Andy Pullen

Andy Pullen

17th February 2023

5 Ideas For E-commerce Case Studies

Whether you are a seasoned marketer or a novice, we can always learn something from top e-commerce companies. The chances are you have read your fair share of case studies to get an idea and feel for what the company do and stands for as well as its products and services. 

Here, we have included 5 important case study ideas to improve your online business, even if you have an inexperienced marketing team or a low budget at your disposal: 

  1. Create quality compelling copy to increase conversions 

  1. Build powerful backlinks to your online store 

  1. Create content for each stage of your funnel 

  1. Focus on recovering your abandoned carts 

  1. Utilise your customer reviews 

So, what exactly can you implement to ensure your e-commerce website is moving in the right direction, let us look: 

  1. Create quality compelling copy to increase conversions 

E-commerce copywriting involves writing promotional copy for online stores. It is a fine balance between engaging customers, explaining your product benefits and ranking high on Google. E-commerce copywriting examples include product descriptions, landing page copy, and sales promotions.  

It is a good rule of thumb to follow in the footsteps of successful companies and draw on your own experience of being compelled to click, read, and follow your favourite brands. To follow the path of leading brands, start with your value proposition and answer the problems you are solving with your products.  

Then, repurpose your value proposition across different channels, such as your site, social media content, email marketing, and paid ads. 

While there’s no one-size-fits-all recipe for crafting an excellent value proposition, there is one proven copywriting formula: Problem, Agitation, Solution (PAS). 

It is as simple as it sounds: 

  • You define a problem; 

  • Agitate the reader’s emotions 

  • Offer a solution. 


  1. Build powerful backlinks to your online store 

Backlinks are one of the most important aspects of SEO because they demonstrate to search engines like Google that your website has authority, especially if other high-authority domains are linking to it. Having an effective backlink-building strategy is key to ensuring your success in SERPs. The more high-quality backlinks you obtain, the higher you can rank on search engines. 

Getting high authority sites to link to your online store will make your domain more powerful. And a powerful domain will help you outrank your competitors in search engine result pages (SERPs). 

The number one reason people do not buy from you is that they do not trust you. Once you establish or re-establish their trust, you are halfway there to making a sale. 

The way to do this is to offer something of value to them before you ask for a sale. In other words, link building is the act of providing valuable content on your site that others have chosen to link to. 

Want to know why backlinks are so important, read our blog post, why are backlinks so important for SEO. 


  1. Create content for each stage of your funnel 

Whether you are a novice or a seasoned marketer, you will know exactly how effective content can be. When it comes to content, it is important to understand that customers at various stages of your sales funnel have different questions, concerns and needs. That is why it is essential that you understand your audience. 

You need to determine from your audience how they think, what answers they are looking for and the path they tend to make to find the ideal solution. From that research, you can then begin to craft your content to various stages of the buyer’s journey. 

An important tip to remember is to consider what stage they are at in their journey, how to meet them there and the best channels to put the content in front of them. For example, if you are promoting a new product, an email campaign with links to the website and a blog post with more information on the product is a fantastic way to take your customers through each stage which is awareness, consideration, and decision. 

Let us take a delve into each stage so hopefully that gives you more of idea on how to tailor your content for each stage: 

  • Awareness: This is the stage where people look for answers, opinions, and insight. A good rule of thumb is to not give too much information away and ensure your content is tailored in a way that leaves your customers wanting to find out more information about the product. 

  • Consideration: This is the stage where customers are heavily researching your product and whether it is a good fit for them. Reviews, other blog posts or resources all come into play before we move onto the final stage. 

  • Decision: This is the stage in which customers decide whether to purchase your product based on all the information provided to them as well as extensive research on your brand, values, products, and services. 


  1. Focus on recovering your abandoned carts 

Abandoned cart recovery campaigns are vital for any e-commerce website looking to increase sales. A high abandoned cart rate means that there is a problem that needs to be addressed. Common issues include an issue at the checkout, leading to a poor customer experience, or a broken sales funnel. Optimising your checkout process is fundamental to ensuring revenue is not wasted and lost. 

Why do customers abandon their shopping carts? 

Unfortunately, there can be several reasons why a customer will abandon their cart. To ensure that you have everything covered to prevent this, there are several issues that can arise which you should investigate and avoid, these are: 

  • Checkout process 

  • Cost of shipping 

  • Additional charges 

  • Returns and payments 

What you can do to recover abandoned carts 

To increase revenue through abandoned carts, there are several steps you can take to ensure that you are maximising your campaigns and efforts, which include: 

  • Automated email campaigns 

  • Segmentation and personalisation 

  • Retargeted ads 

  • Dynamic display ads 


  1. Utilise your customer reviews 

Customer reviews can help you attract new customer, increase sales, and improves your online reputation – a crucial factor in each stage in the sales funnel. A top tip is to ensure that you repurpose customer testimonials across several channels. 

Ways in which you can use customer reviews on your e-commerce site: 

  • Use reviews on key landing pages on your website 

  • Use reviews in search ads 

  • Promote your customer reviews on all social channels 

  • Using reviews in email campaigns  

  • Using reviews in adverts and other marketing materials 

Highlighting customer feedback more often is key since 92% of consumers read reviews as part of their purchasing decision. In doing so, you have a better chance at building trust throughout the funnel and boosting customer engagement in the process. 

Start leveraging your own company’s reputation in marketing campaigns for improving conversions, click-through rates, sales, and revenue. Your bottom line will appreciate it. 

If you would like help with your email campaigns, content, and SEO, get in touch with SilverDisc

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