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Conversion Optimization

26 eCommerce sales strategies that (actually) work

Successful eCommerce selling is often getting the "details" right—here are 26 eCommerce sales strategies that are bound to affect the way people buy from you.

26 eCommerce sales strategies that (actually) work

By 2026, the global eCommerce market is expected to touch $8.1 trillion

Competition is fierce. 

But think about it: 

It’s also a tinderbox of opportunity. 

As an eCommerce business owner, you could be using the same old strategies to sell more. 

And wondering why they don’t work.

Let’s change that for good:

1. Simplify eCommerce product discovery

2. Make your product descriptions compelling

3. Create an in-store experience with images

4. Use visual cues to drive better sales

5. Make returns easy 

6. Offer free shipping (also use it as a nudge)

7. Make those Thank You emails sharper

8. Take product page assurances to the next level

9. Avoid customer support delays

10. Show eCommerce product comparisons

11. Promote *wishlisting* (and make it easy)

12. Sell your story for guaranteed sales

13. Grab their attention with superlative copy (across the site)

14. Increase the prices (but use anchoring)

15. Reduce product page drop-offs

16. Make them click on the first fold

17. Increase conversions with the right offers

18. Engage shoppers (they’ll eventually buy from you)

19. Upsell strategically using the buyer’s mindset

20. Use “smart bundling” more often

21. Automate those *refill reminders*

22. Bring in scarcity (but be smart)

23. Don’t overdo the cart page *nudges*

24. Make your eCommerce site *mobile first*

25. Focus heavily on website UX (unlike Amazon)

26. Make A/B tests a regular practice

26 ways to increase eCommerce sales

1. Simplify eCommerce product discovery

An underrated but HUGE strategy is to improve product “discoverability”. 

Make your navigation super logical and introduce relevant categories & subcategories—DO NOT FORGET to optimize navigation for a great mobile experience

Use your homepage to feature product categories & suggestions that are in line with the shopper’s intent. 

Make the search functionality super intuitive—let it look through errors and feature close suggestions anyway. 

Don’t hide bundles and other deals under layers—do the opposite by highlighting them in the main navigation. 

Offer callouts that’ll help potential buyers spot products of preference more easily—like eCommerce brand Casper does through blue-highlighted buttons.  

Casper uses a well designed primary navigation as an eCommerce sales strategy

2. Make your product descriptions compelling

Remember: the idea is to replicate the experience someone has at a real, offline store. 

Put simply, your product descriptions need to do the job of a super efficient sales person.

Here’s a quick checklist to help:

Appeal to the senses

So if it’s a soap, for example, let them know how it’ll lather and what kind of texture they can expect. 

Even better? Tell them how they’ll feel right after a shower. 

Tell them how to use the product

Use a linear list of points or show a short (preferably no more than 30 seconds) video. 

Clarify what the product contains

If it’s a single product like a hair serum, bring out the ingredients. 

If it’s a bundle, explain each product in the bundle & what it’s meant to do. 

Introduce a product FAQ section

This is especially helpful if you want your product description to be more like a self-help resource.

Here’s a cue from Golde. 

Golde uses a product FAQ for better sales and conversions

Offer insights on the "make"

If you’re a brand that creates special travel gear or lifestyle items, and take pride in your make and artisanship, the product description needs to reflect that. (For example, eCommerce brand Bellroy is known for their design-led bags and they ensure shoppers know how each part of a bag functions)

3. Create an in-store experience with images

You don’t need to have the most expensive photography backup to make your image gallery shine. 

After all, 90% of shoppers look at images even if they’ve seriously considered to buy a product. 

Remember: Smartphone photography is equally viable for great product shots and can contribute positively towards your eCommerce sales.

Take a look at the best camera phones—and also ensure the following:

Use natural surroundings

Blur out the background—this way the focus is just on the product. 

Ensure symmetry in the shots

Even if you’re not clicking against a solid, monotone background. 

Take a look at how Patagonia uses casual shots, but ensures images in a layout look symmetrical separately and together:

Patagonia's sales strategies include effective product photography

Create consistency through a template

This will help all images across your store carry a visual consistency around size, zoom function etc. 

