Optimizing the Customer Journey Increases Online Revenue 329%

CLIENT

Anonymous

SERVICE

Integrated Marketing, Lifecycle, Marketing Strategy & AI Consulting, Personalization

INDUSTRY

Ecommerce / Retail

+329% Revenue

+39% Click rate

+566% Revenue per recipient

Background

An e-commerce jewelry brand partnered with Cro Metrics to evolve their SMS and email programs from basic automations to a fully integrated, personalized lifecycle strategy. This shift enabled deeper engagement and a significant lift in conversions and revenue.

Challenge

Missed Engagement, Constrained Growth

The brand relied on limited automations and an ESP with minimal testing and personalization capabilities, resulting in missed engagement opportunities and constrained growth.

Solution

Email & SMS Personalization + Experimentation

We migrated the brand to Klaviyo, enabled Shopify integration for advanced personalization, and developed a multi-test roadmap to optimize both email and SMS channels across the customer journey.

Methodology

Rebuilding a Lifecycle Marketing Foundation for YoY Gains

To address stagnant engagement, we rebuilt the brand’s lifecycle marketing foundation. Our team migrated all campaigns to Klaviyo, leveraging its segmentation and testing capabilities for a smoother, data-driven approach. Key touchpoints, such as Welcome and Abandoned Cart flows, were redesigned, and four new automations were introduced to strengthen the funnel.

Testing was expanded into SMS for the first time, transforming it from a passive channel to one driven by experimentation. The Welcome Testing Roadmap produced a 210% revenue lift alone, with notable results across message timing, CTA inclusion, and MMS versus plain text formats.

The integrated lifecycle approach delivered impressive year-over-year gains and through continuous optimization and testing, the brand built a more personalized, high-performing journey that boosted customer engagement and long-term value.

Results

+329% Revenue Earned From Email & SMS Integrations

Integrated email and SMS testing strategies drove a 329% increase in revenue and elevated every engagement metric across the customer journey year-over-year including a 9% higher open rate, 39% higher click rate, a 812% increase in conversion rate, and a 566% rise in revenue per recipient.