The 17 Updated Ultimate Marketing Tips for Online Stores in 2022
Marketing
June 20, 2022
Tip 1 – Make sure your online store loads quickly
Your online store needs to be lightning-fast. Speed has been a factor in Google’s algorithm since 2010, and its importance has only grown in recent years. You would most likely have skipped our website if you had to wait too long for it to load. Unfortunately, the same goes for your website.
Let’s explain that. Since you undoubtedly visit your own website regularly, the browser you’re using stores a “cached” version of the website. This allows your computer to load a frequently visited website more quickly. It’s convenient, but not ideal for testing your website’s speed.
Fortunately, there’s a solution. These days, it’s possible to use online tools such as GTMetrix or Pingdom Tools It’s easy to test a website’s speed. However, these “test servers” are usually not located in the Netherlands. And if you have a Dutch website targeting a Dutch audience that’s hosted in the Netherlands, such a test will naturally be slower than usual. Still, this can give you a good idea of what improvements are needed. Read more here More tips for a super-fast WordPress site.
Tip 2 – Pay attention to your Google search visibility (SEO)
If you work on your Google visibility (also known as SEO) the right way, it can help potential customers find you more easily online.
Potential customers won't know you exist if they can't find you, or if it takes a lot of effort to do so
Here are a few things you can easily do, such as:
A comprehensive keyword analysis (using Google Ads’“Keyword Planner”) and optimizing your website in a “natural” way based on those results;
Ask for your website to be listed on other websites;
Keep your website up to date on a regular basis with new products, blog posts, and more;
Writing guest posts on other relevant websites;
Add "rich snippets" to your product pages ("rich snippets" are pieces of code that provide Google with information about your page or product);
Add the online store toGoogle Search Consoleand regularly "fetch" it; this speeds up indexing in Google;
Create an XML sitemap and submit it to Google via Search Console;
Writing Effective Meta Titles and Meta Descriptions
Guest posts are a great way to optimize your website for specific keywords. For example, this article focuses on the keyword “online store marketing tips.” To find out which SEO tricks you should avoid using on your website, read one of our previous blog posts. In fact, if you apply these marketing tips for improving your online store’s Google visibility the wrong way—for example, by using outdated tactics to optimize your website for specific keywords—it could actually have a negative impact on your online store.
Blogs are an important part of your SEO strategy
The value of blogging is still significantly underestimated by online stores. Blogs are a great way to inform visitors about, for example, the products your online store offers. In addition, blog posts can be effectively optimized for keywords on Google. This allows you to generate new traffic and revenue.
With an online store, there are plenty of topics to blog about, such as:
New items in your online store
New features in your online store
News and updates relevant to your online store's industry
A review of an item from your online store
Having trouble writing blog posts? We'd be happy to take care of that for you! Learn more about ourcontent creation services.
Tip 3 – Create effective landing pages
It’s not just the use of keywords in SEO that makes your website easy to find on Google. Well-designed landing pages are also a key part of this. By conducting SEO research, you can identify which terms are important and popular. Make sure your content is at least 300 words long. Google will then view your content as important, which will help you rank higher in search results.
Maak verder goed gebruik van tussenkopjes, <h1>, <h2> en soms <h3>. Zet populaire zoekwoorden in die koppen. Ten slotte is het ook handig als je landingspagina’s maakt die producten specifiek aanbieden, dus optimaal: voor elk product een aparte landingspagina. Dat kan veel werk zijn, daarom kun je ook besluiten alleen de categorieën of merken uit te lichten. Zo dragen jouw landingspagina’s bij aan een hogere score in Google.
Naast productpagina’s zijn landingspagina’s voor plaatsen en regio’s ook een mooie aanvulling. Daarmee kun je focussen op lokale zoekwoorden. Levert jouw webshop door heel Nederland en richt je je daarom graag op een groot aantal regio’s/steden? Door met een tagline With this tool, you’ll have a wide variety of texts in no time. Drafting the base text takes time and effort, but if you have a large number of landing pages, it’s definitely worth it.
Tip 4 – Optimize Your Conversion Rate
This term comes up frequently in the context of websites and online stores: conversion optimization. The conversion rate is the percentage of visitors who actually take the desired action, such as making a purchase or signing up for the newsletter.
Make sure your visitors take action with clear CTAs. When developing websites, we always pay close attention to creating effective CTAs.
You can optimize your conversion rate by starting with research into the right colors and layout for your call-to-action buttons. These include buttons with compelling text that encourage visitors to take action. If that button is tucked away in a corner of your site, you’re missing out on a lot of conversions. So be sure to pay close attention to this.
The best approach is to use A/B testing. This involves creating two versions with (minor) differences between them and testing which version performs better. However, this method is only effective with high traffic volumes so that the difference is clearly visible. In our blog We'll explain in more detail how to measure and improve your conversion rate.