Organize your products in a pattern

Some eCommerce brands that have found value in showing “goes well together” recommendations, do this. 

Bellroy is a brand that often does in to show how many items their bags can carry:

Bellroy takes highly symmetrical photos as a sales strategy

4. Use visual cues to drive better sales

Now that we’ve spoken about images, it’s time for visual cues. 

The idea is to make your shoppers experience a subconscious connection with your products. 

The best way to do this is to bring in labels

Here are a few that make them sound authentic:

- “What our customers love”

- “<Insert brand name>’s favorites”

- “Frequently out of stock! Get it now!”

- “Critics love it!”

- “Highest rated”

Don’t forget to use swatches on your product pages—this is one way to make sure you don’t end up duplicating products & also offer a sense of “variety” to shoppers. 

Lululemon uses color swatches on product pages for better sales

Your category page callouts also need to be top notch—so that shoppers exactly know what they can expect on the product page. Here’s an example from ASOS:

ASOS uses category page callouts as one of their eCommerce sales strategies

Bring out the warranties and guarantees through emblems

That’s because only text might not stand out when multiple elements are competing for attention. 

Limited time warranties and guarantees work especially well if you’re looking at upping sales. 

5. Make returns easy 

Make sure you give them a decent window to make the return—30 to 45 days is considered good. 

Clearly talk about items that you will not do exchanges or returns for, in your policy. 

Link to your return/refund policy at all crucial junctures—but also create a FAQ section/page for buyers to quickly get answers without feeling stuck. 

Make that policy SUPER EASY to find—so where you link it as micro copy is also crucial for better sales. 

Help your shoppers make returns in as many ways as possible—bring in the option to make the refund go back to store credit or the account they originally paid from. 

If they’re eligible for points, offer the option to credit the refund there. 

If the item’s out of stock, suggest product options they can choose from. 

6. Offer free shipping (also use it as a nudge)

The longest shoppers like to wait for product delivery in return for free shipping is 4.1 days.

93% of shoppers are more motivated to buy if free shipping is a possibility. 

If unconditional free shipping is a big deal for your business, create necessary thresholds. 

Clarify “free shipping” threshold

On the cart page, you can leverage this further by introducing a free shipping threshold progress bar that tells the customer how much more they need to buy to quality. 

Plus, offer multiple shipping options—like Fitbit does. 

fitbit offers multiple shipping options to customers as a sales strategy

Apply free shipping on select items

But make sure you bring them to the front. 

Ensure you identify a bunch of applicable products for each customer segment to highlight them. 

Highlight free shipping for membership signups

This is a great way to not just retain some great customers but also get some extra email signups

Attach free shipping to your subscriptions

Like Dollar Shave Club does. 

7. Make those Thank You emails sharper

This is a bit like reverse engineering—when you make your purchasers feel “wanted”, “appreciated” or “understood” through your Thank You emails, they’re likely to bring in those eCommerce sales again and again.

So here’s what you can do:

Give them that extra incentive

Look at how in the following example they’ve highlighted that the discount holds on sale items too!

Michael's crafts their thank you emails strategically to improve sales

Pack “more value” 

What we mean is to do something like a “Thank You Week” for customers who buy on a regular basis. 

Send a series of emails where you highlight one incentive everyday. 

This makes it more interesting for them to check for better deals every day during that period—and for you to get more sales. 

Here’s an example from Avon. 

Avon announces a customer appreciation week as a sales strategy

Tie in with a special event

This is a way to make them feel special and acknowledged—events like Mother’s Day, Father’s Day, Teacher’s Day and birthdays work really well for upping the sales. 

8. Take product page assurances to the next level

In the conversion funnel, the product page is where sales happen, most of the time. 

And this means apart from having great images, copy and design, creating assurance becomes a priority too. 

Here are a few ways we’ve found to be consistently helpful:

Highlight a positive review

Just a single callout in the first fold can work wonders. 

Create links to all important policies

Mention the return policy link, shipping policy link and link to FAQ if it’s on a separate, detailed page—make your microcopy do this.

Say what’s great through icons

Like health brand Ritual does. 

Ritual uses icons to highlight brand benefits and improve sales

Feature contact info way up

Right below the first fold is good positioning—along with featuring it in your primary navigation and footer. 

