E-Commerce Marketing: Everything You Need to Know to Blow Up Your EShop in 2020

e-commerce marketing

Every year brings another round of closures and a corresponding explosion of online stores.

In the UK, HMV, Toys R Us and Maplin seemed untouchable; Last year they all closed hundreds of branches or closed forever.

Meanwhile, ecommerce spending grew by 15% last year alone.Right now, e-commerce comprises only a tenth of retail spending in the U.S.:e-commerce marketingBut it's hard to misinterpret this trend.

That's great, except that ecommerce stores face stiff competition from sites with equally serious marketing games.

Consumer shopping and spending habits change, search algorithms change and it is essential to change with them; Last year's good advice could make you lose customers and money.

So how should ecommerce experts get more leads and sales in 2019?

In this post, we'll look at five main areas, explaining how to use paid ads, content, email, your website, and product experience to effectively market your ecommerce store.

1. How should ecommerce experts use paid ads?

Over the past year, the problem of digital advertising fraud has gone from an industry complaint to a front-page story.

The Intelligencer published a story in December last year asking, "How much of the internet is fake?"In the same title, the author of the article, Max Read, answered his question: "Indeed, a lot, actually."

The piece served as a collection for months of increasingly negative coverage of digital ad space.

First, you have eight U.S. Justice Department charges in a $36 million ad fraud case that reads as The Emperor's New Clothes for the Pay-per-Click Era: fake websites, with fake traffic directed to them by malware.

The only real thing in the equation was money, stolen from ad buyers who believed their ads would go in front of real human eyeballs, and they had the statistics to prove it.

Then there's the infamous problem of Facebook video views: not only has the company encouraged a potentially disastrous 'pivot to video' across multiple media and content creation organizations (including ecommerce stores) by providing ad buyers with extremely inflated video view numbers; they may have known about it for more than a year.

On some platforms, the problem is so serious that it threatens absurdity.

For a while in 2013, much of YouTube's traffic consisted of bots that YouTube workers feared a "reversal," in which their spam detection systems and bots would start recognizing bots as real traffic and would start automatically penalizing human users.

And YouTube accounts for up to a quarter of all video ad spending in America!

Even though you can say with certainty that your ads are in front of real people, you still have the issue of trademark protection or trademark matching.

YouTube had problems here too: remember when Johnson and Johnson, AT&T and Loreal discovered that their ads on YouTube were running at the beginning of white supremacist videos?

YouTube has taken steps to fix it since then, but still: buying programmatic ads can leave brands exposed to nasty associations.

So, what kind of digital advertising is still effective for modern ecommerce stores?

It's less a matter of the type you use, more than how you use it, although we advise you not to rely too much on programmatic ad buying and recommend using ads where you have more control.

Pay Per Click (PPC) / Search ads

PPC ads remain an effective way to capture traffic for your eCommerce store.

Search ads give you the power to select and sculpt, as well as drive traffic and reliably target it to specific pages.This will generate sales.

These are significant advantages over "free" organic search traffic.

Are you doing a product launch, sale, or moving to a new product area?

Those pages may not attract much organic traffic, but PPC can bring in the traffic you need.

This approach will be most effective if tightly integrated with your SEO strategy, as the two approaches can work in synergy.

PPC also tends to generate purchase-oriented high-converting traffic, and your keyword strategy for your PC ads should be product-oriented.

Someone looking for "red women's oxford shoes size 71/2", for example, is probably looking to buy a pair; At the very least, they're considering it, which is why the research is so specific.

Where they don't make a purchase, they could still become the ideal candidate for email marketing, which we'll see below.

How to Make PPC Work for Your eCommerce Store

Conversions are what matter, not clicks.

Many companies will launch an extensive network, hoping to capture as much traffic as possible; but if you focus on high-converting keywords with purchase intent in mind, you'll be more likely to see a PPC campaign with high ROI.

"We found that the average company gets all its conversions from only 6% of its keywords," says Jacob Baardsgaard of PPCHero."The rest of the catch is useless, but it still consumes 76% of the PPC budget."

It stands to reason, then, that identifying high-performing keywords is the most vital thing you can do for your PPC success.

