Adv Campaign Reports: Analyze Conversion by Product and Category

campaign reports

A core part of Klaviyo analytics is tracking conversions and revenue associated with your email campaigns. Today, we’re releasing new reports that break down ecommerce conversions by revenue, product, category, and SKU. You will be able to see precisely how your emails affect these criteria, and this data will allow you to better refine your emails and plan your marketing strategy.
To start, this feature will be available on Shopify, Magento, Bigcommerce, Spree, and Woocommerce, but over time we’ll be launching it for other carts and custom ecommerce platforms as well.

Measuring the impact of your emails

Klaviyo already offers an extensive report for each email campaign, but this new feature lets you delve even further into exactly what happened after customers received your email.

If you are connected to the supported ecommerce platforms, choose from product, category, or SKU to view which were purchased most as a result of a recipient reading or clicking your campaign. This information is displayed by revenue, with the products that drive the most revenue at the top of the list.

Email smarter

Say you’re an online men’s clothing store, and you just released your fall collection. With these new conversions reports, you’ll know whether the corresponding email campaign’s impact was driven by purchases within the fall collection itself, or whether that email just led people back to your site, which would indicate that the revenue generated had less to do with the substance of the email and more to do with its overall timing. Furthermore, you’ll start collecting data on which products and categories are better at converting users.

campaign reports

Imagine that your hypothetical clothing company observes its fall emails driving mostly sales of boot-cut jeans and leather jackets, but far fewer sales of button-down dress shirts, which make up half the collection. You would likely want to consider featuring the jeans and jackets in next week’s email, since they are your most popular products.

How to get started

campaign reports

For any campaign you send, you can click ‘Conversions’ on the campaign bar to view this report and use the dropdown menu to choose whether to group by product name, category, or SKU.

As a starting point, we recommend you review each campaign sent to determine whether the products and categories sold align with what was featured in the email, or are biased to your overall best sellers. By looking at results across multiple email campaigns, you may see that some products typically sell better than others and are popular regardless of whether or not they were featured in your campaign.

What’s next

Advanced campaign reports by product and category are just the first step in a new series of features you’ll see Klaviyo release over the coming weeks. Coming soon, we’ll have deliverability reports, visual clickmaps, and product recommendations to give you further insight into how your customers are interacting with your emails.

What are some other new reports you’d like to see from us? Let us know in the comments.

 

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