Show the price for variations

If you have size variations, for example, shoppers should be able to see the prices switch seamlessly. 

Offer images & videos in reviews

While most shoppers don’t hesitate reading reviews, visuals help relay more information like fit, color, fall and effect (in case of products like makeup.)

9. Avoid customer support delays

Since sales is at the top of your mind right now, here’s a helpful and hopeful statistic:

89% of customers have confirmed they will come back for another purchase if they’re happy with the support they’ve received. 

So, imagine what delays can do—to avoid those here are a few changes you can make:

Prioritize self-help resources

Make the FAQ page super accessible, ensure your product pages & descriptions answer a lot of questions, create a detailed page on offers that are running to clarify terms & conditions etc.

Create a call-back option

This is especially important if you’re in different time zones than the customer or don’t have live chat representatives available around the clock)

Analyze customer feedback

If multiple buyers have suggested that you change the way checkout works on your website, then you’ve got to pay attention)

Initiate live chat on product pages

Ensure you say something very specific like “Have questions about the <product name>?”

10. Show eCommerce product comparisons

To get them to buy in-the-moment, the idea is to prevent them from looking out for alternatives. 

So, getting those product comparisons is key as a sales strategy. 

Here are a few quick suggestions:

Limit the products for comparison

4 is a good number—the more the number of products available for comparison, the tougher it becomes for a shopper to choose. 

Feature “add to cart” for all products

Just making each product clickable may not be enough in most cases—giving them an instant option to buy can help. 

Segment those comparison charts

This way your lower paying customers will see what’s right for them as well as your higher paying ones—and so will customers see more relevant information based on their journey with your brand. 

Create an anchor jump higher up 

This way they’ll know there’s a comparison chart if they scroll down. 

11. Promote *wishlisting* (and make it easy)

Wishlists are a great opportunity for customers to keep engaging with your brand, without necessarily having to buy. 

And for a brand, when used well, wishlists can become the hook that pulls potential customers in. 

Here are a few suggestions:

Allow them to create multiple wishlists.

This can help shoppers categorize their lists as per inteerst, preference, immediate need to buy etc..

Send relevant emails around wishlists.

Is a wishlisted product low on stock? Are you offering an exclusive one-time offer?

Make it possible to checkout from a wishlist (offer the option to check/uncheck items as well as add all items to cart & checkout.

12. Sell your story for guaranteed sales

If you ask us, this is a long-term goal—but every dollar worth pursuing. 

If you need some inspiration, let’s talk about a brand we admire: Beardbrand. 

When they started in 2012, they comprised just a blog and a Youtube channel—but when founder Eric Bandholz looked harder, he found massive gaps in the male grooming industry. 

When a blog of his was featured in the New York Times, the Beardbrand we know today. 

What did they do right? They picked a story that was close home and was *real*—Eric and his own friends suffered enough for the lack of quality grooming products, and this simple truth turned into their “story”. 

To create *stickiness* in your brand narrative:

- Look at the “why” behind your business

- Introduce the “personal” element to make it more “human” (like Eric spoke of his own grooming challenges)

- Bring out the people who make your brand what it is (why they’re around, what they do, what kind of effectiveness or innovation they drive—shoppers find it extremely worthwhile to connect with the authentic story of a brand)

For more inspiration, check out: Building the Perfect eCommerce About Us Page (& Inspiring Examples)

13. Grab their attention with superlative copy (across the site)

In our work with 500+ businesses over the last 5 years, we’ve seen just how important copy is for sales (and repeated sales). 

Here are a few tested suggestions:

Make your UVP clear

Customers need to quickly understand why they will benefit if they buy from you and not a competitor—eCommerce brand Warby Parker can take masterclasses on this topic. 

Warby Parker uses a clear UVP as one of its sales strategies

Pack power into your microcopy 

Give them ideas, make them think—basically give them more reasons to want to buy. 

Here travel luggage brand Away is pointing towards their sets—notice how seamless it sounds. 

Away uses microcopy as one of their sales strategies

14. Increase the prices (but use anchoring)

How shoppers perceive price is always relative. 

