How to Build an Ecommerce Digital Marketing Strategy

The ecommerce market has never been more competitive. With the global ecommerce sector expected to reach US$4.32 trillion by 2025, businesses face increasing pressure to stand out and capture the attention of potential customers. Having a well-defined digital marketing strategy for ecommerce is no longer optional — it’s essential for growth and long-term success.

Unlike traditional retail, ecommerce requires a multi-channel marketing approach that addresses every stage of the customer journey — from attracting potential customers through SEO and PPC to converting them with targeted content and retaining them through email marketing and customer loyalty programmes. A winning ecommerce strategy combines technical expertise, creative content, and data-driven decision-making to maximise visibility, traffic, and revenue.

Building a Digital Marketing Strategy for eCommerce

At Zeal, we’ve helped ecommerce businesses of all sizes develop tailored digital marketing strategies that drive measurable results. In this guide, we’ll walk you through the essential steps to building a scalable and effective ecommerce strategy:

1. Define Your Ecommerce Goals and KPIs
2. Conduct Market and Competitor Research
3. Develop an Ecommerce SEO Strategy
4. Create a Content Marketing Strategy
5. Build a PPC Strategy for Ecommerce
6. Leverage Social Media for Ecommerce
7. Develop an Email Marketing Strategy
8. Improve Conversion Rate Optimisation (CRO)
9. Track Performance and Adjust Strategy
10. Build Customer Loyalty and Retention

By the end of this guide, you’ll have a clear, actionable framework to grow your ecommerce business, improve customer engagement, and increase sales.

Step 1. Define Your Ecommerce Goals and KPIs

A successful ecommerce digital marketing strategy starts with setting clear, measurable goals. Without a defined direction, your strategy can quickly become unfocused, leading to wasted budget and missed opportunities. Goals provide a framework for decision-making, helping you allocate resources effectively and measure the success of your campaigns. They ensure that all marketing activities — from PPC and SEO to social media and email — are working toward a common objective.

Why Defining Goals Matters

Setting goals allows you to measure the success of your strategy and make informed decisions based on performance data. Without clear goals, it’s difficult to know whether your strategy is working or how to improve it. Well-defined goals also help you focus on high-impact activities that drive meaningful results, such as increasing sales or improving customer retention.

For ecommerce businesses, setting goals is particularly important because customer behaviour can change rapidly due to market trends, competitor activity, and shifts in consumer demand. Tracking performance against defined goals allows you to adjust your approach in real time, improving efficiency and return on investment (ROI).

Types of Ecommerce Digital Marketing Goals

Ecommerce goals should be closely tied to your business objectives and customer journey. Typical goals include:

• Increase Sales: Driving more product purchases through improved SEO, PPC, and CRO (conversion rate optimisation).
• Reduce Cart Abandonment: Streamlining the checkout process and improving user experience to prevent drop-offs.
• Increase Average Order Value (AOV): Encouraging customers to spend more per transaction through upselling and cross-selling strategies.
• Improve Customer Retention: Building customer loyalty through email campaigns, retargeting, and personalised offers.
• Drive More Traffic: Increasing organic and paid traffic to product pages through better search visibility and targeted ads.

For example, if your goal is to increase sales, you might focus on improving product page load times, refining product descriptions, and launching targeted Google Shopping ads. If the goal is to increase AOV, you could introduce product bundles or personalised product recommendations at checkout.

How to Set SMART Goals

Using the SMART framework helps you create actionable goals that drive measurable results:

• Specific: The goal should be clear and precise (e.g., “Increase product page traffic”).
• Measurable: Include a way to track progress (e.g., “Increase organic traffic by 25%”).
• Achievable: Set realistic targets based on historical data and market conditions.
• Relevant: Align the goal with broader business objectives (e.g., “Improve profitability”).
• Time-Bound: Set a clear deadline (e.g., “within six months”).

For instance, “Increase monthly organic traffic to product pages by 25% within six months by improving SEO and launching a targeted content campaign.”

Example: A Leeds-based fashion retailer could set a goal to: Increase organic traffic to product pages by 30% within six months by improving SEO, targeting high-volume keywords, and launching a content campaign focused on sustainable fashion.

Setting clear goals ensures that your ecommerce strategy is focused, data-driven, and aligned with business growth. By tracking performance and refining your approach based on real-time insights, you can maximise revenue and customer satisfaction.

