Category: eCommerce

10 Biotech eCommerce Marketing Strategies that Unlock Growth

Posted on by Daniel Lofaso

With high-value items, complex technical specifications, and often lengthy purchasing cycles involving multiple stakeholders, standard biotech eCommerce marketing strategies frequently fall short. Here’s where a sophisticated, multi-channel marketing strategy that builds authority, targets specific buyers with precision, fosters trust, and streamlines the complex purchasing journey comes into play. 

At Digital Elevator, we understand this intricate ecosystem, providing Fortune 500-caliber marketing strategies specifically adapted to help life science and biotech companies in challengin markets looking to gain a competitive advantage.

Here’s our list of 10 effective biotech eCommerce marketing strategies to support your website sales today.

Table of Contents

Use Content Marketing to Educate, Engage, & Establish Authority

Content marketing in biotech tends to work best when it is driven by keyword research. When you can create content that both engages and converts and is steeped in topics your audience is interested in, that’s a recipe for success.

But content marketing is not strictly limited to blogging; one of my favorite examples is this resource from Thermo Fisher:

This resource has the following SEO metrics:

  • it drives an estimated 6,100 organic visits per month
  • the equivalent PPC traffic would cost $7,600 per month
  • it ranks for 3,700 keywords
  • it has earned links from 47 referring domains

When considering content marketing, try to infuse keyword research into the topics you select and get creative with resources like the above. 

Learn more about biotech content marketing strategy

Search Engine Optimization (SEO): The Foundation for Discovery

For biotech eCommerce sites with potentially vast and complex product catalogs, SEO is the bedrock ensuring researchers can find the specific reagents, kits, or instruments they need. This requires optimizing product and category pages for the precise, high-intent keywords scientists use when they are ready to procure (e.g., “buy anti-CD3 antibody online”, “[catalog number] price”, “ELISA kit for human IL-6”). 

Go beyond basic descriptions; incorporate keywords naturally into titles, meta descriptions, H1s, detailed product information, and image alt text, focusing on scientific accuracy and relevant applications.

For example, this product page from iQ Biosciences has it’s H1 optimized for the keyword “Cynomolgus Monkey Peripheral Blood Mononuclear Cells” and the title tag is optimized for “Buy Cynomolgus Monkey PBMCs” to inform searchers of the transactional nature of the page.

Technical SEO is equally critical. Implement a logical site structure with clear categorization (by research area, technique, product type) and utilize Schema.org Product markup to provide search engines with structured data like price, availability, and SKU, enhancing visibility through rich snippets. Ensure your site architecture allows easy crawling and indexing of all product variations and technical resources, making your complex offerings discoverable amidst the digital noise.

Learn more about biotech SEO strategy

Link Building: Earning Credibility Signals

High-quality backlinks can significantly boost your website’s authority and search rankings. Link building for biotech eCommerce isn’t often about quantity – even the biggest brands only have a handful of links to product or category pages – it’s about earning relevant links from reputable sources within the life sciences ecosystem. 

While it is easy to say the focus should be on acquiring backlinks from respected academic journals, industry news publications (like Fierce Biotech or BioSpace), scientific societies, university research labs, collaborators, and complementary technology providers, the truth is that these types of links are extremely difficult to solicit. 

Given what I said above about quality over quantity, the easiest way to earn links in the biotech industry is by exploring guest blogging opportunities on contextually relevant websites. 

Go to Google and type in the below to find opportunities:

While not as strong as linking directly to target URLs, domain-level links from company-relevant industry directories can also be helpful for early-stage link campaigns. 

If content marketing and SEO help with cold and warm audience awareness, Google Ads are a quick way to target highly qualified buyers. 

Google Ads offers a powerful way to capture high-intent search traffic and drive immediate visibility for specific biotech products or services.

Focus your PPC campaigns on highly specific, bottom-of-the-funnel keywords that indicate purchase intent, such as exact product names, catalog numbers, specific research applications (e.g., “CRISPR transfection reagent”), or competitor brand terms. 

Utilize negative keywords aggressively to filter out irrelevant searches (e.g., academic research papers, job postings) and maximize budget efficiency.

Optimize campaigns not just for clicks, but for valuable conversions like quote requests, demo sign-ups, or high-value product purchases. Consider using audience targeting features to reach specific demographics or remarketing lists, ensuring your ads are seen by the most relevant researchers and procurement teams.

    LinkedIn Account-Based Marketing (ABM): Engaging High-Value Targets

    LinkedIn is an invaluable platform for your biotech ABM strategy, and this approach allows for highly targeted engagement with key prospects. Start by identifying your ideal customer profile and building target account lists, which might include specific pharmaceutical companies, research universities, or contract research organizations (CROs). 

