Nosto provides personalization tools to help retailers improve customer experience and increase sales. It uses machine learning to build individual user profiles based on browsing history and demographic data to deliver personalized product recommendations on websites. Some key personalization strategies discussed are continuing shopping recommendations on the homepage, highlighting bestsellers and related products on category pages, and retargeting abandoned carts and past customers. The document also provides tips on optimizing Facebook and Instagram advertising through layered retargeting strategies and using visual content like videos and collection ads.

1. Selling To Me
Tips and tricks for creating an online personalisation journey
James White
Head of Sales, UK & IE

2. Personalisation
43%
Purchases are influenced by
personalised recommendations or
promotions
75% Consumers like it when brands
personalise messaging and offers
94% Companies see personalisation as
critical to current and future
success
Customer retention
5-25% More expensive to acquire new
customers than to retain past customers
65% Future business will come from existing
customers
75% Increase in profitability when a
company increases customer
retention by 5%
Why personalise? By numbers

3. Nosto was founded in 2011 by Finnish commerce retailers Juha, Jari and Antti. The mission was to make
digital shopping experience more enjoyable through personalisation and empower retailers to succeed.
Where we are now:
• Helping 20,000+ retailers globally
• Facebook Marketing Partner
• Onsite personalisation through overlays and product recommendations
• Facebook and Instagram Ads
• Email personalisation
Who is Nosto?

4. Self-Customization
Filter by price, category, and other values, set a product blacklist, and real-time changes of algorithms and rules
Nosto’s patents, algorithms, and machine learning engine
User Profiles
Individualised information based on
location, product interests, brand
affinity, style, and price sensitivity
The Product Graph
Product relationships: Purchased
together, past performance, and
popularity comparisons both inside and
outside of different categories
Crowd Logic and
Revenue Optimisation
Big Data compiled from both user profiles
and the product graph used to predict how
much revenue a product will generate for
new shoppers
Personalised Product Recommendations
to increase conversions, revenue, and customer lifetime value
How to power personalisation

5. Creating an online personalisation journey

6. Background
• One of the most valuable recommendations
to date
• Perfect fit for homepage
Customer Benefit
• Makes cross session purchases easier
• Makes user feel more welcome
• Replicate known UX from outside e-
commerce
Netflix inspired: Continue
Shopping Recommendations

7. Bestsellers with a Twist
Background
• Number bestsellers like music charts
• Set a 24-48 hour time period maximum
results or full real time
• 50% CTR on Campus Protein with this
approach
Customer Benefit
• Sense of urgency, social proof and even
more transparency generating more
trust in recommendations

8. Background
• Helps users see relevant products quickly
• Captures interest at a key drop-off point
Customer Benefit
• Personalised view of product range based
on interests and affinities
Category page
Recommendations

9. Background
• Good PDP recommendations allows you
to jump to associated complimentary
categories
• Browsing history on PDP makes it easy to
return to previously viewed items
Customer Benefit
• Customers can buy related items in one
go as opposed to have to shop around or
even have to go through multiple
shopping sessions
PDP Recommendations for
Average Order Value

10. Background
• 46% consult social media before
making a decision - keep them onsite
• 55% trust consumer photos more than
brand photos
• 10% CTR increase since deployment
Customer Benefit
• See product in real life environment and
worn by real people
Social Proof: Higher Recommendations CTR
with UGC imagery

11. The power of the pop-up
Behavioural pop-ups re-engage customers who
may be leaving your store because of time,
indecision, or loss of interest.
• Enable customer re-targeting by offering
visitors to have their cart contents emailed to
them
• Offer incentives to increase cart size: Inspire a
customer to increase their spend, driving
Average Order Value and conversion
• Personalise with specific trigger points such as
brands/categories
• Grow your email list, grow your sales - win!

12. Abandoned Cart Recovery
The Baymard Institute reports an average 69.23%
of online shopping carts are abandoned
• Offer discounts only when they are most
necessary
• Provides an extra opportunity to build a brand
story
• Show personalised recommendations

13. Social media advertising
budgets have doubled
worldwide over the past 2 years
— going from $16 billion U.S. in
2014 to $31 billion in 2016”
- Hootsuite
State of the
(Online)
Advertising
Industry…

14. Managing Your Funnel
)

15. • Facebook & Instagram allow extremely
granular retargeting
• Retargeting has evolved from simple view
based approach
• Layered strategy with high budget for
short term retargeting
Timing is key in FB &
Instagram retargeting

16. The Power of Visuals
• It only takes about 50 milliseconds to form a
first impression
• 64% of consumers will buy a product after
watching a video about it
• Collection Ads display a main image/video and
relevant product recommendations to support
the visual

17. Q&A
James White
Head of Sales, UK & IE
james.white@nosto.com