Today is the day of one of those super complete posts where we will talk about the best E-commerce Marketing strategies.
To be more precise, 30 strategies that we have already been applying have contributed to the growth of various e-commerce.
And let’s also break a growth myth: The main growth factor of an e-commerce is not exactly the sale, but the retention.
Of great importance to retention is the Growth Marketing mindset, Growth Marketing, which is the new trend for businesses looking to grow exponentially.
Are you ready? So, come on!
1. Absorb Everything You Can From the Growth Marketing Mindset
Growth Marketing (or Growth Marketing) is a new marketing methodology for disruptive and exponential business growth.
While traditional marketing is used to “managing” marketing, communication, ROI, and lead generation resources, Growth Marketing proposes more agility, proactivity, and the pursuit of constant growth.
Growth Marketing is used from startups to big digital businesses like Facebook, Netflix, Uber, Google, etc.
This post absorbs a lot of the Growth mindset that we bring to you, Conversion reader, to be able to apply to your e-commerce or your business.
Not everything Growth Marketing will work for every business, but everything you can absorb will be extremely rich.
2. Price is important, but not everything: delivering value through experience is everything
The big Achilles heel of digital retail is price, which our Digital Consumer Survey (2017) has shown: the consumer has been “hooked” to buy cheap, but there are prices that make most operations unfeasible.
The point is: You ca n’t compete for price forever, and the only way to escape this lost war is to deliver value to the consumer and become an authority in a niche.
Value is what the customer receives. Price is what it pays for your e-commerce. Find the balance between the two.
One way to create a unique experience might be to have unique products, add services or have an omnichannel e-commerce.
Selling products by e-commerce only for price will no longer have value as competition only tends to increase.
So the question is: what real value does your e-commerce deliver to the consumer?
3. Focus not only on customer acquisition, but on retention, which is the real engine of growth.
Most e-commerce is focused on bringing in new customers; The problem with this is that this is the most expensive part of marketing.
It must, of course, be done: but it is retention that will enable e-commerce to grow. After all, it is cheaper to sell to someone who has already bought from you than to bring in new customers.
For retention, it is important that e-commerce has recurring product consumption or other products to generate cross and upsell.
Therefore, the ability to generate customer retention will be closely linked to your product and service portfolio.
To understand the importance, look at the graphs below:
Each one represents a company; each line is the customer input cohort and how much revenue they have left over time.
Note that the lines in the first example tend to zero, which prevents growth – growth that there is in the second, precisely because of its retention capacity.
We’ll talk later about Cohort analyzes.
4. Set your optimal repurchase frequency
Now that you know you need to have repurchase to generate retention, set the optimal ordering frequency.
There is no magic number, and it will vary from segment to segment, and you will understand in the next topic.
To better illustrate, we have selected some e-commerce niches and their order frequency for value-adding brands:
- Segment Ideal order frequency
- Travels Yearly
- Electronics Semiannual / Annual
- Fashion Monthly / Annual
- Cosmetic and Beauty Monthly / Annual
- food Weekly / Monthly
You’ll find that in each case it’s a case, but you can always measure your average frequency by considering the entire customer base anyway.
This activity (as well as many others we will present here) can be done in partnership with the finance department or even the marketing team.
5. If you don’t lose focus, test lower ticket, higher recurrence products
Mobile E-commerce – Mobile
There is no problem marketing products with low frequency (yearly or semi-annually), but you need to manage the variables better than your competitors.
When e-commerce managers or directors have access to this information we are presenting, some of them decide to broaden their product mix.
This strategy can be excellent as well as bad… the question is: does your business know how to manage higher recurrence products? Won’t you divert focus?
If it makes sense, start with a test that doesn’t affect your entire operation: after all, testing is everything!
6. Running an NPS survey will help you understand satisfaction with your e-commerce and generate lots of insights.
I will not delve into the concept of NPS (Net Promoter Score), which is basically a metric of overall satisfaction with a company.
By measuring NPS, you’ll know how likely you are to repurchase and the potential for word-of-mouth marketing.
