Klaviyo Checklist for Launching a New Website

Posted July 16, 2018 by   in Ecommerce Marketing, eCommerce Website, Web Development


Unfortunately, launching a new site doesn’t just stop at your ecommerce platform. You likely have multiple integrations tied to your existing site that will require some careful attention, as even small errors can lead to immediate drastic negative impacts on revenue. Since your ecommerce email marketing efforts are driving about 25% of your total revenue (and if they aren’t, let’s talk ????), a proper transition of your Klaviyo integration should be a top priority while launching your new site.

 

1. CHECK THE klaviyo CODE

The first step to ensuring a smooth transition between your new site and your Klaviyo platform is checking the code. The main piece of code to check is the Klaviyo website tracking code. This snippet of information is small but mighty; it enables Klaviyo to track user browsing activity that can be leveraged in your email efforts and take your business analytics to the next level.

This piece of code is absolutely critical if you have auto-segmenting in place based on the trigger ‘Active on Site’ or automated emails in place based on the trigger ‘Viewed Product.’ Email funnels that are directly related to the website tracking code are also the main revenue driving funnels (such as Browse Abandonment, Cart Abandonment, and Abandoned Checkout). Basically, any Klaviyo automated flow triggered dynamically is directly related to the website tracking code.

This tracking code is also very important if you have a Klaviyo website sign up form to grow your subscription lists. This is how your website knows to display the pop-up and how Klaviyo knows to capture the email.

 

2. CHECK PRODUCT AND CATEGORY INFORMATION

The next aspect of your Klaviyo account to analyze with your new website is the product and category information. As an eCommerce store, you have product ID’s and category pages that make it easy to navigate the site and products as a visitor and make it easy to fulfill orders and track product performance internally.

Hopefully, you already have these product ID’s integrated into your Klaviyo account; this makes it simple to drag and drop Klaviyo product blocks into emails that feature the product images and detail information.

Klaviyo Product Block

The product blocks in Klaviyo are an extremely useful aspect of the email builder. If you make changes to the product page (swapping out images, adding text, etc.) but keep the page link and product ID the same, Klaviyo will reflect these changes automatically. This is because the Klaviyo product blocks are dynamic and real-time. However, it can be extremely detrimental if the wrong changes are made. If you change the product url or product ID, Klaviyo will no longer recognize the product.

Make sure to check your current Klaviyo email funnels for product blocks to ensure there are no broken links or missing images. You will also want to make sure Klaviyo is pulling in key details you might want to feature, such as the product description or pricing.

Other dynamic aspects of your Klaviyo account that could be impacted by a new website could be dynamic segmenting (so, check your lists) and templates that are pulling dynamic data.

 

3. CHECK NON-DYNAMIC URLS

Again, this task refers more to Klaviyo automated email funnels than anything else. Just as you should check the dynamic aspects of your Klaviyo emails, you should also check the non-dynamic aspects. If your welcome email features a standard link to your contact page, make sure your website update did not change the contact page url. Even a simple change from www.company.com/contact to www.company.com/contactus could be detrimental.

Make sure you check any scheduled campaigns for non-dynamic links and any templates that might feature blog post links, customer support pages, etc.

 

4. CHECK INTEGRATIONS

The last task on our list is to check all your current Klaviyo integrations. For example, if you are not using Klaviyo sign up forms and have opted to use a third party email capture integration instead (such as JustUno) you need to make sure this integration is working correctly. Without the proper care dedicated to transitioning an integration such as this, you would not have a sufficient stream of subscriptions to send emails and this would ultimately decrease sales.

Other integrations such as your eCommerce platform (Shopify, BigCommerce, etc), social media or CRM (Customer Relationship Management) are extremely important. So, ensure all your Klaviyo integrations are still connected and are working properly. If the meat of most or your emails includes dynamic personal data from your CRM; a disconnected Klaviyo integration could send automated emails without populating tags. Thousands of customers could open their inbox to: “Hi {Lead.FirstName}!”

 

As you can see, there are a plethora of things that can go wrong with your Kaviyo account when updating your website. There is nothing worse than doing your best to improve your site and make shopping your store a more enjoyable experience, but disrupting your revenue stream in the process. Make sure you take all the proper precautions while updating your website to not negatively impact your Klaviyo account.

All of the aspects we covered in this post are key revenue-driving elements to a healthy eCommerce email marketing system. If you don’t currently have many of these features integrated into your website and Klaviyo account, we can help! Schedule a consultation today.