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Online jewellery brand

A second round of tests more than doubled clicks on the welcome and checkout emails.

3.9% → 9.3%Best click rate on the first welcome email · round one, then round two · 478 and 646 recipients

For an online jewellery brand we built the Klaviyo flows and then tested every email again. After the second round the first welcome email’s click rate rose from under 4% to between 7.2% and 9.3%, and the first checkout email’s from under 3% to between 7.5% and 12.5%. The brand is not named here.

See the results How we did it

3.9% → 9.3%Online jewellery brand

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The brief.

A young jewellery store needed its first email flows, and needed them to improve without waiting for a large list.

Our approach.

We launched the flows with a test on every email, then ran a second round against the first winners and rebuilt the mobile signup form.

The results.

Click rates and Klaviyo-attributed order value from the flow test log, by test round. Click rate is used because open rates changed with Apple’s mail privacy update in September 2021. The record has no account-level revenue.

Order value, three tested emails, round two: $3,913December 2021–February 2022 · 998 recipients · $1,446.90 from 685 in round one
Campaigns published: 17January 10–March 2, 2022
Site changes shipped: 43November 2021–February 2022 · no conversion figures recorded

A closer look at the work.

The first welcome email’s click rate went from 3.7–3.9% to 7.2–9.3%. The first checkout email’s went from 0.9–2.7% to 7.5–12.5%. Order value from the three tested emails rose from $1,446.90 to $3,912.64.

Reported outcomeJuly 2021–February 2022

Round one against round two

Click rate and order value for the first welcome and checkout emails in each test round.

Round one against round two · July 2021–February 2022
Email	Round one · Jul–Dec 2021	Round two · Dec 2021–Feb 2022
Welcome, first email	3.7–3.9% clicked · $1,147.50 · 478 recipients	7.2–9.3% clicked · $2,170.61 · 646 recipients
Abandoned checkout, first email	0.9–2.7% clicked · 109 recipients	7.5–12.5% clicked · 187 recipients
Three tested emails together	$1,446.90 · 685 recipients	$3,912.64 · 998 recipients

Source: Flow test log for the account

Order values are sums across the variants in each round. Round two includes the holiday season.

Reported outcomeJanuary 18–February 15, 2022

The mobile signup form

Signup rate on the mobile popup before and after it became a three-step form.

The mobile signup form · January 18–February 15, 2022
Period	Mobile signup rate	Views
First period	2.51%	Not restated
Period before the change	1.03%	Not restated
Three-step form	7.43%	6,470 views · 481 signups

Source: Popup test log

One four-week window. The desktop popup fell from 2.42% to 1.66% over the same period.

What we did.

The main pieces of work on this account.

Every flow email tested, then tested again
Welcome, abandoned checkout, abandoned website and more went live in July 2021 with a subject-line test on each. A second round ran from December 2021, and a third added button colour.
A three-step signup form on mobile
Moving the mobile popup to three steps took its signup rate to 7.43% of 6,470 views, from 1.03% in the period before.
A campaign calendar
Seventeen campaigns in the first eight weeks of 2022: top picks, gift guides, a rewards program and a Valentine’s series.
Work on the site itself
Forty-three dated changes to the store, from trust badges and payment options to the cart.

How the work fits together.

Online jewellery brand · how the work runs

Launch the flows
Put a subject-line test on every email from day one.
Read the first round
Keep the winners and write new challengers.
Test again
Run the second round and compare click rates.
Fix the signup form
Test the popup by device.

Review the results before the next round of work.

A first test finds a better subject line. A second round, against the first winner, is where the larger gains came from here.

How this was measured.

Flow test log, content calendar and site-change log for the account, read November 11, 2026.

Measurement and evidence
Question	Source scope
Which period?	July 2021–February 2022
What is measured?	Click rates and Klaviyo-attributed order value from the flow test log, by test round. Click rate is used because open rates changed with Apple’s mail privacy update in September 2021. The record has no account-level revenue.
What kind of record?	Klaviyo account report
What engagement?	Past email client

Sources and limits

Each variant reached between 82 and 342 people, so these are small samples.
The second round ran through Black Friday, the holidays and Valentine’s Day, which may have lifted clicks on their own.
Order values are small, in the hundreds to low thousands of dollars, and the record has no account-level revenue.
The desktop popup’s signup rate fell in the same period the mobile one rose. The brand is not named, and its creative is not shown.

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The brief.

Our approach.

The results.

Round one against round two

The mobile signup form

What we did.

Every flow email tested, then tested again

A three-step signup form on mobile

A campaign calendar

Work on the site itself

How the work fits together.

How this was measured.

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