Popular on-site e-commerce marketing strategies focus on optimizing the user experience on the website itself, helping to guide visitors from discovery to purchase smoothly. Here are some key on-site strategies that boost conversions and encourage repeat visits:

1. Personalized Product Recommendations

• Description: Showing customers products they might like based on their browsing or purchase history helps keep them engaged and can increase average order value.
• Example: Amazon excels at personalized recommendations, displaying “Customers also bought” or “Recommended for you” items based on user data.

Cross-sell example

Cross-sell example 2 – Amazon

Cross-sell – product recommendation example

Another interesting example:

Product recommendation example using pop-up

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2. Pop-Ups and Exit-Intent Offers

• Description: Strategically timed pop-ups, such as welcome offers or exit-intent discounts, can capture emails or offer discounts to prevent users from leaving.
• Example: A clothing website might display a pop-up offering a 10% discount if a visitor tries to leave without making a purchase.

Exit-intent pop-up example

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3. Cart Abandonment Messages

• Description: Displaying a reminder or offering an incentive if a user has items in their cart but hasn’t checked out. Some sites also have pop-ups for items left in the cart if the user navigates away.
• Example: Shopify stores often display reminders, or send emails later, with abandoned cart messages to prompt users to complete their purchase.

Cart abandonment popup example

4. Live Chat and Chatbots

• Description: Live chat and AI-powered chatbots provide immediate support and can answer common questions about products, shipping, and returns, helping prevent customer drop-off.
• Example: Websites like ASOS use live chat to assist shoppers in real-time, improving user experience and addressing potential barriers to purchase.

Chat as customer shopping assistant example – Asos

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5. Customer Reviews and Ratings

• Description: Displaying product reviews and ratings builds trust and provides social proof, which is crucial for new customers considering a purchase.
• Example: Many sites, including Walmart and Best Buy, display detailed customer reviews on product pages, often with options to filter by rating or review content.

Customer reviews displayed at Best buy site

Displayed customer reviews – stars and Facebook likes – Best Buy

Sorting products by customer reviews example

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6. Limited-Time Promotions and Urgency Tactics

• Description: Countdown timers, “low stock” alerts, and limited-time offers create urgency, encouraging users to act quickly and avoid missing out.
• Example: Booking.com often shows “Only 2 rooms left!” or “3 people are viewing this property” to encourage users to book immediately.

Urgency as marketing tactic – Bookinng.com example

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7. Wishlist and Save-for-Later Options

• Description: Allowing users to save items in a wishlist or “save for later” section can encourage return visits and reduce the need for repeated browsing.
• Example: Etsy allows users to create lists of favorite items, making it easy to revisit products they’re interested in.

Wishlists on Etsy

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8. Product Bundling and Cross-Selling

• Description: Grouping related products together (product bundling) or suggesting complementary products (cross-selling) can increase the average order value.
• Example: An electronics retailer might suggest a screen protector and case when a customer views a smartphone.

Bundle product example

Product bundles example – complementary products cross-sell example

Bundle products – sets and kits

Buy together & save – bundling campaign example

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9. Dynamic Search and Filter Options

• Description: Improving the search bar with predictive text, filters, and sorting options helps customers find exactly what they’re looking for quickly.
• Example: Sites like Wayfair allow users to filter by multiple criteria, like color, size, and price, making product discovery efficient.

Advanced product filtering example

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10. Clear Shipping Information and Offers

• Description: Displaying shipping costs, estimated delivery times, and any free shipping offers clearly on product pages and in the cart helps prevent checkout abandonment.
• Example: Zappos highlights “Free shipping and returns” across its website to reassure customers before they reach the checkout.

Shipping info visible on the product page

Free shipping banner – Zappos example

11. Social Proof Integrations

• Description: Showing real-time data, like recent purchases or “trending items,” helps create a sense of activity and popularity around certain products.
• Example: Many sites use plugins to show notifications like, “Sarah from New York just bought this item!” to encourage purchases.

Social proof on the product page example

Advance social proof example

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12. Loyalty Program Reminders

• Description: If the store has a loyalty program, placing reminders about points or rewards available on the product or checkout pages can incentivize repeat purchases.
• Example: Sephora’s site shows points earned for each purchase and encourages customers to join their Beauty Insider program for additional perks.

Sephora loyalty program

Sephora loyalty program

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13. Enhanced Product Visuals and Videos

• Description: High-quality images, zoom features, 360-degree views, and videos help customers better visualize products, leading to more confident purchasing decisions.
• Example: Nike offers 360-degree views and detailed product videos for shoes, allowing customers to closely inspect the product from all angles.

Enhanced product visuals example – Nike

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These on-site strategies ensure that the website experience is engaging, informative, and optimized for conversion, turning more visitors into satisfied customers.

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