In this post, we will examine one of the most effective ecommerce sales strategies out there, ‘pain point Marketing’. “What does it mean?” you ask. It sounds like torture but trust us, it’s all above board. To answer this, you need to look a little into the psychology of the average shopper and why it is that people are motivated to buy things in the first place.

Problem Solving

Many successful business people start out by having a problem. They think of a solution to their own problems, such as a product or service and then they figure out that others like them have the same problem and begin to market this solution and to successfully make money. It’s golden, it’s natural and it means that you understand your customers, their needs, and their problems because you’ve been there too.

People Want Solutions

This happens because often, or usually even, people feel strongly compelled to buy something as a cure for a particular problem that they have. This can be a very strong urge. The person has this nagging problem in their life, which niggles at them, frustrates them and can keep them in misery, so they will do anything to get rid of that problem or “pain”. This is where you come in. You are their friend and the person who has the exact remedy for their problem. But they need to be aware of this in order to buy from you.

To illustrate this point, here are some examples.

The customer: A backpacker
Their pain point: They need to cook whilst backpacking but are short of money and space; they find it hard to find lightweight cooking gear that is also cheap.
Solution: A Lightweight-backpacking cook set that is small, compact and cheap.

The customer: Stressed single mom
Their pain point: With young kids around, this single Mum finds it hard to have a social life.
Solution: A babysitter service in her area that allows her time to go out, socialize and maybe even date.

The customer: Someone who wants to work out
Their pain point: All the gyms in their area are too expensive or always seems to be so busy, especially in the evenings or weekends.
Solution: A home workout routine that is well priced and ships to their door.

Are you beginning to see a pattern here?

Of course, this is much more than just theory. This idea works perfectly well in the real world and when applied can be a very successful way of increasing not the effectiveness of your ecommerce sales strategies but also improving your relationship with the customer.

Real World Examples

Product: New MacBook Pro
The customer: A person who keeps buying cheap laptops to save money.
Their pain point:  Their cheap laptops breaking and they spend months without a fully functioning machine.
Solution: At a price, this computer will last and it’s fast and beautiful.

Product: Covid-19 Facemask.
The customer: Someone who travels with business.
Pain point: Worries about being confined on a plane where a dangerous virus could reside.
Solution: A Fluid Resistant Type IIR Surgical Facemasks that has a special filter for small particles of air pollution. This gives you peace of mind at a good price.

So, What Can You Do?

Many people who run online stores are under the misguided assumption that in order to make a killing online, all you need to do is to throw up a single product picture, usually taken straight from the manufacturer’s material, and a few lines of description and that the product will magically sell itself. This is not so. It doesn’t do anything for the customer in actuality and certainly doesn’t have them rushing to buy from you.

You can pinpoint what pain points your customer has, identify how your product solves these problems and then effectively communicate this to your customer. If you execute this correctly, they’ll be clicking on that “buy” button quicker than you ever imagined. This is effective pain point marketing.

To implement this technique properly, you need to ask yourself some questions:

  • What problem does the customer have?
  • How does my product solve this?
  • What does my customer worry about?
  • How can I take away their pain and stress?
  • How can their life be made easier by my product or service?

Take Action

Once you have identified the customer’s pain points you need to use your sales copy, adverts imagery and videos to convey the fact that you can take away their pain. This is not simply listing a series of product features. It also doesn’t have to be so explicit. You just need to use all of these outlets to show that your product solves problems.


Understand Pain Point Marketing and Implement Effective Ecommerce Sales Strategies

Connecting with your customer’s pain, understanding their problem as their motivation for buying and showing them clearly how your product solves this is a great way to get sales going through the roof.

Learn to understand pain points, identify opportunities, implement ecommerce sales strategies that work and use this information to your advantage to increase conversions and drive your business in the right direction.



Matt Thorpe is one of the UK’s leading Digital Marketing Consultants with 18 years experience in online marketing and e-commerce. He spends his day helping businesses to drive their sales through being smarter and strategic, not by cutting corners. He is a fan of 80s action films, tea and cake.


**The views & opinions expressed in this guest post are of the guest author’s and do not necessarily reflect the opinions & views of the Design Roast community as a whole.**

About the author

Lexie Lu

Hello! My name is Lexie and I have a fervor for design, writing, and coffee. I graduated with a dual major in Creative Writing and Commercial Design, and through those grueling study hours (facilitated by coffee, of course) I always found time to write for myself.

My posts feature design trends throughout all industries and show how the field is always changing. There’s never a dull moment in the design world!

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