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There’s no one-size-fits-all solution for e-commerce marketing. You need to consider your industry and niche. What’s more, you need to consider your specific audience. Then you have to factor in what’s trending, what other brands are doing – it’s complicated.

To help clear things up a bit, we decided to turn to the e-commerce experts to see how they go about things. Who better to learn from? So, we asked them: 

“What are the guiding principles for developing a successful e-commerce marketing plan?”

The MarTechExec takeaway

When planning your e-commerce marketing strategy, there’s no one solution that covers everything. But, focusing on your customer while keeping your business at the front of your mind is key.

And of course, you have to embrace modern martech.

Lana Moore, Founder MarTechExec
Lana K. Moore is one of the fastest trending top martech influencers in the industry. As a marketing technology executive for both Fortune 500 companies and startups, she is passionate about helping marketing technology professionals stay on top of their game. Lana is the executive editor of martechexec.com - a place to learn, share and discuss marketing technology topics and solutions.

The expert takeaways

  • It’s all about your audience, your customer.
  • More power to the people! Err, customer.
  • Think smaller. Know your niche. Narrow your sights. Ya know?
  • Business goals first, or nothing will fit.
  • SEO, email, adverti – there’s a lot involved.
  • It requires a blend of tech and tactics.
  • Use tons of channels. And we mean, a TON. Okay, maybe not that many.
  • Identify your target audience, and go for it.
  • Embrace automation, SEO, funnels – fancy future stuff.
  • Be memorable, make an impression. A good one, preferably.
  • It all depends on your business.

The experts


It’s all about your audience.

“Who is your customer? Where are they? What do they want to know? What's the best way to reach them?”

Matt Edmundson, Founder of Matt Edmundson Ltd.
Matt Edmundson is a venturer, family man, entrepreneur, eCommerce consultant, and runs some fab online companies of his own. Specialities: company culture and values, company start-up, team development, web design, e-commerce and online sales, social media, contract negotiation, presentations, corporate social responsibility (CSR), trustee, spa planning and design, thermal spa, vision and strategy

“The number one thing you need to be successful - know your audience.

Knowing your audience will let you figure out which products you need to buy, what price points they are looking for, how to target them on social media, who their influencers are, and if they respond to email or offline stuff (like radio, tv, etc).”

 
William Harris, Writer for Entrepreneur, Fast Company, Sellbrite, and others
William Harris is a highly sought after e-commerce growth consultant. He writes for Entrepreneur, Fast Company, Sellbrite and dozens of other sites. Growth Marketer and Founder at Elumynt.com,Contributor at FastCompany.com, Entrepreneur.com, TheNextWeb.com

“First, understand who our audience is and how to find them. Then create marketing campaigns that target them and get them to take an action (like click through to a website). Once on the website, make sure you have Google and Facebook pixels enabled so that if they don't buy your product, you can re target the visitor later.

If they do purchase ensure you have an email nurturing process so that you can upsell and cross-sell. Finally, measure what works and what doesn't work and do more of the former.”

Mark Fidelman, CEO of Fanatics Media
Mark Fidelman is the CEO for Fanatics Media, a Full Service Digital Marketing Agency with a focus on B2B and B2C Influencer marketing.He has been named a 2016 Top 20 influencer of CMOs by Forbes, a Top 25 Social Media Keynote Speaker by Inc Magazine, and a Huffington Post Top 50 Most Social CEO.

More power to the people! Err, customer.

“Always ask yourself, ‘What's in it for the customer?’ This will ensure you always give more value than you take. It sounds counter intuitive, but it doesn't mean literal monetary value.

For example, It could mean providing your customers free guides and videos in your niche.”

Kurt Elster, Founder of Shopify Plus agency Ethercycle
The self-styled Tyler Perry of E-commerce. Kurt Esler is the founder of Shopify Plus agency Ethercycle, host of the Unofficial Shopify Podcast, and author of “Ecommerce Bootcamp.” I'm a fanatical #ShopifyPlus Expert sharing what works to build a 7-figure store.

“A successful marketing plan for an eCommerce business must be focused on customer acquisition and retention.

