E-commerce Sales Tactics

Online conversions jump 144% the week before Black Friday. If you're planning in November, you're already behind. Every year, I see the same thing happen: eCommerce teams exhaust their budgets and their teams chasing "BCFM wins." Things like flashier ads, bigger discounts, more extravagant campaigns. But after all this, the results still fall short. The problem is focus, not effort. And most brands repeat the same mistakes every year. These are the ones I see most often: (and how to avoid them) 1️⃣ Waiting until November to plan anything ↳ Start in Q3. Warm your list. Test offers. Build segments early. ↳ Preparation is the key to performance. 2️⃣ Sending one offer to everyone ↳ Different customers have different motivations, so segmentation is needed. ↳ VIPs, discount-hunters, at-risk customers all need different stories. 3️⃣ Measuring the wrong things ↳ Open rates don't tell what's working. Revenue per recipient does. ↳ Track the impact that actually grows the business: conversions not clicks. 4️⃣ Forgetting the post-purchase experience ↳ The sale is just the beginning of retention. ↳ Automate thoughtful follow-ups, reviews and referral flows before December. 5️⃣ Over-discounting bestsellers ↳ Bundle. Cross-sell. Gate offers. ↳ Use promotions to move surplus, not to weaken your strongest products. 6️⃣ Neglecting non-buyers ↳ Your bounce traffic still holds value. ↳ With identity resolution + retargeting, you can re-engage the visitors who showed intent but never converted. 7️⃣ Treating BCFM like an acquisition sprint ↳ Reward loyalty. Re-engage past buyers. ↳ Long-term growth comes from the people who come back. Good data and disciplined systems will always outperform last-minute tactics. Black Friday isn't just a campaign. It's a reflection of how well your business runs the rest of the year. Are there any challenges you've faced the most during BCFM? ♻️ Share this to help brands optimize their Black Friday strategy. Follow me, Francesco Gatti, for more on ecommerce growth.

I've directly worked with over 400 e-commerce companies. Everyone talks about “best practices” for increasing conversions— test this, test that...But here’s what they don’t tell you: 1️⃣ Sometimes, your best-selling product might be hurting your conversions. Every e-commerce brand has a hero product, but often, that product isn’t the most profitable. Many brands rely on loss-leaders without having a solid strategy to upsell or cross-sell, bleeding profits without realizing it. The real game is in bundling, post-purchase upsells, and retention mechanics that maximize profit per transaction. 2️⃣ Your Conversion Rate Is a Lie Most brands obsess over conversion rates without realizing that the number itself is misleading. A 3% conversion rate doesn’t mean success, it could mean you’re attracting the wrong traffic, pricing too low, or missing out on high-value customers who need more convincing. Digging deeper into RPV, margin per visitor, and cohort-based analysis often reveals the real health of an e-commerce business. 3️⃣ Most A/B Tests Are Worthless A shocking percentage of A/B tests run in e-commerce are either poorly designed, have insufficient traffic, or don’t impact business outcomes. The real win is in testing business-model-level experiments—pricing strategies, subscription offers, and shipping policies, not just button colors. 4️⃣ Most E-commerce Growth Strategies Are Just Finance Games A lot of brands that look successful on the outside are just burning investor cash or using aggressive financing to cover cash flow gaps. Many don’t actually turn a real profit until they hit scale—or ever. Understanding inventory financing, cash conversion cycles, & real profitability is more important than just chasing growth numbers. 5️⃣ Acquiring Customers Profitably Is an Illusion for Most Brands E-commerce brands love to brag about customer acquisition, but the reality is that many lose money on first-time customers. With CAC rising every year, profitable growth requires a retention strategy from day one. If you don’t have a plan to get at least two or three purchases per customer, your business is running on a treadmill. 6️⃣ Reviews Don’t Work the Way You Think Brands love collecting reviews, but they often don’t leverage them properly. A five-star average can look fake, and negative reviews (when handled right) can increase trust. 7️⃣ Your Homepage Barely Matters Most e-commerce traffic doesn’t even land on your homepage...it lands on product pages, collection pages, or even blog posts. Yet, brands spend way too much time perfecting their homepage while ignoring deeper-funnel pages that actually drive purchases. 8️⃣ Customer Support Is a Goldmine, Not a Cost Center Most e-commerce brands see customer support as an expense, but it’s actually one of the most profitable areas of the business. Live chat, pre-purchase consultations, and proactive support can drive more revenue than most ad campaigns. #ecommerce