If you've set up conversion tracking in Google Analytics or the equivalent in the tool of your choice, you should be able to see which keywords produced conversions; If not, you can look at audience segmentation.

Start with your best contacts, then come back from there.If you don't have keyword information to show how they got to your site, look at the keywords they bought the ranking for and try to use similar keywords in your PPC campaign.

Remember: the more specific your keyword, the more likely it is to be effective; you're looking for that sweet spot where the highest possible percentage of people who see your ad is good, buy-oriented, without trying to get traffic per se.

This is a two-way street: use PPC data to optimize organic search and vice versa.

When Adept looked at integrating PPC and SEO in this way, it saw a 48% increase in sales and a 223% increase in ROI.

  • Identify high-converting keywords
  • If you can't, identify your high-converting audiences and go back to keywords
  • Integration with SEO, data sharing and use of the same overall strategy

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Bonus: How to Test Your PPC Ads the Right Way with 99Robot.

Google Shopping ads – formerly Product Listing Ads (PLA)

Google Shopping ads are high-quality properties with quality images compared to text-only PPC ads.Here's the difference:PLAs allow you to do some of the most powerful things you can do in ecommerce marketing:Ecommerce Marketing Platform show the user an image, show them reviews, and show them a price.

For these reasons, PLAs are by far the most effective tool for ecommerce stores.

They make sense if you have a wide range of products – in fact, they're specifically there for larger ecommerce stores.

To use Google Shopping Ads, you'll need a Google Merchant Center account and a Google Ads account.

How to ace Google Shopping Ads

  • Make sure your images are yours!Don't rely on manufacturer images, stock photos, or eBay/Amazon images
  • Become a Google Trusted Store to increase ranking and click-through rates
  • Check the feed quality of your product.This is critically important: if your data feed and website don't match, Google won't display your product ads.

Display advertising

Display advertising works best when it closely matches the customer's intentions.

Think of a running shoe ad: Displayed alongside a blog post about mortgage rates, it's just a background; The reader is likely to filter it and not even notice it.

This fate also concerns other types of advertising.But display ads are particularly affected.Look at this study by the NN group:

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The reader looked at the text they are really interested in and completely ignored the parts of the page where they can expect to see advertisements.

Basically, they didn't look, determined that the content is advertising, and looked elsewhere.

Check the heat map.Knowing that they can expect to see advertising content in the sidebar, the reader didn't even look at all.

Now imagine that our running shoes ad appears next to an article about running injuries, especially if it leads to a landing page that deals with injury prevention.

Now you are speaking the language of your customers and at the right time.

The ad is not an intrusion that the reader has to filter; is more useful information.

This only works when ads are highly specific regarding reader interest and intent.

Because of this specificity requirement, it makes sense to use display ads to promote special offers and other events rather than as a daily advertising rate for bread and butter.

These ads should be targeted by:

  • Site demographics: Place ads on pages with demographics that match your customers.
  • Page topics: Place ads based on the topic of a specific page.
  • Keywords: Place your display ads based on keywords on the page.


In addition, ecommerce stores should try to take advantage of the retargeting offered by certain ad networks, allowing you to put your ads in front of people who have already demonstrated availability by visiting your website.

Retargeted ads can offer conversion rates up to twice as high as standard advertising.

How to Ace Display Advertising for Your Ecommerce Store

  • Target your characters, starting with demographics, then behavior and interests
  • Use display ads for sales, specials, and retargeting
  • Choose the ad networks that allow you to do all this!

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2.Content Marketing for Ecommerce Stores in 2019

When you see "content marketing," it's easy to think we'll be talking about blog posts.

Big, long-winded like this, or small 500 words: written content is what we think of first.

But remember, everything can be contained.Images, videos, interactive and different types of written content can be leveraged to increase traffic and conversions.

Video content and how to take advantage of it

Video content is the Internet's preferred type of content.

It's certainly the type of content marketers prefer.87% of businesses use it, 83% of marketers who use it say they get a good ROI from it, and 88% say they'll spend more on it this year than last year, according to Wyzowl.

Ecommerce experts can make videos work for them in a way that text content can't.

Also, it's worth mentioning that 78% of people watch videos online every week while 55% watch every day.