Those are the two most important pieces and every marketing initiative should be centered around getting a customer onto the site to buy and get them back to buy again. From your organic listings in Google, to your email marketing campaigns, to your packaging, they should all be focused on those two goals.

For customer acquisition look to channels such as search engine marketing, social media marketing, word of mouth marketing, comparison shopping, conversion rate optimization, and more to get new customers to your site to buy.

For retention focus on email marketing, retargeting ads, packaging incentives, and more to build loyalty and keep them coming back.”

Ronald Dod, Partner and CEO of Visiture, LLC.
Dod is a partner and CEO of Visiture, LLC. After founding Grey Umbrella Marketing, an internet marketing agency which focuses on Search Engine Optimization for eCommerce businesses, he merged with Visiture to create a full service search marketing offering for eCommerce businesses.

“For us, there’s one principle that guides our entire digital strategy: Give users what they want. It’s as simple as that. Your e-commerce marketing plan should be an explanation of how you’re going to do this across whichever channels you’re targeting.

If we’re talking search, then this means getting the keyword research right, so that you’re serving the market exactly what it’s searching for, whether organic or paid.

In email marketing, you should be A/B testing to find out what users prefer. If you’re running a CRO campaign, then invest in user testing; again, find out what they want.

Understanding the market as a whole and what individuals prefer isn’t always easy, but if you ensure your plan is informed by this, you’ll know you’re heading in the right direction.”

Adam Hart-Davies, Head of Digital Strategy at Pinpoint
Adam Hart-Davies is Pinpoint's Head of Digital Strategy. His focus is on directing clients' search marketing strategies through both organic and paid channels, along with consulting on conversion rates and growth.

Think smaller. Know your niche. Narrow your sights.

“Don't ignore the long tail. A lot of new ecommerce businesses try to target high volume key phrases and get frustrated when they see little progress. But not only are these high volume terms more competitive, they generally convert poorly too.

Look for opportunities in the long tail to drive more targeted traffic and attract users with a strong intent to purchase.”

James Whitelock, Freelance Digital Marketing Consultant
James Whitelock is a freelance digital marketing consultant based in Cambridge, UK. He has five years’ experience working with B2C and B2B businesses across a number of industries.

“Knowing your niche and competitive advantage is the key to every business, especially e-commerce.

Unlike brick and mortar companies where being in the right location and not having any nearby competition can help you get established before others enter the market. E-commerce has much lower barriers to entry and competition can come from anywhere so simply being first to market is not enough.

Know what sets you apart, what you do better than anyone else, and what would make it hard for others to compete with you before you start and continue to monitor the market and your analytics throughout.

Technology, design, social influence are all great but they can only support a great business model and that relies heavily on a sound product and knowing your competition.”

Alice Tu, Founder of SustainableMrk
Alice Tu is the founder of SustainableMrk. Sustainablemrk teaches businesses how to manage their own marketing with a focus on using digital tools beyond design. For more information about SustainableMrk and how we can help your business please contact Alice at alice.tu@sustainablemrk.com.

“Always ensure that the eCommerce strategy is built around supporting your company's business goals.”

Brett Carneiro, Marketing and eCommerce Strategist
Brett Carneiro has spent the last 10 years working in the online retail space, both internally or consulting on a brand’s behalf. He has held numerous roles within the marketing and eCommerce spectrum, as a team member and leader.

Business goals first, or nothing will fit.

“Let's start by assuming you have already established what makes your e-commerce business and its products unique, and why customers would choose you over the competition.

Once you have that dialed-in, you can start planning your marketing. To me, a successful e-commerce marketing plan should include this type of approach:

Determining your Business Goals: You need something to aim for, something to measure against, and something to keep you laser focused on what matters. Setting specific and attainable goals for your online store will help you achieve all of these. Focus on things that move the needle, like profit, traffic and conversions.

Driving Traffic: You’re going to need traffic to get sales. In fact, you’re going to need targeted traffic…people who would be interested in what you’re offering. You can generate targeted traffic through SEO, Paid Search, Facebook Ads, Product Listing Ads, promos, contests, referrals and social media. Figure out where your customers hang out and get your message in front of them on those channels.