Step 2. Conduct Market and Competitor Research

Effective ecommerce marketing requires a deep understanding of your market and competitive landscape. Without clear insights into customer behaviour and competitor activity, your strategy will rely on guesswork rather than data — increasing the risk of wasted budget and missed opportunities. Thorough market and competitor research allows you to identify gaps, refine your targeting, and position your business more effectively in a crowded marketplace.

Why Market and Competitor Research Matters

Understanding your market helps you uncover what your target customers want, how they behave, and where your business fits within the competitive landscape. It allows you to identify high-performing products, emerging trends, and potential challenges before they affect your business. Competitor research provides insights into the strengths and weaknesses of other brands, helping you to differentiate your offering and identify strategic opportunities.

For ecommerce businesses, customer behaviour and market conditions can change quickly. Analysing competitors and market trends regularly ensures that you remain agile and can adjust your strategy based on real-time insights.

How to Conduct Market and Competitor Research

1. Analyse Market Trends
   Start by identifying growth patterns, customer demand, and industry challenges. Look at historical sales data, search trends, and customer reviews to spot emerging opportunities and potential threats. Tools like Google Trends and Statista provide valuable insights into market shifts and seasonal demand.
2. Research Customer Behaviour
   Understanding your audience is key to improving targeting and engagement. Analyse customer demographics (age, gender, location), buying habits, and online behaviour. Look at search intent to identify the types of queries customers are using to find your products.
3. Conduct a Competitor Analysis
   Study your competitors’ product range, pricing strategy, content, and marketing channels. Tools like SEMrush and Ahrefs allow you to analyse competitors’ keyword rankings, backlink profiles, and paid search activity. Look for gaps in their strategy that you could exploit — such as underused keywords, weak product descriptions, or poor social engagement.
4. Evaluate Pricing and Product Positioning
   Compare your pricing and product range to competitors. Are you offering better value or unique features? Identify opportunities to adjust pricing or improve product positioning to stand out in the market.
5. Monitor Customer Feedback and Reviews
   Customer feedback (yours and your competitors’) provides valuable insight into what customers value and where they experience friction. Use this information to improve your product offerings and customer experience.

Example: A Leeds-based fitness apparel brand could identify that a competitor ranks highly for “gym leggings Leeds” due to strong product descriptions and backlinks from fitness influencers. The brand could respond by improving product content, securing influencer partnerships, and targeting similar keywords in their PPC and SEO strategy.

Market and competitor research allows you to position your ecommerce business strategically, refine your product offering, and target the right audience with the right message — increasing visibility and conversions.

Step 3. Develop an Ecommerce SEO Strategy

Search engine optimisation (SEO) is a critical component of any ecommerce digital marketing strategy. With over 40% of all ecommerce traffic coming from organic search, ranking well in search engine results can significantly increase visibility, drive high-quality traffic, and improve sales. Unlike paid advertising, the benefits of a strong SEO strategy are long-term — once your pages rank well, they can continue to generate traffic and revenue with minimal ongoing cost.

Why SEO Matters for Ecommerce

SEO allows potential customers to find your products when they search for relevant terms. A well-optimised ecommerce site not only ranks higher in search results but also provides a better user experience, increasing the likelihood of conversions.

Google’s algorithm evaluates hundreds of factors when ranking ecommerce sites, including site structure, page load speed, mobile-friendliness, and content quality. Optimising these elements ensures that your site is easy to navigate, quick to load, and valuable to users — all of which improve your chances of ranking highly in search results.

Key Elements of an Ecommerce SEO Strategy

Keyword Research and Targeting
Start by identifying the search terms your target customers use when looking for products like yours. Focus on a mix of:

• High-volume keywords (e.g., “women’s running shoes”).
• Long-tail keywords (e.g., “women’s lightweight running shoes for summer”).
• Commercial intent keywords (e.g., “buy running shoes online”).

Use tools like Google Keyword Planner and SEMrush to discover keyword opportunities and prioritise those with high intent and low competition.

On-Page SEO
On-page SEO ensures that each product and category page is optimised for search engines and user experience.

• Title Tags: Include the target keyword and product details (e.g., “Women’s Running Shoes – Lightweight and Breathable”).
• Meta Descriptions: Write compelling descriptions that encourage clicks (e.g., “Discover lightweight and breathable women’s running shoes — available in multiple colours and sizes”).
• Product Descriptions: Write unique, detailed descriptions using natural language and relevant keywords.
• Image Optimisation: Compress images for faster loading and use descriptive alt text for better indexing.
• Internal Linking: Link to related product pages to improve crawlability and encourage user engagement.