Because of this, the anchoring effect can play a major role in helping you with eCommerce sales. 

Here are a few instances you can apply it:

Launch a product at a higher price

And then lower it.

Let’s say you launched a sling bag at $300 and now that it’s picked up, you can reduce the price to $200 and still make a profit. 

In this case, what will bring the sales in is enough promotion of this new price—make sure to highlight it on the homepage, use appropriate labels on the image in the category page and include it in ongoing deals. 

Highlight “after sale” pricing

When you show customers that they will have to pay a higher price after a sale is over, you basically “nudge” them to buy when the sale is on. 

Here’s how Nordstrom anchors prices during their anniversary sale. 

Nordstrom differentiates between before and after sale prices to increase sales

Promote similar products side by side

But don't forget to bring in that price difference.

The more similar they seem in comparison, the better. 

Shoppers feel convinced in buying the less expensive alternative—whereas they may have bought neither if the placement wasn’t like this. 

Here’s an example from Wayfair. 

Wayfair showcases two similar products with slightly different price points as a sales strategy

15. Reduce product page drop-offs

There are some key factors that make your product pages worth sticking around. 

Over here, we’ll mention the 5 most important aspects that are non-negotiables if you want those sales ringing:

Reduce scrolling

To make this real, link your reviews right at the top, mentioning how many reviews a product has garnered. 

Showcase content in a horizontal, collapse-expand format and limit the text to only as much would create clarity. 

Instead of featuring a video later on in the page, offer a link in the first-fold to your Youtube channel with minimal microcopy like “check out the video.”

Make payment options clear

If you’re displaying BNPL options make sure to bring in trusted logos and create links to any info the shopper may additionally need/want. 

Highlight more traditional methods like Paypal as well if you’ve noticed your customers repeatedly make payments through them. 

Feature price incentives

If you’re selling at a price lower than the MSRP, shoppers need to know how much the gap is. 

Take a cue from Solo Stove. 

Solo Stove offers multiple price incentives as one of their sales strategies

Whether you’re offering flat free shipping or free shipping over a threshold, that info should be visible in the first fold. 

The same goes for quantity discounts and Autoship offers. 

Offer sizing information

A size chart is non-negotiable if you’re running a clothing/apparel brand. 

If you have international customers, cover as many measurement standards in your chart as possible. 

The same is the case if you customize jewelry. 

For makeup and food brands, different quantities of the same product should be easy to view (and along with it, price changes as well.)

Make self-help accessible

We recommend creating a separate FAQ page that’ll feature policies, support, payment as well as stock related FAQ. 

Individual product pages also do well with a short but effective FAQ section. 

Feature FAQs even on the live chat especially if you don’t have 24/7 live agent support. 

16. Make them click on the first fold

Research has said enough and more about what’s known as the “above the fold bias.”

Here’s how you can leverage it as an eCommerce sales strategy:

Highlight tiered discounts

The idea is to help shoppers make quick mental comparisons between price & spending points. 

And typically, they lead towards a higher spend to earn a higher discount. 

Here’s an example from mattress brand Casper. 

Casper makes the first fold incentive driven to bring in more sales

Feature a new product

Alternatively, you can also feature a less popular product and label it as “Just In”. 

This has the capacity to induce interest in new shoppers—because they’re discovering. 

While older shoppers will be curious about the “newness” of it. 

Leverage a “trend”

Currently, as the world awaits the release of Barbie on July 21, smart eCommerce brands are jumping on the trend. 

The idea is to capture the audience’s attention where it’s already at—and get the sales going. 

Gymshark is doing it too:

Gymshark leverages current trends as one of their sales strategies

For more ideas: Above the Fold: 9 ideas for better conversions (+ amazing examples)

17. Increase conversions with the right offers

In other words, knowing your audience and their segments well can help you come up with offers that’ll make sales happen. 

In our experience, everyone does discounts & offers—but HOW and WHY you do them will define how well they work. 

Here are a few easily implementable ideas for year-round sales:

Offer “pro” discounts

This has massive potential because what you’re essentially doing is targeting the most mature customers, who’re already honed to buy from you. 

For example, let’s say you run a makeup brand. 