Converting Traffic to Sales: Once you get the right person to your e-commerce store, you still have to get them to complete a purchase. You need to make sure your product offerings are compelling, and you need to tailor the shopping experience to your specific customer base. And on top of all of that, you should follow best practices for e-commerce conversion optimization.

Analyze and Improve: If you’ve got some steady traffic, you can start to analyze your website usage data and determine the best improvements to make. Using Google Analytics or similar website analytics, you can get very clear on how people get-to and flow-through your website.

You should definitely set up tracking goals and e-commerce tracking. This helps you understand where users are dropping off in the purchase funnel. Analyzing data is huge. It allows you to make informed improvements rather than just going by gut feel.”

Ryan BeMiller, Founder of ShoppingSignals.com
Ryan BeMiller is the founder of ShoppingSignals.com, where you can learn all about marketing and optimizing e-commerce websites. When Ryan’s not busy making websites better or hanging with his wife and 2 girls, you may find him on Twitter at @shopsignals.

SEO, email, adverti – there’s a lot involved.

“Lets start with dispelling the greatest myth surrounding Ecommerce. Having an online store is no guarantee of sales. If you want online shoppers to buy from you, you need to have not just great products you need people to be able to find you and to make your store a place where people will want to come to you store and shop, again and again.

So how can you do that?

Here are ten keys to boost and grow your online revenue:

Key 1

Your Ecommerce site should feel credible and trustworthy.

Make sure to have an SSL certificate and serve up your pages via https, For an Ecommerce site this is absolutely critical. Google will be unlikely to rank transaction-oriented sites that do not secure the transmission of private or financial information. More importantly your customers will be less likely to trust you or the safety of their credit card information.

Key 2

Easy Navigation

What is the fastest way to lose a potential customer? Make it difficult for her to find what she’s looking for. Therefore it’s critical that Ecommerce businesses make products easy to find, by having clear top-level navigation (menus) with product categories clearly labeled and pop out subcategories.

Key 3

Imagery and Descriptions

People are very visual and will often form an opinion about your business and/or products within seconds of seeing your site. If you want to give people a good first impression and improve your conversions you need to have great imagery using high quality, professional photos. Customers want real pictures of your actual product. If you're selling someone else’s products it's worth it to take your own pictures and add something different to them that helps you stand out from the competition.

Key 4

Customer Reviews

Customers trust fellow customers much more than they trust retailers or brands trying to sell them something. Having product reviews drives traffic and conversion by up to 44%. Shoppers want unbiased and informative reviews from fellow shoppers to help drive their purchase decisions. Make sure those star ratings snippets are on your category pages, and above the fold on product detail pages to help drive visibility.

Key 5

Customer Service

When you launch an Ecommerce site, you immediately have a 24x7 global business, and your customers will require pre-sale and post-sale customer service from you. The critical success factors are setting and managing the expectations for the availability and speed of your responses and being prepared to track, manage and respond to all inquiries in a timely fashion.

Key 6

Checkout should be Fast and Easy

The more steps it takes for customers to pay, the greater the chance they'll drop out. Your site should offer a range of solutions to help speed up payments, from one-page checkouts to recurring purchases and the ability to save card details.

Key 7

SEO/PPC

SEO is the process of organically improving the rankings of your website in search engines such as Google, Bing, and Yahoo. Search engines look at a very wide range of constantly evolving factors when deciding which websites to rank. PPC is Pay Per Click advertising where programs like Google Ad Words, Bing Ads, Ad Roll, Steel House, and others, offer ways for merchants to promote their websites quickly and obtain a wealth of data that can be used to make campaigns more cost effective at generating sales.

Key 8

Email Marketing

Email marketing is a powerful channel for nearly every Ecommerce business. Whereas most channels—like SEO and social media—are volatile and subject to change, the email list you build over time will become a pillar of your business that continues to drive both new and repeat visitors to the products in your store.

Key 9

Paid Social

With all the major Social Media networks constantly decreasing your organic reach Paid Social is a low cost way of reaching out to targeted consumers. Similar to PPC this means paying to display adverts (whatever the format – text, image, video, carousel etc.) or sponsored messages to social network users based on user profile e.g. demographic. A cost is incurred depending on the type of ad planned; for example many ads incur a cost per click.