Text content alone will typically show still images and instructions: watching a video of someone performing the task you're about to attempt makes it easier to follow and see the steps that images may not be detected and the difficulties of the text to describe.

In addition, video can show a product in action in a way that still images can't convey.

Everyone knows how to sell the sizzle, not the steak – nobody cares about the power of the food processor, they care about how it will be to use the object in their kitchen.

The video allows you to show them.

In an industry where marketers constantly have to struggle to overcome the fact that the buyer can't see, feel, or try the product on their own, a video is as close as you can get.

The video allows you to guide new buyers through the installation and maintenance of their new product.

Marketing does not cease after the purchase, and the feeling of competence in setting up the new product can increase the likelihood that your new buyers will have fun and recommend the product and the store from which they purchased it.

It's also worth placing these videos on product pages for people to see before you buy, especially if you're selling something that requires setup or assembly; The anxiety that they will be able to easily install or assemble the product will be a big disincentive to buy, and your video can handle it for you.

This can also be an effective way to apply your brand to buying products made by other companies.


Another possibility is to create videos that can be purchased through Spott .

People prefer to watch a video rather than read a full article.

You might be inspired by some of the best examples of shoppable videos.

How to Maximize Video Content for Your eCommerce Store

  • Youtube!It's the second largest search engine, it certainly seems to confer a better ranking in Google search results, and it's free video hosting.Even if you choose not to use it for your on-site video hosting, you still put your videos on Youtube.
  • Make videos that can do different jobs.A video is expensive: Create product videos that double as tutorials or marketing videos.
  • Remember that it must be fun for your audience – target and segment.

Blog Posts: Do They Have a Place in Ecommerce Marketing?

Blog posts like this are less likely to influence ecommerce shoppers.Granted is 5,000 words, but it is not the size that makes the difference.

Your audience will read how relevant and interesting they will find.

Ecommerce blogs that have been assembled in a hurry usually end up with some sales material and some general news about the space in which the site operates.

This and the poor quality of writing are the two biggest freebies that the site has a blog because it is a box to tick, not because there is a real plan to get new customers and keep the old, using the blog.

On the contrary, here's how an ecommerce site's blog can work.

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Au Lit Fine Linens sells linen sheets and other linen furnishings for the luxury market.

Their blog, Between the Sheets, offers their lookbook, but also offers advice on how to keep your bedroom fold-up and bedroom style ideas from other sources.

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All their images are also Pinnable.

Consider this post, "What's the difference between a duvet and a duvet?"

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Here the author explains something that might be quite dry, with some touches of humor and a human voice.

'If you open a French-English dictionary and look at the word 'duvet', you'll see that the literal translation is 'fluff', and that's exactly how we like to think of a duvet.

A duvet consists of two pieces of fabric sewn together and padded with any form of insulating material, whether it is goose down, feathers or synthetic fibers.

A duvet is soft and insulating, drawn on sheets and keeps you warm at night.Think of the fluffy topper on a hotel bed: bloated, light and cozy. '

This post addresses a question that blog readers may actually want to know the answer to, and it does so with a voice that will appeal to them.

How to Use Blog Posts to Drive Ecommerce Traffic

  • Target your audience.Shoot for a mix of informative and entertaining informational material and find out which one does best.
  • Match your blog voice to your brand.Bloated, light and cozy is a perfect combination for Au Lit; Caterpillar would like to approach things differently, and so would you.
  • Use your blog in synergy with your other marketing channels.Insert videos and include posts in newsletters and other emails.

Interactive Content: Marketing Secret Weapon for Ecommerce Content

In-store shopping is inherently interactive.You can pick things up, turn them upside down, hold them in the light, take them out in your hand and try them on.

None of this is possible on an ecommerce site, so we need to offer the best thing to do.

Interactive content allows e-commerce sites to allow consumers to shop the way they want, managing their relationships with your content, brand, and products.

A good example is Sephora's Virtual Artist app.

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On your phone or desktop browser, it allows you to take a selfie, then simulate product trials and see how you would look wearing the product.

Sephora claims to have tried 200 million shades and over 8.5 million visits to the function.

This type of content is much more expensive than hiring someone to delete some blog posts.