When we talk about a “pro” discount in this context, it means giving out offers to makeup artists, influencers and models. For each category, you could pick a discount % and then promote it across the most “visual” channels like Instagram because this is where you’ll find these people “hanging out”. 

For existing buyers from this segment, send out personalized emails. 

Give discounts to cart abandoners

Only three out of 10 customers successfully checkout. 

Reasons range from extra taxes and shipping costs to a complicated checkout process. 

But interestingly, only 5% to 10% of a discount seems to take care of the worry of spending too much. 

Tea uses well-crafted cart abandonment emails to capture more sales

18. Engage shoppers (they’ll eventually buy from you)

The problem with many eCommerce brands is that they’ve got good content—but it’s all hidden away. 

Or at least, when customers need it, they can’t access it at will. 

This needs to change when you’re trying to make your content an eCommerce sales strategy by itself. 

Here’s how you can support your customers better through content across the entire funnel:

Build content around user intent

Let’s say you find your shoppers search for “tweed coats” often in a particular season—create an article around styling tips and then have it appear on every product page that features a tweed coat. 

Ensure to create some”evergreen” content too so that you can cover search terms that remain popular all the year around. 

Send UGC with cart abandonment emails

Showcase reviews to increase their confidence in products they’ve left behind. 

If you’ve got some video reviews for specific products, you can use those too in your cart abandonment emails. 

Alongside convincing social proof, discounts act as the last mile factor to make shoppers want to buy. 

Create shoppable posts on Instagram

Looking at great pictures and seeing an ensemble of products as a “look” is often something shoppers do. 

This is why when you tag your photos with clickable product links to your Insta shop, it becomes engaging. 

This sets up shoppers for immediate buying too, because the moment they spot something they like, all they have to do is click and buy. 

Sephora makes some of their instagram posts shoppable as a sales strategy

19. Upsell strategically using the buyer’s mindset

It’s tempting to show a never-been-here shopper upgrades and products that can go along with products they might like. 

But it’s a lot like shooting in the dark. 

The reason is that a relatively new customer is at the *discovery* phase—most of them aren’t even aware that they might need a specific product. 

Using the buyer’s mindset based on where they are in the journey, you can create more strategic upsells. 

Here are a few ideas:

On the product page—what becomes important apart from the kind of recommendations you make is the way you put it across. 

An interested shopper may skip an upsell if you say something slightly vague like “You might like” versus “Goes really well with.”

The latter is a hook that becomes a reason for the shopper to pause a bit more. 

For a more seasoned customer, because your idea is to retain them, you may not want to push them around too much. 

Let’s say, if someone has subscribed for a six-month period instead of a three-month one, NOW is the time to tell them that if they subscribe next time for 12 months, they will save X% more—it’s also safe to throw in an exclusive discount over email to make it sound more appealing. 

On the cart page—positioning great recommendations as “here are some last-minute add-ons” or “some last-minute items on sale right now” can increase the chances of instant sales. 

If you do decide to upsell post-checkout, do it on the order confirmation page and make sure it takes shoppers just a click to buy the items (Shopify’s One Click upsell is famous for this.)

Check out: Shopify Upselling Ideas for Product page, Cart, Checkout

20. Use “smart bundling” more often

We’ve noticed a few brands scramble to bundle ONLY when it’s peak holiday season. 

But that’s not how the best in the game do it—and it’s because bundling is as much about AOV as it is about actual savings. 

And shoppers love to save all around the year. (no surprises there, right?)

So to incorporate smart bundling as an ongoing strategy:

Highlight bundles with benefits of use

For example, if your skincare bundle has been put together in a way that helps both a great indoor and outdoor experience, break that information down. 

Showcase multiple use cases

To support this, bundle complementary products together. 

Labels like “Best for a stressful day” or “Best used together for better sleep” increase the chances of shoppers getting convinced about paying a higher price for a bundle. 

Bundle based on personalized preferences

Think up 5 to 7 bundling ideas for each segment—so that you can attract more instant conversions. 

Introduce bundles with tier pricing

For extra products, charge more—this will enable shoppers across your funnel to convert more easily. 

21. Automate those *refill reminders*

Automated *refill reminder* workflows can really help as an eCommerce sales strategy. 

