The Lash Oasis

I designed the brand's welcome flow, achieving standout results: a 12% click-through rate, 5.73% conversion rate, 0.2% unsubscribe rate, and 0% spam rate—this flow is classed as a top-tier performer based on Klaviyo's peer analysis and industry benchmarks.
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Key strategies that contributed to this success include:

○ Highlighting a 15% off promotion for first-time app downloads and purchases with easy-to-copy unique codes in the header bar and the hero section.

○ Choosing a playful font to complement the brand's digital and gamification approach.

○ Utilising mobile-first design principles, ensuring easy readability and accessibility on smaller screens.

○ Incorporating custom graphics, GIFs, and UGC from brand ambassadors to boost engagement and sales amongst lash technicians.

I designed the brand's abandoned cart flow, achieving standout results: a 6% click-through rate, 4.1% conversion rate, 0% unsubscribe rate, and 0% spam report rate. According to Klaviyo's industry benchmarks in the beauty e-commerce space, this flow ranks amongst the top performers.

Key elements contributing to its success include:

○ Nostalgic and playful Y2K era graphics align with the brand’s personality while making the design visually engaging and fun.

○ Custom GIFs and content from brand ambassadors builds credibility by showcasing real-life usage, while also nudging customers to complete their purchases by fostering a sense of trust and community.

○ The block dynamically updates based on each user's browsing and purchase behaviour. This cross-sell feature encourages additional purchases, which significantly boosts revenue per recipient – on average £2.5 vs. peer median of £1.8.

○ Recognising that customers often purchase in bulk, the abandoned cart block was restructured to present items side-by-side, with larger images than the default Klaviyo design. This more compact, yet impactful layout ensures that customers can easily review and be enticed to complete their purchases.

The newly designed abandoned browse flow has been highly effective, achieving a 1.96% conversion rate and £1.8 revenue per recipient, both of which are above industry standards. These results are classed as ‘Excellent’ by Klaviyo's benchmarking system, showcasing the success of the flow in driving customer engagement and revenue.

Key elements contributing to its success include:

○ The last viewed item block adjusted to be larger and centred for better visibility and accessibility on mobile.

○ A cross-selling block that encourages additional purchases without overwhelming the customer, keeping the flow clean and direct.

○ A single-email approach to avoid being intrusive, while still re-engaging potential buyers.

I designed the brand's sunset flow, successfully re-engaging 16% of inactive subscribers since its launch—well above Klaviyo’s 10% benchmark.

Key factors contributing to the success:

○ Vibrant, Y2K-inspired graphics and colourful stickers capture attention and reflect the brand's personality.

○ Tailored product cross-sells along with the 15% discount encourage subscribers to revisit the site and browse product offerings.

○ Featuring UGC and customer reviews builds trust and social proof, encouraging re-engagement.

○ A personal note from the founders adds a human touch.

○ Even though the text is edited directly onto the image, rather than using live text, the design is thoroughly tested for maximum accessibility and legibility on mobile devices.

I designed a separate welcome flow for the US market that has shown impressive results since its launch with a 4.2% click-through rate, 4.17% conversion rate, and 0% unsubscribe and spam report rates. Given that the brand is less established in the competitive US market, these metrics align well with industry benchmarks, proving the flow’s effectiveness.

Key factors contributing to the success of the flow include:

○ The targeted 20% off promotion provides an incentive for new subscribers to convert quickly, while US-specific shipping rates address potential concerns and enhance the brand’s appeal to US customers.

○ Featuring UGC builds credibility and trust, inspiring potential buyers by highlighting real customer experiences with the brand.

○ Staying true to the brand’s identity, this flow also features bold graphics and playful elements that capture attention, creating a strong first impression for new subscribers.

These elements come together to create a high-performing flow, effectively attracting new customers in a competitive market.

I created three distinct, editable email templates to help the team maintain a cohesive campaign cadence. These templates were designed for the brand’s three major email categories: updates and announcements, sale emails, and new product launches.

Key features of the templates include:

○ Custom graphics: Each template features unique, attention-grabbing visuals that enhance the brand’s personality and draw attention to key messages.

○ Editable Canva assets: Built with Canva, the brand's preferred platform, making it easy for the team to update visuals and import designs directly into Klaviyo.

○ Sticker-style product image blocks: Simplified the drag-and-drop process for images, ensuring they align with the brand's playful style while keeping everything easy to manage.

○ Live text in template: Made editing and updating copy easier, allowing for flexibility while retaining design integrity.

○ Personalised product blocks: Live, easily updated with either product feeds or manually pulling from the Klaviyo/Shopify integration.