Curing Automation Frustration
Klaviyo Flows empowers marketers to reach subscribers with the right message at the right moment — automatically.
The catch was that getting setup was difficult due to the vast number of features, flexibility, and confusing terminology within the tool.
While managed customers and power users were seeing success with Flows, entrepreneurs and small businesses were struggling to get the most out of it. The goal: Make Flows easier to set up and use without compromising its power and flexibility.
Research
By analyzing product metrics to identify bottlenecks and aggregating qualitative feedback from support tickets and community forums, we aligned on the following core problems to solve:
- SMB and entrepreneur users don't know where to start when building a flow.
- They're not sure whether they set their flows up correctly, so they're reluctant to turn them on.
- When a flow is on (live), it's difficult to tell how it's performing.
Key Quotes
"I'd love to see tutorials. Maybe this already exists and I've missed it, but a little guidance on triggers and flows would be great. I don't want it have to hire a marketer for this kind of stuff."
"Would someone double check and make sure I have this flow configured correctly? Basically the customer is to hop out the flow if he or she makes an action (purchase)."
"It takes a little bit of getting used to, and some research to truly customize. Sometimes flows can be a bit confusing depending on how in depth you wish to get with them"
Solution #1: Canvas Clues & Contextual Help
Canvas clues provide a nudge to users who may be stuck at crucial points during Flows setup. By making use of the free space on the canvas, we're able to keep new users unblocked while not getting in the way of experts and power users.
Solution #2: Rapid Flow Tests
After we guided users through the process of getting a flow set up. We needed a way to reassure them that the automation will work as intended. Using Test Mode, Users can select a subscriber to see how they will move through the flow once it's turned on.
Impact
Flow Actions Added
12%Small to medium business users successfully added more flow actions/steps.
Flows Set to Live
30%Small to medium business users successfully turned on their automations.