Because you’re essentially converting customers who already like you. 

Timing them well is necessary, because otherwise they can cause more annoyance than relief. 

For example, if a shopper has subscribed for a two-month supply of handmade pasta, send them a reminder maybe a week before the period ends. 

Suggest “auto replenishment” to existing customers

This is a nudge for them to auto-buy, helping you continue with higher sales. 

Smart brands like Harry’s prep their shoppers on refill dates on the product pages. 

This can help the shopper do quick math on their preferences and decide on delivery frequency etc. 

Throwing in a discount for autoship at this juncture is also a great idea. 

harry's product refill reminders work well as sales strategies

22. Bring in scarcity (but be smart)

Limited time offers and flash deals are loved for a reason—and by all means, you must contextually apply them. 

But it can’t be just about them when you’re trying to sell in a sustained way—for this, you’ll also have to bring in:

Offer low stock alerts

Make them real time to create conviction—so if you’re saying “only 7 left” also say “13 people are viewing this right now.”

Use seasonal scarcity

A lot of times what works in the favor of this is free shipping but on a limited time basis. 

Tapping into your existing customer base through personalized communication can also work well for seasonal scarcity. 

Position it as “Early access to our annual Christmas sale from <date> to <date>—enjoy free shipping too during this period.”

Feature “going out of stock soon” 

Not many businesses do this, but this is subtle and gently creates the anticipation of FOMO in a shopper—super effective if you ask us!

Qualify this by showing how many shoppers have already bought the product. 

23. Don’t overdo the cart page *nudges*

Miller’s law states that our short-term memory can handle approximately 5 to 9 objects at a time.

So if you add too many nudges, it’ll overwhelm shoppers and prompt them to abandon the cart.  

Here are a few suggestions that seemed to have worked for clients:

Feature a stock level nudge

 It can create a sense of urgency and make shoppers buy the product right away. 

To make it more realistic, use a “order in the next x hours and y minutes to get guaranteed delivery by <date>.”

This will instantly segment buyers who want to buy the product faster than others. 

Without these nudges, shoppers are also more likely to think it’s okay to abandon their cart. 

Feature payment nudges

However, make sure to distribute them.

Nordstrom has 4 nudges around payments and we see how the information has even distribution.

On the lower left side, they have shown acceptable cards and an international shipping note.

On the right side, near the CTA, they have added financing options and a loyalty program nudge.       

nordstrom payment nudges during checkout help in creating better conversions

24. Make your eCommerce site *mobile first*

Most eCommerce store owners are late to realize they are facing conversion issues due to complicated mobile UX.

For better mobile shopping experiences, focus on usability. 

Good mobile store usability means customers can see clear navigation cues that help them explore products without frustrating them.

Don't interrupt user experience

On mobile, pop-ups are a deterrent, interrupting user experiences.

Google announced how “intrusive interstitials” or aka “popups” on mobile sites hinder page ranks.

You can avoid the penalty by not showing the pop-up as soon as the user lands on the product page.

Instead, utilize a scroll or time-triggered pop-up that doesn’t cover the whole page.      

Include pinch and expand & double-tap

Research shows a whopping 40% of eCommerce stores don’t support pinch or tap gestures for product images. 

The problem is that a single, large image does not help shoppers most often to view more product intricacies. 

Tapping and pinching enable shoppers to view different parts of the same product image & arrive at buying decisions more instantly. 

Avoid the whole screen for a popup

Also, make it easy to close. 

If you do decide on a popup, optimize its size and ensure the main content is still partially visible in the background. 

Even better? Make the popup disappear if the shopper keep scrolling (it’s a sign they don’t want to see it!)

25. Focus on website UX (unlike Amazon)

We’ll be quick about this—because you might have already seen how Amazon’s UX isn’t always geared to help people buy. 

So like them: 

You don’t want to leave behind pagination—and not show exact number of results on a page (especially if you have a long list of products.)

You shouldn’t make product availability vague—if something is unavailable, they’ll only know after they’ve chosen color and size. 

You don’t want to show the sizes—but not give them a size guide. 

You don’t want your category pages to show a price range—without telling them why there’s a spectrum.

