Jubilee, Harris, Gripp, Rocky, Erin, Poppy and Merlina.

The names of the seven ravens currently roosting in the Tower of London (and also names I've pocketed and will one day use for my brood of cats, you know, when I'm an old woman). Legend has it that if the ravens leave, the Tower and the Monarchy will fall, so the ravenmaster spoils them enormously (and keeps their wings clipped - this doesn't harm them).

Ravens can be dismissed for bad behavior, such as one named George, who developed a taste for TV aerials. I don't entirely know what that means, but it's possible that our events and partnerships teams do, given they were in London recently for Rebuy's first-ever EMEA event, Momentum London.

The day was packed with practical insights (regrettably, nada about the ravens). Sessions covered the gamut from CRO fundamentals to how retention is changing as shopper expectations shift.

The Bottle Club shared a look at how they manage merchandising across 9,000+ SKUs while keeping the experience relevant. Cabau Lifestyle walked through how a surge of Netflix visibility translated into steady growth once they paired it with guided selling and personalization. Jess Hurley’s breakdown of conversion best practices felt especially timely given BFCM lurking right around the corner.

One of the biggest themes that came through: simple adjustments can have a big impact on cleaner journeys and smarter personalization, which can make a real impact when traffic spikes (again, can you say BFCM?!). 

Speaking of BFCM, I have some related insights and events to share with you in this month's newsletter.

Plus, I hope you can join me for Rebuy Live on Nov 28th (Black Friday) where we'll be covering the busiest time of the year for ecommerce with news, insights, and levity.

Cheers,
Alanna 

Insights 💡

Test smarter during the holidays

According to eHouse Studio, the holiday season is a prime opportunity for A/B testing, but only if it’s focused and strategic.

What this means: With traffic spiking and many shoppers being new to your brand or site, it’s smart to test things that capture their attention and convert them, while avoiding changes that could confuse regular buyers.

Here are four high-impact moves to prepare for holiday testing:

• Test your promotions first. Experiment with discount thresholds (for example, 15% vs 20%) or different bundling/free-shipping offers to find the lowest incentive that still drives strong conversion.

• Test marketing channels and content. Try different channels (social, SMS, paid search) and creative approaches (humor vs social proof vs FOMO) to see what resonates with new holiday visitors.

• Test visual assets and email capture timing. Swap lifestyle vs product-only imagery, and vary when pop-ups or email-capture drawers appear. Holiday traffic is more generous with information if the timing is right. 

• Avoid testing high-risk structural changes. Don’t change menus, navigation, search, checkout flow, or account features during the holiday busy period. These changes may disrupt returning customers who just want to buy quickly.

Key takeaway: Test smart, not everything. Use the holiday surge for conversion-focused experiments, but keep your core site experience familiar for returning buyers.

Boost revenue on the TY page - without losing customer trust

Is there a way to boost revenue from post-purchase real estate without harming customer trust? Children's clothing brand Posh Peanut found that  relevant, non-obtrusive offers on their thank-you (TY) page drove  meaningful new revenue without any negative impacts on customer sentiment.

What this means: When handled thoughtfully, the TY page can do double duty, delivering value to customers while generating incremental revenue in a way that feels natural, not pushy.

Here are four high-impact moves to get this right:

1. Choose brand-aligned ad providers. Posh Peanut moved away from an ad partner whose creatives clashed with their premium aesthetic. Rebuy Monetize powered by Fluent prioritizes high-quality, relevant ads that fit seamlessly into the brand experience.

2. Place ads at the right moment. The thank-you page is the least intrusive point to introduce optional offers. Customers have already completed their purchase, so the experience feels additive instead of interruptive.

3. Run thoughtful A/B tests. Posh Peanut piloted their new setup in a controlled test, comparing performance and experience side-by-side before rolling it out broadly, making the lift clear and measurable.

Key takeaway: Post-purchase ads can drive meaningful revenue, but only when they support the experience rather than distract from it. Quality, timing, and relevance are the difference between a win-win moment and a misstep.

Events  🎉 

Join us for live BFCM coverage

On Black Friday, we're going live to cover the busiest time of the year for brands everywhere.

Join us as we kick off BFCM 2025, bringing you all the news and insights along with...

💰 Retention tactics to keep new customers in the new year
🔮 Hear 2026 ecommerce predictions from industry experts
📈 Share revenue-boosting advice for brands of all sizes

Set a reminder right here!

Report: What’s shaping ecommerce success next year?

As the holiday rush ramps up and the new year approaches, it’s the perfect time to look ahead. The brands winning in 2026 won’t just chase trends, they’ll master the fundamentals that drive lasting growth.

That’s why we partnered with Quickfire to sponsor The State of Ecommerce Report, your guide to what’s really happening in the market (and how to get ahead of it). 

Inside, you'll uncover:

• What’s actually working to protect margins and drive growth
• How brands are using AI to turn first-time buyers into loyal customers
• Insights from 2,000+ consumers and 200+ ecommerce leaders

Click the image below to gain full (and free) access to the report.