The strategy behind the conversion overview dashboard
Have you ever noticed your revenue dropping and wondered why? Maybe fewer customers are coming back to purchase again, and it’s not clear what’s causing the change. Klaviyo’s conversion overview dashboard can help you uncover the answers.
For example, say you’re running a sale and expecting strong results, but the numbers aren’t adding up. With the dashboard, you might see that while total conversions are steady, most people are only converting once, with fewer repeat purchases from loyal shoppers. This shows where you need to focus: re-engaging loyal customers with tailored offers or messaging.
In this lesson, you’ll learn how to use the conversion overview dashboard to make sense of situations like this. By interpreting the data and identifying customer patterns, you’ll be able to prevent revenue drops and encourage long-term growth.
Make sense of the dashboard data
The conversion overview dashboard is made up of two key sections: the Overview card and the Conversion group characteristics card. Together, these cards provide a comprehensive view of your marketing performance, helping you identify trends, assess the effectiveness of your campaigns, and uncover opportunities for growth.
For example, if you notice a drop in revenue for a specific audience segment, these tools can help you identify the issue, such as a decline in repeat purchases or average order value. From there, you can take action by creating a targeted campaign to re-engage those customers.
Expand the dropdowns below to explore each section in more detail and learn how to turn these insights into meaningful actions. As you explore this report in your Klaviyo account, be sure to hover over the reports for even more granular details.
Overview card
The Overview card in the conversion overview dashboard is your starting point for understanding your marketing performance. It provides a snapshot of key revenue and conversion metrics, including how much of your success can be directly attributed to Klaviyo.
Key metrics:
- Total revenue vs. Attributed revenue:
See the total revenue generated across all channels and compare it to the revenue influenced by Klaviyo's campaigns. This helps you measure how much impact Klaviyo has on your overall performance. - Conversion metrics:
Analyze how many profiles completed conversion events like purchases drive, and track their contribution to your revenue. - Average order value (AOV):
Understand the spending habits of your customers by viewing their average order value during the selected time frame. - Active profiles:
View the number of customers who were eligible for email campaigns or other messaging during the chosen period.
Strategic tips:
- Use total revenue vs. attributed revenue to assess the return on investment (ROI) of your Klaviyo campaigns. If Klaviyo-attributed revenue is low, review your messaging, targeting, or timing.
- Monitor conversion metrics to identify trends or potential opportunities. For example, if the number of conversions is steady, but revenue is declining, it might indicate the need to target higher-value customers.
- Check AOV to spot changes in customer purchasing behavior. If AOV decreases, consider upselling or cross-selling strategies to increase the value of each purchase.
- Track active profiles to ensure your list is healthy and growing. A declining number of active profiles could signal the need to invest in acquisition campaigns or improve your list hygiene.
Key takeaway:
The Overview card gives you a high-level understanding of how your marketing efforts influence revenue and conversions. By regularly reviewing these metrics, you can identify where to focus your efforts and plan your next steps.
Conversion group characteristics card
The Conversion group characteristics card provides an in-depth look at customer behavior by grouping profiles based on how many times they’ve converted during the selected time frame. This data helps you assess customer retention, identify trends in repeat purchases, and uncover opportunities to refine your marketing strategies.
Key metrics:
- Conversion frequency:
Breaks down your customer base by how often they converted, such as single-time, occasional, or frequent converters. - Revenue:
Displays the revenue generated by each group, helping you understand which segments drive the most value. - Customer trends:
The dotted line in the bar chart indicates the difference between current group size and the selected previous period.
Strategic tips:
- Analyze conversion frequency to identify high-value repeat customers. Use this data to reward loyalty with exclusive offers or early access to new products.
- Use revenue representation to prioritize your most valuable segments. For example, if a small group is driving a large portion of revenue, consider creating targeted campaigns to deepen their engagement.
- Use customer trends to evaluate the success of your retention strategies. If fewer customers are returning, revisit your email flows or promotions to encourage repeat purchases.
- Create segmented campaigns based on group characteristics. For example, send educational content or welcome discounts to single-time converters, while offering personalized product recommendations to frequent converters.
Key takeaway:
The Conversion group characteristics card helps you understand customer behavior at a granular level, enabling you to tailor your marketing efforts to meet the needs of different segments. By using this data strategically, you can improve retention, boost repeat purchases, and maximize the lifetime value of your customers.
Attributing conversions to messages
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.