But it is also radically more effective.

It works best when technology and process are at the heart of how the company markets itself, less well when it comes to a peripheral add-on.

Interactive content doesn't have to be as complex and in-depth as the Sephora app.

It can simply be an interactive video.

Interactive videos can increase watch times by 47%. And when these interactive videos are purchasable, they're a way to reduce friction in the conversion process and give consumers what they want.

How to do it

  • Identify the problem your audience wants to solve the most.Sephora allows users to try the trick before buying online.What frustrates your users and prevents them from buying?
  • Create content that empowers your audience to solve their problems, in a way they enjoy.The goal might be to mimic the "browsing" experience of in-store shopping, but depending on the audience, it doesn't have to be that way.
  • Make your content shoppable!Don't force users out of the content they prefer and trudge through the standard checkout process.Let them buy directly from the video, lookbook or app.

Done right, content marketing can be key to both traffic and sales.

Ecommerce sites that have a game with narrow content get more traffic and even more conversions.A great way to improve your content marketing is to hire a dedicated content marketing agency to help you.

3.Product marketing: delivery and unboxing

The way your customers interact with your product can also be marketing.

Ecommerce Marketing Automation

In fact, that's an understatement.

It is true among companies in general; For ecommerce stores, things are even more drastically skewed.

Repeat customers are only 8% of an eCommerce store's average customer base, but they account for 40% of revenue.

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Clearly, encouraging such customers is vital.

Encouraging repeat purchases and referrals by making your product super attractive to receive and open has a huge ROI.

This can mean a different, more experiential approach to packaging and delivery, such as recreating the product unboxing experience or adding same-day shipping.

Unboxing: Powerful Marketing for the Buyer

Unboxing videos are a phenomenon.When I Googled "video unboxing" (from an American server) I got 131 million results:Ecommerce Marketing Automation Youtube has channels entirely dedicated to Unboxing – Influencer Marketing Hub rounded up the top 15 – and two of the 10 most viewed YouTube channels in the United States in 2018 were Unboxing channels; among them, they have racked up over 38 billion views since launch.

Why does anyone care enough to watch a video of someone else discarding something they bought?

Because some of the world's most successful brands understand that unboxing is experiential: a place to add value, not something to overcome as quickly as possible.

(Not sure about that pizza though.)

When people watch unboxing videos, they shop: they explore what it will be like to receive an item they're thinking of buying.

Not always, of course – but 62% of unboxing video views come from people with purchase intent.

One way to get your product on an unboxing video is to pay an influencer to introduce you.

But another is simply to focus on the unboxing experience and design your packaging to support it.

Remember that the goal is not just to appear in videos – it's a nice bonus.

Rather, it is to increase the excitement that generates the purchase in your customers so that they come back to you and refer to their friends.

One of the brands that does this best is Birchbox – if you're an ecommerce marketer, I recommend subscribing to their email list and checking out some of their unboxing videos to see how effective this tactic is.

Birchbox includes a 10% coupon, presented as a reward …

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… and a "menu" that shows what's in the box.

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But there is another aspect of what is being done here.

These boxes are doing branding, not just "10% off" marketing.The offer is linked to the social nature of shopping for personal care products.

There are millions of ways to do this.No one can tell you exactly why no one knows your brand (or your customer's brand) as well as you do.

Out-of-the-box marketing: how to win the unboxing game

It's not just unboxing.

It's what's in the box and the box itself.See how the most effective ecommerce marketing brands bring branding and marketing to delivery packaging.Back inEcommerce Marketing Platform 2012, Facebook's UX and content strategist Jonathan Coleman echoed the Dollar Shave Club brand, calling their unboxing experience '' and explaining, 'That's exactly what I wanted to see from the Dollar Shave Club.

The printed microcopy that makes right on the brand, makes me laugh and aligns perfectly with the original video experience."

Swearing and jokes, bright colors and an ironic and ironic vision of the golden age of men's care products perfectly match their brand and their audience.

It may not fit so well with yours.

Man Crate does this:

Storytelling and branding reinforce each other, with unboxing positioned at center stage – in a video lasting just 30 seconds.

Apple has a different approach:


There is nothing about this simple white box … nothing that does not scream Apple.

