Unlock actionable insights
Klaviyo’s robust reporting capabilities make it easy to analyze your marketing performance in one central place. No more digging through siloed data in various different platforms; instead, get a holistic picture of your guests quickly and clearly.
For example, you can see information about menu performance, location-specific insights, and marketing channel trends so you can better understand what’s working and where you can improve. Knowledge is power, and that knowledge is at your fingertips within Klaviyo.
Key insights for restaurants in Klaviyo
Click through the gallery tabs below to learn about some of the beneficial insights you can discover in Klaviyo, and where to find them.
Bonus tip: To ensure that you collect the right data for your unique reporting needs, check that your metric mapping is configured correctly. Metric mapping informs custom reports and certain predictive models about how your integration data should map to Klaviyo metrics.
Menu performance
Create product performance reports to better visualize order trends, such as which items are ordered most and least frequently. You can also view how frequently people are ordering from you in general.
To build this product performance report, you must:
- Head to Analytics in the left-hand menu.
- Click Custom reports.
- Head to the Reports Library. Search for Sales by product name.
- Customize this report to suit your needs with the metrics that matter most to you.
- Schedule this report to run on a recurring basis, and email your results as a CSV file.
Learn how to build a product performance report.
To view repeat order information, head to Analytics > Metrics and navigate to the Placed Order metric. The Cohort analysis and Best people tabs give you insight into repeat order occurrences.
Location-specific insights
Analyzing your location-based performance will give you a better understanding of foot-traffic at each of your restaurants.
Here's how:
- Explore segment patterns:
If you’ve created segments of subscribers by location, monitor each segment’s change over time. Use the segment growth report and segment engagement report to observe fluctuations in segment size and behavior. - Identify reservation trends:
If you’ve integrated with your reservation provider, you can create a multi-metric report to view reservation data, like created and completed reservations, to get a better sense of your on-premise foot traffic. - Hone in on metric-specific location data:
By heading to Analytics > Metrics on the left-hand navigation menu, you can see where in the world people are performing a certain metric in a specified date range using the Activity Map. For example, search for a metric, like Placed Order. Click on the 3 dots next to that metric and click Activity Map.
Marketing channel trends
In order to focus your efforts on the marketing channels that drive the most revenue, you need to know how your guests engage with your messages, and which ones lead to higher orders and foot-traffic.
Klaviyo shows you how types of messages (i.e. campaigns or flows) and channels (e.g., email or SMS) are driving conversions, so you can better focus your strategy on what’s resonating with guests.
Head to Analytics > Dashboards and select the Business review dashboard. In the Growth overview card, you can visualize attributed revenue by message type and channel.
Learn more in Getting started with the business review dashboard.
Funnel drop-off points
Curious where you’re losing guests, whether in your marketing communications or during their purchase journey?
Klaviyo has analytics tools to help you identify these dropoff spots, so you can guide more guests through the funnel and increase sales for your restaurant.
- Head to Analytics in the left-hand menu.
- Click Custom reports.
- Head to the Reports Library
- Select the filter that says Where are drop-offs occurring in my message funnel?
- Select a funnel report template that best suits your needs.
Iterate on your strategy
After you analyze your performance, you may notice areas for improvement. Click through the dropdowns to get inspired with ideas to improve certain metrics.
Increase online orders
If you’re looking to improve your online order metrics, try implementing some of the following strategies:
- Create segments specific to order behavior:
Try creating a segment of those who have never made an online order, or very few online orders, and send them a campaign with a special discount to encourage conversion. Make sure to add a call-to-action button that links to your online ordering platform. - Increase the personalization of your messages:
Guests are more likely to place an order when your messages are relevant and specific to their preferences. For example, use personalization tags to add information like your recipients’ first name into your email body or subject line. - Create date-based flows:
Enhance your touchpoints with guests by creating flows that encourage conversions at key moments throughout the year. For example, create anniversary flows or birthday flows that provide a special discount they can apply to an online order.
Increase repeat orders
If you want to encourage repeat orders, try implementing some of the following strategies:
- Notify guests of limited time specials and deals:
Message your guests about timely updates, such as seasonal specials or flash deals (e.g., half-price appetizers through the month of June). Keeping them in the loop about these opportunities will encourage more guests to convert. - Reward repeat purchasers with loyalty benefits:
If you’ve integrated with a loyalty provider, like Punchh or Thanx, consider sending a campaign inviting guests to join your loyalty program. You can then set up automated flows that deliver your loyalty rewards as guests continue to place more online orders.
Increase on-premise foot traffic
Bring more guests on-premise, across all or specific locations, with these strategies:
- Create segments of online orderers and encourage them to dine in-person:
Try creating a segment of those who have never made a reservation at your restaurant, but have placed online orders in the past. Send them a campaign with a reward to be used on-premise. Make sure to add a call-to-action button that links to your reservation system, if applicable. - Send promotional messages about events:
If you’re hosting a happy hour, trivia game, or live music event, share the details with guests in your restaurant’s area. - Set up a winback flow:
Klaviyo has prebuilt flow templates that allow you to quickly automate reminding guests to re-engage. You can create a winback flow using a variety of metrics for your trigger. For example, if you’ve integrated with your reservation system, like OpenTable, use the Completed Reservation event as the trigger for this flow, and add a trigger filter excluding anyone who has made a reservation since entering the flow. Then, set up a time delay so that guests who have not made another one in a long time will automatically receive a message letting them know you miss them and inviting them back for another night out. Search for Winback in the Flow Library to get started easily.
Increase message engagement
If you’ve noticed that guests aren’t opening emails or clicking on the call-to-action (CTA) link in your text messages, try some of these tips for crafting messages that convert:
- Create more tailored segments:
Low opens and clicks often indicate that your content isn’t relevant for your audience. Create segments that group your guests by behaviors and preferences, say those who prefer spicy or sweet foods, and then send these groups more tailored messages about what they’re interested in. You can collect this data in a few ways; say, via sign-up forms or within custom questions in reviews. - Strengthen your email subject lines:
When sending an email, your subject line is what’s ultimately going to convince a guest to open your email or not. Make this copy clear and concise, with the value for the guest right up front. Use the subject line assistant to craft an engaging subject line in seconds. - Clarify your CTA:
Make sure your call-to-action, whether it be placing an order or making a reservation, is clearly identified and understood within your message. In an email, make sure your button is emphasized and has a concise label (e.g., Order now or Make a reservation). In a text message, make sure your copy before the link is clear and provides appropriate context (e.g., Make a reservation now: {link}).