Using Meta Ads to Drive eCommerce Sales Understanding Your Audience: Begin by analyzing your target audience's demographics, interests, and behavior to create personalized ad campaigns on Meta platforms that resonate with potential customers and drive sales. Compelling Visuals & Copy: Utilize high-quality images or videos along with engaging ad copy that highlights your products' unique selling points, benefits, and offers to capture users' attention and encourage them to make a purchase. Retargeting Strategies: Implement dynamic product ads to retarget users who have previously visited your eCommerce website or shown interest in your products, reminding them of their potential purchase and increasing conversion rates. Leveraging Carousel Ads: Showcase a variety of products, styles, or features through carousel ads to provide a more interactive and engaging experience for users, ultimately leading to higher click-through rates and conversions. Utilizing Lookalike Audiences: Expand your reach by targeting users who share similarities with your existing customer base through lookalike audience targeting, increasing the likelihood of driving sales from a new pool of potential customers. Optimizing for Mobile: Ensure that your Meta ads are optimized for mobile devices, considering the increasing trend of mobile shopping, and providing a seamless user experience that encourages quick and convenient purchases. Implementing A/B Testing: Continuously test different ad creatives, formats, and targeting options to identify the most effective strategies that drive eCommerce sales on Meta platforms and maximize your return on investment. Monitoring & Analyzing Performance: Regularly monitor key metrics such as click-through rates, conversion rates, and return on ad spend to assess the effectiveness of your Meta ad campaigns and make data-driven adjustments for improved results. Scaling Successful Campaigns: Identify top-performing ad campaigns and scale them by increasing budgets, expanding targeting, or exploring new ad formats to further boost eCommerce sales through Meta ads. Summary: By understanding your audience, creating compelling visuals and copy, utilizing retargeting strategies, carousel ads, lookalike audiences, mobile optimization, A/B testing, performance monitoring, and scaling successful campaigns, eCommerce brands can effectively drive sales through Meta ads and achieve significant growth in their online sales performance. #MetaAds, #eCommerceMarketing, #OnlineSales, #SocialMediaAds, #DigitalAdvertising, #AdCampaigns, #SalesBoost, #CustomerEngagement, #AdTargeting, #MarketingStrategy

