How Do eCommerce Websites Generate Leads?

Published: | By Mick Essex

Generating leads is essential for any eCommerce website. Without leads, you cannot convert website visitors into customers.  In this article, we will discuss what lead generation is and some common lead generation strategies that eCommerce websites can use to generate leads. Let’s get started!




What Is Lead Generation?

Lead generation is the process of attracting and converting strangers into leads, or potential customers. A lead is a person who has indicated interest in your product or service in some way, such as by filling out a form, signing up for a newsletter, or downloading an ebook. 

Almost all eCommerce websites you’ll encounter will be highly optimized for lead generation, which is one way they differ from regular websites. For more differences, check out our post on what the difference is between regular websites and eCommerce websites.

Now, there are many ways to generate leads, but not all leads are created equally. The best leads are high-quality leads, which consist of those who are likely to be interested in your product or service and have a higher chance of converting into customers.

Let’s dive into some common lead generation tactics that eCommerce businesses use–keep in mind that you’ll have to use more than one of these strategies for generating high-quality leads.



What Are Common Lead Generation Strategies for eCommerce Websites?

Common lead generation strategies for eCommerce websites include creating gated content, hosting contests, offering discounts and free shipping, and using social media marketing.

Offer a Discount or Free Shipping

This is a great way to entice website visitors to take action, such as filling out a form or signing up for a newsletter. This strategy works especially well during the holiday season or at other times when people are commonly shopping for gifts.

Use Popups

Pop-ups are another effective lead generation strategy for eCommerce websites. Pop-ups can be used to offer a discount, free shipping, or other incentive to encourage people to take action. You can check out our free website popup here.

Host a Contest or Giveaway

Contests and giveaways are another great way to generate leads. They create a sense of urgency and encourage people to take action, such as providing their email address or following you on social media. You should consider hosting a contest on your website where the prize is a discount or free shipping on your products.

Create Gated Content

Gated content is content that is behind a paywall or requires some type of action, such as filling out a form, to access. Offering gated content is a great way to generate leads because it allows you to capture people’s contact information in exchange for something valuable. 

For example, if your eCommerce store sells table tennis rackets, you could create an ebook on the most effective serve strategies and use it to generate leads.

Add a Live Chat

Adding a live chat feature to your website is a great way to generate leads in real-time. Live chat allows you to engage with website visitors and answer their questions right away, which can help you build trust and convert them into leads.

Use Social Media

Many eCommerce businesses integrate social media marketing with their lead generation strategies. You can use social media to drive traffic to your website, and then use lead generation strategies, like gated content or popups, to capture people’s contact information.

Building a brand on Instagram, for example, is easier to implement, but it is harder to reach potential customers. Using the proper strategy will allow the online store to deliver products to the right customers on time, as well as keep as many profits as possible. This intelligent method will enhance the strong brand on Instagram and retain long-term customers handily. 

Use Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is a form of online advertising in which you pay to have your ad displayed on search engines or other websites. PPC advertising is an effective lead generation strategy because it allows you to target potential customers who are already interested in what you have to offer.

Use Retargeting Ads

Retargeting ads are a form of online advertising that allows you to target people who have already visited your website. This allows you to stay top-of-mind with people who are already aware of your company and might be interested in making a purchase, helping you generate high-quality leads. 

Optimize for Search Engines

Search Engine Optimization (SEO) is the process of optimizing your website to rank higher in search engine results. This is an effective lead generation strategy because it allows you to reach potential customers who are already searching for your products. 

This is probably the most technical strategy on this list, so you might want to work with a professional digital marketing agency to execute it effectively.


Lead generation can be difficult, and time-consuming, but it's necessary for all eCommerce businesses to thrive in the ever-increasingly crowded online marketplace. 

Your lead gen strategy may differ based on industry, headcount, and operating budget, among other things, so be thoughtful in your preparation, and purposeful in your execution. 

And always, always, always:

  1. Measure your success
  2. Make pivots when necessary
  3. Don't be afraid to abandon a tactic that isn't working
  4. Be unique

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