How we optimized Doe Lashes’ customer journey to boost Klaviyo revenue — all while sending fewer emails.
Project overview:
We helped Doe Lashes work smarter, not harder, to drive 3x more revenue with Klaviyo with 10% fewer emails. As a company with a stellar product and strong existing brand voice across other channels, Doe Lashes’ CRM needed to work smarter, not harder. They came to Lunar Solar Group with the following goals:
- Boost Klaviyo revenue to be in line with key industry benchmarks
- Improve customer experience by utilizing new forms of creative to leverage existing brand identity
- Create an effective and efficient Octane-CRM personalized experience
We re-tooled Doe’s customer experience and ecomm ecosystem. The new CX took a customer-centric approach to simplify CRM. With customers coming in from 5+ platforms, it was critical to scale back email cadence and focus on quality over quantity.
Post-Quiz Flow
The highlight of the Doe brand experience is their Octane AI lash quiz — a funnel that uses personalization to find your perfect lash style.
If a user doesn’t convert immediately, the next touchpoints are critical. We created a distinct post-quiz flow that infuses personalized lash results and brand education.
To further promote the quiz, we geared both the welcome and abandoned cart flows toward the lash quiz for non-purchasers, making the funnel end with quiz to conversion.
Campaigns
While automations are a key part of the customer journey, campaigns play a heavy hand as well. We updated campaign creative to build a cohesive brand story — so that no matter where a user was in their customer journey, CRM effectively spoke to them across flows and campaigns.
By creating a personalized and branded email experience, we successfully pushed users to convert, making them feel intimately connected to the products themselves and looked after by the Doe brand.
Because in the end, it’s about the customer.
Doe Lashes has earned praise from Vogue, Allure, Byrdie, and other major beauty experts as a must-have lash product in any makeup bag.
