Sudden drop of conversion rate from Klaviyo, traffic from Klaviyo, and total revenue from Klaviyo

@Ethan W. I saw a similar dynamic with one of my clients when they launched a site redesign last fall. @Akers Digital makes a good point about the links potentially changing and impacting dynamic URLs in emails.

First, I’d do as he recommends and confirm the Klaviyo app is fully functional with the new theme and nothing is broken there.

Second, I’d examine the dynamic blocks and URLs for your Abandoned Cart and Abandoned Checkout flows - it’s most likely that errors in these emails would impact conversions. If there’s nothing broken there, then I’d start examining other flows, email and SMS if you’re using that.

Warmly,

Gabrielle

I think @Omar approach of the “first principles” to check why conversion rates are down is spot on.  If you can’t see it in the data (Google Analytics, Klaviyo Reporting, Shopify Reporting, etc), try to see it from a customer’s perspective. 

As marketers (and merchants), we often don’t go through the purchase process because we just simply assume it works.  I have to sometimes remind myself to “actually do a purchase” to see what’s going on and what emails I’m getting and double (triple check) the full experience.  These things can often get jostled, hidden, or even omitted when you do a sudden or drastic site update.  I worked with a merchant where they added new widgets that inadvertently blocked the checkout button on the bottom-right of the screen where the “Checkout Button” was - and it only happened if you’re on desktop experience, so sales still went through if you’re on mobile.  They didn’t find this bug until a customer sent in a screenshot saying they literally could not click the button to Check Out.  I know it sounds silly, but there may be other pernicious issues if you don’t test thoroughly.

Finally, if your conversion rate has dropped systemically, I would also get a quick organic search (aka SEO) audit - check to see if old URLs are properly redirecting if they changed, and verify your rank/standings in Google Search Console.  Some of the best quality traffic comes from Search since it has high intent to purchase.  One of the major disruptions to a big site change/update is SEO as Google has to re-adapt and re-qualify your search rankings with the new site architecture.  As an anecdotal example, I worked with a brand that decided on their new site update to remove the Blog Section because in a meeting they determined without any research that “no one reads blogs anymore” - and they were suddenly surprised that a big portion of their organic search (and revenue) dropped significantly since a few of their Blog posts ranked highly for important keywords in their industry.  When they restored the Blog, some of their traffic/revenue returned slowly. 

Hope this helps add a different perspective of other things to check!