Import flow redesign

One of the biggest drivers of support ticket volume for new Klaviyo users is the import flow experience. This step is critical in the journey, as importing contact data is a prerequisite for leveraging all the features in our marketing platform.

By identifying areas to reduce technical jargon and cognitive load, I revised content to reduce support ticket volume by 15%.

Problems to solve

• Contacts subscribed to email marketing and SMS marketing must be imported separately to track consent tracked correctly.
• Contacts who have opted out must be imported in a separate file.

Process

• I met with the team working on the feature to collect context about the existing problems, pain points, and evidence from Support and data.
• Revised the user journey by clarifying key decision points.
• Simplified and reduced the amount of information delivered at each step of the flow.
• Identified opportunities in the experience to provide examples of what the import file should look like.

Solutions

• Rewrote error messages to be clearer, more concise.
• Added action steps and an example of how data should be formatted.
• Added sample data of what each data type should look like.

• Identified areas to reduce and progressively load information so users only needed to consume content that was relevant to them.

Results

New accounts that went through the redesigned import flow experience saw a statistically significant improvement in key metrics.

• 15% reduction in support tickets submitted by new users about importing
• 2.13% reduction of invalid import records
• 4.45% reduction in import errors
• 1.96% reduction in accounts needing to repeat the import after an error
  

There were also small but statistically significant lifts in completing subsequent actions for accounts that were part of the experiment.

• 4% relative increase for new accounts sending their first email campaign
• 25% relative increase for new accounts sending their first SMS campaign