So, you’ve started up your e-commerce business, and it’s going okay, but you need the help to expand it into something bigger. Because of this, we’ll assume you know the basics of e-commerce, and if not, please see our “How to thrive in the e-commerce market” or “Getting a trusted online store” guides.

Many companies have applied complex strategies for years to stay ahead of the competition, or to even catch up to the competition. There are, however, four main objectives that you can follow to pick up some traction.


Tip #1 – Email Marketing Is King

So, you’ve got your plan of where to source your traffic from, and the ads are running. Email marketing is a great way to broaden your horizons and generate leads from elsewhere.

It’s incredible how quickly you can reach a large number of people in your target market with this method. With many other online and digital marketing strategies (including those highlighted later), and especially organic, it takes time to reach large amounts of people. With an email, you can quickly get your message in front of a huge group and fast.


Whether it’s a monthly newsletter or a promotional offer, grabbing a customer’s attention through email is a key strategy for many companies. This helps retain the customers you do have, and provides incentive for new ones.

Mailchimp is an example of a site that can also let you track clicks and judge how good your email is at getting attention. You can also craft a mailing list and segment the audience into different subgroups, which makes the job progressively easier for you, as you can contact your audience directly with deals and other ways to get them to return.


Tip #2 – Optimise, Optimise, Optimise.

When the customers are coming in, you need to focus on optimising your store- and never stop focusing on this. In the world of e-commerce, optimising is the same as evolving to survive.

By looking into your customers’ spending habits, it will become easier to figure out what they like and dislike, whilst seeing if these habits change over time. With this, it’ll be a lot easier to make educated guesses on anything from how much stock you need on certain items, to which web pages you may need to edit.


Conversion Rate Optimisation (CRO) is incredibly important. With all this newfound traffic gained from tips #1 and #2, guiding customers to buy is the next step you have to take. Make sure the site is easy to navigate, put best sellers near the top and have web design and copy that catches the eye.


There are programs like Fullstory and Hotjar, which can pinpoint the exact moment a customer left your site. This is useful for weeding out bugs and glitches, or even just giving you hints on which pages might be in need of some changes. This should improve your conversion rate.


Tip #3 – Get Different Traffic!

Investing in a good idea can be a good thing, but remember to never put all your eggs in one basket. Many companies right now receive their traffic from multiple sources, Facebook and Google being the most common ones.

There’s always a chance of an algorithm change that dries up your business, or a rejected ad that throws a spanner in the works, so it’s always nice to have numerous ways to bring in traffic.

Make your traffic sources varied and diverse. Some key places to focus on would include the usual social media giants, Google paid search and any sites where your target audience may be. If you’re where the buyers are, people will buy.

If you have a defined target audience, this is easier. You’ll be paying less on ads and getting more relevant leads- and there’s always Facebook groups or chatrooms in your niche which are free!


Tip #4 Get Different Products!

Similar to your sources, you can’t rely fully on selling one product. There are brands that have made a lot from selling one thing, but they all branch out eventually. This opens the opportunity for a more varied market, and the chance to build a loyal customer base that returns for more.

The 80-20 rule in business supports this. In many cases, 80% of your profits come from 20% of customers, This shows that it’s very important to have more for those to choose from, as customer retention is important. If you own a clothing store that sells one shirt, and someone loves it, there’s a missed opportunity for that person to buy another shirt and a pair of jeans too, and come back for more at a later date.


Need help getting into e-commerce?

We can help! We can turn your store into an online store using Sage Pay. After filling out a short quote request, we can integrate your company over to Sage, install fraud prevention measures and screening tools, and provide you with analytical tools to see your company’s growth first-hand. As well as this, we can provide 24/7 support, just in case anything goes wrong.


Visit for more info!