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Nosto Optimization Center

The Holiday Edition

With the holidays knocking at your doorstep, you’ve no doubt begun to think of a game plan to drive revenue during the festive season. And if you’re a Nosto client, you’re already a step ahead! You’re well equipped with all the data you need; now it’s time to flip a few switches to increase conversions and end the year strong. Behold, the greatest ecommerce gift of them all: the gift of optimization.

Attract

Drive qualified traffic to your store.

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    Promote select gift and decoration ranges in ad campaigns to maximize relevance.

    Why? Instead of trying to promote your entire catalog during the holiday season, filter the product feed to only display the products which are most relevant for holiday shoppers - while still maintaining a dynamic feed.

    See how

    or View detailed guide on support center.

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    Display the relevant range of items to your customer segments in holiday emails.

    Why? You’re probably already segmenting your emails based on demographic and behavioral factors to increase relevance. To increase holiday relevancy, filter by product attributes and popular seasonal ranges as well.

    View detailed guide on support center.

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    Leverage your existing customer data to drive quality traffic to your store by using Facebook lookalike ad campaigns.

    Why? Because social media traffic increases by 240% during the holiday season. Lookalike campaigns enable you to maximize your ad campaign performance by targeting only the social media users who drive results: those who share the same demographic and behavioral traits as your best customers.

    See how

    or View detailed guide on support center.

Convert

Inspire visitors with highly relevant products and promotions.

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    Use pop-ups to urge new visitors to make immediate purchases.

    Why? According to Nosto data, a visitor to an online store converts to a buying customer on their third visit to the store. And since acquiring new customers is expensive, it’s a no-brainer to try to get new visitors to convert as quickly as possible. One way is to leverage Nosto’s behavioral pop-ups.

    See how

    or View detailed guide on support center.

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    Maximize conversion from influencer traffic via coupon codes displayed in landing page pop-ups.

    Why? Bloggers might feature your offering in gift lists and direct traffic to your site. That, however, doesn’t guarantee a higher conversion rate. Use landing page pop-ups and offer a coupon code to create a seamless and consistent experience for visitors—whether they arrive to your site from a specific blog article, newsletter, or other campaign. This will create a sense of urgency and increase the likelihood of them completing a purchase.

    See how

    or View detailed guide on support center.

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    Use fallback recommendations to cater to multiple use cases.

    Why? Fallbacks are a convenient way to cater to multiple user groups within one recommendation element. They display bestsellers to new customers, allow loyal customers to find items that complement previous purchases, etc. Nosto’s algorithms will always choose the most optimal variation for each user.

    See how

    or View detailed guide on support center.

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    During Black Friday and the Cyber weekend, display only discounted items in cross-sell and toplist recommendations.

    Why? Shoppers will be looking for your discounted items — immediately. And it they can’t find them, they’ll simply move on to competitor sites.

    See how

    or View detailed guide on support center.

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    Highlight curated gift lists and holiday-related items on the frontpage.

    Why? Your holiday shoppers will be expecting to see this (after all, ‘tis the season). Showcase the categories you usually highlight on your frontpage, but add a ‘top gifts’ list to inspire customers to shop for gifts. Remember to keep the seasonal vibe alive by also highlighting your holiday-related items.

    See how

    or View detailed guide on support center.

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    Promote affordable items on the cart page to turn price sensitive shoppers into spur of the moment buyers.

    Why? Shoppers are on the hunt for gifts for their loved ones (yes, even the in-laws). Showcasing custom categories — like small-ticket items—is a quick win, as it increases the likelihood of last minute purchases.

    See how

    or View detailed guide on support center.

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    Add email widgets to your emails to increase engagement and drive conversion in your product pages.

    Why? To drive engagement, your emails must be relevant to each individual customer. By adding widgets to your email marketing, each email will have an automatically populated and updated slot with the most relevant items for each individual recipient. It’s a quick way to increase CTR and conversions.

    View detailed guide on support center.

Retain

Produce loyal customers and inspire repeat visits to your store.

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    Leverage email lists to retain your previous year’s holiday shoppers.

    Why? You spent your hard-earned marketing dollars last year and this year to acquire new customers. Save your time—and your money—by exporting last year’s email-list of holiday shoppers from your CRM or e-com system into Nosto. Then, target them with Nosto’s dynamic Facebook and Instagram ads.