I found a way to triple eCommerce revenue without writing hundreds of articles. Instead, by focusing on these big needle-movers (which most brands skip)... We grew a client’s monthly traffic by 115%... and monthly revenue 198% in just 9 months. Here's how: (full eCommerce SEO crash course)👇 #1: Personalize and Streamline the Shopping Experience • Add product recommendations based on user behavior • Show “complete the look” bundles • Enable cart-saving and wishlists • Simplify checkout with guest options, pre-filled forms, one-click purchase, and collapsible stages #2: Leverage Seasonal Search Trends Ask ChatGPT: “Suggest seasonal keywords for [your niche].” Validate demand in Google Trends. Build content 2 months before interest spikes. This allows you to pre-position for surges in buyer intent. #3 Micro-Moments Strategy There are 4 key decision-making moments in the buyer’s journey. "I want to know" content (researching): • Blog posts answering product questions • FAQ pages about product care/maintenance • Explainer videos showing product features "I want to go" content (for physical stores): • About page with clear location info • Contact page with embedded map • Updated Google Business Profile with photos and reviews "I want to do" content (learning how to use): • How-to guides for using your products • Assembly instructions with clear visuals • Video tutorials showing product in action • Downloadable user manuals "I want to buy" content (ready for purchase): • Product descriptions that highlight benefits • Category pages that compare similar products • Customer reviews and testimonials • Clear pricing and availability info #4 Faceted Navigation Strategy Faceted nav lets users filter by size, color, price, etc. But done wrong, it’ll bloat your index with duplicate URLs. Here’s how to implement it properly: • Use buttons or <input>—not <a href> • Add canonical tags on filtered pages → point to main category page • For high-potential filtered URLs (e.g. “blue running shoes”), create internal links to them • Use AJAX so filters don’t generate new URLs • Remove noindex/nofollow/robots.txt blocks for URLs you want indexed WordPress? Use WP Grid Builder. WooCommerce? Follow the official SEO filtering guide. Shopify? Enable Storefront Filtering. #5 Schema Markup Strategy Schema helps Google understand your content and display rich results. When your listing takes up more real estate and draws the eye, users are more likely to click. Use these two schema types: • Product Schema: includes ratings, reviews, price, availability • BreadcrumbList Schema: helps Google understand your site structure Use ChatGPT to generate your schema fast, then validate it on validator(.)schema(.)org before uploading. Our client’s result after implementing this strategy? • Organic traffic: +115% (12.8K to 27.6K sessions) • Monthly revenue: +198% ($10.2K to $30.6K) • Keywords in top 10: +36% (2,005 to 2,737)

Ever wondered why some e-commerce brands skyrocket while others plateau? The secret? Sales funnels. Yes, you read that right - not your traditional online store, but sales funnels. You have a fantastic product, but your store's conversion is just around the average 1%. Frustrating, right? Enter sales funnels. Their magic? Conversion rates soaring up to 5-6%! A client in the apparel industry added a simple sales funnel to their t-shirt business. Result? A staggering 22.58% increase in cart value in just 30 days! From an average cart value of $31 to $38 - that's $7 more per order. Imagine this impact across thousands of sales! But how do you build a sales funnel? It's about creating a journey for your customers - from a captivating landing page (with a clear, irresistible offer) to upsells that feel like natural additions to their purchase. Keep your upsells closely related to the initial purchase. Selling a yoga mat? Offer a yoga towel as an upsell. It's about enhancing the customer experience, not just selling more. Now, I know what you're thinking: "What about my existing store?" Think of it as your credibility hub. Use it for repeat customers and organic traffic. Funnel your paid traffic to... well, your funnels. This is where your growth potential multiplies. Ready to transform your e-commerce strategy? Dive into sales funnels and watch your business reach new heights. Remember, it's not just about having great products; it's about how you present them to the world. If this resonates with you, feel free to reshare 🔄 and follow me, Irina Poddubnaia and TrackMage for more insights into e-commerce and digital marketing strategies. #digitalmarketing #Entrepreneurship #advertisingandmarketing #sustainability #Ecommerce #BusinessGrowth

I'm watching eCommerce brands dump thousands into Meta ads... While completely IGNORING one of the most profitable channels available: Google Search Ads. You're spending $10K+/month on Meta, creating demand for your products... Then when those same customers go to Google to search for what you sell? Your competitors show up and steal the sale. It's like you're paying to fill your competitor's bank account. 🤦♂️ Most eCommerce brands think search ads are: - Too expensive - Only work for branded terms - Too technical to set up properly - Not scalable like Meta ads After managing over $10M+ in Google search spend, I can tell you: Those are myths costing you a fortune in lost revenue. The reality? If you're running successful Meta campaigns, you're ALREADY creating search demand that you're not capturing. Here's what makes search ads different: 1️⃣ Intent: These people are actively looking for what you sell 2️⃣ Timing: They're ready to buy NOW (not scrolling mindlessly) 3️⃣ Complementary: They capture demand your Meta ads create 4️⃣ Protection: They prevent competitors from stealing your customers When done right, search ads can be a consistent revenue driver. Here's the framework we use: Smart Structure: Separate campaigns for brand, cold and competitor, terms. (DON'T mix cold and warm traffic!) Compelling Ad Copy: Focus on what makes your product unique - Social proof (e.g., "5-star rated by 10,000+ customers") - Unique benefits (not features) - Urgency drivers (limited stock, sale ending soon) Bid Strategies: Starting with manual CPC to gather data, then transitioning to Target ROAS once you have enough conversion data Consistent Optimisation: Daily / weekly search term analysis to find new opportunities and plug budget leaks. If you're spending $5K+/month on Meta ads and not running search, you're literally funding your competition's growth. By the way, we're putting together a comprehensive Google Ads course specifically for eCommerce brands that will be launching towards the end of the month. Keep your ear to the ground...

