✔️ You have a beautiful eCommerce website
✔️ You have great products
Then why should you leave your promotions to fluke?
You can’t just expect shoppers to find you and buy your products with half-baked marketing efforts.
Getting results through online promotions is no game of chance.
A well-thought-out and carefully executed eCommerce promotion strategy fetches all those sales that you aim to get.
We have laid down a step-by-step plan for you to formulate your promotion strategy.
So, grab a pen and a notebook and let’s begin.
8-step process for a high-impact eCommerce promotion strategy
Step 1: Write down your goals
Step 2: List the characteristics of your target market
Step 3: Choose the right channels
Step 4: Develop compelling offers
Step 5: Optimize your website
Step 6: Plan your ads
Step 7: Engage your audience
Step 8: Measure and iterate
Step 1: Write down your goals
Let’s start building the foundation of your strategy.
When we think of promotions, we usually have a certain goal in our minds.
So, this step might seem redundant.
But it really is not!
Writing down your goal will act as an anchor when you are laying down your strategy.
All your elements–big or small–have to be centered around your goal. Thus, having it in front of your eyes while planning, makes your strategy extremely focused.
Now, if you don’t have enough clarity on your goal, here are some common goals that eCommerce brands generally plan their promotions around.
i) Sales goals
When you are chasing sales goals, keep in mind that not all conversion rates, at all times of year, can be measured equally.
Ask–is there an increase in traffic, and why?
If you’re selling snowblower parts online, chances are July will not be your busy season. People may look, but the urgency to buy isn’t there.
Are you selling coffee? Conversion rates here may remain steady throughout the year.
Also, overlaying conversion rates with the channels where people find you is important. Is your Instagram ad campaign driving more traffic to your site, but your conversion rates are down? Is your Google organic traffic up along with your conversion rates?
ii) New customer acquisition
Acquiring new customers is at the heart of every business growth strategy.
However, it’s not just about increasing the number of customers, but about attracting the right customers; the customers who will make repeat purchases and also become your brand’s advocates, recommending your products or services to others.
iii) Customer retention
This is also known as the returning customer rate. Your target should be to aim for a 20-30% retention rate roughly. If it’s less than this, it suggests you should invest more in your retargeting efforts.
iv) Brand awareness
In eCommerce, where it is often difficult to truly differentiate purely on product features, we often have to fight for mind share and an emotional connection.
Why, after all, does one choose a Casper mattress over a Purple mattress but for branding?
You know that your brand is on the top of your audience’s mind when your brand is the first they think about when given a product category cue.
The best way to find out brand awareness is through surveys–perhaps run surveys on YouTube like the one below.
Find out how many people choose you and accordingly decide if this should be your goal.
v) Product launch
This is a pretty straightforward goal–anytime you want to run promotions for a new product launch.
Also read: 19 Product Launch Email Examples That Drove Massive Sales (+ Templates)
Step 2: List the characteristics of your target market
This step is super important to avoid wastage of your efforts and resources and craft the best eCommerce promotions.
When you get your audience right, all of your strategy falls in place.
For example, if you discover that your target market is composed of 25-40-year-old, health-conscious females with incomes of $50,000-$100,000 who value sustainability, you can develop a line of eco-friendly yoga mats. By marketing these mats through Instagram ads featuring fitness influencers who advocate for environmental causes, you can effectively make more sales.
Conversely, if you launch a marketing campaign aimed at retirees for these yoga mats, it is likely to fail because this demographic may not prioritize eco-friendly fitness products or use Instagram regularly, leading to wasted resources and poor sales performance.
A template to help you out 🙂
1. Demographics:
- Age Range: [e.g., 25-40]
- Gender: [e.g., Female]
- Income Level: [e.g., $50,000 - $100,000]
2. Psychographics:
- Lifestyle: [e.g., Health-conscious, Tech-savvy]
- Values: [e.g., Sustainability, Innovation]
- Interests/Hobbies: [e.g., Fitness, Travel, Reading]
3. Behavioral:
- Buying Behavior: [e.g., Frequently buys online, Prefers premium products]
- Brand Loyalty: [e.g., Loyal to specific brands, Open to trying new brands]
- Usage Rate: [e.g., Heavy user, Occasional user]
- Decision-Making Process: [e.g., Research-driven, Impulse buyer]
4. Geographic:
- Location: [e.g., Urban areas, Suburban regions]
6. Media Consumption:
- Preferred Channels: [e.g., Social media, Email newsletters, Online forums]
- Influencers and Sources of Information: [e.g., Industry experts, Peer reviews]
You can also use this template as an inspiration to develop a questionnaire for your target market surveys.
