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Product promotion works best when onsite and offsite channels are combined into one plan: paid ads or social media bring visitors in, and onsite tools like popups, embeds, and website bars convert them.
Onsite feed lets you promote products without disrupting the browsing experience. For Asphalte, 11.5% of visitors who clicked notifications contributed to 42% of monthly revenue. For Black Ember, one campaign drove 2,059 visitors to a product page in 21 days.
Product-specific popups outperform generic signup popups. Showing a product only to visitors who have already viewed it produces far higher engagement than a blanket welcome message.
Discount popups can stay accessible even after a visitor closes them. Blume converts 5% of visitors using a popup with a tab that persists in the corner of the screen after closing.
Gamified campaigns drive volume. Faguo generates over 2,000 new leads per month from a spin-to-win giveaway popup featuring one of their sneakers as the prize.
Brand collaborations double the marketing reach. émoi émoi's onsite notification promoting a Superga collab drove 289 visitors to the product page at an 8% CVR.
Product quizzes make selection feel personalized and non-pushy. They work especially well for stores with a large product range.
Here, we'll look at 16 effective ways to promote a new or popular product.
Each way comes with an example to show you how others do product launches and promotions to boost customer engagement and revenue.
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Running an online store? These will also help with product promotions:
Building a strategy to promote a product
You can divide all ways to promote a product into two areas: onsite (on your website) and offsite (outside of your website).
You can start by trying different combinations:
Paid ads or social media (offsite) to sales promotions, discounts, product bundling, and/or popups (onsite).
And getting more specific: a popup with a special offer or a BOGO deal (onsite) to promoting products by sending marketing emails to those who signed up with that popup (offsite).
Here are all major ways to promote products:
Onsite (on website)
Offsite (outside of website)
Popups
Email marketing (product emails)
Onsite notifications
Influencer marketing
BOGO offers
Social media marketing
Product bundling
Paid ads
Product giveaway
Free sample
SMS discount coupons
Collaboration with other brands
Sale promotions
Product quiz
Customer reviews
Blog content
How to promote a product
1. Onsite feed
Having an onsite feed on a website means you can promote your products on a homepage with a social media-like feed with messages.
Here's how onsite feed works:
It appears as a bell in your website's header
Visitors notice the bell, which has a red circle with the number of unread messages
Visitors click the bell and find the product
Visitors click the link in the notification and go to a product page
This is how promoting new products with onsite feed looks in practice, courtesy of Asphalte, one of the most successful fashion brands in France. The visitor clicks the bell, browses the feed, and chooses a product to check out:
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The benefits of product promotion with the onsite feed:
Clean homepage
No interference with the brand experience
You let visitors discover products on their own
Drive potential customers directly to your products
"[Onsite notifications] are fairly unobtrusive: it's there but it's not in-your-face and does not interfere with the brand experience on our homepage..."
Black Ember, a Shopify store
Onsite notifications are effective: in the case of Asphalte, 11.5% of visitors who clicked notifications contributed to 42% of their monthly revenue.
Another business, Black Ember, promotes a limited edition of one of its best-selling products with this campaign:
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In 21 days, this campaign drove 2,059 visitors to that product:
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Going to the product page was something that visitors decided on their own after discovering the bell in the Black Ember website's top menu.
Both Asphalte and Black Ember were able to promote new products and raise a lot of awareness among visitors. This makes notifications perfect for fashion marketing.
You can also take advantage of the built-in AI product recommendations, a machine learning-powered feature that helps you put the right products in front of the right shoppers:
And you can allow your visitors to add products to the shopping cart directly from the feed:
Onsite feed works on all websites, integrates with popular ecommerce tools, and has powerful targeting and analytics.
"Onsite notifications were a significant driver in revenue for the launch of our new product range and we will be making use of the notifications for future campaigns and product launches."
Dan Mitchell, Ecommerce Manager, OddBalls
How Black Ember drove 2,000+ customers to product pages in 21 days: Product promotion case study
2. Product-specific popups
Product-specific popups are one of the best ways to promote a product because they focus the attention of customers on specific items.
