Redesigned
WhatsApp setup
Klaviyo WhatsApp had 2 big issues with activation: only 60% of people started setup and fewer than 12% finished. I rewrote the landing page and redesigned the setup for a more streamlined approach.
We had the tools, but not the packaging
WhatsApp with Klaviyo shipped with everything users needed, from thought-out features to unique functionality. However, less than 12% of users finished connecting to Meta.
To find out why, I put myself in the customer’s shoes, walking through the experience and reviewing how competitors handled the same problem.
The problem? A lot of words, but no story.
Two issues, same root cause
After trying for myself, it was clear that the content suffered from a lack of focus both on the landing page and throughout the onboarding workflow. This was especially problematic because Klaviyo didn’t own the actual setup process: content was our main lever to drive success in Meta’s signup experience.
A landing page that didn’t land well
- Weak messaging with one benefit that’s buried below generic copy
- Dense block of text makes it hard to scan or act on
- Competing CTAs distract users from the primary action
Content blocks that weren’t building on each other
- Too much content users have to read through and remember at once
- Information is scattered across separate pages rather than in a single place
- Details are out of order for the user’s actual experience
From feature description to value pitch
I looked at competitors and other Klaviyo landing pages, quickly realizing that we buried the lede: 2 billion users worldwide. In addition, we started with our product rather than introducing the channel or its benefits.
Turn conversations into customers with WhatsApp
Adding WhatsApp to your business unlocks higher engagement and measurable ROI across your flows and campaigns.
With billions of active users worldwide, WhatsApp helps you hit your goals and scale growth. A recent study shows that business messages on WhatsApp achieve open rates as high as 98%.
Unlock the world’s #1 mobile messaging app
With over 2 billion active users, WhatsApp connects you to more people in a way that feels personal. Here’s why businesses love it with Klaviyo:
Overhauled onboarding experience
- Updated the steps to match a user’s workflow
- Focused on the key takeaways, relying on tooltips and dropdowns for progressive disclosure
- Redesigned to be more visually interesting and better represent the experience in Meta
Numbers, one month after launch
After going live, we compared the performance of the landing page for all users and A/B tested the new onboarding experience.
What I’d take to the next launch
Keep it short and sweet, but not too simple. Conciseness is key, but it should never be an excuse for removing crucial information. Instead, focus on what the user needs to know and give them options to learn more.
Improvement is incremental. We saw excellent results for getting through setup, but the number for sending a message didn’t change. We’re currently updating the post-setup workflow to better guide users and recommend next steps.
Visual and content design go hand in hand. Adding icons to the tips drew attention to important information, while the graphics oriented the user in Meta. Without those, we still would have improved the content, but it would still appear as blocks of text for users to wade through.