Key 10

Abandoned Cart Email Strategy

Cart abandonment is a fact of life in any Ecommerce operation with the current average rate of abandonment running at around 70%. However it is not all doom and gloom, a carefully planned abandoned Cart Email Strategy can convince customers to return and purchase.”

Shak Anwar, Founder/Director at Sourcebespoke.com and Ecommgarage.com
Shak Anwar is an entrepreneur, business builder, and brand engineer. He has over 30 years of experience of creating and growing companies in the UK and Europe. He is the founder and director at Sourcebespoke.com and Ecommgarage.com

“For me, the guiding principles for successful eCommerce marketing plan are:

Understand target audience first as same marketing plan will not work for all eCommerce websites

Never ignore paid marketing => I have seen many eCommerce website having limited budget ignore paid marketing. Never do this mistake! Spend at least 50% of your marketing budget on shopping ads! Yes, it will work like a charm and you can distribute this budget to other channel once you start generating revenue.

Keep watching what your customers thinks about your brand => Customer reviews are very important and try to resolve their issues without fail. Positive feedback can help you to drive more sales from other users.

HTTPS is a must, If you own an eCommerce website, secure checkout process with HTTPS secure connection. It is must!"

Jignesh Gohel, Founder and Marketing Head at OLBUZ
Jignesh Gohel is the founder & marketing head at OLBUZ with over 11 years of experience in digital marketing. He is a Google certified professional specialized in eCommerce and product marketing.

It requires a blend of tech and tactics.

“Email marketing.

It's easy and fast. Generally increases sales by 10-15% at a low level, depending on business model (ie. whether you have repeat purchases, etc). Includes cart abandonment, welcome series, customer series and reengagement series.”

John McIntyre, Founder of ReEngager
Founder of ReEngager, a "done for you" eCommerce email marketing agency. Specialties: email marketing, lifecycle marketing, marketing automation, digital marketing, marketing funnels, sales funnels, cart abandonment, email nurture, nurture emails, email deliverability, trigger emails, reengagement.

“In my presentation, The Top 7 Opportunities In eCommerce, I cover the guiding trends that could drive a successful e-commerce marketing plan.

The first one is the changing retail landscape itself. 51% of Americans now prefer to shop online. marketing for these trends should follow suit.

The second one opportunity lies in the trends shaping retail. Growth is going to vertically integrated companies, subscription models, mostly serving specific niches.

The third biggest opportunity, and one massively overlooked by online retailers in general, is conversion optimization. From information architecture and user experience on the website, to retargeting and remarketing, conversion optimization is the single largest area where most of the potential lies. (REF: Neil Patel, Quicksprout)

The fourth opportunity that should be guiding marketing for eCommerce is the Omni-channel. Consumer no longer care if it’s an online store, a physical store, or a company’s Facebook page; they’re thinking in terms of dealing with a whole brand and not just its parts.

Marketing for eCommerce should also focus on the Customer Experience (CX). Think in terms of Customer Lifecycle Management, Customer Lifetime Value, and be ready to put your wallet where your mouth is with CRMs, Email Marketing, social media, etc.

eCommerce marketing now benefits from the fact that Big Data is now Big Information. Modern analytics tools are directly integrated with, sometimes built-into, eCommerce. never has the ability to measure and iterate Costs per Acquisition and improve Conversion Ratios been so accessible.

The seventh guiding trend for eCommerce marketing is still Inbound Marketing. Small and medium stores can focus their content on a small niche and really show off their personality.

The bottom line is, If you’re not a big box retailer, you’re actually at an advantage, first in your local market, and then nationally, even globally.

Nando Journeyman, Entrepreneur and E-Commerce Expert
Nando Journeyman, the “eCommerce Whisperer” is an entrepreneur with more than 25 years of experience in business and design, and 10 years in digital marketing. With Ally Digital, we help owners grow their businesses with eCommerce and by optimizing their digital marketing.

