Sometimes measuring return on investment isn’t enough
Do you ever look at your data and find yourself asking, “...but why?” Why are my customers dropping off? What exactly is missing? When you measure the impact of your omnichannel strategy, you’re not just watching numbers go up and down—you’re uncovering insights into what drives customer engagement, loyalty, and conversions. You’ll also learn to ensure your data is clean and reliable so that every decision you make is backed by quality information. In this lesson, we’ll explore key reports that help you understand the effectiveness of your omnichannel efforts, and then dive deeper into making sure your data has integrity and is actionable.
4 places to track omnichannel performance
Whether you’re new or experienced with Klaviyo Advanced KDP, here are 4 critical areas to analyze your omnichannel performance. After each section, reflect on how each tool might apply to your strategy—whether to strengthen customer loyalty, improve conversion rates, or better allocate marketing resources.
Pinpoint dropoffs on your site engagement with funnels
Use Funnel analysis to monitor how visitors engage with your site and their journey from navigating to your homepage all the way to placing an order. This helps you pinpoint where customers may drop off and helps you refine key stages of your journey. You can also filter funnels by different timeframes to determine if your performance has improved.
Example: SWAK Cosmetics ran a web-to-purchase funnel analysis and segmented it by device type. They discovered mobile users were more likely to drop off during the product selection phase. By optimizing product pages for mobile, they reduced drop-off by 25% for this audience.
Track customer journeys onsite from ad sources
You likely have a robust ad strategy, and may be curious how this impacts your overall placed orders. Track how customers behave after filling out a lead ad or visiting your website from a tracked ad using Funnel analysis. You can further filter this data by RFM cohort to determine if there are any key differences in dropoff points.
Example: SWAK reviewed the ad-driven funnel and found a high click-through rate but low add-to-cart rates for their recent customers. For their top products, They adjusted the timing of their ads based on the median days between purchases and content using products usually bought in the next order from Product analysis, resulting in a 15% lift in add-to-cart actions for visitors coming from paid ads.
Track how key segments perform across email and SMS
Audience performance offers detailed insights on each segment's success per for email and SMS, total conversions, and revenue. Use this data to see which customer segments perform well and which may need more targeted efforts.
Example: SWAK Cosmetics used audience performance insights to identify segments with low engagement. By launching targeted campaigns via email, SMS, and push, they saw significant growth in retention for low-performing segments, resulting in a 10% lift in email revenue.
Review the overall impact of your omnichannel strategy
Conversion overview lets you analyze your total conversions and revenue, including Klaviyo attributed values. Conversion overview provides insights into trends in revenue, average order value, and customer conversion patterns, allowing you to identify what drives success and where drop-offs occur.
Example: 6 months after launching their revamped omnichannel strategy, SWAK Cosmetics used the Conversion Overview to assess performance. They saw a 12% increase in Klaviyo attributed revenue and a notable rise in total revenue. This data gave SWAK insight into the effectiveness of both Klaviyo and non-Klaviyo channels, serving as a key indicator of success for their omnichannel efforts.
Data quality: the foundation of effective measurement
For any omnichannel strategy to work, your data must be clean, current, and reliable. Here are 3 essential tools to help you maintain data integrity in Klaviyo:
Use custom metrics for precise tracking
By default Klaviyo provides many metrics (e.g., Placed Order) to track your business’s success. However, if you have a custom setup or a different business use case, these default metrics may not work for you. Custom metrics can help you drill down the data you are most interested in tracking.
Example: Beantown Coffee offers one-time, limited-edition coffee blends. By tracking non-recurring purchases, they can assess the popularity of these products and determine if they’re enticing subscribers to make additional purchases.
Set alerts across your data to fix potential issues and more readily discover trends with custom monitors
With custom monitors, you can configure alerts to quickly identify and resolve issues around key metrics and objects in Klaviyo (i.e., segments and flows).
Example: SWAK Cosmetics set up an alert to monitor active on-site events, ensuring their marketing efforts were effective. When they noticed a sudden drop in site visitors over 7 days, the alert pinpointed the issue: a website change was causing redirect errors. This enabled the SWAK team to resolve the problem before significant revenue loss occurred.
Standardize your data with data transformation
With data transformation, you can transform profile properties to ensure clean, reliable data that you can use for better targeting and personalization. You can turn on pre-built transformations covering the most common use cases with a single click, or easily set up custom transformations
Example: SWAK’s roadshow campaigns missed potential attendees due to variations in how customers entered their state. By standardizing state names, they ensured they could effectively target all potential attendees, driving better engagement and higher event attendance.