Technical SEO
Technical SEO ensures that your site is structured in a way that search engines can easily crawl and index.

• Site Speed: Compress images, enable caching, and reduce server response times.
• Mobile-Friendliness: Ensure your site is fully responsive and easy to navigate on mobile devices.
• Structured Data: Use schema markup to help search engines understand product information (e.g., price, availability, reviews).
• Canonical Tags: Prevent duplicate content issues by setting canonical URLs for similar product pages.

Content Strategy
Regularly publishing valuable content helps improve search visibility and authority.

• Create blogs, buying guides, and product comparisons.
• Focus on answering customer questions and providing value (e.g., “How to Choose the Right Running Shoes”).
• Target informational and commercial search queries.

Backlink Strategy
Backlinks from reputable sources signal to search engines that your site is trustworthy and authoritative.

• Reach out to bloggers and industry sites for product reviews.
• Partner with influencers and affiliate marketers to generate quality links.
• Submit products to online directories and industry round-ups.

Example: A Leeds-based sportswear brand could target keywords like “lightweight running shoes Leeds” and optimise product descriptions with detailed sizing, material, and performance information. They could also create a blog post titled “Best Running Shoes for Summer 2024” to target long-tail keywords and generate organic traffic.

A well-executed ecommerce SEO strategy improves search rankings, increases organic traffic, and helps you reach customers when they are ready to buy. By focusing on technical improvements, content quality, and keyword optimisation, you can build a sustainable source of traffic and sales.

Step 4. Create a Content Marketing Strategy

Content marketing is a powerful tool for ecommerce businesses. High-quality, relevant content helps attract potential customers, build trust, and guide visitors through the buying process. It also plays a key role in improving SEO performance by increasing dwell time, reducing bounce rates, and generating backlinks. Unlike paid ads, content has a compounding effect — a well-crafted blog post or buying guide can continue driving traffic and sales long after it’s published.

Why Content Marketing Matters for Ecommerce

Content marketing allows you to engage with customers at every stage of the sales funnel — from awareness to conversion. Informative, engaging content builds brand authority and helps potential customers make informed decisions. For ecommerce brands, content such as product guides, comparison articles, and customer testimonials can help reduce hesitation and increase trust, leading to higher conversion rates.

A strategic content marketing plan also improves search visibility. Search engines prioritise well-structured, high-quality content that answers user queries and provides a positive experience. When your content ranks highly, it not only drives organic traffic but also enhances your brand’s credibility and influence in your market.

Types of Content That Work for Ecommerce

Product Descriptions

• Write detailed, accurate descriptions that highlight product features, benefits, and use cases.
• Use natural language and relevant keywords to improve search visibility.
• Include high-quality images, sizing information, and product videos to increase engagement.

Buying Guides and Product Comparisons

• Help customers make informed decisions by creating detailed product guides.
• Compare similar products, highlight key differences, and recommend options based on customer needs.
• Example: “Best Running Shoes for Summer 2024 – Comparison Guide.”

Blog Posts and Educational Content

• Create blog content that targets long-tail keywords and answers customer questions.
• Focus on informational content that supports buying decisions (e.g., “How to Choose the Right Yoga Mat”).
• Include internal links to product pages to drive conversions.

User-Generated Content and Reviews

• Encourage customers to leave reviews and share product images on social media.
• Feature user-generated content on product pages to build trust and social proof.
• Respond to reviews (positive and negative) to improve customer relationships.

Video Content

• Create product demonstrations and “how-to” videos.
• Include video transcripts and relevant keywords to improve search visibility.
• Example: A clothing brand could create a video showing different ways to style a product.

How to Develop a Content Strategy for Ecommerce

1. Define Your Content Goals: Align content with business objectives (e.g., increase organic traffic or improve conversion rates).
2. Conduct Keyword Research: Identify search terms that customers use when looking for products like yours.
3. Create a Content Calendar: Plan content around key sales periods, product launches, and seasonal trends.
4. Optimise for SEO: Include target keywords in headlines, descriptions, and body content.
5. Promote Across Channels: Share content on social media, email, and PPC to maximise reach and engagement.
6. Track Performance: Monitor traffic, engagement, and conversion rates to refine your strategy.