    You can leverage LinkedIn Sales Navigator and the platform’s robust targeting options (by company, job title, industry, seniority, specific skills) to precisely reach the decision-makers and influencers within these accounts, such as Principal Investigators, Lab Managers, R&D Directors, or Procurement Heads, but with the right targeting settings, the LinkedIn Ads algorithm will usually do a great job on its own.

    Develop personalized messaging and tailored content streams specifically for these target accounts and roles. Share relevant case studies, white papers, or webinar invitations that address their specific research interests or operational challenges. 

    Be sure to avoid the common mistake of exclusively targeting bottom of funnel call-to-actions; remember to nurture contacts with brand awareness content, case studies, and buying guides before going for the kill.

    Learn more about biotech ABM strategies for LinkedIn Ads

    User Experience (UX): Facilitating the Scientific Buying Journey

    Once potential customers land on your site, the user experience (UX) plays a critical role in turning interest into action. Researchers and procurement teams expect quick, intuitive access to complex information—if they can’t find what they need fast, they’ll move on. A UX- and design-focused approach helps deliver that clarity, ultimately driving higher conversions and sales.

    For example, on a project we conducted with iQ Bio, we conducted a survey targeting their key demographic to gather feedback on a specific product page. We asked about first impressions, page clarity, lingering doubts, and overall interest. Using those insights, we refined the page content and layout—applying both user feedback and proven UX best practices recommended by our team.

    The site saw a 51% increase in eCommerce conversion rate, and a 19% revenue increase.

    When paying for more ads month-over-month or investing in longer-term SEO campaigns is off the table, consider a UX project to increase conversions to pages that you want to boost revenue for.

    Conversion Rate Optimization (CRO): Maximizing Website Performance

    UX and CRO work hand-in-hand but are technically different strategies.

    Driving qualified traffic is essential, but converting that traffic into leads or sales requires continuous optimization. Conversion Rate Optimization (CRO) is the systematic process of refining your website elements to improve the percentage of visitors who take desired actions.

    For biotech eCommerce, this involves more than just tweaking button colors; it requires a data-driven approach using tools like A/B testing, heatmaps, session recordings, and user feedback surveys to understand how scientists and procurement teams interact with your site.

    Focus CRO efforts on critical conversion points in the biotech buyer journey:

    • Test different layouts for product pages to see which best presents complex technical data and validation results.
    • Optimize the clarity and prominence of calls-to-action (CTAs) for requesting quotes, downloading protocols, or contacting technical support.
    • Analyze user behavior to identify friction points in the checkout or quote request process, simplifying forms and clarifying steps.

    Even small, incremental improvements identified through rigorous CRO can significantly impact lead generation, sales revenue, and overall marketing ROI, as demonstrated by the 51% lift in eCommerce conversion rates achieved for iQ Biosciences through targeted CRO.

    Building Trust & Credibility on Your Product Pages

    Researchers and procurement teams need absolute confidence in product quality, consistency, and compliance before making a purchase. To enhance this confidence and to increase sales, prominently display:

    • relevant certifications (ISO, FDA, GMP) 
    • validation data demonstrating product performance
    • links to peer-reviewed publications citing your products
    • compelling customer testimonials from reputable institutions
    • detailed case studies highlighting successful outcomes
    • client logos 

    Some of the favorite trust factors we recommend to clients include third-party review or citation embeds like Select Science or BiozStars.

    Video Marketing: Visualizing Complex Science (& Thought Leadership)

    We’re seeing a strong trend toward video content, now more than ever, and we’re recommending it as a key strategy for our clients. Another major trend is diversifying traffic sources, and video content presents a great opportunity to do so, especially when published on YouTube and repurposed on platforms like LinkedIn. Here’s some data to support this shift:

    Video offers a uniquely powerful medium to communicate complex scientific concepts and showcase biotech products in an engaging and accessible manner. Utilize video marketing to create compelling product demonstrations that clearly illustrate protocols or instrument operation, animated explainer videos that simplify intricate biological pathways or technological principles, and expert interviews featuring your scientists discussing research applications or industry trends, like this example from Select Science.

    For me, the above example is the simplest and easiest way to get video content out on social media and capitalize on the thought leadership trend.

    Public Relations (PR): Amplifying Innovation and Reputation

    Our clients often come to us and ask questions like:

    • How can I get more brand awareness?
    • How can I come up in more LLM searches like ChatGPT?
    • How can we do more thought leadership?

    Digital PR, or just PR, can do all of the above.