Examples:
An email signup popup that features a product to motivate visitors to convert
A popup with a link to drive shoppers to a page with a product
A popup that shows a product only to visitors who viewed it before
Flaus promotes its product (the world's first electric flosser!) with an email signup popup on the homepage, featuring a nice product image, a unique value proposition, and a discount:
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This product promotion example is great if you sell one or a few items.
This next campaign (a popup for driving traffic) is different. Instead of a generic "sign-up-for-our-newsletter" message, this product popup promotes the item to the visitor who has viewed that product before. So it won't appear, for example, if you visit the site for the first time. The visitor can just click Shop Now and go straight to the product:
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Showing products to returning visitors like that is easy to do with page targeting. You just need to add your chosen product page to campaign display settings in your popup app:
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See how to do page targeting
Another advantage of this product promotion popup is the unusual position: zero interference with the browsing experience. Many businesses, especially ecommerce websites, advertise products with similar campaigns shown in unusual positions.
Another example: Dolce and Gabbana promotes a popular product like this:
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Creating these non-intrusive ecommerce popups is also easy with a good popup software, and you'll be able to capture your visitors' attention and drive traffic to product pages easily.
3. Discount popups
Unlike product-specific popups, these ones are all about discounts. While discount popups can be a bit interrupting (that depends on the display settings, though), they are a proven way to promote products by giving visitors an incentive.
Discount popups are a part of the product promotion strategy at Blume, a successful Shopify store. This one gives 20% off for the first order:
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Blume converts 5% of visitors with this campaign. There's also one more reason why it works: if a visitor closes the popup and browses products first, they can still get the discount when they need it. When they close the popup, it automatically changes into a very small tab that stays in the left bottom corner of the screen:
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See how the tab works: no coding or previous experience needed.
Product promotion case study
Blume converts 5% of visitors using product and sale popups. Blume case study
4. BOGO offers
BOGO ("Buy one get one free") is an effective tactic to promote products: you give a free item for purchasing two others. Many customers would be all for taking advantage of this offer.
Usually, the free product is a replenishable item or something that complements another, more expensive product.
Types of BOGO sales for promoting products:
Buy one, get one half price
Buy one and get a free sample
Buy two get one free (also called B2GO)
Buy a product from one category and get a free product from another category
Here's a B2GO sale that promotes a brand birthday sale:
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How you can use BOGO to promote:
Excess inventory items (especially seasonal)
Products you need to sell faster
New products
Having this promo once in a while can help raise awareness of products by having visitors explore your website more.
See more popup designs (including popups advertising a new product): Popup design examples
5. Product bundling
Product bundling is a strategy in which you combine products you want to promote as a single unit sold for one price. Using product bundling can help sell more by increasing the average size of orders.
Types of product bundling:
Pure bundling. Only you choose the products in the bundle
Mix and match bundling. Customers are free to select products
New product bundling. Includes new products and is available for a limited time
Cross-sell bundling. Involves products from different categories that go together
Excess inventory bundling. Combines old inventory products and includes extra discounts
BOGO bundling. You give a product for free for buying products you chose
CODAGE Paris promotes their products with a BOGO bundle offer:
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A product bundle sale that also gives an extra 10% discount code:
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To market your products more effectively with bundling, add promotional messages about them at high-traffic places, like your homepage, in a website bar, or in a popup.
Tip: Add a discount to your bundling offer
A discount will make the deal much more appealing, especially for those looking for the best deals. It does not have to be a large discount (even $10 off could do the job). These 20 discount code ideas should be useful.
6. Collaboration with other brands
Do you have a partnership with another business? Do your products go well together with theirs? If yes, then you can effectively promote your products to customers by doing a collaboration. This way, you'll double the marketing effort and tap into new audiences.