Example: A Leeds-based skincare brand could create a blog post titled “Best Skincare Routine for Sensitive Skin” targeting informational search intent. The post could include links to relevant products, customer testimonials, and a product video demonstrating the routine. This approach not only drives organic traffic but also increases conversions by guiding potential customers toward suitable products.

An effective content marketing strategy increases visibility, builds trust, and drives conversions. By creating informative and engaging content that aligns with customer needs and search intent, you can strengthen your brand authority and improve sales performance.

Step 5. Build a PPC Strategy for Ecommerce

Pay-per-click (PPC) advertising is one of the fastest ways to drive targeted traffic and increase sales for ecommerce businesses. Unlike organic search, which takes time to build, PPC campaigns allow you to appear at the top of search results immediately — putting your products in front of high-intent shoppers who are ready to buy. A well-structured PPC strategy not only drives traffic but also improves brand visibility and accelerates revenue growth.

Why PPC Matters for Ecommerce

PPC enables you to target specific customer segments based on their search behaviour, demographics, and purchase intent. Platforms like Google Ads and Microsoft Ads allow you to bid on product-specific keywords and display your products directly in search results, shopping tabs, and across partner networks. Social media platforms such as Facebook and Instagram also offer advanced targeting options, making it easy to reach your ideal customer.

For ecommerce businesses, PPC is particularly valuable because it allows you to promote product-specific listings and drive conversions quickly. Smart bidding and audience targeting ensure that your ads reach users who are most likely to convert — helping you maximise return on ad spend (ROAS).

Key PPC Strategies for Ecommerce

Google Shopping Ads
Google Shopping ads display product images, prices, and descriptions directly in search results — helping customers make buying decisions more quickly.

• Optimise product titles and descriptions with relevant keywords.
• Use high-quality product images and competitive pricing to increase click-through rates.
• Create negative keyword lists to avoid wasted spend on irrelevant searches.

Search Ads (Google and Microsoft)
Search ads appear at the top of search results for specific keyword queries.

• Target high-intent, commercial keywords (e.g., “buy running shoes online”).
• Use ad extensions (e.g., sitelinks, callouts) to increase visibility and provide more information.
• Test different headlines and descriptions to improve ad relevance and CTR.

Dynamic Retargeting Ads
Retargeting allows you to reach visitors who have already interacted with your site but didn’t convert.

• Show ads featuring products that customers viewed but didn’t purchase.
• Offer discounts or incentives to encourage conversions.
• Use platforms like Facebook, Instagram, and Google Display Network for dynamic retargeting.

Social Media Ads
Platforms like Facebook, Instagram, Pinterest, and TikTok offer advanced targeting based on demographics, interests, and behaviours.

• Use carousel ads to showcase multiple products in a single ad.
• Target lookalike audiences to reach users similar to your existing customers.
• Create video ads to increase engagement and conversions.

Performance Max Campaigns
Performance Max campaigns (Google) use machine learning to optimise ad placements across Search, Display, YouTube, Gmail, and Discover.

• Focus on high-margin products to maximise profitability.
• Set clear conversion goals and let Google’s algorithm adjust bidding automatically.

How to Optimise PPC for Ecommerce

1. Set a Budget and Bidding Strategy: Start with a test budget and scale up based on performance.
2. Use Conversion Tracking: Set up Google Analytics and Facebook Pixel to track sales and customer actions.
3. Test and Adjust: Continuously test different ad formats, targeting options, and bidding strategies.
4. Optimise for ROAS: Focus on maximising return on ad spend rather than just traffic volume.
5. Exclude Low-Performing Keywords: Remove underperforming keywords to improve campaign efficiency.

Example: A Leeds-based shoe retailer could target the keyword “women’s running shoes” with Google Shopping ads. They could also run Facebook carousel ads showing different styles, with a retargeting campaign offering a 10% discount to users who added a product to their basket but didn’t complete the purchase.

A strong PPC strategy allows ecommerce businesses to increase visibility, drive conversions, and scale quickly. By combining targeted search ads, dynamic retargeting, and social media campaigns, you can reach high-intent shoppers and increase sales efficiently.

Step 6. Leverage Social Media for Ecommerce

Social media has become a crucial platform for ecommerce businesses to engage with customers, increase brand visibility, and drive sales. With over 4.9 billion social media users worldwide, platforms like Instagram, Facebook, TikTok, and Pinterest provide a direct channel to showcase products, build customer relationships, and drive traffic to your ecommerce site. Unlike other marketing channels, social media allows for both organic engagement and paid promotion — giving you the flexibility to reach a wide audience while targeting specific customer segments.