    See how

    or View detailed guide on support center.

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    Include relevant products in all your transactional emails.

    Why? Including an email widget in all of your transactional emails, such as 'New account created’, ‘Purchase done’, ‘Order processed’, and ‘Order sent’, will help with increasing the lifetime value of your clients by increasing the odds of another purchase.

    View detailed guide on support center.

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    Launch Facebook retargeting campaigns to woo cart abandoners back to your site.

    Why? As traffic to your site increases, so will the number of abandoned carts. By launching retargeting campaigns on Facebook, you’ll remind cart abandoners of all the great things they left behind on your site. The ads will present these same items to urge the customer to complete their purchase—before they look for alternatives on competitor sites.

    See how

    or View detailed guide on support center.

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    Retarget customers whom you acquired during the sales season.

    Why? End-of-the-year is typically the season when retailers make most of their sales and margin (they don’t call “Black” Friday for nothing!) But it doesn’t end there. It’s also an opportune time to acquire and entice new, loyal customers by re-targeting them after the sales season. Use custom campaigns and audience include/exclude options to show your ads one month after the previous purchase, and get the customer back in shopping mode!
    Tip: It’s a good idea to exclude users who have visited your site recently—say, during past week—as they already remember you.

    See how

    or View detailed guide on support center.

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    Collect more emails using an exit intent pop-up.

    Why? Building your subscription list is a never-ending task. So to keep the momentum going, think of the cart page as the new wish list and enable customers to receive their cart contents straight to their inbox. Think about it: if there’s a way to stop customers from (completely) abandoning their carts by leading them back to the items they like, AND grow your subscription list at the same time, why wouldn’t you take it?!

    See how

    or View detailed guide on support center.

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    Send more than one ‘We Miss You’ email.

    Why? With the right preparation, it’s relatively easy to leverage peak season traffic in the January sales period. By collecting email addresses during the holiday season, you have more email addresses to leverage. Send subtle and relevant reminders of your offerings and post-holiday sales; this encourages your holiday shoppers to become loyal customers.

    See how

    or View detailed guide on support center.

Optimize

Tips of what to optimize when.

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    Narrow down the scope of Facebook lookalike audiences to get results faster.

    Why? First and foremost, it is better by default to keep your prospecting audiences large. However, as an exception, if your vertical is quite specific or even niche, you can try to narrow down your lookalike audience based on assumed interests. Narrowing down a lookalike audience is a balanced play; it can deliver results faster and also increase the ROAS. But it also rules out some valuable customers from the original audience. A smaller target audience size also means that you need to terminate, update, and relaunch campaigns much faster than a regular, larger lookalike campaign. This is mainly due to ad fatigue.

    See how

    or View detailed guide on support center.

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    Take into account the seasonality effects to your Facebook ad budget and max bids. How? Increase your budget.

    Why? There are more advertisers bidding during the holiday season, and bid prices tend to increase towards the end of the year. Review your campaign daily budgets to make sure that your ads stay competitive in the ad auction.

    View detailed guide on support center.

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    Make a prominent delivery and returns policy, and create a sense of urgency by displaying your last shipping day in a pop-up.

    Why? When customers are shopping for holiday gifts, they’ll want to know that they can make a return if necessary. Use the last delivery date as a strategy to create a sense of urgency and highlight how much time they have left to complete their holiday purchases.

    See how

    or View detailed guide on support center.

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    Showcase a delightful surprise: create a Christmas calendar using pop-ups!

    Why? Customers expect surprises and fun shopping during the holiday season (honestly, who doesn’t?!) Pop-ups are a simple and convenient way to create a holiday shopping calendar that will drive customers to your store daily.

    See how

    or View detailed guide on support center.

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    Change your email subject line and styling to optimize your email open rates.

    Why? Email subject line optimization is of paramount importance to drive better open rates, and it becomes even more important during the holiday season. At the very least, change your subject line—better yet, change the whole email styling—for the holiday season.

    See how

    or View detailed guide on support center.

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    Host a raffle to maximize email collection through a cart abandonment pop-up.

    Why? Not all customers are willing to hand over their email address without something in return. Allow customers to join a raffle in exchange for their email addresses. You can then target these customers later with an abandoned cart email.

    See how

    or View detailed guide on support center.