An established brand with a peculiar image – elegant, hypermodern, discreet – can cope with it.

Again, it may not be a good fit for your brand.

How to Maximize Unboxing for Ecommerce Marketing

  • Remember it's the brand!First, communicate your brand identity to your buyers.
  • Encourage referral and repeat the purchase with catalogs and lookbooks, coupons and vouchers.
  • Encourage your buyers to make their own unboxing videos, a powerful form of marketing that can get you to take action without you having to do the work.

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4.How to Use Email Marketing to Drive Ecommerce Sales in 2019

Email marketing is the secret weapon in ecommerce marketers' toolkits.

Of course, other businesses can leverage email marketing, and since they have a higher ROI than search, social, or content, they do.

But ecommerce stores have a unique position to play because they have so many opportunities to connect with their customers.

You can email customers whenever they visit your store and occasionally not; every time you get a new product and every time a product is suspended; every time there is a sale and when sales end.

There are a million more examples, but I think the point is clear: these are emails that at least some customers actually want to receive, and done well they can increase conversions not by 20% or 50% but by 200% or 500%.

Email marketing for ecommerce is most effective when using targeted flows.

No customer who has registered should ever be completely off the radar, but they should be on the right flow.

When we discuss email marketing tactics for ecommerce below, we're talking about email flows; Multi-email structures, built in advance, automated and that allow customers to insert themselves into new flows based on their behavior.

Here are some of the most effective email marketing flows:

E-mail flows from new customers

When a new customer buys something, they should be immediately greeted with a new customer email flow.

A stream of multiple emails is more effective than a single email, offering multiple opportunities for engagement.

New customers can be welcomed in various ways.

Tech startups often greet new signups with an email from someone's personal address in the company; This can work for ecommerce stores, but also more impersonal emails that guide customers through the use of the store and the products on the window.

These can be combined with purchase incentives – see how Forever 21 does it:e-commerce marketing It's all there: urgency, incentive, style on the brand, and free shipping on orders over £50 to boot.

The rest of the email shows Forever 21 products on one screen:e-commerce marketing Simple and effective, this single welcome email could have been stronger if it had been incorporated into an email flow that leveraged the very high open rate and placement in the inbox typically of welcome emails to build a relationship with the recipient.

How to make new customer email flows work for you

Shameless thorn time.

You can use other email tools.But I'll tell you how to use Moosend to set up automated welcome email flows for all your new customers.It's not a long walk.

Start by going to the automation menu:Marketing Automation You'll see a selection of predefined automated workflows that just need to be built with your content.

Ecommerce Marketing Automation

Onboarding and emails from new customers are located at the bottom of the first screen.Welcome emails are at the bottom if you scroll down.

Which of these you choose to use is up to you; The new customer is set up as a single email, while Welcome is designed for more complex signups or offers where multiple emails may be required.However, they can be used to segment new customers based on their responses to the initial email.

New customer emails work like this:Ecommerce Marketing Automation The default is to respond when someone makes their first purchase, whatever the product, and after a short delay, sends a greeting email to the new customer.

You can link to emails you've already created, allowing Moosend to send them, as well as choose which email address they will be sent from and entering the subject:

  • Subject lines should be short enough to be fully displayed on mobile devices and support the purpose of the email.
  • What are you trying to help the recipient do next?If they made a purchase, what do you want them to do now?If they registered, but didn't make a purchase, what should be their next step?Welcome emails work best when they're part of an email structure that guides the recipient through your store's maze to repeat the purchase.
  • Don't forget that content can start in the first email – this is a great place to include that demo video!

Navigating follow-up streams

If you have someone's email address and they visit the store and browse, but don't make the purchase, it's possible that they were just shop windows.

Or maybe they found a better deal somewhere else.

But it could also be that they changed devices, or their Uber made it to work, or anything else out of a million things that might prevent you from deciding to buy a scarf, a pair of headphones, or a set of 16-piece screwdrivers.

These people need follow-up emails that remind them of the product they were looking at, offer similar products, and offer them a discount on the purchase.

See how Forever 21 does it:

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How to Win with Follow-up Email Browsing

Moosend allows you to create re-engagement emails that filter your contacts.