To calculate the metric, one basically asks: “On a scale from 0 to 10, how likely are you to indicate (Company Name) to an acquaintance or family member?”
From the respondents, the answers are separated between detractors, neutrals and promoters; The final calculation is given by the difference in the percentage of promoters minus the percentage of detractors, times 100, as shown in the image below:
NPS Net Promoter Score – What is it?
NPS may range from -100 to 100; being a range of 50 a very good index, and above 80 excellent.
Plus, every time you run an NPS survey, you get a lot of feedback and excellent insights from your client.
Want to implement NPS? We suggest one of 3 tools
- Wootric : Best value for money
- Trakcsale : Best Brazilian Tool and Support
- Hotjar : Easier to get started (works on-site only)
Remember: without knowing your customer, and without a metric for it, growth will be much harder!
7. SEO: Organic Search Should Be Your Main Traffic Channel To Generate Profitability
The smartest e-commerce directors I have ever seen recognize organic search as the primary traffic channel to drive profitability.
“Organic search generates profitability, paid search generates scale”, this is a good maxim.
Plus, organic search gives you authority for your brand: Say what you want, being on the first page of Google increases a brand’s reputation, and our research proves it :
At first, SEO will bring traffic directly to department, category and product.
Then blogging will be a great strategy for acquiring funnel-top traffic, with informational search keywords and non-transactional informational traffic.
To measure SEO’s share of monetization for your e-commerce, look at not only conversions, but also assisted conversions.
If you would like to enter and delve into the world of organic traffic, read this our SEO Guide.
8. Apply Extreme SEO to generate maximum visibility on your department and category pages.
Extreme SEO is a SEO methodology created by Conversion to generate deep optimizations that focus especially on department pages and categories of your e-commerce.
With the profound optimizations of SEO Extreme, the consequence is that the page that gets this kind of optimization can rank not for one but for multiple keywords.
We found the basis for this practice in a 2017 study by Ahrefs, which demonstrates a strong correlation between a page being well positioned on Google and ranking for other terms.
A page, for example, in the first position usually positions for another 957 words (not necessarily in the first position).
This number increases for keywords with higher search volume: a site in the top position for a term usually ranks for another 1,302 words.
To better understand SEO Extreme, watch the video below:
9. Work in paid media considering the CAC metric and not the ROI – but, beware!
CAC – Customer Acquisition Cost
CAC stands for Customer Acquisition Cost, and it means how much it cost to bring a new customer to your e-commerce.
This is an even less widely used metric because e-commerce managers primarily track the ROI metric. And that’s ok, but it will generate growth limitations.
Because ROI is usually at the bottom of the funnel, where is also the biggest competition; and ROI is likely to decrease, either with campaign scale or over time (with increased bidding from competitors.)
The best way to handle this is to have an e-commerce that has already implemented retention metrics and know exactly what your Customer Lifetime Value (CLV) is, which we’ll talk about later.
Thus, the ROI metric will be replaced by the CLV / CAC ratio, which is, let’s say, a more strategic and long-term way to measure ROI.
10. Calculate Your Customer Lifetime Value (CLV) and Know How Much Your Customer Revenue Over Time
CLV Lifetime Value
Customer Lifetime Value (CLV) is a metric that indicates the lifetime value of a company’s customers.
This metric is intended to give you a strategic view of how much a customer will leave in e-commerce over time.
There are several ways to calculate CLV, but it should basically represent the gross sales margin that the customer will leave in their life cycle.
Understand in the example below:
- Value per Sale $100
- Gross Margin $50
- Average Order Number per Customer 16.5
- CLV R $ 825.00
To better understand the importance of CLV, read this article from Google ; To learn how to calculate, this one.
11. Do Cohort Analysis and Understand Seasonality and Media That Generate Better CLV
The cohort analysis is basically a customer input crop analysis, which measures order recurrence after the first purchase and is closely linked to CAC and LTV.
By doing a Cohort analysis, you will see over time how much revenue (whether gross or net) customers acquired in that period left.
This analysis can be done for a specific period, as well as for different channels and media.
