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Marketing tips for eCommerce websites | Series 5

At Fluid Ads, we’re highlighting the need for eCommerce retailers to get things right when it comes to their marketing strategy. To assist, we’re releasing 5 tips each week giving eCommerce businesses essential insight into how they can boost their profits and impact their bottom line.

Here are tips 21 to 25. Make sure you are all caught up with our firstsecond, third and fourth series of tips for eCommerce websites.

21. Make limited time windows work for you

Flash sales are always a great idea. The goals behind a good flash sale should be to compel online shoppers to impulse buy, increase brand awareness and customer loyalty, and encourage users to view other non-sale products on your website.

When done well, on average a flash sale will increase transaction rates by 35%.

According to recent research, 50% of flash sale purchases happen in the first hour of the sale going live. That means that you need to make the most of this limited timeframe by engaging with your users immediately as soon as your sale goes live, whether through your email campaigns, Retargeting or brand awareness campaigns. Try and get clever with your messaging and ad creative to really illustrate how quick the sale is and how time is already running out. This sense of urgency is the best way to get your customers spending.

22. Keep your branding consistent (and cost-effective)

Your messaging and branding must be consistent across all of your different marketing channels, from your website, digital display ads and email campaigns, as well as any TV creative you may be investing in.

This may seem like a costly investment when it comes to the volume of shapes and sizes you’ll need for digital display advertising, especially when employing a creative agency to reformat and tweak creative. However, you don’t have to go down that route. Opting for a solution like the Fluid Ads Ad Builder enables you to create award-winning, on brand, multi-format, multi-shape HTML5 digital display ads in minutes. It’s a cost-effective, efficient and high-performing option.

23. Diversify your social media platforms and automate where possible

Too many brands make the mistake of wanting to have a presence across all social media platforms but then neglecting to invest enough time and resources into it.

Spreading yourself too thin in this way results in your message being diluted and the fatal mistake of having exactly the same posts on all your social channels. Each channel is different with varying audiences. Your messaging must be tailored to each platform and the correct audience.

Use social analytics tools to understand which formats, content types and messaging perform the strongest on each platform and tailor your ongoing activity in line with this insight.

Automation and advance planning is key to keep your activity consistent without draining too much resource and time.

24. Get creative around the big shopping days

Black Friday, Cyber Monday, festive sales. The options are ever-increasing for retailers to make their mark on the big shopping days in the calendar.

For smaller businesses, the temptation can be to compete with the big boys in a race to the bottom on price. However, this isn’t a sustainable model for the financial future of your business. Instead, you need to plan well in advance and implement a targeted strategy. This involves digging into your analytics, data and reporting to understand the customers that present the best value on these specific shopping days.

Once you know your audience, compete and win with standout messaging in your Retargeting campaigns, abandoned cart email series or brand awareness campaigns in the run up to the event. Combining your online marketing with any brick and mortar locations or pop ups you’re running is also essential.

If you stick in the mind of your users, they’ll be more likely to buy from you in the choice of where they spend their cash on the big shopping days.

25. Consider your approach to voice search

As voice-enabled home-tech is becoming more and more ubiquitous, the way people search for products online is changing. Specifically, by 2020 up to 50% of all searches will be done so by voice.

This necessitates a change in approach as to how you optimise your category and product pages, a detailed understanding of user intent, and increased bidding on long-tail searches. The voice search revolution is well and truly beginning; you can’t afford to be left behind.


To learn more about how Fluid Ads can improve advertising performance for your eCommerce business, get in touch with us today. Make sure you look out for next week’s five essential tips.

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