Web Design

E-commerce: how can you use web marketing to increase your sales?

15 August 2017 Maxence Pezzetta

After launching your online store comes the time to sell and turn a profit. Like all traditional businesses, an e-commerce site needs to make money.

We often try, for no specific reason, to constantly increase our number of visitors. But what good are visitors on your e-commerce site if they aren’t willing to make a purchase? The success of your site rests on the clear and precise decisions you make. Clearly define your goals, choose the right target audience and carefully decide the methods you will use to attract their attention.

We will therefore keep this motto in mind: “Traffic is good, but qualified traffic is better!”.

All this, of course, with well-thought-out ergonomics and user experience to make the buying process faster, easier and more intuitive.

An e-commerce site’s key to success can therefore be found in a good marketing strategy. But how specifically can you use web marketing to increase an e-commerce site’s sales? Here are our 5 tips!

Positioning your e-commerce site in search engines

On an e-commerce site, as the name suggests, everything takes place online. If location is important for your visibility when opening a store, the same principle applies on the web. In other words, your online visibility depends on the level of your placement on a variety of media and more specifically, search engines.

If you want to hold a prime position on the most commercial avenue of the Internet, Google, you can do so by best optimizing your SEO. Analyze search data and choose the best keywords to activate your SEO and move up the ladder.

To improve your SEO, you must of course create content. All methods are good to make your keywords appear on your site: detail your product sheets, work on the “About” page, write meta descriptions or create a blog to share articles about your industry.

When creating web content, you not only bring your site to life, but more importantly alert Google to its existence. Moreover, you make it more compelling to your target market. A product page without content doesn’t inspire user confidence. Always remember online purchases are based on trust. The user can’t touch or feel the product and can only see it through the photos you upload. Increase the number of images to include alternate angles, write a full description of the product and collect as many comments as possible. We often overlook the fact that comments not only create unique and qualified content, but also give users more confidence about the quality of the product they are going to receive.

Effectively promote your e-commerce site with targeted campaigns

As with any normal store, you must first make yourself known to attract future customers.

The advantage of the Internet over traditional advertising is that you can target your ads very precisely. Essentially, thanks to keywords on Google AdWords or interests on Facebook, you can now reach buyer niches. The more defined your target is, the more your chances of conversions will increase.

In addition, while online advertising may seem expensive (especially when you discover the cost-per-click of keywords), it is far less expensive than traditional advertising. It provides lower conversion costs, more tangible results and a more measurable return on investment.

Marketplace presence

It’s all too often forgotten, but in the same way that there are shopping centers with hundreds of brands, there is a similar concept online called Market Places. These are sites that sell extremely varied products from many different brands. Think about it and chances are you visit at least one on a regular basis. Amazon, for example, is one of them, as is the Etsy platform, a marketplace for artists and creators.

These marketplaces can bring you significant and highly qualified traffic. People who visit Amazon usually have the intent to buy something since it is exclusively an online sales site. Be careful, however, to effectively implement your SEO. Competition is fierce and your products will usually be found by internet users based on searches they carry out or filters they choose. As mentioned above, comments have great value on a site of this kind that can filter by “product with the best ratings”.

Be present on all devices

A GSA study, published in February 2017, revealed that the number of people accessing the Internet from their mobile device was 3.6 billion and could, within 3 years, represent 60% of the population.

It therefore becomes essential to have a responsive design that adjusts to different devices. Some brands even prioritize their page design based on smartphones. It is often easier to create a desktop website for mobile than the other way around. Indeed, on a desktop, we tend to include a ton of content. Transferring the site to a tiny phone screen becomes difficult and reorganizing the content is often long and painful. Envisioning your site on mobile from the start (Mobile First) provides an experience that will be simpler, smoother and more effective on all screen sizes.

Don’t forget to analyze results

To increase your e-commerce site sales, you must understand them. Where do your customers come from? When are they on your site? What path do they take within it? Where do they click?

Understanding these numbers will help you become more efficient and better meet customer needs in the future.

On the Internet, one of the secrets always testing to optimize the conversion process. Analyzing results with Google Analytics can help you understand the optimizations that need to be implemented: reducing clicks during the shopping process, adding information on a product page or improving the means of contact.


Successfully launching your e-commerce site is one thing. Making it thrive and rendering it profitable is another.

Using web marketing to increase sales has become an essential strategy. Increasing your positioning on Google, online advertising, supporting visitors up to the moment of purchase and offering them an optimal experience are important things to optimize for sales generation. Analyzing these results with Google Analytics will help you better understand user interactions on your site and test improvements.

Want support in the implementation of a web marketing strategy for your e-commerce site? Don’t hesitate to contact our SEO-SEM experts and acquire traffic!

Maxence Pezzetta
Cofondateur et Spécialiste Web Marketing et acquisition de clients Diplômé d’une double Maîtrise en Marketing et Communication, Max cumule plus de 10 ans d’expérience en Marketing digital. Ancien employé de Microsoft, sa mission est de « mettre le Web à la portée de tous » pour aider les entreprises à améliorer leur présence en ligne.
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