Case Study: Top E-Tailer Campaigns

Posted by WhatRunsWhere on July 8, 2014
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Back in 1995, Amazon opened their virtual doors and began trailblazing a path for online commerce. They began packing books into boxes and shipping them to customers all over the world.  But consumers were hesitant to swipe their credit cards and make purchases in virtual stores.

Almost twenty years later the online shopping scene has blossomed into a monstrous industry. This year B2C e-commerce sales are predicted to reach $1.77 trillion.

While Amazon is still a major player in e-tail, they are certainly not the only ones with an online presence.  In the US, it is predicted that there are over 100,000 e-commerce retailers!  Stepping up in the advertising game in order to keep up with sales is definitely imperative.

We dug deep into the advertising campaigns of some top e-tailers to see how they’re driving shoppers to their site and this is what we found…

1. Broadcast Your Promo In Your Ad Copy

The main reason people love online shopping is to cash in on deals. Be sure to drive-home the fact that your site’s going to give them the best deals by including promos right into your ad copy.

When we looked at Zulily, One Kings Lane and Wayfair it was interesting to note that they all included ‘up to 70% off’ in their top performing banner ads. They also each used ‘Shop Now’ as their CTA (Call to Action).

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2. Reward First Time Buyers & Referrals

To help incentivize new customers, try offering a first time purchase deal.  eLuxe rewards first time buyers by giving them a $20 off their first purchase. (Check out the ad they used to gain new shoppers!)

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Another tactic is to gain new shoppers by asking loyal customers to spread the word. BeyondTheRack and JackThreads both give users $10 for each friend they refer to sign up.

3. Build An Exclusive Vibe

Who doesn’t like the VIP treatment?  Many e-tailers are giving their websites a more exclusive feel by requiring their shoppers to have a membership.

No more faceless browsing as Zulily, JackThreads, HauteLook and One Kings Lane won’t let you browse around until you submit your email. This inevitably causes more bounced visits but also creates more valuable leads that convert in addition to a higher quality mailing list.

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 4. Build White Ads

When creating your banners, try a white background with a black boarder.  This helps define and clearly showcase the items being sold.  If they can’t see it – they certainly won’t click!  For accent colors, use bright or bold such as red, orange, blue and purple as they are easy on the eyes and jump right off the page.

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Online shopping has very much changed the way we buy. Most people (myself included) typically will not go to the store to make a purchase until they’ve done their research and price comparison online.  e-Commerce has definitely created a generation of very competent consumers and e-tailers need to stay ahead of the game to keep their shoppers coming in.



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