Why Social Media Matters for Ecommerce

Social media is more than just a branding tool — it’s a direct sales channel. Features like shoppable posts, in-app checkout, and dynamic product ads make it easier than ever for customers to discover and purchase products without leaving the platform. For ecommerce brands, social media also serves as a customer service platform where you can engage with customers in real time, answer product questions, and build trust through reviews and user-generated content.

In addition to increasing direct sales, social media helps improve brand awareness and customer loyalty. High-quality visual content, influencer partnerships, and social proof (e.g., customer reviews and testimonials) help establish credibility and drive conversions.

Best Social Media Platforms for Ecommerce

Instagram

• Ideal for visual content and product discovery.
• Use shoppable posts to tag products and enable in-app purchasing.
• Partner with influencers to increase reach and credibility.
• Create story highlights featuring product collections, customer reviews, and behind-the-scenes content.

Facebook

• Best for building a community and running targeted ads.
• Use Facebook Shops to create a storefront directly on the platform.
• Run dynamic product ads targeting users who have viewed or abandoned products.
• Use Messenger to provide real-time customer support.

TikTok

• Best for reaching younger audiences and creating viral product content.
• Use trending challenges and hashtags to increase visibility.
• Create authentic, creative content featuring product demos and customer reactions.
• Partner with TikTok influencers to promote products.

Pinterest
Best for driving long-term traffic and targeting buyers with high purchase intent.

• Create Product Pins that link directly to your ecommerce store.
• Use keyword-based targeting to reach users searching for product inspiration.
• Build boards around product categories, gift guides, and seasonal trends.

YouTube

• Ideal for product reviews, tutorials, and brand storytelling.
• Create detailed product videos and link them to product pages.
• Partner with content creators for authentic product endorsements.
• Use YouTube ads to target high-intent audiences.

Key Social Media Strategies for Ecommerce

1. Shoppable Content
   Make it easy for customers to buy products directly from social media. Use Instagram’s shoppable posts, Facebook Shops, and Pinterest Product Pins to reduce friction in the buying process.
2. Influencer Marketing
   Partner with influencers in your niche to increase reach and credibility. Influencers help create authentic content that resonates with their audience and drives conversions.
3. User-Generated Content (UGC)
   Encourage customers to share product photos and reviews. Reposting user-generated content builds trust and social proof, increasing customer confidence.
4. Retargeting Ads
   Use Facebook and Instagram retargeting ads to reach users who have visited your site but didn’t convert. Retargeting helps keep your brand top of mind and encourages customers to complete their purchase.
5. Engagement and Customer Service
   Respond to customer comments and messages promptly. Engaging with customers directly on social media improves brand perception and increases customer loyalty.

How to Optimise Social Media Performance

1. Track Engagement: Monitor likes, comments, shares, and saves to measure content effectiveness.
2. Test Ad Formats: Experiment with carousel ads, video ads, and static ads to see what resonates best.
3. Refine Targeting: Adjust targeting based on age, location, interests, and online behaviour.
4. Leverage Data: Use platform insights to improve content strategy and ad performance.
5. Schedule Posts Strategically: Post during peak engagement times to maximise reach and interaction.

Example: A Leeds-based beauty brand could launch an Instagram campaign featuring influencer testimonials and shoppable product tags. The brand could follow up with Facebook retargeting ads for users who engaged with the campaign but didn’t purchase. User-generated content from satisfied customers could also be reshared on Instagram stories to build trust and encourage conversions.

A well-executed social media strategy increases product visibility, builds customer trust, and drives sales. By combining organic engagement with targeted advertising, ecommerce brands can reach new customers, improve retention, and maximise ROI.

Step 7. Develop an Email Marketing Strategy

Email marketing remains one of the most effective and cost-efficient channels for ecommerce businesses. Unlike social media and paid ads, email allows you to communicate directly with your audience, building long-term relationships and driving repeat business. Well-crafted email campaigns can nurture leads, recover abandoned carts, promote product launches, and increase customer retention — all at a relatively low cost.

Why Email Marketing Matters for Ecommerce

Email marketing delivers an average return on investment (ROI) of £36 for every £1 spent (DMA). It allows you to personalise communication, target specific customer segments, and automate the customer journey from first interaction to post-purchase engagement.

