Monitor the full flow experience
Use flow analytics to break down performance at each stage of the customer’s automated pathway. Click through the tabs below to learn how to review who enters your flow, where engagement declines, how each channel contributes to their experience, and which paths perform best. That way, you can identify gaps and improve results.
Click the trigger at the top of your flow, and then click Preview to see which profiles qualify and do not qualify to enter the flow.
From here you can:
Measure entry volume
Review how many profiles enter the flow over time to confirm volume aligns with expected traffic or behavior trends.
Validate trigger performance
Confirm the trigger (e.g., viewed product, started checkout) is firing as expected, since it determines when someone enters the flow.
Audit trigger and flow filters
Check whether filters are too restrictive or too broad. Only profiles who meet both trigger and flow filters will enter the flow.
Click the Show analytics icon to understand where people exit your flow and why. Identifying dropoff helps you pinpoint friction, weak messaging, or poor timing between steps.
From here you can:
Review step conversion
See how many profiles move from one message to the next to spot where engagement declines.
Locate exit points
Identify steps with the largest drop in progression, which may signal friction or low relevance.
Evaluate messages
Look at opens, clicks, and conversions for each message to determine where engagement breaks down.
To understand how each channel contributes to performance within the flow, click on any message, then click View details. This opens an analytics dashboard for further insights where you can switch between any message in the flow.
From here you can:
Compare channel performance
Analyze engagement and conversion metrics by channel to see which drives the strongest results.
Assess channel fit
Evaluate whether each message is sent on the right channel based on urgency, intent, and customer preference.
Measure revenue contribution
Review how much revenue each channel generates to understand its impact on overall flow performance.
Learn how different paths in your flow perform to identify which logic, audiences, or experiences drive better outcomes. Click on any conditional split and View details.
From here you can:
Compare path performance
Review engagement and conversion metrics across each branch (e.g., email vs. text message paths) to see which drives stronger results.
Evaluate split conditions
Analyze the logic behind each branch (e.g., can receive text message, accepts SMS) to ensure profiles are routed based on meaningful differences.
Identify top-performing paths
Pinpoint which branches generate the highest engagement or revenue, then use those insights to refine underperforming paths or reallocate effort.
Optimize flow performance based on key engagement signals
When a flow underperforms, the issue is rarely the entire flow itself. Instead, the problem typically lies with a specific metric, signaling where the experience is breaking down.
Use open rate, click rate, and conversion data to diagnose where customers are dropping off; then, test targeted strategies to improve performance through Klaviyo’s A/B testing functionality. The strategies below map common low performance indicators to effective actions you can test in your Klaviyo account today.
Improve low open rates
You may find that open rates for your entire flow, or specific flow messages, are lower than desired. If this is the case, try out the following strategies, including potentially A/B tests to run:
- Audit time delays: This can ensure that your messages are sent at peak intent moments (e.g., shortly after trigger vs. delayed follow-up)
- Test: Send one version 30 minutes after browse vs. 4 hours later to see which timing drives higher opens
- Refine subject lines: Flow subject lines should reflect the specific trigger (e.g., viewed product, started checkout) rather than generic messaging
- Test: Compare “Still thinking it over?” vs. “Still thinking about the Be Seen Running Pants you browsed earlier?
- Layer in dynamic preview text: This text should reinforce relevance from recent behavior to draw the eye immediately and spur an open.
- Test: Add preview text like “Your cart is waiting with 2 items” vs. generic “Don’t miss out”
- Evaluate audience filters: Take a critical look at how your flow filters are set up currently. While auditing, confirm the flow is not over-broad or including low-intent profiles.
- Test: Split the flow to exclude low-engagement profiles (e.g., no opens in 60 days) and compare open rates
Improve low click rates
If click rates are lower than expected, focus on aligning message content with purchase intent and making it easy for customers to take action.
- Audit content relevance and personalization: Review whether the message reflects the customer’s recent behavior, preferences, or lifecycle stage.
- Test: Send one version with personalized product recommendations or browsing-based content vs. a generic version and compare click rate
- Map content to high intent topics: Align message content to high-intent products or categories that are more likely to spur a click (and thus, a conversion).
- Test: Compare showing the exact cart item vs. a broader product block and measure revenue per recipient
- Focus on a single, clear CTA: This CTA should drive purchases, rather than browsing
- Test: Compare subject lines like “Complete your purchase” vs. “Shop now” and measure downstream conversion rate and revenue
- Highlight bundles or complementary products to increase order value: Encourage larger orders by surfacing related items that enhance the original purchase.
- Test: Show a “Complete the look” or bundle recommendation vs. a single product reminder and compare average order value
- Position offers strategically to drive action without eating away at your margin: Use incentives in a way that encourages conversion without relying on unnecessary discounts.
- Test: Add a limited-time incentive with a countdown clock in the 2nd email vs. the 1st, then compare total revenue and discount usage
Improve low conversion or placed order rates
If conversion or placed order rates are lower than expected, focus on reducing friction and aligning your strategy to customer intent and timing.
- Optimize flow timing to reduce drop-off before purchase: Adjust send timing to re-engage customers when purchase intent is still high.
- Test: Send a follow-up 2 hours after cart abandonment vs. 24 hours later and compare conversion rate
- Improve onsite experience from click to checkout
Ensure landing pages are easy to navigate, load quickly, and clearly guide customers to the next step without confusion.- Test: Send traffic to a streamlined landing page or pre-filled cart vs. a generic product page and compare placed order rate
- Segment flows by customer type: Tailor conversion tactics based on whether customers are new or returning to improve effectiveness.
- Test: Send a first purchase incentive to new customers vs. no incentive for repeat buyers and compare conversion rate and average order value
- Reinforce purchase confidence at key decision moments: Address common objections directly in your messages preemptively to reduce hesitation and help customers complete their purchase.
- Test: Add elements like reviews, ratings, or reassurance copy (e.g., returns, shipping) vs. none and compare placed order rate
Improve flow efficiency and audience targeting
If performance is inconsistent, focus on who should receive messages and how the flow adapts based on customer behavior.
- Adjust message intensity based on how engaged your recipients are: Change message strength based on whether someone engages with earlier messages in your flows.
- Test: Send a stronger offer only after no engagement on the first message vs. sending the same content to everyone, then compare revenue per recipient
- Use conditional splits to adjust follow-up paths: Change the next message based on how someone interacts with the flow.
- Test: Send stronger offers only to users who did not click the first message vs. sending the same path to all and compare total revenue
- Limit the number of steps before purchase: Reduce the number of messages or delays before asking for conversion.
- Test: Send a direct purchase-focused message earlier in the flow vs. later and compare placed order rate