Guided Checklist: Switching eCommerce Platforms with Klaviyo
Posted November 13, 2018 by Alicia Burns in Ecommerce Marketing, eCommerce Website, Email Marketing
As an eCommerce store, switching your inventory platform can be one of the scariest things to migrate. But sometimes, switching eCommerce platforms is necessary; especially if there is another platform that can suit your business needs better than your current one. There are quite a few things you need to reconnect, re-integrate, re-check and set up before your switch is complete.
One of the most important things to migrate successfully is your Klaviyo account. Likely, your email efforts are driving 30% of your total sales (and if they aren’t let’s talk) so you can’t afford any hiccups with your email marketing platform. Unfortunately, switching eCommerce platforms is detailed and can be touchy. If even one key aspect of the migration is forgotten, your sales could tank, data could be skewed or your site could crash altogether. But don’t worry, we are here to guide you through switching your eCommerce platform in sync with your Klaviyo account!
First and foremost, if your new site/new platform has already launched and you have not yet integrated Klaviyo with your new platform. First pause all flows and all campaigns planned to send with the old platform information. If you do not pause these, your emails will likely send with broken links, broken product features, potentially send to the wrong recipients, etc.
Depending on what eCommerce platform you are switching to, follow the documented guide Klaviyo has put together. This part is critical to a successful migration, so take your time and reach out to Klaviyo support if you are having any issues or if you have any hesitancies while re-integrating.
Below are links to the Klaviyo guides for each eCommerce platform integration they support. If you are migrating to a platform not listed, see their custom integration guide.
2. SET UP TRACKING
Next. you will have to go through all the same processes you went through during your initial Klaviyo set up to track recipients activity. Most of this information should be listed in the above documentation for your specific eCommerce platform guide. You will need to re-install the Web Tracking code, the Viewed Product Metric, and any custom metrics such as Abandoned Checkout code, all on your new site. Additionally, you will need to re-add the code snippets for any sign up forms.
Note: If you are using a third party sign up form/email capture pop-up, instead of the one built into Klaviyo, you will need to make sure that is also properly re-integrated with your new eCommerce platform. Since sign up forms are your main source of new emails, ensuring these are working properly is an essential part of the migration process.
Once you have successfully re-installed the appropriate snippets of code, you should see your metrics for your new platform appear in Klaviyo, such as Placed Order and Checkout Started. It is now safe to disable the old integration.
Springboard best practices are not to delete any of the old metrics or old integration data in Klaviyo. The information attached to the old integration is still valid and will help you leverage future email marketing decisions.
3. CLONE AND UPDATE FLOWS
The next step in the migration process is to clone all existing metric triggered flows to update the metrics for the new integration.
Pro Tip: Name the cloned flows with an easy to understand naming convention; as to not get confused while updating and setting flows live again. For example, if your original welcome flow was simply named “Welcome Flow” the cloned version should be something like “Welcome Flow – SHOPIFY” instead of just cloning it and keeping the exact same name. Following the same naming convention for each flow you clone, this will make it easier to identify the new flows from the old ones.
Double check any flow filters you may have in place in the flow itself. Additionally, thoroughly visit each email and identify any product blocks that pull information directly from your eCommerce platform.
Additionally, thoroughly check each block within each email (desktop and mobile versions) to ensure you have updated any dynamic data. The tags used in these dynamic blocks vary based on the eCommerce integration.
Some typical Klaviyo flows that utilize dynamic table blocks would be:
- Abandoned Checkout
- Cart Abandonment
- Post Purchase
- Browse Abandonment
- New Customer Thank You
- Repeat Customer/ VIP Customer
Klaviyo notes that an effective way to update all these dynamic blocks is to re-create the block in the first email you update and then save it as a “saved block.” This enables you to simply drag and drop the updated dynamic block into the email and delete the old one as you update each email; instead of re-creating the dynamic block for each email.
4. CLONE DYNAMIC SEGMENTS
You will also need to identify any metric-based segments, clone those segments, and update their conditions to match the new platform. This should be fairly simple and straightforward as it’s just a matter of changing the existing metrics to the new ones.
5. CHECK TEMPLATES
Lastly, you will want to check any templates in Klaviyo you created that might have any dynamic blocks, product feeds or tags related to the old integration. Some popular uses where you might have a template that features this type of information would be a “New Products” email template that includes a product feed block that pulls from a category in your inventory management platform for new products. It is best to just review all your email templates thoroughly to ensure there are no aspects of the template relating back to the old platform.
So that was quite a bit of information! Need a more simplified step-by-step breakdown of this migration? We have you covered. Below we have created a sequential checklist to ensure you don’t miss a step as you migrate your eCommerce platform with your Klaviyo account.
Whew! What a chore! But it was all worth it now that you have your nice, new, and shiny eCommerce platform integrated with Klaviyo, right? Hopefully, the other aspects of your platform migration are going smooth as well!
To visit the migrating eCommerce platforms Klaviyo guide, click here.
Best of Luck,
The Springboard Team