How to use this data
Suppose you sell smartwatches.
Let’s say you fill up your template and it looks like this:
1. Demographics:
- Age Range: 30-45
- Gender: Male
- Income Level: $75,000 - $150,000
2. Psychographics:
- Lifestyle: Career-focused, Family-oriented
- Values: Quality, Convenience
- Interests/Hobbies: Technology, Sports, Travel
3. Behavioral:
- Buying Behavior: Frequently buys online, Prefers premium products
- Brand Loyalty: Loyal to specific brands
- Usage Rate: Heavy user
- Decision-Making Process: Research-driven
4. Geographic:
- Location: Suburban regions
5. Media Consumption:
- Preferred Channels: Social media, Email newsletters, Online forums
- Influencers and Sources of Information: Industry experts, Peer reviews
Given the target market characteristics, the promotion strategy for a new premium smartwatch targets 30-45-year-old career-focused, family-oriented males with incomes of $75,000-$150,000 is:
- The campaign will emphasize the smartwatch's high-quality craftsmanship, advanced features, and convenience in balancing work and family life
- Utilizing LinkedIn and Facebook–the strategy will involve sponsored posts featuring technology influencers and industry experts demonstrating the smartwatch's functionality in professional and personal settings
- Use email newsletters to provide detailed product specifications, customer testimonials, and limited-time discounts, appealing to the research-driven nature of the target audience
- Additionally, the strategy will include targeted ads in online forums and technology blogs frequented by this demographic, ensuring the promotion reaches potential buyers effectively
Step 3: Choose the right channels
Most of us tend to start here, but this is really the third step.
So, if you have jumped the previous two, I would suggest you go back and read them to make your promotions the best eCommerce promotions 🙂
i) Email marketing
We all know that shoppers’ inboxes are filled with promotional emails–but we can’t do away with them. After all, emails are one of the most powerful tools when it comes to eCommerce promotion strategy.
What we can do is make minor tweaks and make our email stand out from the crowd.
To make your emails stand out, segment your list based on recent purchase behavior and engagement levels.
For example, if a customer recently viewed high-end gadgets on your site but hasn’t purchased, send them a personalized email showcasing a limited-time offer on those gadgets with a subject line like "Exclusive 15% Off on the Latest Tech You Viewed!"
Include dynamic content that highlights product features they showed interest in and add a countdown timer to create urgency.
Have a look at your goals and create your email marketing strategy accordingly.
ii) Social media marketing
Social media strategy is no piece of cake. There are multiple channels at our disposal–each with their own strengths and challenges. Few might work great for you while others might not.
Let’s understand different platforms in depth so that it becomes easier for you to incorporate the right ones in your eCommerce promotion strategy.
Remember to utilize your social media platforms for both–paid ads and organic reach.
a) Instagram:
Statistics show that 60% of people discover new products on Instagram—and you want yours to be found.
Instagram syncs with your Facebook Shop, making it seamless to showcase products on both of your profiles. Easily tag products in your posts, Reels, Stories, and more to make it as easy as possible for customers to purchase.
b) Facebook:
One of the best things about using Facebook for your eCommerce promotion strategy is adding products to your Facebook Shop, tagging them in your posts, and making sales all within the Facebook platform. Users don't have to leave the app.
Here's an example from Love Leggings. The call-to-action on its Facebook Page is "View shop", making it easy for interested customers to start shopping immediately.
c) TikTok:
Another video platform, TikTok, ranks as the second-biggest app in consumer spending.
The platform is most popular with younger generations, with 10 to 19 year-olds accounting for a quarter of its user base. 20 to 29 year olds follow close behind, at 22.4% and 30 to 39 year olds make up 21.7% of TikTok's active users.
Short, engaging videos that showcase your products, the behind-the-scenes process, and the people behind the brand will win engagement on this platform.
d) Pinterest:
Pinterest is another search-engine-like platform where users love to shop. 8 out of 10 users have bought products based on a brand's Pinterest content.
