t tell or might not know. Sometimes it can be expert assessments. Or, clients can answer other people’s questions, creating discussion threads. Some stores collect product reviews from other sites if they don’t have enough of their own. For example, CVS Pharmacy illustrates such product review examples in the screenshot below.

Screenshot taken on the official CVS Pharmacy website

4. Increased Traffic from Search Engines

Reviews boost your website rankings as it’s a source of unique content. Different sites utilize standard descriptions, so search engines spot those that have something exclusive. You can also increase traffic for low-frequency queries such as “product name + reviews”. When you enter a query, Google displays star snippets in search results. It’s crucial for product pages because they’re more visible. Feedback keeps the visitor on the page longer, which will also be an indicator for search robots.

Screenshot taken on Google

Types of Reviews

1. Written Reviews

It’s the easiest way to express your opinion. The customer either puts the number of stars or writes a couple of lines about his experience.

2. Video Reviews

It’s a popular way to express your opinion about a product today. It can be unpacking, testing, or using. Sometimes the reviewer doesn’t appear in the video and highlights the product’s features.  These videos are extremely helpful in the electronics store industry. For example, if a person understands gadgets, he will talk about how to best use the product, what features can make life easier for others, and what problems to prepare for in the future. Apparel stores can also take advantage of such feedback, as the buyer will show how the product sits and feels.

Screenshot taken on YouTube

3. Photo Reviews

This type of testimonial is easier to make than shooting a video, so most clients are more willing to share it. At the same time, sometimes they take high-quality photos of the product, which is an additional bonus for the site. In some cases, they can share the effect they have achieved with the product if it’s cosmetics or medicinal products. For example, you can see how Walmart shoppers do it in the screenshot below.

Screenshot taken on the official Walmart website There are two types of reviews, depending on the site: Reviews on the company’s website or social media channels; Reviews on third-party sites (f.e., Yelp, Google, Trustpilot); Both ways of presenting feedback are equally important. Reviews on the seller’s site allow people to get all the needed information in one place. Visitors won’t have to open another tab to see other buyers’ opinions. Thus, you won’t lose them on the complicated conversion funnel.  At the same time, if users read reviews on another site, they get the idea of what they want. So, they come to your store ready to purchase straight away.

6 Tips to Encourage Buyers to Leave a Review

1. Provide Opportunities

First, you need to create the technical capabilities to leave reviews on your site, for example, ratings or fields under a product description. Or you can ask your customers for their opinion on social media. Participate in discussions like Lush representatives do on their Instagram page.

Screenshot taken on the official Lush Instagram account

2. Just Ask

Clients may not know how critical reviews are to your SEO, conversions, and traffic. They can recommend your store to their friends but hesitate to do it on the site. Ask for leaving a review on the product page and tell your customers how feedback matters to you.

3. Use Email Newsletters

Set up an automatic email newsletter to remind shoppers to give feedback. Make it subtle and explain why you need it, just like Mack Weldon does in their email newsletter.

Screenshot taken from the newsletter on the official Mack Weldon website

4. Simplify the Process

No one will waste time and go through the complicated registration process before leaving feedback. Enable reviews by logging in through social networks or entering an email address. Your customers don’t need to create a profile just to share their opinion.

5. Implement a Feedback Motivation System

The accumulative bonus system is a method of increasing sales on the site. Provide additional points for feedback, especially for video reviews. Clients can spend these points or use discounts on future purchases. Don’t forget to express your gratitude. To do this, you can send an email or write it directly on the product page. The customers will likely realize appreciation for their opinion and return to you for other products.

6. Show an Example

Reviews on the product page indicate that the online store appreciates feedback. Even if the reviews are not always positive. Their complete absence can give a false impression that you don’t consider testimonials necessary. What will the users’ reaction be? Right, there’s no need to waste time writing them at all. Get at least several product reviews. They will inspire others to express their opinion as well.

Final Word