Cohort analysis will be useful in the latter case if your attribution model is simpler or if you separate media with assist and conversion function.
Image taken from this PPC Hero guide, which we recommend reading.
12. Invest in communicating each order with your customer using email, SMS and push.
Some e-commerce marketing departments think the job is over when the user buys: as you have already noticed, it is actually just beginning.
A point of real attention is the communication you have with your customer after they make their purchase: this is the moment when the customer feels most insecure and asks questions such as:
– Did I do well to buy? When will it arrive? Will it take too long?
One solution to this is to create transactional message flows, both via email and SMS, to give order status.
Please inform when payment is approved, when order is packed, when shipped, when delivered.
If your e-commerce has an app, this strategy can look great with push notifications.
Being present at every micro-moment will help increase your customer satisfaction (NPS) as well as your Customer Lifetime Value (CLV).
13. Mouth to mouth is your best marketing: what reasons does the customer have for referring you?
Mouth to Mouth Marketing
Since marketing is marketing, word of mouth is the most powerful and cheapest customer acquisition tool. In many cases, business monetization will be here.
For us, some elements are key to generating a word of mouth:
The first of these is a high NPS: look for something above 50, but Nubank claims to have an NPS of 87 ; NPS is a metric ranging from -100 to 100.
The second is to have a clear Brand Positioning and Unique Selling Proposition ;
Third is your product or service being able to change a consumer habit.
Then you can coordinate your marketing efforts to create demand for your brand with a little-spoken, very powerful Demand Creation strategy.
14. Use Demand Creation Strategies for People to Want to Go Back to Your E-Commerce and Search for Your Brand
Which Google Ads campaign generates the highest ROI for all e-commerce?
The branded traffic institutional campaign will be the right answer for 99% of e-commerce.
The answer to this result is quite simple: the person you’re looking for is already interested in your brand.
Brand searches are a great asset of a company; watch Uber grow:
The big challenge is to increase interest in your brand; All 28 e-commerce marketing strategies in this article help.
But what if we said there’s a strategy focused on that?
Although very publicized, it exists and is called Demand Creation, and we at Conversion were pioneers in bringing it to you in Brazil.
To understand how to create a Demand Creation strategy, read this all-in-one guide and understand how there are strategies to increase your brand search.
15. Like Uber, Create a Referral Program, Generate Coupons, and Bonus Your Customers
Mouth to mouth is one of the most powerful marketings, right? So how about leveraging this with a referral program?
There are several ways to work referral marketing.
A great example is Uber, which generates a discount coupon to share with your friends.
The example is good because it benefits the business (which increases customer acquisition at a low cost), who is referred (who can try the service for free or at a good discount) and who indicates (who gets discounts in future ones). shopping.)
Referral marketing strategies tie several ends of an operation and can (indeed should!) Be calibrated with Cohort analysis of the acquisition of that channel.
To our understanding, this kind of incentive can still contribute to increased customer satisfaction on NPS, as they feel responsible for the referrals they make.
16.Content Experience: Create pages that privilege User Experience and Content
Another very powerful marketing methodology and strategy that Conversion pioneered in the Brazilian market was Content Experience, which is an evolution of content marketing.
In short, Content Experience unites the skills of User Experience (UX) and Content Marketing, as well as being extremely powerful for SEO.
Two good examples of e-commerce from leading brands that have a good job of Content Experience are Brastemp and Growth Supplements, who are also Conversion customers.
To delve into Content Experience, we suggest two articles: What is Content Experience? and the Content Experience Guide.
17. Do SERP Domination, Dominate Your Consumer’s Mind and Be a Top of Mind
There is a Marketing strategy that I like a lot and it is extremely valid if you want to position a brand for a product or service category.
This strategy is very simple and can be considered expensive, but it will help a lot in positioning your brand, increasing your authority, generating more word of mouth and increasing searches for your brand.
It consists of SERP Domination ! But what is this?
SERP Domination consists of you mastering a Search Engine Results Page (SERP), that is, the Google results page, both organic and paid (with Google Shopping and sponsored link).
