Marketing & Strategy
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5 MIN READ
Calling all Shopify Plus merchants — here’s a quick win: if you already have Klaviyo and Elevar in your tech stack, with just a few tweaks to your setup and no developer required, you could significantly increase your revenue. What is this magical solution? It’s a numbers game. If you’re not already leveraging Elevar for Klaviyo, it’s likely that a percentage of consumers are slipping through the “tracking cracks” who should have been funneled into your remarketing flows. Compound that over time and you can see how these multiple missed opportunities could be impacting your bottom line.
Baymard Institute calculates that the average cart abandonment rate is just over 70% – that means 70% of consumers who add to cart don’t convert to purchase. What do we do to try to recover those potential sales? We send emails!
We send remarketing emails because they work. Cart abandonment and browse abandonment emails have some of the highest open and click rates.
Shopify cites research showing that cart recovery emails have an open rate of more than 40% versus 21% for general retail emails.
The more consumers you can accurately identify for remarketing means you’ll have a larger pool of consumers who could potentially convert to purchase. Any improvements you can make to remarketing flows can be a very effective – and straightforward – way to increase your conversion rate and revenue.
You know about the changes to Apple’s iOS and the phasing out of third-party cookies. Due to these privacy restrictions as well as consumers shopping on multiple devices, it’s been getting harder for marketing platforms like Klaviyo to use client-side tracking in browsers to identify returning shoppers and reliably trigger remarketing email flows.
So, even though you’re already sending flows to Klaviyo from Shopify, the reality is, you’re likely missing a lot of consumers.
When merchants rely only on conventional client-side tracking, as much as 20-25% of data can be inaccurate or missing. In addition, with client-side, it’s difficult to accurately track multi-day customer journeys.
For example: a consumer clicks to your site through a Facebook ad, signs up for a discount but leaves without purchasing. They return the next day and add to cart but only come back to your eCommerce site four days later to purchase. Most likely, this returning consumer will be treated as an anonymous user each time they’re on your site, Klaviyo won’t be able to associate the add-to-cart event with this consumer and their email, and they won’t be funneled into the abandoned cart email flow.
Elevar estimates that the majority of their clients have at least 50% of site traffic coming in through paid marketing (e.g., advertising). With so many anonymous consumers coming to the site, it’s important to have a more accurate way to identify them and track their behavior so you can use all the tools in your toolbox to nudge them to purchase.
Elevar helps merchants collect more accurate and more complete customer behavior data — without using cookies. When a consumer comes to your store, Elevar triangulates data from different sources, including Shopify, marketing apps like Klaviyo, device or IP data, ad pixels, newsletter sign-ups, and more and attaches this data to an Elevar customer ID. No matter when the consumer returns, Elevar looks up the consumer’s Elevar ID and when there’s a match, your Shopify site is triggered to use the data to personalize the customer experience and/or trigger automated email flows through Klaviyo.
Elevar estimates that the majority of their clients have at least 50% of site traffic coming in through paid marketing (e.g. advertising).
Our clients are seeing good results. For example, within the first 30 days of implementation, one of our clients, a sporting goods brand, saw a 78% increase in product browse abandonment revenue compared to the previous month.
Elevar reports that their clients see a 50% or greater increase in product view and add-to-cart events – which result in more browse abandonment and cart abandonment remarketing emails being sent.
There are three key steps to making this work:
Elevar has helpful documentation on adding Klaviyo as a server-side destination as well as setting up browse and cart abandonment flows in Klaviyo that walks you through how to do this.
Go into the Elevar app and make sure Klaviyo is set up as a server-side destination for Elevar to send event data to (e.g., cart abandonment, browse abandonment).
Elevar makes it pretty easy to set up new email flows for Elevar events by allowing merchants to simply “add new” without having to make changes to any existing flows you have set up. With your existing flows and your new Elevar flows, you will be capturing both client-side and server-side tracking data.
To do it, clone your existing Klaviyo flows and add a different trigger to send data through your new Elevar pipeline (don’t worry, you can select to exclude customers already in your existing (client-side) flows so you don’t email the same customer twice).
To see the results, you then set up a custom report in Klaviyo to track flows powered by server-side data that will run in addition to your existing report (flows powered by client-side data). Elevar has helpful documentation that walks you through how to do this.
Merchants can integrate Elevar and Klaviyo and set up email flows for Elevar events in under four hours – a potentially very profitable half-day’s work!
In the near future, we would love to see Elevar enable using data from any Elevar-integrated app to power Klaviyo emails or personalize a shopping experience (without being creepy, of course). In the meantime, this Klaviyo enhancement is almost too good to be true – there’s really no downside. You’re not impacting your current remarketing email flows; you’re just building on top of them to see how much incremental revenue you can bring in through a higher volume of remarketing emails. Of course, once you bring potential customers back, it’s critical to have a great user experience to convert them to purchase.
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