émoi émoi collaborated with Superga to promote a special B2GO offer: free collector socks for buying two matching pairs of shoes (for a mom and a child). This product promotion campaign was advertised on émoi émoi's website like this:
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If visitors clicked, they went to the special collaboration page where they could pick the shoes and the size. There, they also applied the promo code to unlock the offer:
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The onsite notification drove 289 visitors to the page with the promoted products (that's an 8% CVR):
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To make your product promotion with partner collaborations effective:
Pick a theme to make the offer special
Choose products that go well together with your partner's items
Use a discount code to know how many offers were applied to cart
Promote the offer on your website with multiple channels; in émoi émoi's case, it was onsite notifications and embeds
"The Superga x émoi émoi shoes are the 3rd and 4th most viewed product pages since the beginning of the operation."
Lucie Poirier, Digital marketing manager, émoi émoi
7. Product giveaway
Giveaways are a good way to promote a product to new customers and build your email list at the same time. Ideally, you should give away something you sell, to give your potential customers a taste of your product and make them want to come back for more.
Wildcraft, for example, gave away a new product alongside a second one:
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Faguo runs this product giveaway campaign as a spin-to-win popup. The prize: a pair of expensive Faguo sneakers.
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This product promotion campaign was also successful, generating tens of thousands of new leads for Faguo. So, they're running it all year round. The campaign is activated on both the desktop and mobile versions of Faguo's website:
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If advertising your products with a giveaway sounds interesting:
10 giveaway ideas to get started (with examples)
Spin-to-win popup guide (if you want to find out how they work)
Learn how Faguo generates over 2,000 new leads every month by giving away a pair of expensive sneakers from their collection: Faguo case study
8. SMS discount coupons
You can also promote your products with text messages. The first step is to build a list of phone numbers, which is pretty straightforward. One way is to use signup forms on your website: newsletter signup forms, popups, and other onsite tools. Just add a field for a phone number entry, available in all lead generation tools.
This popup offers a discount code in exchange for a phone number:
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You can create a campaign just like the website popup example above easily by adding a phone number signup field to a signup form of your choice.
In Wisepops, this is done in a few clicks: in the popup editor, find Phone in the Blocks menu and drag it onto the template:
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Inspiration for you: Examples of SMS popups
Expert tip: Collect emails and phone numbers with one campaign.
You can accelerate lead generation by using two-step signup forms (one for emails and another for phone numbers). In fact, Blume's SMS popup above is a two-step popup form. Clicking "Skip this step" takes the visitor to the email signup.
9. Free samples
A free product or service is a proven way to stimulate trial and awareness of products, both popular and new ones.
This way to market products is popular in many industries. Online clothing and accessories stores offer free samples in BOGO sales, and meal subscription businesses give away free samples.
Sundays for Dogs, a pet food store, promotes its Chicken recipe with a free sample box:
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What is great about this way to promote products is that Sundays for Dogs chose to display this offer on exit: when a visitor is about to leave while hesitating whether to try their service. A free sample can be that last step that stops shoppers from hesitating.
On top of that, the free samples also help with getting customer reviews, which in turn helps build reputation:
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Exit intent popup examples are everywhere, partly because you can do a lot of things with them: product promotions, driving traffic to product pages, reminding visitors of abandoned carts. Exit popups also convert 3% of visitors on average (the top 10% convert 19.6%).
10. Sale promotions
A sale is not the most groundbreaking but still one of the best ways to promote products. The key is that a diverse sales strategy works best: trying different types of sales consistently.
Here are the sales promotions you can experiment with:
Percentage sale ("20% sitewide sale")
Dollar value discount ("Get $20 off your order")
Flash sales (those lasting 24 hours)
Product category sale (dresses sale, jackets sale, etc.)
Special sales (free upgrades, VIP discounts, etc.)
Holiday and seasonal promotions
Free one-day shipping
"$X and under sale"
Brand birthday sale
Flash sale from Charlotte Bio (note how easy it is to apply the code):
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Net-a-Porter's percentage sale on selected products (note how they promote the sale in multiple ways: a website banner and a small popup):
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Pedego Harlem promotes two products by offering a free product for buying them:
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More examples: Sales promotion examples from 20+ online businesses.
