Case study: Scandinavian Biolabs amplifies Klaviyo revenues with server-side tracking

Scandinavian Biolabs, a pioneering hair growth solutions provider, partnered with Obsidian Digital, a Stape Top Partner, to implement server-side tracking using Google Tag Manager. This case study explores how this implementation dramatically improved their email marketing performance, particularly for browse abandonment and abandoned cart automation.

Challenge: precise user behavior tracking

Scandinavian Biolabs aimed to boost its email marketing revenue by identifying existing permissions to view products and add items to their carts more accurately. The company needed a solution to track user behavior more precisely and trigger timely and relevant email automation.

Scandinavian Biolabs also needed to differentiate between new sales and revenue from subscriptions in their marketing.

Solution: server-side tracking with Klaviyo integration

Obsidian Digital implemented server-side tracking via Google Tag Manager, focusing on integration with Klaviyo for enhanced email marketing performance. The setup included server-side Google Tag Manager implementation, custom server-side tracking for Klaviyo events, and improved data collection for product views and cart additions.

Results: substantial email marketing performance

The implementation of server-side tracking led to substantial improvements in Scandinavian Biolabs' email marketing performance:

1. Measured Product Views increased by 91.84%.
2. Measured Added to Cart Events increased by 48.86%.
3. The client received the ability to differentiate between new sales and existing customers re-purchasing.

Creating value through enhanced automation

These significant percentage increases in tracked events directly resulted in more effective email marketing automation, particularly in two key areas:

1. Browse abandonment emails: the 91.84% increase in tracked product views allowed Scandinavian Biolabs to identify many more potential customers who showed interest in specific products but didn't make a purchase. This dramatic improvement enabled their browse abandonment automation to trigger for a much larger audience, re-engaging potential customers who might have otherwise been lost.
2. Abandoned cart emails: with a 48,86% increase in tracked "Added to Cart" events, Scandinavian Biolabs significantly expanded the reach of their abandoned cart automation. This automation, often considered one of the most valuable in e-commerce email marketing, could now be triggered for nearly 50% more potential customers with high purchase intent.

Impact on email marketing value

According to Klaviyo, browser abandonment and abandoned cart emails are among the most valuable automated emails for e-commerce businesses. Here's how the increased tracking capabilities amplified their value:

1. Higher volume of high-intent triggers: with more tracked events, Scandinavian Biolabs could send out significantly more high-converting emails, directly impacting their bottom line.
2. Improved timing and relevance: more accurate tracking allowed for better-timed and more relevant emails, increasing the likelihood of conversion.
3. Better personalization: with more detailed browsing and cart data, Scandinavian Biolabs could create more personalized email content, boosting engagement and conversion rates.
4. Expanded remarketing opportunities: the increased data capture enabled better segmentation and remarketing strategies, extending the customer lifecycle.
5. Better ROI on email marketing: by sending more of their highest-performing automated emails, Scandinavian Biolabs could significantly increase the return on investment of their email marketing efforts.

Conclusion

Implementing server-side tracking with Google Tag Manager improved Scandinavian Biolabs' ability to track user behavior and trigger effective email marketing automation. This case demonstrates the potential for e-commerce companies utilizing Klaviyo to substantially enhance their email marketing revenue through improved data collection and automation triggers.