Seasonal optimization
How Luria handles BFCM, holidays, launches, and slow seasons without learning the wrong lesson from a spike.
Your buyers behave differently in November than in February. A page that wins during a Black Friday rush is not the page that wins on a quiet Tuesday in March. Luria knows the difference, as long as you tell it what is coming.
Tell Luria ahead of time
The single most useful thing you can do for a season is give Luria notice. Open Train > Seasons in your dashboard and add the event:
- Dates. Start and end, including any early-access or extended window.
- The offer. What you are running and for whom. Sitewide discount, tiered deals, bundles, gift with purchase, free shipping threshold.
- Constraints. Anything that is off the table for this season: items that never go on sale, margin floors, claims to avoid, a tone you do not want ("no countdown timers" is a common one).
- Assets. Seasonal imagery, banners, or copy you already have, if you want them used.
Two weeks of notice is plenty. A few days still helps. Even telling Luria on the morning of a sale is better than not telling it at all, because it changes how Luria reads the results.
What Luria changes during a season
Within the rules you set, Luria adjusts the parts of a page that matter most when buyer intent shifts:
- Urgency treatment. Honest urgency (sale end dates, limited quantities you confirm) gets more room. Luria never invents scarcity.
- Offer framing. How the deal is described and where it sits. "25% off" vs "Save $30" vs "Lowest price of the year," positioned above or below the fold, depending on what your traffic responds to.
- Hero. Which image and headline lead the page. Luria picks from your assets; it does not generate product photos.
- Section order and proof. Gift-giving seasons often reward shipping guarantees and returns info near the top. Launches reward story and social proof.
The same approval rules apply. Copy and layout changes inside your rules ship automatically; anything touching price, discount depth, or claims waits for your yes in Approvals. If you want tighter control during a high-stakes week, switch on review-everything for the duration. See What Luria changes.
How Luria avoids learning the wrong lesson
A big sale is a spike. Conversion rates jump, traffic mix shifts, people who never buy suddenly buy. If Luria treated that week like any other, it would "learn" that heavy urgency and discount-first framing always win, and carry that into January, where it does not.
Luria does not do that. When you tell it a season is coming, it:
- Keeps seasonal results in a seasonal bucket. What wins during BFCM is stored as a BFCM pattern in your Brand Brain, not as a new rule for everyday traffic.
- Protects your everyday winners. The pages and versions that were working before the season are held, not overwritten. When the season ends, Luria returns to them.
- Brings the pattern back next year. When the same season comes around again, Luria starts from what worked last time instead of re-learning it from zero.
If you did not tell Luria about a spike in advance, you can mark it afterward in the same Seasons screen, and Luria re-reads that window as seasonal.
Claims stay modest
Luria will not promise a season's results. A sale week with a strong offer and a sharp page usually beats the same sale with a generic page, but how much depends on your traffic, your offer, and your category. Watch your own numbers in Reading results and judge from there.
Launches and slow seasons
Launches. Treat a launch as a season with a start date and no end. Give Luria the offer and the audience. For a launch that needs more than a page adjustment, see Custom builds.
Slow seasons. Lower traffic means slower learning, not worse learning. Luria keeps testing at whatever pace your traffic allows and leans on what it already knows. Use the quiet stretch to tighten your training: update your Brand Brain, review the change log, and set the goals you want for the next busy period. See Improve training.
After the season ends
- Let Luria roll back. On the end date, seasonal framing and urgency come off and your everyday winners return. Check the first couple of days in Reading results to confirm.
- Review what it learned. The season's summary shows which framings and layouts won. Anything you want kept year-round, approve as a permanent change. Anything you do not, leave in the seasonal bucket.
- Set next year's event now. Same screen, same details, while it is fresh. Luria will remind you as it approaches.
Common questions
No. Pausing throws away the chance to learn from your highest-intent week. Tell Luria about the sale and let it run. If you want to lock a specific page for the week, mark that page as off-limits in training instead.
Yes. Each season entry has its own constraints. Your everyday rules still apply underneath.
Edit the event. Luria adjusts from the moment you save.
Next steps
Custom builds
For launches and new offers where your current page shape is the ceiling, our team builds a page with you and hands it to Luria as a new starting point.
Pricing and offer testing
What Luria can test around price and offers, what it never does without your explicit approval, and how to set margin and offer constraints.