At Sleepworld, automated email flows were already in place, but we saw an opportunity to unlock more value together. As trusted partners, we worked closely with their team to identify areas for improvement, focusing on flows that directly impacted customer conversions—especially the abandoned basket flow.
The problem – unlocking the full potential of email flows
The challenge was clear: How could we use data-driven A/B testing to fine-tune these flows, maximise performance, and improve the experience for Sleepworld’s customers?
The solution – partnering to optimise with A/B testing
Together with Sleepworld, we focused on two key aspects of their Klaviyo flows:
1. Timing of follow-up emails
We designed an A/B test to discover the most effective timing for abandoned basket reminders:
- Group A: Received a follow-up email 4 hours after abandoning their basket.
- Group B: Received the same email 24 hours later.
The aim was to balance conversion potential with a seamless customer experience—ensuring timely, relevant communication without feeling intrusive.
2. Content and design of emails
In partnership with Sleepworld, we explored what email elements best resonated with their audience. We tested:
- Subject lines: Catchy vs. informative (e.g., “Forget something?” vs. “Still thinking it over?”)
- Images: Lifestyle visuals vs. product-focused images
- Call-to-actions: Direct (“Complete your order”) vs. incentive-driven (“Claim your items now”)
This collaborative approach ensured that Sleepworld’s brand voice and customer insights guided every test.
Want to know how Klaviyo can transform your automated email flows? Explore our Klaviyo services.
Why email flow analysis matters for conversions and customers
A/B testing is just one part of the optimisation process. Equally important is email flow analysis: examining how users engage with each touchpoint and identifying drop-off points or missed opportunities.
For Sleepworld, this analysis helped us understand:
- Which flows drove the highest revenue: The abandoned basket flow was a clear winner.
- Where users disengaged: Insights from open rates and click-through rates guided our adjustments.
- Customer behaviour patterns: Knowing when users were most likely to convert allowed us to refine send times.
The result? Email flows that didn’t just convert better—they also created a more personalised and seamless experience for Sleepworld’s customers.
The results – actionable insights and stronger conversions
The partnership produced measurable results and valuable learnings:
- The abandoned basket flow drove the highest revenue, confirming its importance.
- 4-hour follow-ups converted more customers than 24-hour follow-ups—capitalising on fresh purchase intent.
- Product-focused images and personalised subject lines outperformed generic content.
Even more importantly, these tests provided insights to guide future campaigns, ensuring that Sleepworld’s email flows stayed customer-focused and conversion-driven.
Key takeaways from a collaborative success story
For e-commerce decision-makers and CRO experts, Sleepworld’s journey highlights the power of co-creation and data-driven iteration:
- Analyse before you optimise: Flow analysis pinpoints where to test and why.
- Test both timing and content: Even small adjustments can drive big improvements.
- Work in partnership: Collaborative testing leads to customer-first results.
Final thoughts – optimising together for long-term success
This project wasn’t just about tests and numbers—it was about partnership. By working closely with Sleepworld, we combined their deep customer understanding with our technical expertise to create email flows that performed better and felt better for their customers.
Because when you test, iterate, and collaborate—you don’t just optimise flows. You optimise experiences.
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