What are B2B Ecommerce Case Studies

7 Ecommerce Case Studies Any Marketer Can Learn From

Whether you are a newbie or a seasoned marketer, there is always something you can learn from the top brands in ecommerce.

That's why we're big fans of ecommerce case studies here at Sleeknote.

Every time we write one of our ecommerce growth guides, we are intrigued by how simple adjustments in design and text can make a big difference for these brands (and yours too).

From top of funnel (ToFu) to building customer loyalty, we've rounded up seven of our most popular marketing strategies from our range of ecommerce growth guides.

The best part is that you can apply these ideas to your online store even if you don't have a marketing team or a large advertising budget.

So let's start.


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7 ecommerce case studies that you need to see

1. Increase conversions with awesome text

2. Build powerful backlinks to your online store

3. Create content for each stage of your funnel

4. Recover abandoned carts with a twist

5. Make the most of your customer reviews

6. Create an irresistible unboxing experience

7. Turn one-time buyers into regular customers

1. Increase conversions with awesome text

Good ecommerce brands don't rely on eye-catching visuals or big advertising budgets - they go above and beyond to write mind-blowing copy that will convince users at every stage of their sales funnel.

Only with well-made and convincing copy can you position yourself as the best option on the market.

To follow the path of leading brands, start with your value proposition and answer the problems your products solve.

You can then rediscover your value proposition through a variety of channels such as your website, social media content, email marketing, and paid ads.

While there is no silver bullet for creating value for money, there is a proven copywriting formula that you can try: Problem, Agitation, Solution (PAS).

It's as simple as it sounds:

  1. You define a problem;
  2. They stimulate the reader's emotions;
  3. You offer a solution.

Take this example from Bellroy and how they use PAS in their value proposition:

Bellroy first introduces a problem that her target audience often encounter: weighting down with luggage, bulk and so on.

Then they briefly mention the consequences caused by this problem and agitate the reader's reactions: This can slow you down and narrow your gaze.

Finally they relieve you by saying that it doesn't have to be like that.

Because Bellroy products are the Solution to your problems.

The PAS formula is easy to apply to your brand once you've found the answers to the following questions:

  1. What are the typical problems with your buyer profiles?
  2. How do these problems affect their lives?
  3. How do you solve them with your products?

Using a similar approach, you can promise your prospects from Pain to free.

See how Bellroy positions its products as a solution that will save you a ton of hassle in their ads:

If you click on the ad you will see this:

Bellroy makes it easy for you to relate to the problems they solve. And they promise to get you out of trouble, pain, and panic.

Use the PAS formula to address the prospect's fears and pain points and promote your products as the best solution.

2. Build powerful backlinks to your online store

While most online stores today rely on Google search for their organic traffic, few ecommerce marketers know or appreciate the importance of ecommerce SEO.

And even fewer spend enough time and effort building links.

Linking high authority websites to your online store will make your domain perform better. And a high performing domain will help you outperform your competitors on search engine results pages (SERPs).

I'll be honest - link building takes time and effort, but the results are well worth it.

Whether you're selling men's clothing, designer furniture, children's books, or personalized gifts, your ecommerce site specializes in something.

And it's more likely that many publishers are already writing articles about the best products in your industry.

Here comes what Sam called "Best-Of Backlink Builder"Strategy comes into play.

Simply put, you are reaching out to domains of authority in your industry and asking to be featured in their “best of” content.

MeUndies is a good example of this. You can see them on BuzzFeed under "21 Cheap Gifts For The Cool Guy In Your Life" ...

... as well as on smaller sites like The Pearl Source:

When you get backlinks from these "best of" articles, MeUndies helps you rank for several competitive keywords, such as: B. "Boxer Shorts":

(Note the number of backlinks they have).

MeUndies also sponsors several podcasts both to get quality links and to expand their reach to new audiences.

That's why they create their own landing pages for each podcast they sponsor and offer their listeners a special discount:

I'm not suggesting that you go to the biggest names in your industry and spend all of your budget on sponsorship. However, it's worth testing this strategy with small, niche-specific podcasts. You can also build strong links and expand your reach by sponsoring local events or awards.

3. Create content for each stage of your funnel

Whether you're a newbie in your field or a seasoned marketer, chances are you know about content effectiveness.

Ecommerce content marketing can help you acquire new leads and convert them into customers.

But no content will work the same for different people.

Users at different stages of your sales funnel have different questions, concerns, and needs. That's why you need to tailor your content marketing to the buyer's journey.

That doesn't mean you have to write 5,000 word blog entries for different segments every week. It simply means that you have to find the questions in the minds of your prospects and answer them with your content.

Take Beardbrand as an example.

The company's ToFu prospects most likely have questions about how to grow a beard. And if you google that term, you will see Beardbrand after featured excerpts:

Why does Beardbrand rank so well for this term? Well, not only do they have a strong backlink profile, but they also have a very detailed guide on how to grow a beard:

Once you learn the need to take better care of your beard, you start to get interested in Beard branded products.

This means that you then become a middle-of-funnel (MoFu) prospect for the company.

At this stage, Beardbrand is content to train you while subtly promoting their products. So if you're wondering what the difference between beard oil and beard balm is, you will most likely land on another one of their blog posts:

And in this blog post, you'll see call-to-action (CTA) buttons to buy their products:

If blogging isn't part of your marketing strategy, try creating "how-to" videos to train your target audience and promote your products in subtle ways, just like Beardbrand does:

Visit Reddit or Quora to understand what your prospects are discussing, then create content to answer their questions. Implement product marketing into your content strategy without sounding sales-oriented.

4. Recover abandoned carts with a twist

Cart abandonment is every ecommerce marketer's nightmare.

According to Baymard, the average e-commerce abandonment rate is close to 70%. This means that most of your visitors will leave your website without buying the items in their shopping cart.

While cart abandonment is inevitable, luckily there is something you can do to minimize it.

With a streamlined checkout and well-written abandoned cart emails, not only can you win back abandoned carts - you can even sell more.

In the end, you will not only win back potentially lost revenue, but you will also increase the average order value (AOV).

Harry’s has an ingenious strategy to win back abandoned carts (with a twist).

If you leave Harry’s website without starting your subscription, you will receive an email reminding you to complete the process.

At first glance, it looks like any other abandoned cart email:

In the first part of the email, Harry’s reminds you of the benefits of buying a subscription plan.

But in the second part things get interesting.

Harry’s offers you one Downsell if you're not ready to commit to a subscription.

But that is not all.

If you follow the link and put the Truman set in the shopping cart, this time it will come through with a pop-up window Upselling resold suggesting a mysterious article.

That way, they'll get you back at a higher price point even if you're not ready to commit to a subscription plan just yet.

publisher's Note

If you want to sell an exclusive mystery item (or any other item) to a customer with upsell, you can create a campaign with our new location data condition and display the popup for visitors who exceed a certain shopping cart value.

5. Make the most of your customer reviews

When it comes to customer testimonials, two major challenges await ecommerce marketers:

  1. Collect as many rich and insightful reviews as possible; and
  2. Make the best possible use of these reviews to convince your prospects to buy from you.

The manner, how Asking them for letters of recommendation can have a huge impact on both the quantity and quality of the reviews you have collected.

Even if you convince your customers to leave a product review, it is usually too general and broad.

Casper comes up with a clever solution to this common problem. A few days after you became a customer, the company sends you this email asking for a product review:

Clicking the CTA button will take you to a page where you can submit the following form and leave a review:

Casper invites you to answer a few specific questions instead of leaving it completely open. This will make it easier for your customers to fill out the form.

They also get more productive and meaningful product reviews like these: