The 3 Fundamentals Behind Effective eCommerce Marketing

There is a lot of competition for eCommerce brands online. Knowing how to be unique when creating your eCommerce marketing strategy, your online business and getting your brand name out is vital. 

Your eCommerce marketing strategy should include multiple outbound tactics to get customers excited. It should also capture consumers looking for your product or services.

There are numerous eCommerce marketing strategies out there. However, this article will focus on the 3 fundamental strategies for effective online marketing. 

1. Take Advantage of Social Media Platforms 

With millions of consumers purchasing products online, the e-commerce business is booming. Almost all major retailers in the world have an online shop. This gives the consumer the convenience of shopping from their homes.

Unfortunately, selling your products online is becoming quite competitive; thus, the need for social media marketing. Other e-commerce marketing strategies such as P.P.C. and SEO optimisation improves your brand’s visibility. However, social media marketing grows your brand, bringing targeted traffic to your website.

Below are four practical tips to help you optimise your e-commerce marketing: 

  • Use micro-influencers for advertising your products to their followers 
  • Boost your posts on social media platforms to increase conversions, engagements and views
  • Use the best photos and videos to increase your engagement rate
  • Only use the platforms where your targeted audience frequents 

Social media marketing is easy, and the account creation process is completely free. However, you need to determine how every platform fits your marketing objectives. This will help you create a strategic plan. 

Below are the four most popular social media platforms that will take your e-commerce business to the next level:


This is one of the most popular social media platforms globally, with more than 2.45 billion monthly active users. Each of these users is estimated to spend an average of 40 minutes on Facebook every day. As an e-commerce retailer, creating a Facebook account for your business would be a great way to start.

You can share photos of your products and links to fun content on your Facebook page. You can also share sales announcements and anything else you’d like your followers to see.

Remember that visual content, such as videos, consistently outperforms plain texts. Consider running a highly-targeted Facebook ad campaign. You can choose your audience based on their age, gender, interests, location and patterns.


Twitter is also a popular platform, with over 192 million daily users. Moreover, more than 40% of these users have confessed to purchasing a product they first viewed on the site. Additionally, over 81% of Twitter users have admitted that it has a bigger impact on their purchasing decision than TV advertisements.

Share links to your products and sales information to foster a conversation. Twitter is also an excellent platform for customer service. Today, most influential brands use Twitter to help their customers with their issues.


Instagram is designed for sharing visual content such as short videos and photos. It’s ideal for e-commerce companies looking to show off their products. With more than one billion users, high chances are that your potential customers are on the site.

You can also share a behind-the-scenes video of the product creation process. Today’s consumer wants to know how their favourite products are created.


Snapchat is relatively new for digital marketers as it was used for social purposes. However, with more than 265 million active users every day, you can count on it to get your message out there.

If your products and services are designed for a younger consumer, Snapchat is the right platform for you. That’s because over 71% of people on Snapchat are younger than 25 years old. Remember to announce that you’re using Snapchat on your other social media accounts too.

2. Optimise Your Ecommerce Website for Search Engines

Did you know that almost half of Australians are now shopping online?

According to statistics, 46% of Australian consumers check the internet when looking to purchase a product. With such high numbers and increased technological advancements, it’s expected that more and more consumers will be shopping online.

Optimising your online store for search engines is among today’s eCommerce marketing best practices. It increases your brand’s visibility and product popularity. Below are the different ways to improve your search engine rankings:

Optimise Your Website’s High-Impact Pages

High-impact pages are those that receive the most traffic. They attract and receive more visitors, motivating more engagements. High impact pages include product pages, blog posts, category pages, trending pages and homepage.

Optimising your high-impact pages includes determining the right keywords. Keywords include commonly used words in your industry. Also, consider words used by your target customers when searching for products in your category. 

Insert these keywords on your Metadata and product description to generate more traffic.

Use Search-Engine and User-Friendly URLs

Your website’s URLs should be readable to both search engines and humans. Ensure they are easy and straightforward. Don’t use numbers, strange symbols and a combination of characters that are hard to comprehend.

Optimise Your Product Page

Optimising product pages will attract more visitors to view your products which can lead to conversions. You can do this by writing 1000-word in-depth descriptions of all your products. This includes a FAQ section for customers that details the features, size and colour of your products.

You can also incorporate customer reviews to increase the number of words. Reviews will naturally include customer keywords and long-tail keywords. Every customer review will keep your content updated and fresh.

Tag People and Optimise Categories

Link your pages to related products in the same category. For example, if you are selling earrings, you can add links for dresses and hats. All these products fall under the same category of beauty and fashion. 

You can also highlight your most viewed items and top products in different categories and tag pages.

Link your essential services, products, and categories in your footer or navigation bar. You can do this by adding links to your products and services to pages that have generated the most visitors.

For example, your blog posts receive the most visitors. You can add a link to your product page in an attempt to divert some users to view the products.

Don’t Forget Ecommerce UX Design

The primary purpose behind e-commerce design is to influence your customer’s experience with your brand. This means figuring out what works best for them. E-commerce UX design also provides your users with an enjoyable, simple, yet logical shopping experience. 

The quality of e-commerce design plays an essential role in user conversion rates. It fosters simple and straightforward customer micro-interactions, attractive product presentation and fast system feedback. Website designers and business owners should work together for the good of the target user.

3. Track Your Businesses Metrics

In 2020, the e-commerce market in Australia was ranked the 11th largest globally based on revenue generation. 

The most successful e-commerce businesses in Australia make their decisions based on metrics. Such businesses are aware of their stores’ performance and know what to improve to foster growth.

There are thousands of metrics e-commerce businesses can measure. However, only a few can be turned into actionable insights for your business to grow. Below are vital metrics every online business should track:

Your Sales Conversion Rate   

Your website’s and social media conversion rates are the most vital metric to measure. The conversion rate is the percentage of visitors to your site that make a purchase. Most analytic tools in the market today will help you calculate your conversion rate.

You can also calculate your conversation rate manually. You can do this by dividing the number of users that made a purchase by the total number of visitors to your site.

Email subscriptions

Email marketing is the most effective and powerful e-commerce marketing tool for driving repeat business. Did you know that email marketing delivers an ROI of 4,400%? Ensure to get as many email subscribers as possible even if they don’t purchase your products.

When tracking your email, ensure you check the users’ source to know how many people are coming from your website and your social media platforms. You can do this using the conversion tool in Google analytics or the built-in analytics tool in your email marketing software.

Measure Your Customers Lifetime Value

Knowing a customer’s lifetime value helps you understand how far to go to retain them and how much to spend when looking to acquire them. This is an estimated metric of how much you hope to earn from a customer throughout their lifetime.

Revenue Generated by Traffic Sources

Different traffic sources have different conversion rates. Some sources may generate more traffic than others. Additionally, some sources generate more visitors to purchase your products. 

Tracking revenue by traffic source will help you spend money on the relevant sources.

Contact Us Today to Optimise eCommerce Marketing 

Are you tired of creating ecommerce marketing strategies that don’t seem to work? At ZipZipe, we’re a full-service ecommerce marketing agency that works with businesses like yours. We offer a free evaluation of your current marketing strategy during your first consultation.

We also offer a tailored marketing proposal and a competitive analysis of your eCommerce marketing strategy to help you grow your brand. Contact us today to take your e-commerce business to the next level.