“In 2011, Google introduced us to the Zero Moment of Truth, or ZMOT, which describes a revolution in the way consumers search for information online and make decisions about brands. Six years later, search, mobile, and ZMOT have continued to grow in importance and scale, and as consumers' behavior evolves, so must the ways in which brands engage those consumers.

There are a number of advantages, as well as pros and cons when it comes to opening an online store. In an attempt to limit the risk (not selling enough), the following 12 functional areas of Ecommerce will form the roadmap for launching a successful online business:

  • Ecommerce Business Plan
  • Ecommerce Budget
  • Ecommerce Software selection
  • The Website Design Process
  • Search Engine Optimization
  • Search Engine Marketing
  • Merchandising
  • Distribution
  • Marketing
  • Website Analytics
  • Behavioral Targeting
  • Customer Lifecycle Management (B2C & B2B)

Ecommerce leaders seek next-generation commerce solutions that will solve and support:

  • Global and brand expansion.
  • Digitally connected consumers.
  • Integrated, cross-channel brand experiences.
  • Business agility.

As the eco system of Ecommerce proliferates, online retailers must integrate external services from the likes of Amazon, eBay, Facebook, Google, and Pinterest to name a few, into their visitors’ online experiences. The agility and speed at which you can deploy new features and integrate with emerging online services is paramount to them when developing their business case and provides a competitive edge and differentiation in the market.

For more information, contact Eugene Brill directly at eugenebrill.com”

Eugene Brill, E-Commerce Veteran
An eCommerce veteran, with hands-on experience in the trenches, Eugene Brill understands the ‘pain points’ online businesses have to overcome to make the cash register ring. Acquiring leads, improving conversions, list segmentation and customer reactivation.

“For me, the guiding principles for successful eCommerce marketing plan are:

Understand target audience first as same marketing plan will not work for all eCommerce websites

Never ignore paid marketing => I have seen many eCommerce website having limited budget ignore paid marketing. Never do this mistake! Spend at least 50% of your marketing budget on shopping ads! Yes, it will work like a charm and you can distribute this budget to other channel once you start generating revenue.

Keep watching what your customers thinks about your brand => Customer reviews are very important and try to resolve their issues without fail. Positive feedback can help you to drive more sales from other users.

HTTPS is a must, If you own an eCommerce website, secure checkout process with HTTPS secure connection. It is must!"

Hassan Bawab, Founder and CEO of Magic Logix
Hassan Bawab is the Founder and CEO of Magic Logix, which is a Transformative Marketing Agency in Dallas, Texas. Bawab is a known speaker and author of "How to Work with a Digital Marketing Agency" book.

Use tons of channels. And we mean, a TON. Okay, maybe not that many.

“It is very important to know where you are, where you want to be, and what channels are ideal for achieving your goals. Considering your competition, your budget and maximum time to achieve the return on investment.

A proper budget allocation will be a success factor, as will be the continuous monitoring of the plan and all KPI's.”

Llorenç Palomas, Owner of EsdeMarketing.com, CMO at TLG Commerce
Llorenç Palomas is an eCommerce & marketing specialist, with more than 10 years of experience. Owner at www.esdemarketing.com, CMO at TLG Commerce and professor at several business schools.

“A successful ecommerce marketing plan requires the savvy of both digital marketing and an understanding of merchandising principles.

There must be a true understanding of margin, customer lifetime value and customer acquisition costs to ensure that your digital marketing plan is beneficial to the business.

With today’s empowered customer, marketers must meet the individual customer where they are and personally serve them based on their preferences.”

Michelle Killebrew, CMO for Nomiku
Michelle Killebrew is the CMO for Nomiku and is focused on establishing and scaling growth in ecommerce, retail and subscription sales. A data-driven marketing executive, she has previously held several key strategic roles at IBM and expanded her global resume by leading a marketing team for a multi-billion dollar investment management firm.

Identify your target audience and go for it.

“The first principle of marketing and sales is ‘know thy customer,’ says Kenneth C. Laudon, Carol Guercio Traver (2009). IMO, the second is know thy competitor.