    Public Relations plays a vital role in shaping perception, building credibility, and amplifying key messages within the biotech industry. Develop proactive relationships with journalists, editors, and influencers at relevant industry publications (e.g., Nature Biotechnology, STAT News, Endpoints News) and scientific news outlets.

    Beyond press releases, position your company’s executives and senior scientists as thought leaders by securing speaking opportunities at industry conferences and contributing expert commentary or bylined articles to relevant publications. Effective PR in biotech involves translating complex scientific achievements into engaging narratives that resonate with investors, potential partners, customers, and the broader scientific community, thereby enhancing brand reputation and supporting overall business objectives.

    Integrating Strategies for Biotech eCommerce Success

    Thriving in the biotech eCommerce market requires a sophisticated, integrated digital marketing strategy tailored to its unique audience and challenges. Success hinges on moving beyond isolated tactics and weaving together multiple channels – from foundational SEO and authoritative Content Marketing to precision-targeted Google Ads and LinkedIn ABM, seamless User Experience, continuous Conversion Rate Optimization, proactive Trust building, engaging Video Marketing, strategic Link Building, and reputation-enhancing Public Relations.

    By implementing these strategies in concert, biotech companies can effectively reach and engage researchers, scientists, and procurement teams, guiding them through the complex buying journey. An integrated approach ensures your innovative solutions gain the visibility they deserve, builds lasting credibility, and ultimately drives sustainable growth and revenue for your eCommerce platform. 

    Unlock eCommerce Growth for Your Biotech with Digital Elevator

    Ready to elevate your biotech eCommerce marketing and achieve measurable results? Contact Digital Elevator today for a free custom strategy session with one of our experienced biotech marketing experts and let’s build your blueprint for success.

    13 eCommerce Abandoned Cart Email Best Practices to Crush Sales

    Posted on by Daniel E. Lofaso

    Ecommerce abandoned cart emails offer a better return than retargeting ads and turn casual browsers into potential lifelong buyers. Learn the winning formula for conversions now.

    What’s stopping your browsers from saying yes to the items in their shopping cart?

    The most common reasons visitors abandon their shopping carts include:

     
    • High shipping costs
    • Wanting to compare prices
    • Lack of a guest checkout option
    • checkNot being ready to commit, or just browsing

     

    Abandoned cart email best practices aim to address all those issues (and more) to re-engage browsers and lure them back to finish what they started.

    And the right abandoned cart emails can do just the trick.

    Use these eCommerce Abandoned Cart Email Best Practices to Crush Sales and Conversions

    Win back your browsers and help them make a purchase in 13 easy steps:

    #1: Remove the Risk with Hassle-free Returns

    A staggering 80% of shoppers say they won’t make a purchase unless there’s a hassle-free return policy.

    So if your shoppers aren’t ready to commit, let them know there’s no downside to taking the proverbial plunge. Visibly advertise your easy return policy and browsers will be more inclined to hit buy without the worry of buyer’s remorse later.

    #2: Offer Free Shipping

    Did you know 55% of visitors leave checkout when they see extra shipping costs tacked onto their total?

    And 93% of consumers are motivated to buy more products if a retailer offers free shipping in some form[*]?

    Since high shipping costs are one of the top three reasons visitors abandon carts, offering free shipping may not only clinch your sale but increase the total amount of merchandise ordered too. #WinWin.

    #3: Grab an Email Address ASAP, But Give the Option to Check Out As a Guest Too

    Abandoned cart emails have a 30% higher CTR than retargeting banner ads to browsers[*].

    So try to capture your visitor’s email address right away in the first step of your checkout process so you can begin triggering your series of cart abandonment emails if they don’t complete the sale.

    Just don’t force an account creation.

    Many browsers will abandon their carts if they can’t check out as a guest.

    Even though this means no email outreach for you, one site saw a 45% increase in sales after removing their mandatory registration so there are still upsides to consider[*].

    #4: Follow this Abandoned Cart 3-Email Trigger Schedule

    To encourage the 75% of visitors who abandon their carts even though they do intend to buy, you’ll want to send a total of three abandoned cart emails.

    As 72% of visitors who return to their abandoned carts do so within 24 hours, you’ll need to get the ball rolling immediately.​

    You have the highest chance of capturing your buyer in this time frame because:

     
    • Visitors are most likely still online browsing.
    • The shopping experience on your site is still fresh in their minds.
    • Your email may give them answers to their hesitations about shipping costs, delivery dates, and FAQs.

     

    Send your second email 12–48 hours after cart abandonment if the first did not lead to a sale.

    During this time, your browser may be price comparing the item on other sites so you’ll want to add enticing discounts and additional product information to keep your store competitive and top-of-mind.

