Klaviyo Reviews
Incrementally doubling onboarding success
Role
Product Designer
Team
1 PM, 1 lead engineer
Duration
2.5 months
CONTEXT
Klaviyo Reviews had been live for 6 months. Signups were growing, but there was one problem: 60% of customers were dropping off during onboarding.
I dove into Heap to identify areas of leverage and develop hypotheses about why users were dropping off. With limited time for research, I leaned into intuition and existing qual/quant data.
INSIGHT #1
People perceive initial setup & customization to be more complex than it actually is
Condensed text for easy scanning, added images for some of our most common business types to build trust.
Simplified render on the right to decrease detail overload, broke out language selection to a separate page, eliminated extraneous text
INSIGHT #2
Installing reviews to display on websites is manual and labor intensive
Above: Before → After (2x install success)
Collaborated with engineering to ship a 1-click deeplink install solution, eliminating the need to go back and forth with instructions and manually take 5+ steps outside of the platform.
INSIGHT #3
People were putting off setting auto review requests live, but then never getting around to it
De-emphasized the option to "build a custom flow later" to encourage users to set live now. Ultimately, we learned that users want to edit before setting the email live. While this was not technically feasible within the timeframe, we want to build it in the future.
IMPACT
Within 2.5 months, the number of users collecting and displaying reviews approximately 2x'd
This project was a great example of how a small team with a loose process can move fast on high-confidence hypotheses to make a big impact. Through a shared vision and deep collaboration, we were able to align on our risk tolerance and ship quickly to learn.