Flash sale case study
This online store generated 17% of monthly sales in six hours thanks to a discount code promo: Charlotte Bio flash sale strategy
11. Product quiz
With quizzes, you can promote one, several, or an entire product collection. They are one of the best ways to do so because they make the selection fun and personalized.
Stumptown Coffee Roasters sells a bunch of different types of coffee. To promote their product range more effectively, they created a quiz for shoppers:
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In the end, the quiz generated a specific product recommendation:
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This way, Stumptown uses ecommerce personalization and encourages visitors to try their products in a non-pushy, fun, and easy way.
All you need is to come up with questions and get a couple of ecommerce tools to maximize awareness among visitors with popup forms, onsite notifications, and bars.
"The quiz also helps customers to find appropriate beard products based on their lifestyle. And it helps us get a better grasp of our fans and their interests."
Eric Bandholz, founder, Beardbrand
Learn how product quizzes helped Beardbrand become a $7M business: Shopify success stories
12. Product email
Your email subscribers are your best bet to grow your business. So, marketing your products and services with emails is a must.
Ideas to promote products with emails:
New product launch email
Product collection launch email
Email promoting only one product/feature
Email that focuses on the benefit of using a product
Email promoting multiple products
Email with a product review
Email with best sellers
Taylor Stitch promotes a best-selling product with a cool-looking email like this:
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Holo Taco, a nail polish brand, is advertising the new collection of chrome nail polish:
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Social media marketing
Facebook, Instagram, TikTok: your business should be where your customers are. That includes more than having a profile.
How to promote products on social media:
Make posts with high-quality lifestyle product images and short videos (reels)
Use Commerce Manager to manage all product promotion activities on Facebook and Instagram
Mix product promotional content with educational content, how-to videos, and polls
Invest more in TikTok product videos if your audience uses this platform
Use customer-generated social media content and share it on your website, social media profiles, and email marketing campaigns
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Add social media links to your website and encourage people to follow. Building your following is a non-stop process and the website is a good place to start.
14. Influencer marketing
Here's how influencers can help you advertise products:
Contests
Giveaways
Unboxing videos
"How to use" videos
Product reviews
Danny Packs, a social media influencer who reviews backpacks, made a video reviewing Black Ember's new product, the Shadow. You can find it on their YouTube channel.
15. Customer reviews
The vast majority of your potential customers use reviews to evaluate a product or service before buying. So, reviews from previous customers can be a powerful way to promote your product.
To get started with this strategy:
Get a product review app to speed things up. If your store is on Shopify, try an app like Judge.me to help automate collecting reviews
Encourage your customers to leave reviews. An easy way is to send emails to those who bought your products
Display reviews in prominent places on your website. Those places include product pages, the homepage, and menu pages
Taylor Stitch displays reviews on product pages in sections:
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You can also display reviews in popup forms to maximize product awareness and interest:
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Idea: Show a review of a product to visitors who viewed it but went to other pages.
Creating this campaign is easy: just copy the text of the review to the popup and add a link to the product to the CTA button.
16. Blog content
You can promote your products with long articles, videos, short posts, how-to guides, listicles, and other blog content. Each piece you make can be an informative and useful source that introduces potential customers to your product and expertise.
Snif sells fine fragrances and scented candles. The blog at Snif is full of advice that educates visitors on anything related to those products:
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Every piece of content is an opportunity to promote products. The piece on "Nostalgic smells that will take you way back" has a long list, with each one featuring a link to a product:
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See examples of campaigns made by marketers like you: Seasonal campaign contest
Summary
You can market your products and services in so many ways, as you can see.
I recommend building your strategy by combining the onsite and offsite channels into one plan. Since the best way to promote products depends on your customers and their behavior, you'll be able to cover more touchpoints this way.
Also, let me recommend Wisepops for onsite promotion. It gives you four channels: onsite feed, popups (of any kind), embeds (signup forms you can add anywhere on your website), and website bars. As you've seen from this post, it helped many online stores achieve impressive results.
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