To understand, imagine the totally fictitious example : that Casas Bahia wanted to be the main selling point and technical assistance of iPhone in Brazil.
Please note: this image is a montage and we made it for illustrative purposes only; However, we have successfully applied this strategy to many projects.
Assuming that Google is like the human brain (which holds and organizes information), only in the cloud, the company would dominate those searches to make its brand synonymous with that category.
After all, what is first remembered is rather bought, is in other words top of mind.
18. If You Can, Monetize Your CLV With Value-Added Services
At the beginning of the article, we said that the consumer experience is key; and what value is what your customer gets, while price is what he pays.
In many markets, there are great opportunities to sell services tied to e-commerce products.
For not a few e-commerces, the business model is to generate customers with a reasonable CAC and monetize their service.
The main services are:
But what types of e-commerce can do this?
Basically, every type of product that has complex installation and requires maintenance.
In certain niches, it is possible to sell educational courses to your base; A case in point could be companies selling drone or any other product whose handling requires knowledge.
In the future, the e-commerce services and education market will grow significantly.
19. In fashion, beauty and life style e-commerces, try using some aroma inside the package
There is a great tendency for brands to become a life style : they make their consumers part of a tribe.
Whether your e-commerce is a life style, fashion or beauty, using packaging scents can be a strategy of impacting new consumer senses and enhancing your experience.
This strategy has also been very common in shopping malls and there are brands like Melissa that use and abuse it.
But here is a warning: there are many perfume-sensitive consumers in general; so be aware that using this strategy can make some noise and drive away the most sensitive customers.
20. It seems obvious, but it’s worth emailing continuously
Although year after year email open rates drop (in part, through the profusion of new channels), email marketing remains critical to e-commerce.
In our opinion, email marketing is important in itself as a strategy of being present in the lives of consumers: even if many do not open it, they will remember your brand.
But of course, it is worth a lot more to buy back than just being seen: email marketing is one of the most important tools for increasing your customer lifetime value (CLV).
Needless to say, it is worth remembering: work exclusively on an opt-in basis to ensure better deliverability and reputation (both IP and brand.)
21. Invest in value-added content marketing if you can
The Content Marketing will not work for every business, but will work for virtually all that deliver value to the consumer.
E-commerce, especially branded ones, can take full advantage of the impact content has on Consumer Journey.
Content is one of the least intrusive and desirable ways for consumers to contact your brand and is also one of the success factors of a Demand Creation strategy.
Content yields results especially if linked to an SEO strategy that leverages organic traffic.
If you want to understand more about the impact of content on a digital strategy, read the article: After all, does Content Marketing sell?
22. In Social Ads, create combo offers to improve your CAC.
Always try not only to understand your audience, but also when they are.
While Google is a medium where people will look exactly for something, on social networks people are entertaining and probably scattered across diverse subjects and profiles.
So when advertising on Social Ads ( Facebook Ads and Instagram Ads ) you need to invest in a communication that makes the user stop what they are doing.
Interestingly, combo offers include two or more products at a very attractive price.
Social Ads Combo
This type of ad that works with the AIDA method (Attention, Interest, Desire and Action) is extremely efficient and, with good targeting, can provide a great CAC.
23. Create your own brand products: offer exclusivity and fair price
One of the great challenges of e-commerce is to differentiate itself: after all, when the product is the same the consumer will basically evaluate the price x trust variables of the store.
These two variables are very limited and lead to a price war that benefits the consumer but is not sustainable for the retailer.
To get out of this mass grave, one strategy is to bet on own lines and unique brands, as there is greater control over price – although other types of marketing investments are required.
This is not an easy way to go, but it can be extremely profitable and follows the trend of Direct To Consumer (DTC), ie the industry (or distributor) sells directly to the consumer without the intermediary of traditional retail.
24. Use and abuse Hotjar: It has many features for you to understand your customer.
Those who follow us know that we are fans of Hotjar, a tool as simple as it is powerful.
Unlike tools that promise to optimize conversion, Hotjar is one of the best tools for you to understand and analyze the user experience.
