A recent survey shows rapid growth in online shopping.  For the first time, according to an annual survey conducted by United Parcel Services Inc, more than 5,000 surveyed consumers say they bought more of their purchases online than in physical retail stores.

With Black Friday approaching, we thought you might like some tips on how to effectively utilise your eCommerce website, promote your online store and outperform your competition.

Promotions & Seasonal Offers

Even before the internet was crawling with eCommerce sites, new businesses would always have opening sales and seasonal offers, or some type of promotion to help attract custom. The same strategy works on the Web. Consumers love a good deal and come to expect it at times like Black Friday and Cyber Monday, so make a great offer they can’t refuse and have a strong marketing strategy in place to tell people about it.

Social Media Marketing

social-mediaSocial media marketing is popular because it doesn’t have to cost you anything, although having a budget can make things much easier. There are billions of people using social media sites and your business can get in on a part of the action and see dramatic results in a short amount of time.  You can simply post links and publish content that attracts your target audience, and then link them back to your website.  This will help your Search Engine Optimisation too!

Facebook is one of the most efficient ways to advertise online and Companies have seen notable Return On Investment when they use Facebook advertising. The program allows your company to promote custom ads or content targeting a specific audience, with costs varying based on the reach and engagement the ad receives.  Some businesses have reported more than a 700% return on ad spending.

Paid Advertising

Although paid advertising will cost you money, when used correctly, PPC or pay-per-click advertising can be a powerful tool to drive high quality traffic to your website and generate relevant leads. You pay every time someone clicks a link directly to your site so if you have a well-designed user experience and conversion process, then you should start seeing positive returns rather quickly. PPC advertising is a highly targeted and measurable way to attract the right kind of visitors to your website and provides instant results, particularly for new sites or in a very competitive industry.

Products Reviews

business hand clicking customer reviews with five stars on screen

Research shows 61% of customers read online reviews before making a purchase decision. Consumers simply trust other people’s comments more than commercial ads and manufacturer descriptions, and can eliminate any doubts potential customers may have about a product or equally help with selecting the best products. According to Reevoo stats, 50 or more reviews per product can mean a 4.6% increase in conversion rates.  Does your eCommerce website allow consumers to leave product reviews?

Another great way to increase visibility is to find bloggers or celebrities to write reviews about your products.  You might need to provide them with a free sample however a single celebrity endorsement could generate thousands of new likes, followers and SALES.

Promotional Emails

Email marketing is a highly valuable digital marketing tool and when used correctly, can be a very cost effective way to deliver your marketing message to the right people at the right time.  Sometimes the forgotten child of digital strategy, the potential of email marketing should not be underestimated.  According to a recent study, 44% of shoppers said they clicked on a promotional email and ended up making a purchase.

Does your eCommerce website allow potential customers to subscribe to keep up to date with special offers or new arrivals? Do you keep your customers up to date?

The key is to only send emails that are relevant to your customer.  86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily.  Tell your customers about your products, why they will love them and how they will make their life better!  Don’t forget about follow up emails. Trigger messages sent to customers to remind them of abandoned cart have proven to be a reliable tool of email marketing with a very high rate of response and conversion.

Website Appearance & Navigation

An attractive and easy to navigate website will encourage users to stay on the site as well as return for future shopping. The website design should build immediate trust and offer a seamless shopping experience from browsing products through to online ordering. The best eCommerce sites have beautiful images, clear and easy to use layouts and simple navigation. Does your website reflect your product and true differentiator in the marketplace?


With online retail sales soaring it is imperative that you have an attractive and easy to navigate e-commerce shop that generates sales online, driving traffic to your website via social media, targeted email marketing, paid online advertising, and competitive promotions and offers.  Each eCommerce site is different so some of these techniques may not suit all but it is vital to the success of your online store to implement the ones that will work for you.

WebsiteNI use industry leading e-commerce platforms that make doing business online as easy as possible and your customers can enjoy a no fuss, straight-forward shopping experience.

If you’d like to chat with us about how we can provide your company with a suitable e-commerce solution  get in touch via email or call us on Dungannon 028 3754 9025  or Belfast 028 9002 5050.  We’d Love To Hear From You.