How One Bone doubled abandoned checkout revenue
Introduction
One Bone, a fashion brand celebrated for its inclusive sizing, discovered the challenge of high checkout abandonment rates, even with compelling offers like free t-shirts for new customers and customizable options like Build a Pack. To address this issue, One Bone turned to Littledata’s Klaviyo integration to optimize their Checkout Started flow and drive significant revenue growth.
Challenge
Like many DTC brands, One Bone faced high rates of checkout abandonment, which was limiting their revenue potential. Despite strong offers, many customers abandoned their purchase after starting the checkout process. Understanding the difference between abandoned carts and checkout-started scenarios was key for One Bone:
- Abandoned Cart: When a customer adds items to the cart but leaves the site before beginning checkout.
- Checkout Started: When a customer initiates checkout but does not complete the purchase.
One Bone needed a solution to better capture these potential sales and improve their abandoned checkout flow.
Key Wins
+128%
Abandoned Checkout Flow Revenue
+116%
Revenue per Email Recipient
Solution
To effectively tackle checkout abandonment, One Bone chose Littledata’s Klaviyo integration , which works automatically for any merchant using Shopify and Klaviyo. Littledata’s Checkout Started trigger fires on the first step of the checkout – a huge improvement compared with Klaviyo’s Checkout Started trigger, which fires on the second step of the checkout (after the customer has manually entered an email). This change alone increases the abandoned checkout audience by around 30%. But we didn’t stop there! Littledata also added:
- Enhanced Identity Resolution: Linking checkout events with opted-in users.
- Real-time Event Tracking: Triggering key events directly from Shopify’s servers ensured timely and relevant emails.
- Seamless Integration with Klaviyo: Smooth implementation with compatible events, eliminating the need for editing email templates.
- Increased Audience Size: Littledata’s server-side identity resolution better links opted-in customer profiles to checkout events, increasing audience size without additional marketing spend.
- Product Category Personalization: Trigger splits by product category and dynamic hero images in emails enhanced personalization and effectiveness.
Results
After only seven days of running the new Littledata-triggered and legacy flows in parallel, One Bone experienced:
- 120% Increase in Abandoned Checkout Flow Revenue: The enhanced targeting and personalization significantly boosted the revenue from abandoned checkouts.
- 116% Higher Revenue per Email Recipient: The personalized follow-up emails were more effective, leading to higher conversions and increased revenue per recipient.
One Bone’s effective use of Littledata’s Klaviyo integration demonstrates the powerful impact of targeted and personalized follow-up emails in reducing checkout abandonment. Through advanced tracking and automation, One Bone successfully recovered lost sales and substantially increased revenue.