    Finally, send the third email within 48–72 hours to up to five days after the cart was abandoned.

    You may also want to time the delivery of your emails to match your visitors’ browsing. This may indicate a specific window of uninterrupted shopping time.

    #5: Grab an Email Address ASAP, But Give the Option to Check Out As a Guest Too

    Expensive items typically have longer purchase windows so you can’t expect browsers to become buyers in a short time frame even with the best cart abandonment email practices.

    Use your industry’s benchmark purchase window (or how long it generally takes buyers to convert) as your guide for scheduling abandoned cart emails so you don’t come off as pushy.

    #6: Use Different Email Templates for Each Send

    Never send the same email multiple times. Instead, create templates for emails and give them each a different focus (such as product reviews, FAQs, recommended items, etc.).

    #7: Personalize Your Subject Line with the Abandoned Product or Category

    Personalized subject lines increase open rates by 50%!

    So start A/B testing a few solid subject lines like:

     
    • Get 10% Off Your Cart Now
    • Leave your [product] behind, [Name]?
    • [Name], are you still shopping for [product category]?
    • checkFAQ About Items In Your Cart

    #8: Use Different Email Templates for Each Send

    Never send the same email multiple times. Instead, create templates for emails and give them each a different focus (such as product reviews, FAQs, recommended items, etc.).

    #9: Include Additional Product Recommendations

    An overwhelming majority of online shoppers say emails containing recommended products are useful for their buying experience.

    Cross promoting products allow you to capture the business from the abandoned cart, boost your CTRs, and sell additional add-on items to increase your buyer’s total purchase amount.

    To cross-sell like a pro, add:

     
    • Get 10% Off Your Cart Now
    • Leave your [product] behind, [Name]?
    • [Name], are you still shopping for [product category]?
    • checkFAQ About Items In Your Cart

    #10: Use Different Email Templates for Each Send

    Research shows cart abandonment emails containing a discount offer of 5–10% on the first purchase lower overall cart abandonment rates.

    So if you were lucky enough to score an email address before cart abandonment, make sure at least one of your abandonment emails contains an incentive or reward your customer can’t refuse.

    #11: Customize CTAs to Go Directly to the Abandoned Cart

    As any marketer knows, your emails are only as effective as your CTAs.

    And the call to action in an abandoned cart email should encourage users to go directly back to their abandoned cart.

     
    • Placed as high up in your emails as possible
    • To be clear, actionable, and bold enough to command attention
    • Repeated several times prominently throughout your emails

    Standard copy won’t cut it here. You want extra clickable CTAs like:

     
    • Complete My Order
    • Continue Shopping
    • Take Me Back to My Cart
    • checkClaim Your Discount/Free Gift Now

    Try to instill a little urgency here with phrases like “act now” or “final cart reminder” for users to click through sooner rather than later.

    #12: Create Intense FOMO with Product Reviews

    At least one of your abandoned cart emails should contain actual product reviews and ratings from customers who purchased the items in the abandoned cart.

    Because research says:

     
    • 91% of people regularly read online reviews
    • 84% trust online reviews as much as a personal recommendation
    • 68% form an opinion after reading one to six online reviews

    Adding ratings and product reviews lets your existing customers sell potential buyers and gives them a taste of what they’re missing out on.

    #13: Don’t Be Scared to Let Them Go

    You should send no more than three abandoned cart emails even if you never acquire the sale. Any more than this will annoy potential buyers and turn them off from making a purchase in the future.

    Always include an opt-out link at the beginning and end of your emails so your customers know they’re in control and not going to be chased down.

    Those Conversions are Yours — Go Get Them!

    TThere’s nothing more discouraging than running a seemingly successful campaign and losing conversions so close to the finish line.

    But if you follow these abandoned cart email best practices, you’ll win back those visitors in less time and effort for the ultimate ROI.

    6 Must Use eCommerce Emails for Maximum Customer Engagement [with examples]

    Posted on by Daniel E. Lofaso

    In a day and age where Google is making organic search engine customer acquisition harder than ever and social media is being divided into more than a handful of popular networks email has remained a constant strategy that, to this day, is unwavering. In fact, research from the Direct Marketing Association has proven that email marketing has a ROI of around 4,300% and roughly 80% of people say they receive marketing emails right alongside their personal emails. Better still, around 40% of these people said that they enjoy getting marketing emails from their favorite brands every week.

    While many of us whine about being on the receiving end of spam emails, if you’re anything like me you fully expect and welcome them from companies you’ve done business with. Emails from online retailers provide me with confirmations, updates, reassurances and special offers not always found in my general day-to-day perusal of the web.