Tip 5 – Use social media
Especially when you're just starting your online store, it's a good idea to use social media to introduce people to your store, promote your products, and improve your online store's online presence. It is important, however, that you handle this correctly so that you get the most out of Your business social media achieves.
Let’s start by looking at which social media channels are useful. This can vary greatly depending on the online store. If you sell office supplies to businesses, you’re better off focusing on LinkedIn and Facebook. If your online store sells sneakers and trendy clothing, focus more on Instagram, Facebook, and perhaps even Snapchat.
If you choose not to actively use a particular social media platform, make sure you at least have a business profile on it. This will prevent someone else from impersonating your company on that social media platform.
Find out which channels your target audience uses
Now it's time to reach the right audience. Post cool stuff like:
Special offers and promotions
New items (such as a new product line)
Customer reviews
Updates related to your online store and/or products
Are you feeling a bit stuck when it comes to your social media? Or are you getting a little tired of posting? We’d be happy to take over andcreate content for you.
Tip 6 – Retargeting, retargeting, and retargeting
Remarketing is very important but is often overlooked. It involves reaching out again to potential customers and visitors (to your online store). The more often your potential customer sees your business pop up in their feed, the more likely they are to make a purchase from your online store.
You probably remember this. You once looked up a vacation or a car online, and suddenly you start seeing ads on Facebook and other social media channels about booking a vacation or leasing a car. That’s an example of remarketing. Here are two examples of how you can use remarketing for your business:
Create ads on Facebook and other platforms targeting people who have visited your website in the past(tip 14)
Give people the option to sign up for a newsletter
When it comes to remarketing, it’s important not to annoy potential customers. Keep it casual and don’t be too pushy; that way, potential customers will continue to view your online store favorably.
Tip 7: Offer promotions and be personal
Almost every website or online store runs promotions from time to time. That makes sense, because they work incredibly well. Promotions encourage visitors to make a purchase more quickly, and that’s your goal as a business. Don’t overdo it, though—that can actually make customers suspicious and discourage them from buying from your business. But an occasional promotion is a great boost for your site or store.
Coolblue remains a leader in personalized customer communication; including a handwritten note with your customer’s order is a great example. On social media, hundreds of customers express their appreciation for Coolblue (free promotion). Another idea is to include a small, free gift with the order. Or come up with something creative that fits your online store to surprise your customer.
Tip 8 – Highlight your shipping costs and return policy
In 2022, free shipping is practically the norm for consumers. If you charge shipping fees for the same product that your competitor offers with free shipping, you’ll most likely lose that potential customer.
Shipping costs money. But you can factor those shipping costs into your product price. That way, you still recoup the money you spent on shipping, and the customer feels like they aren’t paying extra for it.
Customers may abandon their purchase if they don't find out about the shipping costs until later
Whether returns are free or require a fee depends on the type of online store you have. For an online store that sells clothing, returns are more common when customers order two sizes, for example. If customers have to pay €6.95 for the return, they often abandon the purchase and order from another online store. For an online store that sells electronics, people are less likely to abandon their purchase if returns cost money. After all, people return items less often at an electronics store than at a clothing store.
And emphasize this information. No one likes to be about to pay for a purchase only to see that €10 in shipping costs is added. Make it clear in an additional information tab or in your Unique Selling Points (USPs) what the shipping costs and return policy are. This reduces uncertainty among consumers and increases the likelihood of a purchase.
Is shipping free for orders over a certain amount? Let the visitor know that as well. Include a pop-up on the homepage indicating how much more the customer needs to spend to qualify for free shipping. Especially if it’s just a small amount, this can convince customers to add an extra product to their cart.
Tip 9 – Selling on Bol.com
Especially if your online store is just getting started, selling through platforms like Bol.com can be a lucrative option. This is because a platform like Bol.com enjoys a high level of trust among Dutch consumers, and because it’s easier for existing Bol.com customers to order your product(s).
Bol.com has earned a lot of trust, which is why customers order from there so quickly
Selling through platforms like Bol.com costs money. However, it does save on marketing and transaction costs, and it also brings in new customers. On the website of Bol.com, selling to businesses, also include the brokerage fees per purchase. There's a good chance that if bol.com customers have a positive experience with you as a seller, they'll start ordering directly from you more often in the future.
Tip 10 – Integrate Facebook and Instagram shopping
In recent years, we’ve been seeing Facebook and Instagram shopping pop up more and more often. You can use these social media platforms to showcase your products by integrating your products or online store with them. These services are completely free and easy to use. Especially if your target audience is active on these platforms, it’s a smart move to start using them.
Not sure how to do that? We'll take care of it for you!
Tip 11: Use WhatsApp Business
The same applies to WhatsApp Business. This makes it easier to connect with visitors. Customers can see that they’re actually messaging your business via WhatsApp. It’s a fast and familiar way to communicate, yet it remains professional. With the app’s business tools, you can do all sorts of things: set up away messages, display contact information, automate quick replies, and more.