Visually appealing content is the key to success on Pinterest. Take beautiful photography that helps your product stand out. Upload your product catalog and create Buyable Pins to make it even easier for customers to check out and make a purchase.
iii) Search engine marketing (SEM)
Search for keywords related to your products that have “transactional” intent.
If there are such keywords, and they get a good volume of traffic, start working on your SEM.
To get the most out of Search Engine Marketing (SEM), start by finding the exact words people use when searching for products you sell. Use tools like Google Keyword Planner to identify these keywords. Then, create ads that include these keywords in a catchy and relevant way.
Finally, set up your bidding strategy in the ad platform to ensure your ads appear when people search for those keywords.
Example: For an eCommerce store specializing in organic skin care products, create targeted Google Ads campaigns using specific keywords like “organic face serum,” “natural skincare routine,” and “eco-friendly beauty products.” Craft ad copy that highlights unique selling points, such as “100% Organic Ingredients” or “Free Shipping on Orders Over $50.”
Also, utilize Google’s ad extensions to include additional information like customer reviews and product ratings.
iv) Content marketing
Let’s take up content marketing goal by goal.
(Remember we had discussed this in the first step?)
a) Sales goals
Incorporate promotions and offers directly into your high-traffic content to boost conversions.
For example, add limited-time discount pop-ups or banners on your best-performing blog posts. If a blog post about "Top 10 Running Shoes" consistently attracts traffic, place a pop-up offering a 10% discount on running shoes for first-time buyers.
b) Customer acquisition
Create lead magnets, such as downloadable guides or checklists, embedded within relevant blog posts to capture the email addresses of potential customers.
For example, an online nutrition store could offer a free eBook on "Healthy Meal Planning" in exchange for email sign-ups within a popular blog post about “Top 10 Healthy Eating Tips.”
Use these emails to nurture potential customers with targeted content and special offers.
c) Customer retention
Develop a content series that keeps existing customers engaged and coming back to your site. This could include exclusive tutorials, user-generated content, or loyalty program updates.
For example, a skincare brand could create a monthly blog post series featuring skincare routines using their products, along with testimonials and tips from loyal customers.
Additionally, send personalized email newsletters highlighting these posts to keep customers informed and engaged.
d) Brand awareness
Leverage social media and guest blogging to increase your brand's visibility. Share your high-quality blog content on social platforms and collaborate with influencers or industry experts to write guest posts.
For instance, a home decor eCommerce brand could partner with interior design influencers to create guest posts about the latest decor trends, which are then shared on both the influencer's and brand's platforms, reaching a wider audience.
e) Product launch
Use your existing high-performing content to introduce new products. Embed information about the new product within your top blog posts and include strategic calls to action.
For example, if a tech eCommerce site is launching a new gadget, mention and link to the product within an existing popular blog post like “Top Gadgets of the Year.” Additionally, create dedicated blog posts and videos showcasing the new product’s features, and share these across all your marketing channels to build anticipation and drive traffic to the product page.
v) Affiliate marketing
By offering commissions to affiliates who promote your products, you can expand your reach and tap into new audiences without significant upfront costs.
To maximize effectiveness, carefully select affiliates whose audience aligns with your target market and provide them with high-quality marketing materials and clear guidelines to ensure consistent brand messaging.
Example: An eCommerce store specializing in organic skincare products could partner with beauty bloggers and influencers who focus on natural beauty and skincare. Provide these affiliates with exclusive discount codes and sample products to review and feature in their content.
For instance, an influencer could create a detailed video review of your organic face serum, including a special affiliate link and discount code for their followers. This not only drives traffic and sales directly from the influencer's audience but also builds credibility and trust in your brand through third-party endorsements.
Also read: eCommerce Marketing Strategy: 31 Immediately-Actionable Ideas
Step 4: Develop compelling offers
Coming to what entices the shoppers the most–offers.
Your offers will also stem from your goals.
So, let’s go back to your eCommerce promotion goal and let’s see what kind of offers will suit your goal the best.
i) Sales goals
Develop limited-time discounts and bundle offers to incentivize purchases and increase average order value.
Example: Offer a “Buy One, Get One 50% Off” promotion on select items during a holiday sale to boost overall sales.
ii) Customer acquisition
Create attractive first-time buyer discounts or free shipping offers to attract new customers to make their first purchase.
Example: Provide a 20% discount for new customers on their first order to encourage them to try your products.
iii) Customer retention
Introduce loyalty programs or exclusive offers for repeat customers to encourage continued shopping and enhance customer loyalty.