Unlike other channels, you own your email list, which means you’re not reliant on changing algorithms or rising ad costs to reach your audience. A well-designed email marketing strategy increases customer lifetime value (CLV) by encouraging repeat purchases and improving customer loyalty.

Key Email Strategies for Ecommerce

Welcome Series

1. Set up an automated welcome sequence for new subscribers.
2. Include a personalised discount code or special offer to encourage the first purchase.
3. Introduce your brand story and core product range.

Abandoned Cart Recovery

• Send a series of follow-up emails to customers who added products to their basket but didn’t complete the purchase.
• Include product images, prices, and a clear call-to-action (CTA).
• Offer a time-limited discount or free shipping incentive to encourage action.

Product Recommendations and Upselling

• Use customer purchase history and browsing behaviour to personalise product suggestions.
• Include “Customers Also Bought” or “Recommended For You” sections.
• Offer bundle discounts or complementary product recommendations.

Promotional and Seasonal Campaigns

• Run targeted campaigns during peak shopping seasons (e.g., Black Friday, Christmas, Summer Sales).
• Create urgency with limited-time offers and countdown timers.
• Personalise offers based on customer preferences and buying behaviour.

Post-Purchase and Loyalty Emails

• Thank customers after a purchase and provide order tracking details.
• Encourage product reviews and social sharing.
• Reward repeat purchases with exclusive discounts or early access to sales.

How to Optimise Your Email Strategy

1. Segment Your Audience: Group customers by behaviour, purchase history, and engagement levels to create targeted email campaigns.
2. Test and Refine: A/B test subject lines, CTA placement, and content to improve open and click-through rates.
3. Use Personalisation: Include the recipient’s name and recommend products based on browsing or purchase history.
4. Optimise for Mobile: Ensure emails are responsive and easy to navigate on smartphones and tablets.
5. Track Performance: Measure open rates, click-through rates, and conversion rates to improve future campaigns.

Example: A Leeds-based skincare brand could create an automated email sequence for abandoned carts, featuring product images and a personalised 10% discount code. A follow-up email could include customer reviews and a “Frequently Bought Together” section to increase average order value.

Email marketing is one of the highest-converting channels for ecommerce. By delivering personalised, timely, and relevant messages, you can increase customer retention, drive repeat purchases, and maximise customer lifetime value.

Step 8. Improve Conversion Rate Optimisation (CRO)

Driving traffic to your ecommerce site is only half the battle — converting that traffic into sales is where conversion rate optimisation (CRO) comes in. CRO focuses on improving the user experience and reducing friction points to increase the percentage of visitors who complete a purchase. Even small improvements to your site’s design and functionality can have a significant impact on revenue and profitability.

Why CRO Matters for Ecommerce

Average ecommerce conversion rates range from 1% to 3%, meaning that most visitors leave without making a purchase. Improving your conversion rate by even half a percentage point can translate into thousands of pounds in additional revenue. Unlike increasing traffic through paid ads, which comes at a cost, improving conversion rates increases profitability without raising acquisition costs.

CRO also improves customer satisfaction by making the buying process smoother and faster. A fast-loading site, clear product information, and an intuitive checkout experience help build trust and increase repeat business.

Key CRO Strategies for Ecommerce

One of the most effective ways to improve conversion rates is to optimise product pages. High-quality images, detailed product descriptions, and customer reviews all help increase customer confidence. Including clear calls to action (e.g., “Add to Basket” or “Buy Now”) and ensuring that product availability is clearly displayed also helps to reduce hesitation.

The checkout process is another key area where improvements can drive higher conversions. Offering guest checkout, reducing the number of steps to complete a purchase, and providing multiple payment options (such as PayPal, Apple Pay, and Klarna) can make it easier for customers to complete a transaction. Displaying delivery costs and estimated shipping times upfront helps prevent last-minute drop-offs.

Using urgency and scarcity is a proven tactic for increasing conversions. Displaying stock levels (e.g., “Only 3 left in stock”) or adding countdown timers for sales events can encourage customers to act quickly. Free shipping thresholds (“Free shipping for orders over £50”) and limited-time discounts also help drive quicker purchasing decisions.

Site speed and mobile optimisation are critical for CRO. A slow-loading site increases bounce rates and reduces conversions. Compressing images, improving server response times, and simplifying navigation for mobile users ensures a smooth user experience across devices.

Retargeting campaigns and abandoned cart recovery emails help capture lost sales. Retargeting ads can remind users of products they viewed but didn’t buy, while automated emails with product images and incentives (such as free shipping or a discount) can bring customers back to complete their purchase.

