May 12

How to Grow eCommerce Business

Online shopping is here to stay. It was already on a steady upward trend, and the social distancing measures put in place in 2020 have further sped up the move online. So, whether you have only just started your e-commerce business, or your business has been around for a while, you’re probably here because you’re looking for ways to grow. Read on to find out 10 ways how to grow an eCommerce business.

Grow your eCommerce business with these 10 tips.

At the basic level, there are two ways to grow your e-commerce business: get more new customers or get your existing customers to buy again. Both increase revenue, allowing you to scale. Follow these 10 tips on how to grow an eCommerce business to start making more sales with both your new and existing customers.

1. Nurture your existing customers

Some people make the mistake to think they have to find a new group of customers to grow. The truth is, your existing customers are your easiest target. Loyal customers buy more products and also higher-value products. Besides, marketing to them is cheaper: they already know you, so they’re easier to convert.

Especially if your budget is low, it’s smart to focus on nurturing your existing customers to get them to come back.

How to get existing customers to buy again:

  • Offer them exclusive discounts
  • Early access to new products
  • Birthday or anniversary vouchers
  • Create a loyalty program where they collect points towards spending
  • Target them with remarketing ads on social media and the Google Display Network

2. Build trust

Trust is an important factor in converting new customers. In the online shopping world, the options are endless, so if you don’t come across reliable, people simply won’t buy. 

Trust is built from many components: carefully written copy (check for typos), an about-page that tells your story, as well as technical security elements such as an SSL certificate. Not only does an SSL certificate secure your data and your customers’ transactions, if you don’t have it, but your site will also show up as “not secure” on Google chrome. If you do have one, the browser will show a little lock-icon before your URL in the search bar.

3. Address doubts & add value to your content

The content on your website is not just there to fill space – it’s a chance to address the doubts and wishes of your customers. What is the value that you bring to your customers? Do you help them feel confident, increase their productivity or boost their health? Whatever it is, lead with value and then continue to address doubts. A great way to uncover what exactly it is that your products do for your customers is by asking them with a survey.

4. Optimise your website for conversions

As an e-commerce business, your website is the foundation of everything. Use Google Analytics to see if there are any points in the customer journey where you lose people. Are people bouncing right off the homepage, or do they drop off at the checkout page?

A great way to discover hiccups in the user experience of your website is to ask friends and family to navigate your site and take notes. Remember to also make sure your site is fully mobile responsive and loads fast. You can check your site speed with a load speed checker such as Pingdom or Google’s Page Speed Insights.

5. Build an email marketing list

E-mail marketing allows you to easily stay in touch with people who have already visited your shop. Create a lead magnet, such as a quiz or discount code, to collect a database of e-mail addresses.

With regular newsletters, you can stay front-of-mind with people who have an interest in your brand. MailChimp and Active Campaign are popular e-mail marketing tools.

6. Remove all hurdles to buy

The “downside” of eCommerce business is that your customers have multiple options to choose from right at their fingertips. That means the competition is fierce, and customers can drop off at the last minute if they come across a hurdle. Making the purchasing process as easy as possible means you’ll win over more customers.

  • Do you offer a flat shipping rate?
  • Do customers get free shipping when they spend x amount?
  • Are there multiple payment options?

7. Prompt your customers

We all need a little encouragement sometimes! That’s especially true in decision-making. Including categories such as “staples”, “best sellers”, “new” or “sale” in your online store can help people find exactly what they’re looking for. If you’re well known for a specific product, highlight it as a best-seller and include customer testimonials.

8. Prepare for holidays

The e-commerce industry has begun to focus more and more on specific dates and holidays. Get set for any holiday periods well in advance, developing the marketing collateral and sharing it in the days and weeks leading up to the holiday. Think social media posts, special occasion product launches, holiday emails, giveaways, discount codes… get creative! Consumers have come to expect specials on days such as Black Friday or Mother’s Day.

9. Take advantage of FOMO

Love it or hate it, using FOMO (fear of missing out) works. Most online store builders offer plugins or extensions that allow you to create a sense of urgency in your customers. Labels such as “low stock” or “only a few left” can help prompt the purchasing decision. “Notify me when I’m back” is also a great way to bring people back into your store as soon as a popular item returns.

10. Combine the power of social media and Google

People often ask us what digital marketing strategy they should choose for an e-commerce business – Facebook AdsGoogle Ads or SEO. The answer is, all of the above! Now, we understand it might not be possible for you to do all of them straight away. However, as you scale, it’s important to catch potential customers wherever they are. Conversion usually requires many touchpoints, and any situation where you’re not showing up is a chance to choose a different brand.

We know – this is a lot to take in.

Feeling overwhelmed yet? There’s no need! The fact of the matter is, there are many ways how to grow an eCommerce business. While the competition in the e-commerce space is getting more intense, rewards are also available to everyone. With these 10 tips on how to grow an eCommerce business, you can start growing your business today.

Need a hand in developing a more comprehensive digital marketing strategy for your business? At Gordon Digital, we specialise in helping small and medium-sized e-commerce businesses grow. Why not contact our team for an obligation-free chat on your digital marketing opportunities?

about the author

Jessica Gordon