Example: Offer a “10% Off for Members” discount or early access to new product releases for loyalty program members.
iv) Brand awareness
Run referral programs where existing customers can earn rewards for bringing new customers to your store, amplifying your brand reach through word-of-mouth.
Example: Give a $10 store credit to both the referrer and the referred friend when a new customer makes their first purchase.
v) Product launch
Use pre-order discounts or exclusive launch deals to generate buzz and early sales for new products.
Example: Provide a 15% discount on pre-orders for a new product line to build excitement and secure early commitments from customers.
Step 5: Optimize your website
Now, you don’t want to start running your promotions and have your shoppers land on a confusing website.
You need to make sure that your user experience is as smooth as it possibly be.
A few adjustments that you can make to your website are:
- Implement clear and concise breadcrumb trails to improve navigation
- Add product videos to enhance product pages and provide better insights
- Enable autocomplete in the search bar to help users find products faster
- Display shipping information and estimated delivery times prominently on product pages
- Add trust badges and secure payment icons near the checkout button to increase credibility
- Use exit-intent popups to offer discounts or capture emails from users about to leave
- Ensure that all forms are simple, with minimal required fields to reduce friction
- Regularly update content and remove outdated products or information
- Add a progress indicator in the checkout process to inform users how many steps are left
- Ensure all clickable elements are easily tappable on mobile devices
- Improve page load speed by compressing images and using lazy loading
Step 6: Plan your ads
Once you have your goal in place, your target audience written down, your channel zeroes down on and your offers set, you need to start planning your ads.
To go about it, follow these steps:
- Use tools like Google Keyword Planner and SEMrush to find relevant keywords and analyze competitor strategies
          Example: Identify high-traffic keywords like “organic face serum” and analyze competitor ads to see what works in your niche
- Craft attention-grabbing headlines, engaging descriptions, and high-quality images or videos that highlight your product’s benefits. Also, add your offers
          Example: Use a headline like “Transform Your Skin with Our New Organic Face Serum at 50% OFF” and include a before-and-after image
- Determine how much you are willing to spend and choose a bidding strategy that aligns with your goals (e.g., cost-per-click (CPC), cost-per-thousand-impressions (CPM))
          Example: Allocate $1,000 for a month-long campaign with a CPC bid strategy to maximize clicks
- Ensure your ads have a clear and compelling CTA, such as “Shop Now,” “Learn More,” or “Get 20% Off Today.”
          Example: Use “Shop Now” for product ads and “Get 20% Off Today” for promotional offers
- Implement tracking tools like Google Analytics and Facebook Pixel to measure ad performance and track conversions
          Example: Use Google Analytics to monitor sales generated from your Google Ads campaign
- Go live with your ads and regularly check their performance metrics, such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS)
Step 7: Engage your audience
After you make your ads live, you should have a plan to engage the audience that lands on your social media pages as well as your website.
A few ways to engage your audience are:
- Share behind-the-scenes content to create a personal connection with your audience
- Run interactive polls and quizzes to encourage participation and gather insights
- Respond promptly to comments and messages to foster engagement and show appreciation
- Host live Q&A sessions or product demonstrations to interact directly with your audience
- Share user-generated content and customer testimonials to build community and trust
- Encourage followers to share their experiences with your products using a branded hashtag
- Run contests and giveaways to increase excitement and involvement from your audience
- Offer exclusive deals and promotions to your social media followers to keep them engaged
You should also check out: 23 Secrets to Running Successful Facebook Ads (For eCommerce Stores)
Step 8: Measure and iterate
The success of your promotional strategy will be determined by the sales.
But it is possible that some element in your promotional strategy is broken which you will have to fix after your promotions have gone live to get the desired results.
Let’s see what you need to track to know where you need to improve and the eCommerce promotion best practices..
i) Ads
To measure the effectiveness of your ad campaigns, use tools like Google Analytics and Facebook Ads Manager to track key metrics such as click-through rates (CTR), conversion rates, cost-per-click (CPC), and return on ad spend (ROAS).
To measure the effectiveness of your ad campaigns, use tools like Google Analytics and Facebook Ads Manager to track key metrics such as click-through rates (CTR), conversion rates, cost-per-click (CPC), and return on ad spend (ROAS).
Conduct A/B testing on different ad creatives, headlines, and targeting options.
