@Ethan W. new templates, don't we love those!
We run a CRO & Klaviyo agency and I've seen companies go bankrupt from these random changes of design or templates without any testing.
Anyway, first priority is to have an understanding of the issue. Best way to do this is to go top down.
A couple of questions to ask/check
- Has the amount of visitors dropped compared to before, how much?
- If so is marketing spend lower/higher? Why?
- If not, can there be an SEO issue because of the new template? Or other issues (404 pages, higher bounce rates)
- If amount of visitors is the same, Are sales down? By how much?
- From what I'm seeing it's down a lot because placed order is a Shopify Metric for all customers (doesn't involve klaviyo tracking).
- Either marketing costs just doubled or this caused marketeers to stop pushing traffic.
- Is there seasonality? Or was there a big sale in the period prior to the data you're sharing that's potentially skewing this?
Things to do
- Look in web analytics data to find out what's going on
- Create a funnel and compare previous to current, where do you spot differences.
- Install Microsoft clarity and start watching people as they use the site
- Walk through the steps as if you were a customer - from an online ad to the website - to the checkout
- is everything clear? Are colors still matching (if add is green and site is blue you are losing scent).
- Is the messaging still the same?
- Where are people getting lost?
- What is missing? Any important information?
- Compare old and new template on important templates - home/ listing page/ product page / cart - what are the differences?
If on top level no changes are visible this can be because of changes in tracking. Make sure the Klaviyo tracking is firing on all relevant pages.
Sometimes best thing is to just put back the old template and hope it picks up again. I've seen this happen so many times that I now consider site redesigns a very dangerous option to just implement, you're changing so many elements in one go that you won't be able to find out anymore what's causing the issue.
Hope this helps, good luck!
Omar Lovert // Polaris Growth // Klaviyo Master Platinum Partner
We help with e-commerce growth through CRO, Klaviyo and CVO