You will learn
Learn how to use the product analysis dashboard to understand customer behaviors related to specific product purchases and craft marketing to match these pathways. Review insights around how, what, and when products in your catalog are driving orders, and align products at the right time in the customer journey.
Advanced KDP and Marketing Analytics are not included in Klaviyo’s standard marketing application, and a subscription is required to access the associated functionality. Head to our billing guide to learn about how to purchase these plans.
Before you begin
Accounts using custom integrations not following the recommended Placed Ordered and Ordered Product event schema, non-standard versions of ecommerce integrations, and Salesforce Commerce Cloud are not currently compatible with product analysis as they do not follow recommended guidelines for structuring Klaviyo data.
The dashboard displays:
- Product data from the last 2 years only.
- Only purchase events (e.g., no views, added to cart events, etc.).
- Single product views (i.e., replenishment or repeat purchases of the same product do not get matched up).
You must ensure that your portfolio or account mapped metrics use the following structure:
-
Revenue
- Mapped to your Placed Order event.
-
Ordered product
- Mapped to your Ordered Product event.
If you are editing a mapped metric or using a new custom metric, it may take up to 48 hours for this change to be reflected. However, keep in mind that there are some potential discrepancies that could arise from trying to combine certain integration and API event metrics. For example, if you attempt to combine certain Placed Order events from your integration (e.g., Shopify) and Placed Order non-subscription events. Since your API sources do not have valid ProductID in events, the dashboard will only perform product analysis on your Placed Order events.
Strategically using the product analysis insights
-
Adjust post-purchase flow timing
Set up a flow triggered off of a purchase event and add a wait step based on insights from the Repeat purchase timing card. -
Adjust post-purchase flow content
Set up a flow triggered off of a purchase event to promote a product recommendation from insights in the Products bought in the next order card. -
Automate recommended bundles/co-purchases
Set up a flow triggered off of an abandoned cart event with a reminder to purchase and a product recommendation from Products bought in same cart card. -
Inform your merchandising strategy
Identify the best products to promote together or in succession in campaigns based on Products bought in the next order or Products bought in same cart cards.
Navigating to and customizing your analysis
If you are an Advanced KDP customer, navigate to Advanced KDP > Intelligence > Catalog insights. Alternatively, if you are a Marketing Analytics customer, navigate to Marketing Analytics > Catalog insights.
By default, the cards will be blank until you choose a specific product from the Product analysis side panel on the left. You have a few options for organizing this product list by using the dropdown next to Search.
These list-view options include:
-
Revenue: High-Low
Viewing the highest revenue-grossing products at the top of the list. -
Revenue: Low-High
Viewing the lowest revenue-grossing products at the top of the list. -
Customers: High-Low
Viewing the most ordered products at the top of the list. -
Customers: Low-High
Viewing the least ordered products at the top of the list.
To narrow in on which specific products are leading to certain customers behaviors, click on the product from the list or use the Search field to find it.
In the example below, when you click on the "Lilac Tote," all data and cards narrow down to information related to this product.
Reviewing the insights
The outputs for the analyses shown below are limited to the top 500 products.
For example, if your catalog contains 2000 products, the Products bought in the same cart report will be generated for all the products. However, only the top 500 products customers bought in the same cart will be shown for each catalog item's report.
Repeat purchase timing card
The Repeat purchase timing card visualizes the time between the purchase of a product and the next purchase. This card helps to provide insights into the purchasing behaviors related to certain products and allows you to craft flows and campaigns relative to when customers may make a second purchase. Additionally, you can target customers using products that have a shorter time between secondary purchases and encourage repeat shopping.
The bottom axis of the chart represents the days between the first product order and the customer’s next purchase. Please note that there is a 90-day max view limit for this.
The left axis is the number of customers who placed a second order. As shown in the example above, a little over 100 customers placed a second order on the 10 day mark.
Products bought in the same cart cardProducts bought in the same cart card
The Product bought in the same cart card lists the products purchased alongside your specific chosen product. These insights can help you identify opportunities to cross-sell, bundle products, or even offer discounts on certain secondary items at checkout.
The Products column on the left represents all specific products that customers bought in the same transaction, and the Co-purchase rate indicates the percentage of orders in which customers purchased them. In the example above, customers bought the "Mens Activewear Short-Black" in 7.1% of all transactions, along with the "Lilac tote."
By clicking on the Show button on the lower left, you can expose more products in your view. Additionally, use the page numbers and Next to flip to other pages of data.
Products bought in the next order cardProducts bought in the next order card
The Products bought in the next order card provides a list of products that were part of the next purchase. Here, you can see which products customers purchase in a follow-up purchase. Use post-purchase flows, campaigns, or even discounts to encourage customers to return to your store and purchase the products that are highly correlated with their first purchase.
The Products column on the left shows all specific products that customers bought in the next transaction, and the Post-purchase rate indicates the percentage of secondary orders in which customers purchased them. The Median days between purchases shows the median or middle point of days between these purchases. In the example above, customers purchased the "Mens Activewear Long-Green" in 7.0% of all secondary transactions when they first purchased the "Lilac tote." There is also a median of 8 days between these 2 purchases.
By clicking on the Show button on the lower left, you can expose more products in your view. Additionally, use the page numbers and Next to flip to other pages of data.
Product analysis profile propertiesProduct analysis profile properties
The product analysis report creates 2 additional properties that can be found in the predictive analytics section on profiles.
Best cross-sell dateBest cross-sell date
The product analysis report determines the best timing to attempt to cross-sell to profiles. The Best cross-sell date property requires customers to have made at least 1 purchase, and is based on the purchasing patterns of similar customers that have bought the same item. This is a dynamic property that updates daily, but only when a profile makes a purchase.
If there is not enough data to make a recommendation based on a product’s subsequent purchases, Klaviyo will identify the best cross-sell date based on your entire product catalog.
Best cross-sell date vs. Expected date of next order
Klaviyo’s base marketing application includes an Expected date of next order property as part of its predictive analytics. There are some key differences between the Best cross-sell date property and the Expected date of next order property. Predictions for the Best cross-sell date property are based on the product analysis report. It specifically uses purchase data, considers multiple items in someone’s last order, and identifies sequential patterns. Meanwhile, Expected date of next order does not take into account product-level data that has a strong impact on repeat purchasing timing.
Learn how to build a flow using the Best cross-sell date property.
Next best product
The product analysis report also determines the next best product for profiles based on their last purchase. As a profile continues to place orders, this property will automatically update accordingly. Next best product automatically excludes unavailable items, as well as the first 48 hours of repeat purchase data for a profile. The first 48 hours after a purchase generally has the highest volume of returns and exchanges. Excluding data captured during this timeframe prevents the Next best product property from being skewed.
If a profile does not have a recommended Next best product because they have never made a purchase, Klaviyo will display your most popular product based on the number of units sold in its place.
Using next best product in templatesUsing next best product in templates
To make your email sends more effective, you can leverage the Next best product profile property. You can take advantage of this profile property in email sends through the Next best product block. This product block will show each recipient the next best product they are most likely to purchase based on their last purchase.
To use the next best product, add the Next best product block to your email templates.
Additionally, make sure to configure the appearance of the block to meet your design requirements.
Additional resourcesAdditional resources
How to use product feeds and recommendations