You can also use WhatsApp to provide specific information about individual products. For example, set up a pop-up that appears after a few seconds, tailored to the product the visitor is viewing, as shown in the example below. This makes things easier for the customer, which is incredibly important these days.
Tip 12 – Use affiliate marketing
Affiliate marketing means that a third party promotes your product. In exchange, you pay a commission for each order placed by customers who have found your online store through that third party. Service providers such as Daisycon bring advertisers (such as your online store) and publishers (bloggers, news websites, etc.) together. Affiliate marketing is effective both for generating more revenue and for building brand awareness and a strong backlink profile (to improve your Google search rankings).
Tip 13 – Get into email marketing
As briefly mentioned earlier, email marketing is an effective way to encourage both existing and potential customers to place (or repeat) orders through your online store. You can automate email marketing using software like MailChimp (with WooCommerce) for the following purposes, for example:
Automatic reminders for abandoned shopping carts, such as those containing a discount code. This method is widely used;
An automated email sent after an order is received, inviting the customer to write a review and providing a discount code;
Customize and design your automated emails. Consider including a personalized greeting in the order confirmation, using a specific logo, font, or color scheme, etc.
One effective way to use email marketing is, for example, to place a newsletter sign-up form in the footer of your website, or to allow customers to sign up for the newsletter with a single checkbox (opt-in) when placing their order.
Tip 14 – Invest in social media ads
You should also look into advertising on social media platforms. This is usually much cheaper than advertising on Google and can be very effective for certain types of campaigns. You can set up ads on platforms such as LinkedIn, Instagram, and Facebook.
Find out who your target audience is and where to find them
For example, with the Campaign Manager With LinkedIn, you can set up an ad in no time. You decide who sees your ad. Define your target audience and consider the following factors, for example:
Gender
Age
Place of residence
Function
Interests
You’ll reach people who don’t (yet) follow you, allowing potential customers to see your products or services. Create multiple ads, review the results, and get the most out of social media advertising. Plus, you have plenty of options when it comes to the type of ad you want to run. Will you go with an image, a video, or maybe a Stories ad? You don’t need to start with a massive budget; instead, you can experiment first and see what works best for you.
Tip 15 – Get started with Google Shopping Ads
Advertising on Google is essential these days. In addition to Google Ads, take a look at Google Shopping Ads. These are product ads that appear at the top of search results or in the dedicated “Shopping” tab.
With Google Shopping, consumers can immediately see products from various sellers. It’s important that your products and services are included among them. Instead of selecting keywords like you do with Google Ads, Google Shopping Ads uses your product feed. To get started with your product feed in the Google Merchant Center First, you need to create a Google Ads account. Then you can get started with your Google Shopping Ads.
Tip 16 – Make the checkout process as simple as possible
Yes: a visitor has added your product to their online shopping cart. All that’s left is checkout. Make sure you don’t lose the customer at this stage. Make the payment process as easy as possible—ideally with just one click—without imposing any unexpected additional costs on the customer.
Don’t lose customers because of a long or complicated payment process
You can further boost your conversion rate by offering customers multiple payment options at checkout. iDEAL, credit card, and PayPal are essential, but also consider options for deferred payment, such as AfterPay or Klarna.
Tip 17 – Make sure your online store complies with regulations
If you run an online store, you must comply with the law. For example, you must provide certain information. This includes:
Your company name
Your company's address, phone number, and email address
The registration number with the Chamber of Commerce
The VAT identification number
Terms and Conditions and Privacy Policy
Shipping costs
The cooling-off period and warranty
In addition, there are privacy rules that apply. For example, always ask for permission when collecting user data.
Avoid hefty fines and check the regulations for online stores
The world of legislation is constantly changing. For example, in July 2021, the VAT rules updated for online storesthat were shipped within the EU. In May of this year, a shipment was also sent new rules apply. As an online store owner, you must now pay attention to the following matters, for example:
Let your customers know how you collect reviews
Please provide more information about your free online services (such as social media or newsletters)
Let customers know about your personalized offers based on, for example, their previous searches
Use the right comparison prices when offering discounts
If your online store doesn't comply with the law, you could find yourself facing a fine. Avoid fines by always checking the latest regulations.
Conclusion: Marketing Tips for Online Stores
Need help putting these tips into practice? Contact contact Just let us know, and we’ll be happy to help. Who knows—in a few years, we might have some new tips for you, because the world of online stores and websites is constantly evolving. We’d love to keep you updated on the latest developments!
With Google Shopping, consumers can immediately see products from various sellers. It’s important that your products and services are included among them. Instead of selecting keywords like you do with Google Ads, Google Shopping Ads uses your product feed. To get started with your product feed in the Google Merchant Center First, you need to create a Google Ads account. Then you can get started with your Google Shopping Ads.