For instance, if an ad featuring a product demo video outperforms a static image ad, allocate more budget towards video ads.
Another example could be: If your Google Ads campaign shows high CTR but low conversions, test different landing page designs or offers to see which combination yields better results.
ii) Newsletters
Track metrics such as open rates, click-through rates, and conversion rates using email marketing platforms like Mailchimp or Constant Contact. Segment your audience and tailor content to different customer groups. A/B test subject lines, email designs, and call-to-actions (CTAs) to determine what resonates best with your audience.
Example: If a particular newsletter format leads to higher engagement, replicate its elements (e.g., layout, tone, content type) in future campaigns.
iii) WhatsApp
Measure the effectiveness of your WhatsApp campaigns by tracking open rates, response rates, and click-through rates. Use tools like WhatsApp Business API to gain insights. Experiment with different types of messages, such as personalized offers, multimedia content, and automated responses.
Example: If personalized discount messages have a higher conversion rate, focus on creating more personalized and timely offers. Monitor customer feedback and engagement to continuously improve the content and timing of your messages.
iv) Organic (SEO and Content Marketing)
Use SEO tools like Google Search Console and SEMrush to track organic traffic, keyword rankings, and page performance. Monitor engagement metrics such as time on page, bounce rate, and social shares for your content. Regularly update and optimize existing content based on performance data and SEO best practices.
Example: If a blog post on "Top 10 Running Shoes" consistently drives traffic but has a high bounce rate, enhance the content by adding more detailed reviews, comparison tables, and internal links to related products.
Frequently asked questions
1) How do I get my eCommerce site noticed?
To get your eCommerce site noticed, start by optimizing your website for search engines. Use tools like Google Keyword Planner to identify relevant keywords for your products and incorporate these into your product titles, descriptions, and blog posts. Ensure your website is mobile-friendly and has a fast loading speed, as these factors influence your search engine ranking. Create high-quality, informative content that addresses common questions or issues in your niche to attract organic traffic.
Leverage social media platforms like Instagram, Facebook, and Pinterest to showcase your products. Post high-quality images, engaging videos, and user-generated content to attract and retain followers. Run targeted advertising campaigns on these platforms to reach a broader audience. For example, use Facebook Ads Manager to create ads targeting specific demographics, interests, and behaviors related to your products.
2)What are some effective email marketing strategies for eCommerce?
Effective email marketing strategies for ecommerce involve segmenting your email list and personalizing your messages to address the specific needs and interests of your customers. Begin by segmenting your list based on factors such as purchase history, browsing behavior, and demographic information. This allows you to tailor your content to different groups, making your emails more relevant and engaging.
Create a series of automated emails to nurture leads and encourage repeat purchases. For example, set up a welcome series for new subscribers, abandoned cart reminders for customers who didn't complete their purchase, and post-purchase follow-ups to thank customers and suggest related products. Use tools like Mailchimp or Klaviyo to automate these processes and ensure timely delivery.
3) How can I drive more traffic to my eCommerce site?
Driving more traffic to your eCommerce site can be achieved through a combination of organic and paid strategies. Start by optimizing your website for search engines (SEO) using targeted keywords, high-quality content, and proper meta tags. Regularly update your blog with informative articles that address common customer questions and industry trends, which can help attract organic traffic.
Partner with influencers and affiliates to expand your reach. Identify influencers within your niche who have a strong following and engage with them to promote your products. Implement an affiliate program where affiliates earn a commission for driving sales through their unique links.
4) What are the best practices for mobile optimization of an eCommerce site?
Begin by ensuring your website is responsive, meaning it automatically adjusts to fit different screen sizes and devices. Use a mobile-friendly design with easy-to-navigate menus, large buttons, and legible fonts to enhance the user experience on mobile devices.
Optimize your site's loading speed, as slow load times can lead to high bounce rates. Compress images, use a content delivery network (CDN), and implement lazy loading to improve performance. Google's PageSpeed Insights tool can help identify areas for improvement.
Final Word
98% of visitors who visit an eCommerce site—drop off without buying anything.
Reason: User experience issues that cause friction for visitors.
And Convertcart solves for exactly that.
We help eCommerce brands optimize their websites to boost their conversions.
We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversion rate.
How do we do this?
Our conversion experts can audit your site—identify UX issues, and suggest changes to turn more of your visitors into customers.
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