Example: A Leeds-based jewellery brand could improve CRO by adding high-resolution product images, enabling guest checkout, and showing a “low stock” message for popular items. By reducing checkout steps from five to three and offering free shipping for orders over £50, the brand could increase conversion rates and average order value simultaneously.

Conversion rate optimisation increases the efficiency of your ecommerce site, helping you generate more sales from existing traffic. By making the buying process faster and more intuitive, you create a better user experience and improve customer satisfaction — driving both immediate and long-term revenue growth.

Step 9. Track Performance and Adjust Strategy

A successful ecommerce digital marketing strategy requires continuous monitoring and adjustment. Tracking performance allows you to measure the success of your strategy, identify what’s working, and uncover areas for improvement. Without regular performance analysis, you risk wasting budget on underperforming campaigns or missing opportunities to scale successful tactics.

Why Performance Tracking Matters

Tracking performance provides valuable insights into customer behaviour and campaign effectiveness. It allows you to see which products are driving the most revenue, which marketing channels are delivering the highest return on investment (ROI), and where customers are dropping off in the buying process. By identifying these patterns, you can adjust your strategy to improve efficiency and profitability.

Performance tracking also helps you understand customer lifetime value (CLV) and customer acquisition costs (CAC) — two key metrics for scaling an ecommerce business. A higher CLV means that customers are buying more frequently or spending more per order, while a lower CAC indicates that you’re acquiring customers more efficiently. Monitoring these metrics helps you determine the long-term sustainability of your business model.

Key Metrics to Track

Start by tracking the most important ecommerce KPIs (key performance indicators). Traffic, conversion rates, average order value (AOV), and customer retention rates provide a clear picture of overall performance. Monitor where traffic is coming from (organic search, PPC, social media, email) and how that traffic is converting. If organic search is driving high traffic but low conversions, for example, you may need to improve product pages or refine your keyword targeting.

Revenue-based metrics such as return on ad spend (ROAS) and customer acquisition cost (CAC) help you measure the efficiency of your paid campaigns. A positive ROAS means that you’re generating more revenue than you’re spending on ads, while a low CAC indicates that you’re acquiring customers cost-effectively.

Customer behaviour metrics such as bounce rate, time on site, and cart abandonment rate help you understand how users are interacting with your site. A high bounce rate might indicate that your site is loading slowly or that product pages aren’t engaging enough. Cart abandonment could signal issues with shipping costs or a complicated checkout process.

How to Adjust Your Strategy

Use performance data to adjust your marketing strategy in real time. If PPC campaigns are driving traffic but not conversions, refine your targeting or test new ad formats. If certain product categories have higher margins or conversion rates, increase ad spend and content production around those products.

Testing and experimentation are key to refining your strategy. A/B testing (comparing two versions of an ad, product page, or email) helps you identify which elements are driving better results. Small adjustments, such as changing CTA wording or product images, can lead to meaningful improvements in conversion rates.

Tracking customer retention and lifetime value helps you decide where to focus your budget. If repeat purchases are increasing, consider investing more in loyalty programmes or email marketing. If customer retention is low, improving post-purchase communication and customer service could help.

Example: A Leeds-based clothing retailer could track performance using Google Analytics and Shopify data. If they notice that organic traffic is high but conversions are low, they might decide to improve product descriptions, add more customer reviews, or simplify the checkout process. If PPC ads are driving strong conversions, they could increase ad spend to maximise ROI.

Tracking and adjusting performance ensures that your ecommerce strategy remains effective and profitable. By regularly analysing data and making strategic adjustments, you can scale high-performing tactics, eliminate inefficiencies, and improve overall business performance.

Step 10. Build Customer Loyalty and Retention

Acquiring new customers is essential for ecommerce growth, but retaining existing customers is where long-term profitability comes from. Studies show that increasing customer retention by just 5% can boost profits by 25% to 95%. Loyal customers not only generate repeat sales but also become brand advocates — recommending your products to others and increasing your reach without additional marketing spend.

Why Customer Retention Matters

It’s significantly cheaper to retain an existing customer than to acquire a new one. Loyal customers have higher lifetime value (LTV) because they tend to buy more frequently and are less price-sensitive. Retained customers are also more likely to engage with your brand, open marketing emails, and provide valuable feedback that helps improve your product offering and customer experience.

