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Hey all,
Your email gets the click, but the customer still doesn’t buy.
Your team blames the copy or positioning. But the problem could be on your site.
Here’s what to check and change before you launch your next campaign.
In less than 2 minutes, learn:
🎯 WEEKLY INSIGHT
When a campaign gets clicks but fewer purchases than expected, focus next on what happens on your storefront.
Your email promises 20% off.
The customer clicks, but your site greets them with a popup offering 10%.
Which discount do they get?
The email set an expectation. The storefront made it unclear.
Rewriting the email won’t fix that confusion.
Action Item:
Choose one campaign that got clicks but fewer purchases than expected.
Click the email like a customer would, choose a product included in the promotion, and add it to your cart.
Then check:
Is the promised discount still clear?
Does it apply the way the email said it would?
If another offer conflicts with it or the customer needs instructions to get the discount, fix that before rewriting the email.
⭐ Takeaway: When customers click but don’t convert, check your storefront experience before you blame the email.
📹 QUICK TAKE
Are you judging email performance without knowing which purchases Klaviyo credits to email?
Sammy explains why the attribution window should reflect whether your customers buy within days or take weeks.
🗞️ NEWS HIGHLIGHT
What changed: Klaviyo published six strategies for using Halloween email and SMS campaigns to collect customer data, test discount tiers, refine creative and urgency, and send early-access bundles through customers' preferred channels.
Why it matters: Because Halloween arrives just before BFCM, lifecycle teams can use October campaigns to learn which offers, segments, and messages resonate before their higher-stakes November sends.
| THE COMMERCE LAB: STOREFRONT |
Catch the latest storefront CRO Insight
OM Mushroom had plenty of products, but first-time shoppers needed a clearer place to start.
Instead of asking visitors to sort through formats, the redesign led with the outcomes they were shopping for.
See where proof was added from the homepage to the buy box to help shoppers make a choice.
👀 FROM LAST WEEK
Most win-back campaigns default to a discount, even when the product itself gives lapsed customers a stronger reason to return.
Start with customers who bought the old version and haven’t reordered within the expected purchase window.
See how turning a real product improvement into the message makes the outreach feel relevant, not like another generic promotion.
🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
— Allen