The flow looks like this:Ecommerce Marketing Automation When someone on your email list flips through a page but doesn't make a purchase, you can set this email flow to wait for a specific time interval, then email.

Even better, you can filter contacts, choosing only those who have made a purchase; Then you can set up a separate flow for those who haven't reached them with different, targeted messages.

Abandoned cart emails

Abandoned carts cost $75 trillion ecommerce worldwide each year.

They're the biggest hole in the funnels of most ecommerce sites.

And cart abandonment is actually increasing year by year:Ecommerce Marketing Platform Cart Abandonment Can abandoned cart emails help solve this problem?

Yes.In fact, they are one of the most effective tools to remedy abandoned carts.

Done correctly, a cart abandonment email stream can recover up to 60% of the lost revenue represented by abandoned carts.

In many cases, carts are abandoned by buyers who intend to return and finish the purchase but forget.

We found that 45% of cart abandonment emails are opened, 21% receive click-throughs, and over 10% have led to a purchase.

How to Make Abandoned Cart Emails Work for Your Ecommerce Store

You can send abandoned cart emails from ready-made Moosend flows like this:

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  • Send them later!It leaves a gap so that people can get to their destination and get back online on another device.Moosend's default is 45 minutes, experiment with it as a variable.
  • Send an image and reminder of the item they were buying and make it as easy as possible to get back to shopping.I've seen abandoned cart emails with links taking you to the homepage.Those carts remained abandoned.
  • Use an appropriate copy for the trademark.Sometimes that means two lines or just a handful of words.But if your brand's tone of voice is personal and informal, make sure it transfers to abandoned cart emails.We are looking for "it looks like you accidentally left something behind the store", not "you did not fail in the purchase.Please rectify. "

Targeted offers

Once you know something about your customers, you can make email offers targeted to their interests.

At the beginning of automated email marketing, there were some catastrophic errors where the offers were totally untargeted – Bob, we noticed you're interested in vegan cuisine, so how about the 15% discount on these swordfish steaks?- or too targeted.

Like that time, Target's algorithm accidentally brought a pregnant teenager to her unwitting father.

But when they're done, these emails can accurately target customers' interests with products they're likely to want to view, if not buy, and help dramatically increase ROI.

Use Moosend's specific flow of readymade focus areas to reach people whose on-site behavior has been shown to be interested in specific niches, products, or categories, by offering them coupons or discounts that you know will appeal to them.

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Assert your targeted offers

  • Wait!Don't jump off your audience's throat by shouting "10% off!"Consumers shop in their spare time or when they should be working, so afternoon and evening are probably the best time.
  • Match the offer closely.Our choices are not random: a woman who buys shoes probably has a dress in mind.A man shopping shirts probably already has the suit.If they bought peach, do not give them offers on lime green.The same goes for tools or whatever.
  • Include secondary material further down in the email that offers "products like" and "accompanies" to capture the attention of less focused shoppers.

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5.Site on site: Make your ecommerce site work for you

  • 600w
  • Design module as an obstacle to registration
  • Flow through checkout and other vital stages
  • Best practices for sales and product pages
  • How's all this marketing going?Affects SEO, influences customer behavior

One of the most vital ways you can market is on the site itself.

The flow through the parts of the site that produce the most conversions is marketing, just like paid ads, content, or email marketing.

If you need to convince someone to visit the site, sign up, come back, look at a product page and start buying, but they did not complete the purchase, you did not make money.

So far, so obvious – although in a world where marketers tend to get stuck on familiar metrics and forget to look at the bottom line, I think it's worth repeating.

But as search classification algorithms become more sophisticated, on-site behavior also affects search.

Think about the speed of the site.

There's a reason Google encourages fast load times: because customers like fast load times.In 2018, mobile site speed became a ranking factor ; earlier this year, Search Engine Journal called it "the next big ranking factor to focus on." 

It's one of the easiest user experience issues to enter a number on, but Google controls the UX as a whole through proxy indicators such as dwell time.

What can you do to optimize your site to get more conversions and Google looks at you with a friendlier eye?

Get started with your forms.