Customer retention also strengthens brand authority and trust. When customers feel valued and consistently have positive experiences, they’re more likely to recommend your brand to others — leading to organic growth through word of mouth and social proof. High retention rates also help reduce dependency on paid marketing channels, increasing overall profitability.

Strategies to Build Customer Loyalty and Retention

1. Develop a Loyalty Programme
Loyalty programmes reward repeat purchases and customer engagement. Offering points for purchases, product reviews, and social shares encourages repeat business and deeper engagement. Tiered loyalty systems (e.g., silver, gold, platinum) incentivise higher spending and increase customer lifetime value.

2. Personalise the Customer Experience
Customers are more likely to engage with brands that offer personalised experiences. Use purchase history and browsing behaviour to tailor product recommendations, marketing emails, and special offers. Personalised product suggestions and birthday discounts make customers feel valued and increase conversion rates.

3. Improve Customer Service
Fast, helpful customer service strengthens trust and increases customer satisfaction. Offer multiple support channels (live chat, email, social media) and respond quickly to customer enquiries. Resolving issues promptly increases the likelihood of turning dissatisfied customers into loyal ones.

4. Encourage Customer Reviews and User-Generated Content
Reviews and user-generated content (UGC) provide powerful social proof that helps build trust with potential customers. Encourage satisfied customers to leave reviews and share product photos on social media. Feature positive reviews and customer photos on product pages to increase confidence and drive conversions.

5. Create Exclusive Offers and Early Access
Exclusive deals and early access to new products make customers feel valued and increase loyalty. Offering VIP access to sales or limited-edition product releases encourages repeat purchases and customer engagement.

6. Build a Post-Purchase Communication Strategy
The customer relationship shouldn’t end after a sale. Sending post-purchase emails with order tracking, care instructions, and product recommendations strengthens engagement and increases the chances of repeat business. Follow up with satisfaction surveys to gather feedback and improve future experiences.

How to Measure Customer Retention and Loyalty

Monitor customer retention rates, repeat purchase rates, and customer lifetime value (LTV) to evaluate the success of your retention strategy. High email open rates, engagement on social media, and positive customer reviews are also indicators of customer satisfaction and loyalty.

Use tools like Google Analytics, Klaviyo, and Shopify to track:

• Customer retention rate – Percentage of customers who return to make another purchase.
• Repeat purchase rate – How often customers place multiple orders.
• Customer lifetime value (LTV) – Total revenue generated from a customer over their relationship with your business.
• Net Promoter Score (NPS) – A measure of customer satisfaction and likelihood to recommend your brand.

Example: A Leeds-based homeware brand could introduce a loyalty programme offering points for repeat purchases and customer reviews. Personalised product recommendations and targeted email offers could increase customer lifetime value, while customer feedback surveys could help improve future product development.

Focusing on customer retention helps drive long-term profitability and sustainable growth. By building strong relationships, personalising customer experiences, and rewarding loyalty, you create a community of repeat customers who continue to generate revenue and promote your brand.

Build a Scalable Ecommerce Strategy with Zeal

A successful ecommerce digital marketing strategy requires a multi-channel, data-driven approach that covers every stage of the customer journey — from initial discovery to post-purchase engagement. By combining SEO, PPC, social media, content marketing, and conversion rate optimisation (CRO), you create a seamless customer experience that drives traffic, increases sales, and builds long-term customer loyalty.

At Zeal, we specialise in helping ecommerce businesses grow through tailored, performance-focused strategies. Our team of digital marketing experts understands the unique challenges of ecommerce and knows how to develop scalable strategies that deliver measurable results. Whether you want to increase search visibility, improve customer retention, or optimise your PPC campaigns, we have the expertise and tools to help you succeed.

Why Partner with Zeal?

• Proven Expertise: We have a track record of delivering successful ecommerce strategies across various industries.
• Data-Driven Approach: Our strategies are based on in-depth market research and performance tracking to maximise ROI.
• Full-Service Solutions: From SEO and PPC to content creation and email marketing, we offer a comprehensive approach to ecommerce growth.
• Ongoing Support and Optimisation: We don’t just launch campaigns — we monitor, adjust, and refine strategies to ensure consistent performance.

Get Started with Zeal Today

Ready to take your ecommerce business to the next level? Contact Zeal today to schedule a consultation and discover how our tailored ecommerce digital marketing strategies can help you increase sales, improve customer retention, and build long-term business growth.