Understanding the landscape surrounding your initiative is requisite at the beginning. This of course presumes having already defined a purpose; it's problematic to know how to market something without knowing what that something is, after all.

From there, keep the value proposition for the consumer top of mind at every step in the planning process. A customer-centric strategic approach will deliver benefit to the firm organically as a matter of course.

Accurate targeting of the defined desired demographic, a charted social media campaign, regard for the global market (and the many considerations for multi-national marketing), ad infinitum; it's a difficult, complex undertaking, to say the least, and the chances that something will be missed are great, even with the utmost attention to detail given from the outset.

So never let fear of failure become a roadblock - accept it as part of the process. Make the best effort to plan contingencies along the way. Deal with emergencies as they arise, and above all, dare to be great.”

References: Laudon, K. C., & Traver, G. (2009). E-commerce: Business, Technology, Society. Ithaca, NY: Prentice Hall."

GregoryStringer, Social Media Marketer
Gregory is an eMarketing scholar, with a BS in Marketing Management and currently working on an MS in Social Media Marketing. He is a perpetual student and scholar, and currently transitioning back into the workforce.

“1. Identify Your Target Consumer & Meet Them Where They Are

Too many e-commerce businesses blow their marketing budget on areas that see no return. Digital success starts with identifying your ideal shopper and familiarizing yourself with their lifestyle.

Do they spend their days posting selfies on social media? Go there. Invest in Instagram, Facebook & Pinterest marketing. Are they deal shoppers who only shop with a coupon code in hand? Consider teaming up with deal sites. Whatever the case may be, find out where your customers hang out and create an authoritative presence there.

2. User-Friendly Design

The biggest problem I see with budding e-commerce sites is their lack of consumer-focused design. They could be offering a groundbreaking product, but if their digital storefront is hard to navigate – or just downright ugly – no one is going to stay long enough to see the value.

When it comes to design, treat your online business like you would a brickk-and-mortar shop. Just as you would agonize over flooring and wall décor options, put the same effort into your web pages and checkout experience.

Keep in mind that consumer attention spans are shorter than ever. In all your design choices, make it as easy as possible for them to find what they want and press that ‘Buy’ button.”

Jordan Mitchell, E-Commerce Copywriter
Jordan Mitchell is an e-commerce copywriter who helps online businesses captivate and convert through consumer-focused sales pages & optimized blog posts. Learn more at theproductwriter.com.

“Focus, process and creativity. Taking ownership of each and every element of customer communication.

Stop relying on the mechanism (i.e. ‘we're already “doing” basket abandonment campaigns’) and start testing what message will deliver you the greatest response through each and every customer touchpoint.

Never stop testing and learning. That's your route to profitable growth.”

Ian Rhodes, Ecommerce Growth Consultant
Ian Rhodes is an ecommerce growth consultant and the founder of irhodes.com. Equipping ecommerce businesses, large and small, with the skills, tools and work habits that fuel profitable ecommerce growth. Working with clients in the UK, Europe and North America. Building ecommerce brands since 1996.

Embrace automation, SEO, funnels – fancy future stuff.

“Focus not just on the algorithm of each search type (Google, Amazon, Ebay, etc.) but on the intent of the searcher.

Focusing on helping fulfill the intent of the user has the longest term ROI.”

Robyn Johnson, Amazon Strategic Business Coach and Consultant
Johnson is an amazon Strategic Business Coach and Consultant and host of the Unstoppable Entrepreneur Show. Robyn Johnson started with just $100 and grew that into a seven figure business. She has taken her nerdy passion of selling on Amazon and become an expert on selling on the marketplaces.

“Simplicity. To Start: One High Quality Product with Creative Angle / Marketing. Build One Well Developed and Systematized Funnel That Scales. Focus on One Traffic Source. Track and Optimize Everything To Win.”

Daniel Audunsson, E-Commerce Entrepreneur and founder of DanielAudunsson.com
Daniel Audunsson has built over 25 physical product brands and over 200 products through the Amazon platform in 5 different countries. Daniel has hired over 150 people as founder and CEO of a company with over 50 employees in 11 different countries and a sole focus of selling on Amazon.

“Today, ecommerce success is based on brand, authenticity, and trust.

