How do I know if my strategy is working?
At this point, you've created a strategy to increase your repeat purchase rate. You likely added a few bundles to your catalog, updated your post-purchase strategy, and maybe even updated your onsite experience to highlight complementary products to your prospective customers.
You’re dying to see how these changes actually impacted the bottom line, I mean, that’s what we are all hoping, right? The conversion overview dashboard is the perfect next step to assess how impactful your efforts have been.
Note: this feature is available in the intelligence section of Klaviyo Advanced KDP and Marketing Analytics.
Note: This dashboard is calculated using event data. You may see a difference in how other Klaviyo reports or dashboards calculate attributed revenue (e.g., the Home dashboard uses data based on when the message was sent).
Try it yourself: Evaluate your marketing efforts with the conversion overview dashboard
Whether you’re curious about how the last year impacted your overall bottom line, or are looking to drill down on a specific initiative, take these steps to track how impactful your efforts are.
Choose the right metric to track
Focus on the key metric that aligns with your goals. Did you just execute a strategy to increase placed orders and are looking to measure its success? Or maybe you're interested in seeing how many recent customers were active on your site after a big promotional push? Pick the metric that matters most for your analysis.
Bonus: Not finding the right metric? Create a custom one.
While Klaviyo’s standard metrics offer a great starting point, custom metrics allow for more tailored insights. For instance, if you’re tracking repeat purchases but want to exclude subscription customers, creating a custom metric can give you a clearer view. This helps you track your business’s top priorities more accurately.
For a guide on creating custom metrics, click here. For a deeper understanding of when and how to use them (with examples), check out this resource.
Select your time period and segment
Refine your analysis by selecting a specific time frame and customer segment. Were you targeting RFM Champion customers or trying to engage one-time buyers to become repeat purchasers? Choose a time period and segment that reflects the audience and timeframe of your marketing efforts, and you’ll get more meaningful insights.
Note: Data on the conversion overview dashboard will only reflect from the moment the segment is created moving forward.
Analyze revenue and conversions
Review the changes in your revenue and conversions. How do they compare to the last period? Look for trends and patterns that point to growth opportunities or areas for improvement.
Dig into conversion group characteristics
Take it a step further by examining how your customers contributed to your conversions. Did you notice that your efforts drove customers to make a purchase during your promotional push? Or are you seeing a big drop in placed orders after your customers make their second purchase? Understanding these characteristics will guide you to your next steps.
Act on what you learn
Once you’ve gathered these insights, the real power lies in taking action. If you see strong first-to-second purchase rates but drop-offs later, adjust your strategy to focus on re-engagement during these critical post-second-purchase stages.
This could be a great opportunity to pinpoint which products have a stronger second-to-third repurchase rate by filtering a funnel. From there, you can drive more marketing around products that lead to better retention.
Attribution in Klaviyo
By default, Klaviyo uses a last-touch attribution model, meaning every customer purchase is attributed to the last Klaviyo message that influenced the order. This helps you see which campaigns or flows are most effective at driving conversions in the final step of the customer journey.
With Marketing Analytics, you also have the option to choose a linear multi-touch attribution model. With this model, credit is spread evenly across all Klaviyo messages a customer engaged with before making a purchase. Learn more about message attribution in Klaviyo.