In Hotjar, you can:
Sales Funnel (not complex)
Surveys and Polls, including NPS survey.
Feedbacks, among others.
The installation is quite simple and can be done in the website HTML or by Google Tag Manager (GTM).
25. Invest In User Reviews: They Help A Lot In Decision Making
You thought we weren’t going to talk about them, did you?
Reviews are extremely powerful, both in attracting new customers at lower CACs, and in generating more revenue and increasing Customer Lifetime Value (CLV).
Reviews of your store and products work an important mental trigger, which is social proof.
That is, people tend to buy more when other people also bought and were satisfied.
So much so that user reviews appear as one of the main decision factors in cases of not knowing the store:
One of Amazon’s growth factors was its user ratings of the books they bought, so much so that it was one of the top book search sites.
26. Beware of Paid Media Attributing Conversion to You
You’ve heard the saying “when the son is handsome, everyone wants to be the father”, right?
In e-commerce, when a sale occurs all media want to assign to themselves the responsibility for the sale.
It is not enough to rely solely on the reports of the vehicles themselves, which pull the sardines towards you.
It is well known that Facebook’s attribution model, for example, is extremely advantageous for the platform: each ad has been printed for the buyer, it attributes to itself the sale.
Of course, Facebook is today an indispensable medium capable of generating demand from good consumers, and you shouldn’t be far from your media plan.
But there are vehicles that don’t help much and attribute the sale to you effortlessly and increasing your cost.
An example of this may be in certain (not all) affiliate programs and tools that work within your site.
If you have questions about the attribution of the media you invest in, contact your agency and adjust the media plan to achieve true performance.
27. Track the assisted conversions metric and be amazed!
Since the subject is attribution model, you might be surprised at the importance of each medium.
Google Ads is very likely to be one of the media with the highest attribution, either because it really works, or because branded keywords are purchased.
Tracking last click sales is a way of seeing, but often quite limited (in some cases, it makes sense).
One media that is increasingly important in assisted sales is organic search and social traffic, which participate in the Awareness and Consideration steps in a sales funnel, but not necessarily Conversion.
To track assisted conversion numbers in your e-commerce, you can use the following report (and similar):
Store Visits: Measure e-commerce user traffic in your physical store
Google is gradually releasing the Store Visits feature, which will compute e-commerce visits to its physical store.
This important new feature will enable you to better measure Omnichannel strategies (working on and off uniquely) and understand the impact of digital on physical retail.
This is especially important in Brazil, where e-commerce represents only about 5% of all retail.
To understand how to set up Store Visits, check out this Google documentation or contact your performance agency.
29. Create an Omnichannel Experience: After All, Your Customer Is One
Since the subject is omnichannel, let’s get into it once and for all!
Some time ago there was a real gold rush to e-commerce and a lot of players emerged, but not all of them survived.
In e-commerce there are no silver bullets, but a set of efforts between commercial, marketing, agency, finance and operation to deliver more value to the consumer.
Among the most proven strategies is Omnichannel, which integrates a company’s physical and digital operations.
It is an extension of the all-line concept: today, it is no longer a matter of on or offline, but of the two working together, the continuation of both.
If your business has a physical store, take your consumer to e-commerce; If he is in e-commerce, take him to the physical store.
His experience thanks, and the business results as well.
30. Think and Rethink Consumer Journey: Being client-centric is the only possible way to grow.
We have come to the last strategy, and this is the most important of all. It is the essential. The primordial.
We talk about various techniques for your e-commerce to grow, generate sales and retention; but all of them are due to the Consumer Journey, which are the steps that the consumer will go through to become a customer of your brand.
At bottom, we are talking about adding value to the consumer and providing good experiences.
To be able to put it all into practice, it is important to be client-centric, that is, to put the customer at the center of everything.
Well, as Sam Walton, founder of Walmart would say:
“There is only one boss: the customer. And he can fire everyone in the company simply by taking the money to spend elsewhere. ”
That’s it, we hope you enjoyed the growth-focused E-commerce Marketing strategies.