If you build it (right), they will complete it: module design and ecommerce marketing

Too many ecommerce websites have shapes designed on desktops and seemingly by the IRS and customs authorities, working together to wipe out the day.

Here's Joel Klettle of Business Casual Copywriting:Screen Shot 2019 02 21 to 14.51.11 How much of all this do you really need to know about your customers?

Screen Shot 2019 02 21 at 14.52.41

Preach, Joel.

So there is a device to consider.In fact, most ecommerce customers are on the phone.

As proof of how well served they are, cart abandonment is twelve percentage points higher on phones than on desktop.

Things look very different on a small screen and also work differently.

Typing takes much longer on a phone, so we should aim to reduce typing.

The fields that the customer's browser can fill in automatically, such as name and email, are less of an impediment and we actually need that information.

Fields, where they should be typed, should be deleted if possible.

Here is the form of Schuh (on mobile):Ecommerce Marketing Platform Choose 'pay by card' and get this:

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It's a single screen, it only asks for the information Schuh actually needs to process the order, and if you wish, it also allows you to skip the date of birth.

Plus, it's clear and simple on a floating screen.Therefore, it's absolutely important to think two steps ahead when considering the development of your mobile eCommerce.

In addition, it is important to tell customers how much postage they will pay as soon as possible.

People don't like unanswered questions, it makes us anxious.

If I'm okay spending $10.99 but wouldn't be okay spending $14.99, I'm in a state of anxiety throughout the long checkout flow, thinking, 'How much will shipping be?

I'll be fine if it costs $2.99, but I don't want to pay $3.99."

How significant is this effect?It's the number one cause of cart abandonment, itself the number one hole in ecommerce funnels.

Bonus: 12 predefined marketing automation campaigns

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What are the lessons here?

  • Tell your customers exactly how much money you are asking them, as soon as possible.
  • Let them easily check them out as guests.
  • Make your checkout simple and clear on mobile.

Sort through these factors and you'll see more conversions and also likely SEO benefits.

Email subscriptions on the site

Getting people on your email list is a good second to get them to buy something.

For one thing, it greatly increases the chances that one day they will make the leap and become customers.

This means that a sign-up process is effective without being intrusive.

How many times have you been on a website, only to make the scrolling pop-up obstruct what you're looking at with a request for… Well, who knows, often people don't read them.

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When you insert a record between what people want and them, they tend to respond with some sort of passive-aggressive conformity.

They will often give you their spam email address.


It turns out that many people keep a spam-catching email address just for subscriptions.How many?

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That number seems to be increasing all the time.I also have a spam capture email address!

The effect on the quality of your email subscription is catastrophic.

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That's 9% of signups that go to an email address that has never even been verified.

Force people to sign up and this is what you get: almost one in ten of the entries are totally worthless to you; Two-thirds others are reluctantly giving you their second string address, but they will never read your stuff, let alone buy anything from you.

Three-quarters of registrations obtained in this way are not good for your business.

At the same time, while you don't want a jambalaya effect, a crazy Bob warehouse trying to trick people into signing up, you also don't want to make it less likely.

The sign-up we want is willing, interested, and has that person's real email address so we don't blow big holes in our deliverability score, overestimate our true sign-up rate, and have an increasingly confusing picture of how effective our sign-up process is.

Oh, and so we can sell that stuff too.

How do we do it?

Get real signups on your ecommerce site

  • Basic membership request on user activity.If they've clicked on at least one thing or scrolled down content, that's the time: don't bundle membership requests with cookie consent, GDPR, and other legal entities.


Ecommerce websites tend to be huge, with lots of products.It's rare to find a website with thousands of pages outside of ecommerce; In the industry, this is normal.

Each new product has its own page.Every old product does this often.

The result is huge sites that can easily get out of hand and a vast number of pages that need to be created, often quickly.

Product pages are the heart of an ecommerce website.

If you sell T-shirts, it is on the product page for a specific shirt that sales are actually made; No one places an order to receive a random shirt.

They are specific product pages that actually make money for your company.

However, they often have avoidable flaws that prevent them from being as effective as they could be.

Ecommerce sites could often benefit from spending some time with Screaming Frog, for sure.

Missing or duplicate tags and non-optimized images also appear on large sites, especially if design and SEO don't speak much.