After generating over $20m for eCom and supplement brands through Klaviyo, We’ve learned a thing or two about sending converting emails. Here are some stealthy tactics to get your Klaviyo account looking like this. 1) 𝗗𝗼𝗻’𝘁 𝗦𝗲𝗹𝗹 𝗧𝗵𝗲 𝗠𝗼𝘂𝘀𝗲𝘁𝗿𝗮𝗽, 𝗠𝗮𝗴𝗻𝗶𝗳𝘆 𝗧𝗵𝗲 𝗠𝗼𝘂𝘀𝗲 Rather than talk about your supplement, magnify the problem it solves. Make the problem so big that your supplement becomes an urgent and obvious solution. Talk about your customers’ fears, horror stories, to make them run to your product to solve their problem. 2) 𝗣𝗿𝗲-𝗟𝗮𝘂𝗻𝗰𝗵 𝗣𝗲𝗿𝗸𝘀 Before officially launching a product to the entire database, send an email to previous buyers saying this new one is going to be a perfect match to their supplement stack (if it is). And because they're a customer they get a head start and access before anyone else, to make sure stock doesn’t run out (creates urgency and scarcity). Triple banger. 3) 𝗧𝗵𝗲 𝗛𝗮𝗯𝗶𝘁 𝗦𝘁𝗮𝗰𝗸𝗶𝗻𝗴 𝗘𝗺𝗮𝗶𝗹 I’m a big fan of the book “Atomic Habits” by James Clear. It’s easier to create a new habit when it’s stacked with an active habit. Suggest customers use your product as part of an existing routine: After they purchase your product you can continue reminding them how much value it brings to their lives. 4) 𝗦𝘁𝗮𝗰𝗸’𝗲𝗺 𝗛𝗶𝗴𝗵, 𝗪𝗮𝘁𝗰𝗵’𝗲𝗺 𝗕𝘂𝘆 Bundle products together even if they’re not discounted. Then give it a sexy name, e.g. Fat-Melting Punch Why? Site visitors will see them on your website and get enticed to buy. Buyers buy. They love spending money, especially if they see it as “more for less.” Plus, you'll increase AOV. Simple but works. 𝟱) 𝗧𝗲𝘅𝘁 𝗢𝘃𝗲𝗿 𝗣𝗶𝘅𝗲𝗹𝘀 Use text-based emails. They let you be WAY more persuasive than what you could do by just using images. You’re able to use story-telling and dig deep into your subscriber’s pains and hopes. Let the words paint the image. 6) 𝗔𝗻 𝗘𝗺𝗮𝗶𝗹 𝗔 𝗗𝗮𝘆 𝗞𝗲𝗲𝗽𝘀 𝗧𝗵𝗲 𝗣𝗼𝘃𝗲𝗿𝘁𝘆 𝗔𝘄𝗮𝘆 IF your emails are good you can get away with a daily email. Customers don’t mind. They consume content daily- podcast, news, radio, newsletter. Frequency is not the problem, quality is. Again, BIG IF. You can’t just send the typical email that feels like spam and noise. It’s not about you, but about THEM. These are just 6 out of 33 tactics we’ve used out to generate over $20m. If you want a breakdown of all 33, watch the full video below.