Marketers need to provide value, be transparent, and participate in the community. Marketing campaigns need to ultimately drive revenue, but they should be less about selling and more about interacting.

Tactically, I’d focus on automating as much as possible, incorporating paid and organic social media in a big way, and capturing data from day one.”

Drew Thomas, Entrepreneur and Consultant
Drew Thomas is an entrepreneur, a consultant and an e-commerce expert. He loves helping companies like yours make more money and reach more people, using tech. Identify low hanging fruit on your e-commerce site. Basic marketing infrastructure for your website. Set up and kick off your Facebook advertising

“E-commerce is a constantly evolving landscape and it is important to keep up with new developments. For me every decision made within the business has to have the customer at the very heart of it, with modern technology their expectations particularly when it comes to service are set high, it is your job to exceed them.

Testing your website is paramount, usability of your site is fundamental to experience and customers should never have to hunt for what it is your offering.

With an ever expanding crowded marketplace it is your job to provide the customer with a website that will guide them through all that you have to offer at every stage of the decision buying process from when they land on your site to check out and paying, how easy can you make it for them. Listen to their enquiries, they will alert you to any issues on the site.

Mistakes will happen within the business, if you embrace them and learn from them it will make you stronger, encouraging staff members to have this attitude will also ensure important issues are reported and not missed.

When it comes to SEO I like to think of Google being blind. Everything you do must describe exactly what the product/service you are providing is, from the alt image tags, product title to the meta tags and everything in between it all adds up. Most importantly speak and write like a human.

Starting with a great product, if you can exceed the customers expectations, you'll keep them coming back for more.

Basic business practices should be in place to lay the foundations and try not to become complacent if things are going well, e-commerce is constantly evolving and you should evolve with it, sometimes you have to invest in order to see a return.”

Sally Golland, E-Commerce and Retail Consultant
An E-commerce and retail consultant, Sally Golland grew The Gluttonous Gardener and online gift company from a staff of 2 to over 16 winning several awards in the process. She now run workshops on how to successfully sell online as well as offer consultancy to individual companies.

Be memorable, make an impression. A good one, preferably.

“From the perspective of B2B businesses, it is critical to have a strategy and roadmap that incorporates B2B objectives instead of B2C. Meaning, often in B2B, customer adoption is the core initial strategy over customer acquisition.

If this is the case for your business, then the strategy, objectives, design, technology selection, execution and launch of your new site should all reflect how your existing customer will use and adopt your site, or ‘helping them do their job,’ versus trying to woo a brand new customer.

If customer adoption is your primary goal, then the design of your website will reflect how the customer uses your site to do their job on a daily basis. This will likely change your entire perspective on building the customer experience.”

Justin King, Co-founder of the DigitalBrancho and B2X Partners
Justin King is the co-founder of DigitlBrancho and B2X Partners. I am a regular speaker on all things Customer Experience, eCommerce (B2B, B2C) and Big Data. "My favorite thing to do in my professional life is to influence people through speaking. I believe the best expression of my experience and my passion is my ability to communicate with groups of people."

“The only way for an eCommerce to be successful in a competitive market, is to create a lasting impression on customers. Be it the usability of their online store, the ease of purchasing products or retargeting them with on-site and social media campaigns, it is important that the business stays at the top of their customer’s mind.

And the only way to do be remembered, is a high level of personalization. Understand your online store visitors, what they are looking for and their purchase triggers, before you target them with a marketing campaign. The idea is to show that you care about the consumer’s preferences and want to add value to them.

Some of the other proven tactics that work for eCommerce growth are blogging, customer loyalty programs, and referral marketing. These should become the guiding principles of your growth strategy - the more you’re spoken about in the market, the higher is the amount of engagement and the sales you achieve.

Simply put, make use of word-of-mouth promotions and thereafter, ensure an impressive experience on-site to become a successful eCommerce store that people fall in love with.”

Vanhishikha Bhargava, Content Marketer at Exit Bee
Vanhishikha is the Content Marketer at Exit Bee. She works with the team to optimize conversions for eCommerce businesses with high level personalization of on-site retargeting.