But the most important aspects of an ecommerce product page that actually sells are the copy, description, and images.

Product pages must be consistent with the brand.

They should pass the "drunk user" and "squint" test with flying colors: every product page should scream your brand identity from the screen.

They should encourage trust and trust; People should feel trusted by your brand and product.

You need to deal with the objection beforehand to handle concerns about delivery, fit, pricing, and quality so you don't do it in a brick store where people can weigh the product in their hands, feel the fabric, hold it until the light.

Video and multi-angle photography are the gold standard for ecommerce product images, but you don't need to run them to have a working product page that actually converts.

What you need are several high-quality images, a copy that solves the doubts of your person and descriptions of products that do not come from the manufacturer.

Copy of the ecommerce product page that sells

The copy of the product page must address the concerns of the target audience.

He must speak their language, so avoid talking to 40-year-olds as if they were teenagers and vice versa.

And it must be clear.

The choice between clear and smart is not a choice: consumers read this halfway through a mobile screen between messages.

They don't want to be smart, they just want to know what it is and what it does.

Here's how the outdoor and travel clothing company Rohan manages it:e-commerce marketing That single line of copy tells you what it does and what it's for.

That could be all you feel you need to know.

But if you want gritty – how much does it weigh?Are the seams taped?- there is more and it is easy to find.

Make your product descriptions stand out

Click "read more" and get this:

e-commerce marketing

This is a copy addressed to people who are looking for something from "stuff in a backpack", but who also want to know details like "spike glued" and are happy with terms like "front opening" for the front of a hood.If this is not your person, don't do it this way, but take from Rohan their clarity and their tailor-made product description.

Product descriptions like this:Ecommerce Marketing Platform I'm more of a "how not to".

We enlarge the description:

e-commerce marketing

First of all, I challenge you to read it.It's extremely boring.It also includes random technical information – "if you want to connect with NG gas, please remove the LPG gas kit", it's so nice to know that this stove comes with free alphabet soup – and strangely specific facts, like "burner cap: iron".

It's not that potential customers shouldn't know.It is that it is presented in a careless, careless and very boring way.

Take the manufacturer's product descriptions and write them again, as if you were talking to your ideal customer through the product.

How to Create Images of Ecommerce Product Pages That Generate Sales

The images don't have to be exciting.It's like a copy: people want to get the information they want, they're not interested in fancy effects.

See how UK Tool Centre Ltd sells this DeWalt multitool set:

e-commerce marketing

Much of this is right: nice clear button, underlined savings, clear description.But we are interested in images.The thumbnails at the bottom are clear enough that you can see which tools are which.

There is a slider, a click of each instrument and close-ups of batteries and peripherals:

There is also a video.Let's talk a little about this.

Product page videos

Rather than talking about how to make a good video, I want to talk briefly about how to site and use a product video.

In fact, DeWalt is more or less right.

(I swear I'm not on commission.)

It's placed prominently, in a prime position on the slider, but I don't really need the video to get value from the page.

This is quite important to DeWalt, because their target customer is navigating on a reinforced mobile device with his feet on the dashboard of a Transit van, at a construction site with poor WiFi.

If the user needs to view the video to figure out what the product is, DeWalt is going to lose.

This is less of a concern if your target audience is IT professionals in Finland, where they have Gigabit broadband.As always, it's about your audience.

The other no-no is autoplay.

This sounds like a great idea for some people – I think it's the same people who always want to put a bunch of sliders on a homepage.

And autoplay video has the same effect because it violates the same user experience design principle: the user must be in control.

Make your video clear, short, and easy to find, but don't let users watch.

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Ecommerce is a bigger pie than ever.

Growing your slice presents new challenges, but they can be overcome.

Throughout this post, we've talked about how to work with specific aspects of ecommerce marketing to achieve a better effect in 2019.

We mentioned trying to get real email recordings, for example; talked about how to avoid autoplaying videos like the plague is; send emails targeted to audience preferences; or designing your own unboxing experience to delight your customers.

But there is a tendency: we need to know the customer well enough to put him in the driver's seat.The more you do this, the more your ecommerce store will thrive – in 2019 and beyond.