The strong Q4 season is a key moment for eCommerce companies. However, despite great strategies, a significant volume of potential sales is lost due to fierce competition, cart abandonment and out-of-stock situations. According to one analysis, the average online shopping cart abandonment rate is 70% (1). Rather than seeing these opportunities as definitively lost, it is possible to recover them and turn them into loyalty and conversion levers during the quieter season of the Q1. Novatize shares concrete strategies for maximizing your post-Q4 potential to maintain sales momentum in Q1.

1. Leverage data from unconverted buyers

Your eCommerce generated a high volume of traffic in Q4. The aim is to leverage this data to maximize conversions in Q1.

• Dynamic retargeting: Use retargeting advertising (Facebook Ads, Google Ads, TikTok Ads) to target visitors who have abandoned their shopping cart or viewed product pages without making a purchase. Visitors who have been targeted by retargeting campaigns are 70% more likely to convert than those who haven’t (2);
• Personalized email marketing: Segment your audience and propose personalized offers to users who have shown interest in certain products. Emails with personalized subject lines are 26% more likely to be opened (3);
• Analysis of purchasing behavior: Identify the most popular products and use this data to propose relevant recommendations in Q1. Combine this data with a cross-selling and upselling strategy (e.g.: “You liked this product on Black Friday, discover these complementary items on special offer”);
• Lookalike Audience Optimization: Take advantage of Q4’s active visitors to create Lookalike Audiences on advertising platforms to attract new buyers with similar behavior to your existing clientele.

See also: “Understand your data and seize opportunities in Q4.“

2. Turn cart abandonment into conversions

Shopping cart abandonment soars in Q4. These customers had a high purchase intention, so it’s essential to relaunch them intelligently.

• Email reminder campaigns: Set up automatic sequences with a reminder of the product left in the basket and an incentive to buy (e.g. limited discount, free delivery). Abandoned cart follow-up emails convert around 10% of recipients into purchases (4); 
• Exclusive offers Q1: Position your offers as a limited post-holiday opportunity (e.g. “Special post-season price”, “Valentine’s VIP offer”);
• Use SMS and push notifications: Complement your email efforts with instant reminders that can grab attention faster;
• Personalized reminders: Personalize your messages by including the customer’s name, and specific details about abandoned products. Personalized emails improve click-through rates by an average of 14% and conversions by 10% (5). 

See also: “How can you optimize your eCommerce conversion rate with effective strategies?”.

3. Retaining customers who bought in Q4

A customer who buys in Q4 has a strong potential for loyalty, especially if he or she has had a good experience with your brand.

• Loyalty program: Offer reward points or exclusive offers to customers who buy during the holiday season;
• Reactivation campaigns: Send follow-up emails with complementary product recommendations or special offers for Q1;
• Impeccable customer experience: Good after-sales service and simplified returns can encourage a second purchase. 94% of consumers are more likely to make a new purchase after a positive customer service experience (6);
• Personalize communications: Tailor your messages to each customer’s preferences and purchase history. 80% of consumers are more likely to make a purchase when brands offer personalized experiences (7);
• Engagement on social networks: Interact with your customers on social platforms to strengthen the bond with your brand. 63% of consumers expect brands to offer customer service via social media (8).

4. Make the most of the New Year’s resolutions and sales period

Q1 is synonymous with resolutions and new consumer habits. Make the most of it!

• Highlighting resolution-related products: Position your products in relation to well-being, organization or improving everyday life;
• Post-holiday offers: Launch targeted promotions (e.g. “The New Year’s special”);
• Content marketing: Produce useful blog posts and guides to position your products as year-round essentials. For example, advice on “How to organize your workspace for better productivity” or “The best routines for healthy living in 2025” can attract potential customers interested in these topics. Quality content marketing not only improves your SEO, but also builds customer trust and loyalty;
• Website optimization: Highlight promotions on the home page, update product sheets and ensure a smooth user experience. Intuitive navigation and a simplified checkout process can significantly increase your conversion rates. 

See also: “How to adapt your eCommerce marketing strategy to seasonal trends“.

5. Optimize your SEO to capture post-Q4 organic traffic

Finally, Q1 is also an opportunity to strengthen your online presence with an effective SEO strategy.

• Product page optimization: Update descriptions and keywords to better match post-holiday searches. It’s recommended to include a minimum of 150 to 200 words per product sheet to avoid “thin content” and improve SEO;
• Targeted blog posts: Create evergreen content that continues to attract traffic all year round;
• Backlinking strategy: Work on collaborations and guest-blogging to reinforce your authority. 

See also: “How can a SEO specialist improve your eCommerce?“

Lost sales in Q4 are not inevitable. By adopting a proactive strategy in Q1, you can not only recover some of these opportunities, but also strengthen customer loyalty and engagement. By implementing retargeting, email marketing, loyalty and SEO optimization actions, you can maximize your conversion potential in off-peak periods.

💻 [email protected]

📞 +1 844 932 6682

📍 330-330 rue Saint-Vallier Est, G1K 9C5, Québec, QC, Canada

(1) https://baymard.com/lists/cart-abandonment-rate 

(2) https://www.journalmarketingdigital.com/webmarketing/quel-est-limpact-du-retargeting-sur-lefficacite-de-votre-campagne-de-webmarketing/ 

(3) https://web-solution.fr/statistiques-email-marketing/ 

(4) https://www.activecampaign.com/fr/blog/emails-relance-panier-abandonne 

(5) https://www.edesk.com/fr/blog/statistiques-sur-la-fidelite-des-clients/ 

(6) https://www.hubspot.fr/statistiques-vente-service-client 

(7) https://www.edesk.com/fr/blog/statistiques-sur-la-fidelite-des-clients/ 

(8) https://www.edesk.com/fr/blog/statistiques-sur-la-fidelite-des-clients/