From 7% to 48% attributed revenue from Klaviyo in 6 months…
Project AD is a premium supplements e-commerce store that caters to the needs of elite athletes. They wanted an agency that provide a “do-it-for-you” service, and we delivered exactly that.
Our implementations generated over $160,000 in revenue in 6 months, and we have successfully managed to keep their attributed Klaviyo revenue between 40% and 50% ever since.
The client
Project AD is an e-commerce store that provides premium supplements to experienced athletes. Its founder, Joe Binley, is a renowned bodybuilder and fitness influencer in the USA. The company has a strong following in the fitness industry.
When they approached us, Project AD wanted a hands-down approach and a “do-it-for-you” service, which we provided from day one. Our mission was to revamp their existing flow structure, add new flows, and create and send visually appealing campaigns more frequently.
When we came on board, Project AD’s Klaviyo account was contributing only 7% of their total revenue. We managed to jump to almost 50% in 6 months and have maintained those numbers ever since.
Read on to find out how we did it.
The challenge
In February 2023, the store was generating 7% revenue from Klaviyo.
They had all the main Klaviyo flows set up in their account.
These included:
- Welcome flow
- Abandoned Checkout
- Several Post-purchase flows
- Winback flow
They weren’t using a lead-generating pop-up or an exit intent form, nor were they sending frequent campaigns. Maybe not surprisingly, the account wasn’t generating that much revenue from Klaviyo.
We knew that this account had great potential, so we set out to increase their revenue from Klaviyo as much as possible.
Our strategy
Our main strategy was to introduce new flows, revamp the ones they already had, and merge some of them because they overlapped. Introducing pop-ups and exit intent forms was also a game-changer. Creating a campaign calendar and sending frequent campaigns, both for email and SMS, was also on the agenda.
Creating a pop-up and exit intent forms
Naturally, the first step was to create pop-ups and exit intent forms to gather new subscribers and get the Welcome flow going.
Both forms started collecting new customers, adding around 500 new subscribers each month.
We tested several variations over time – with different offers, with or without a question at the start, different designs, and different copy.
Whatever we did, however, we couldn’t collect that many new subscribers through the pop-ups. It turned out that the bulk of their revenue wasn’t coming from new subscribers but repeat purchases, with the Winback flow bringing in almost as much revenue as the Welcome and Abandoned Checkout flows combined.
Combining existing flows and introducing new ones
Initially, they had several post purchase flows that were overlapping at places and didn’t have the right profile filters.
After adjusting the filters, we combined these flows to make it easier to analyze and optimize them in the long term.
We also created a new Master template and redesigned all the emails according to it so we could have a unified design across the board.
We introduced several new flows to the account as well:
- VIP flow
- Nurture series
- Abandoned Cart flow
- Sunset flow
- SMS Welcome flow
- SMS Abandoned Checkout flow
- SMS Post Purchase flow
After these initial implementations, we added new emails to the existing flows to expand their structure further and generate even more revenue.
Create a campaign calendar and send campaigns 2-3 times a week
As mentioned, the client wasn’t using their account to its full potential when we came on board because they weren’t sending campaigns.
We created a campaign calendar and started sending campaigns 2-3 times per week, with the sweet spot being two, when they didn’t have a big sale going on.
A mix of educational and promotional campaigns did wonders, along with balancing plain text and design-based emails.
Results
3 months later, we were already seeing some great results – the account was generating 34% revenue from Klaviyo.
It was not until August 2023, 6 months after we started, that we almost reached 50% attributed revenue from Klaviyo:
And we have maintained those numbers ever since:
With our high naturally being around BFCM:
From March until August, we generated over $160,000 in revenue from Klaviyo:
We also maintained good deliverability metrics throughout the period:
Overall, the account saw great improvements, and we continue to implement new ideas to maintain their KPIs between 40 and 50%.
Let’s work together
If you want your success story to look like this, then it’s high time you turn to email marketing experts. Schedule a FREE call today or write to us at office@progs.agency, and let’s create your success story together.
