4 key pillars to a Klaviyo audit

I've audited a lot of Klaviyo accounts, and usually my audits focus on four key elements:

• Signup forms and list growth

• Automations

• Campaigns

• Deliverability

I'm gonna break down each of the nuances that go into each of these audits, just so you know how to potentially pay attention to your own internal stuff as well.

Signup forms and list growth

The first thing I look at in the signup forms is whether or not someone is actually displaying the discount code in the final step of the form. This is one of the easiest wins you can make and drastically improves the on-site conversion rate.

The second thing I look at is whether or not the account has multiple forms at different stages in the customer journey. Sign-up forms shouldn't be used just to capture someone's email address; they should be used to remind readers of incentives and reiterate offers at different stages in the customer journey.

After that, when it comes to list growth, I ensure that all lists are pointing (or rather all integrations are pointing) to one list, triggering automations, and ensuring all lists are set to single opt-in.

Automations

The easiest thing to look for is just whether or not the account has all the essential flows that are typically required. This means looking at whether or not the account has the:

• welcome series

• abandoned card

• abandoned checkout

• abandoned browse

• abandoned post-purchase thank you

• fulfilled order

• win back flow

If it's missing any of these, those are my first suggestions. After that, I then go into the structure of those flows. If the account already has those, is the business splitting people down different paths based on their purchase behaviour? For example, reiterating welcome series offers, and are they treating people differently based on the interest categories that we've captured within the signup forms or the items that somebody, for example, left behind in their cart? How are we using this information to ensure that flows treat people differently?

Campaigns

Step number one is making sure there's actually enough campaigns going out. Is the person sending at least two to three emails per week? If not, let's increase it.

After that, I then look at how they're segmenting their audience based on this. Is the business treating people differently? Sorry, is the business treating people differently based on their purchase behaviour instead of them receiving different variations of campaigns? Also, do these campaigns for non-customers reintroduce the Welcome Series offer to increase on-site conversion rates and subscription to conversion rates? If not, let's implement it.

Deliverability

Here's where things can get a little bit more nuanced. I first take a look at each of the respective providers' reputations relative to the account. For example, what's the open rate of Gmail, Verizon, Outlook, et cetera? And then I figure out specific strategies to build around that that can be pushed into the campaigns and automations.

Step number one really is just figuring out if the deliverability's bad. If it is bad, it's figuring out where it's falling short. And then providing actual recommendations for this. This is actually a little bit more nuanced, and I really do recommend checking out my Skool community to get a full breakdown of how this works.

Conclusion

That's pretty much all I do. Of course, there's a little bit more technical know-how that goes into each one of these sections, and some things that can go left or right in terms of what I recommend. But for the most part, that's pretty much it.

If you're thinking of getting someone to conduct an audit, try and hit these four points first, and then ask them if there's still some things you're unsure of. Or hey, just ask me, and I'll answer

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