Smart brands also leave a CTA that says “choose size” so that shoppers know the price is size-dependent.

Remember: the more friction a potential customer encounters, the less likely they will buy. 

26. Make A/B tests a regular practice

UX across your funnel deserves constant improvement. 

And A/B testing can really prop up that department. 

When amplifying your sales strategy overall, consider A/B tests on the following prime areas:

- Copywriting (check on tone, length, features, benefits etc.)

- Visuals (does people-led work better than product-led? Or is it a mix of both?)

- CTAs (color, shape, text—remember these can make or break your conversions)

- Forms (number of fields, information you ask for, where you feature them etc.)

- Landing pages (this includes the most frequent landing page, “the homepage”—and also the ones you’ve set up for paid marketing efforts

- Emails (because once they’re off that website post purchase, this becomes your primary engagement of hyper personalized communication)

For more ideas, check: 153 A/B Testing Ideas for eCommerce (Homepage, PDP, Cart, Checkout)

The 4 Cs of eCommerce Sales

The 4 Cs responsible for higher eCommerce sales are:


In eCommerce, shoppers need a sense of choice first and foremost to feel fulfilled about a buying experience.

On a website, this means multiple aspects including:

- A detailed navigation system with categories and sub-categories that create no confusion

- Product recommendations that match a customer's mindset and journey so far

- Offers that make immediate buying more atrractive to a shopper

- Payment options that are well-known, trusted and easy to use

- The ability to pick opt-in preferences


The component of communication in eCommerce is meant to create trust, assurance and anticipation in shoppers as against doubt, confusion and frustration.

To make this C work for your business, you need to ensure:

- Immediate help (in the form of live chat, on-call support with a professional, chat with a support professional etc.)

- Self help (this includes the ability to view FAQ easily, search for top asked questions within a live chat, gain information through detailed product descriptions)

- Channel alternatives (the ability for the shopper to try out various channels to seek clarification and support—let's say if a support professional isn't available, they should find an email accessible to write in to the business)

- Call-back options (activate this with a touch of a button within the live chat feature—specify how long a call-back can take in case of delays)


How easily and how fast a shopper can convert into a customer has a direct impact on eCommerce sales.

Convenience in a sales context can look like:

- Finding products of choice on the homepage itself

- Finding it easy to decide on a purchase (because of labels, trust signals and price clarifications)

- Finding it easy to continue a shopping experience if it ended abruptly earlier

- Finding it convenient to "save for later" and not buy right away


Effective segmentation is the reason behind this C of eCommerce.

To bring in effective customization, focus on:

- Browsing and purchase history

- Content that can help future purchases

- Offers & freebies that will retain the customer

What are the 5 Whys for Better eCommerce Sales?

Asking the 5 Whys can significantly change your relationship with customers, leading to increased conversions and better retention.

This is one of the sales strategies eCommerce businesses widely use—the 5 Whys go like:

- Why should you care? (this can lead you to what kind of challenges potential customers are facing)

- Why should you change? (this can lead you to the gaps you may not be covering yet—not just in product development but also in the way you cater to existing and new customers)

- Why is it you? (this can lead you to see what is missing in the competition and what you can leverage because customers are turning towards you)

- Why is it now? (this can lead you to why the challenge is pressing currently)

- Why is it important? (this can lead you to the "root problem")

What is the most cost effective eCommerce sales strategy?

People on an average spend 5 hours a day checking their email.

61% of email subscribers say they would like to receive promotional emails every week.

72% of B2C marketers use email for content distribution.

But most importantly, those who purchase through email are 138% more likely to spend extra than those who don't.

This makes email have steady and well-defined ROI—something that can instantly add to your sales strategy without breaking the bank.

Recommended reading:

31 insanely powerful online sales promotion ideas for eCommerce

eCommerce Subscriptions: 15 Amazing Examples (+ Ways to Increase Subscription Sales)

eCommerce Newsletter: 20 Ways To Stand Out And Actually Drive Sales

Increasing Sales Through Email Marketing: The No-Nonsense Guide

Before you go...

98% of visitors who visit an eCommerce site—drop off without buying anything.

Why: user experience issues that cause friction for visitors.

And this is the problem ConvertCart solves.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.

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