Think about the last time you bought something expensive. You looked for the negative reviews first, right? Your customers do the same. You can beat them to it and build immense credibility. Create a "This Isn't For Everyone" section on your product pages. Headline it just like that. Under it, list 3 types of people who should not buy your product. Example for a high end, minimalist coffee grinder: - "Don't buy this if you love programmable settings and digital timers. This is fully manual" - "Don't buy this if you need to grind 10 cups of coffee at once. The hopper is small" - "Don't buy this if you want to set it and forget it. This requires a bit of technique" What happens when you do this? 1. You disarm the buyer's skepticism. They think, "Wow, they're honest" 2. You massively reduce returns and negative reviews. You've proactively filtered out the wrong customers 3. You make the right customer feel even more confident. They read the negatives and think, "None of that applies to me. This is perfect" Your product's flaws are a filter. Use them to let the wrong customers self select out, and the right ones will buy with total confidence.

I am constantly having to remind e-commerce directors is to not run their store like a brick-and-mortar location.  In-store logic says: make customers wander the aisles, upsell at checkout, protect margin like it’s sacred. Online logic says: customers already know what they want. If you want a shot at a second sale, earn the first one with clarity, convenience, and maybe a discount code. No one drives to your website. No one fights traffic. No one dodges mall walkers. No one wanders around your store looking for the right aisle. They've researched with 25 Instagram Reels. They land straight on the product page. Not the homepage. Not the category. The exact item they already decided they wanted. There’s no salesperson suggesting what else they might like. No front table with smart merchandising. No journey. Just a beeline to the buy button. So we ran the kind of test you’d never do in-store: 15% off, right up front, in exchange for an email. No overthinking. It didn’t tank the brand. It didn’t kill revenue. It did the opposite. Revenue increased by 25%, and margin dollars by 18%! Because this isn’t a physical store where the value of one shopper’s email is negligible. This is e-commerce, where we can remind them of our brand over the next year, whether they've bought or not. This isn’t about being pushy. It’s about playing the game you’re actually in. E-commerce isn’t a virtual version of your flagship store. It’s a different universe with different gravity. Where do you still catch your team using in-store logic for your ecomm store?

1 out of 5 CRO agencies I've worked with actually focused on website design/experience. The rest relied on tactics like: - Creating urgency - Adding key product USPs - Making social proof more prominent While these strategies do give results, many practitioners tend to overlook a key aspect. That's UX/UI design. It's likely the least talked about topic at a CRO agency. Despite its significant potential to increase conversion rates. In this example, using Crafts Mill India Technologies Pvt. Ltd. PDP, I've implemented UX/UI and other changes that can increase conversion rates. Below are the 6 changes I recommend a/b testing - 1. Maintain your logo, hamburger menu icon, and cart icons on top at all times. Logo emphasis it's a credible brand. The hamburger menu helps in product discovery. And cart icon informs them it's an e-commerce store. 2. Highlight 1-2 key features in the product image. This creates value and justifies the price point. 3. If your brand sells fashion, cosmetics, or home-decor–consider showing product thumbnails. More so if they have some important information like features, celeb images. 4. Show the color swatch along with the color name. Make sure your images also mention the color name to eliminate any confusion on this important aspect. 5. Add an option for the user to check the delivery date. A closer delivery date can motivate a user to complete their purchase. 6. Highlight key USPs of your product or brand. Make sure they're easy to find and simple to understand. A few other changes I made: - Replaced the Pinterest share option on the image with an 'On Sale' badge. - Optimized the area around the add-to-cart by mentioning the warranty, free shipping information. - Made it easier for the visitor to contact the business by showing the icons and removing the copy clutter. Success lies in attention to detail. Don't forget to keep things intuitive and simple. Found this useful? Let me know in the comments! P.S. The learning curve for UX/UI design is quite different from that of CRO. If you want to get started with CRO, a book I'd recommend reading is Making Websites Win by the founders of Conversion Rate Experts. #conversionrateoptimization #uxdesign