Email Marketing Case Study

TrustPilot A/B Test on Klaviyo

A client who sells footwear and apparel on a Shopify site used TrustPilot to collect reviews. We wanted to start incorporating review features in their emails. We started by running an A/B test on select newsletters and one-off ad hoc emails. We created a random 50/50 split and coded a TrustPilot widget into one variation of the email. We ran the test until we had a statistically significant sample size and we found that the TrustPilot widget variation won 60% of the A/B tests we ran. After analyzing results and auditing the client’s email automation series we identified key emails in the customer journey that could be improved by adding the TrustPilot widget to the email content. The TrustPilot widget was added to one of the Abandoned Cart automation emails and one of the Browse Abandonment automation emails.

30 days after the TrustPilot widget was added, revenue from the Abandoned Cart was up 85% MoM and revenue from the Browse Abandonment was up 256% MoM!