    Above I said that email strategies for retailers is unwavering when in fact, I lied. It is wavering but not in the downward way that you might think. According to data by Experian conducted during their most recent 2013 Q3 Email Benchmark Report:

     
    • Email volume rose by 12.7 percent in Q3 2013 compared to Q3 2012.
    • Unique open rates were up year-over-year by 6 percent.

    If the writing is not already on the wall about email marketing for online retailers it will be very shortly (on my wall, I call it a “blog”). Below I have compiled six eCommerce-based emails that your brand must use to make your customers feel all warm and fuzzy when they get your emails. Three of the below are transactional and the other two help lead to the transaction. Let’s start with the transactional ones first.

    3 Types of Transactional Emails

    1. Order Confirmation Email

    This email confirms to your customers that you have in fact received their order and that it is being processed and prepared for shipment. Generally, the order confirmation provides a summary of the purchase, the name and address of the recipient, shipping speed, and any other order-related information.

    The order confirmation is fully expected immediately after the purchase and customers have grown accustomed to this email transaction after making purchases online. Viewed as the digital version of the purchase receipt, the order confirmation is a must-do for any brand who wants to instill confidence in their company and start the email communication between brand and customer.

    2. Shipping Confirmation Email

    The shipping confirmation email is a reassurance that the order placed by the customer is on its way. While some companies only provide the order confirmation and neglect to send the shipping confirmation, this email brings the customer into the light and keeps them aware of when they can expect the package. Like the Amazon.com screen shot below (can you tell I like mountain biking yet?), a well-crafted shipping confirmation email informs the customer that any changes to their order can no longer be made and directs them towards a link on the website where they can find out about returns or managing their other orders.

    A bonus piece of information that Amazon.com provides is a link to track your package. With this link I know that I can log onto the UPS or FedEx website and determine where my package is. This is important to know if I shipped my package to a place that requires a signature or that may not be left if there is no one at the door.

    While Amazon does provide customers additional ways to connect with the brand via their three social media links they don’t do a great job of incentivizing future orders. A good way to do this is by providing a “Recommended Products” or “Customers Who Purchased This Item Also Purchased” section below the shipping info. This additional information can encourage repeat sales and can easily be implanted into the email.

    3. Order Follow-up/Review Email

    Getting an email from a brand that thanks you for your order and checks in to see if you enjoy the product is like getting a phone call from your dentist on your birthday. Not only is it nice, but it makes me, the consumer, feel like a valuable customer.

    When sending order follow-up emails take it a step further and ask satisfied customers to leave a product review or to share their experience on social media. Direct customers who may be unsatisfied to a separate email or customer service phone number to avoid negative online reviews.

    3 Emails that Lead to the Transaction

    1. Opt-In Email

    I mentioned above that 40% of consumers enjoy getting emails from brands and particularly ones with specials delivered to their inboxes each week. The opt-in email is catered specifically for the website user who is interested in your products or services but may not be ready to check-out just yet. These emails generally come in the form of pop-ups that tell the customer what they will receive in the email in exchange for their email address. These emails help to place interested consumers on the right path so that when they are ready to make a purchase your email will remind them that your company is the one they want to go with.

    Opt-In Email

    2. Abandoned Shopping Cart Email

    Most of us have clicked-through an online item only to abandon right before we are required to put in our credit card info. Personally, this is a process I have gone through when the shipping and handling costs are unknown. Whatever the reasons we as consumers don’t complete a transaction it presents the eCommerce brand an opportunity to re-engage a potential customer. When a customer makes it right to the point of the checkout and goes incognito brands have information on what that customer is interested in. The ensuing email, appropriately obtained before the credit card processing page to inform the customer the manner in which they will obtain their receipt, addresses the cart abandonment and tries to re-engage the customer with a form of direct response email directly related to the original incomplete purchase.

    The below example was taken from a Shopify blog on a bunch of abandoned shopping cart emails. 

    3. Account Confirmation Email

    Keep your prospects happy even before they have made a purchase with an account confirmation email. Customers create accounts because they want their purchase and viewing history to be remembered. When customers don’t make purchases from your site yet start an account you can assume that they plan to do so in the future or that they are interested in what you have to offer. Keep this customer in the sales cycle by sending them a confirmation of their account so that they are reminded why they signed up in the first place.

    Get Help Setting up Your Email

    The aforementioned emails should be implemented automatically into every eCommerce website. Automation software is available to help you streamline these responses so that the appropriate emails go out at the right time and you don’t have to manually send them as the customers enter your sales cycle. For help with the graphic design, text and account setup of automated emails, contact Digital Elevator today.

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