The DTC e-commerce space has changed how businesses attract and retain customers. Businesses have invested a lot into marketing themselves to customers, with many putting an emphasis on search engine optimization, digital content and social media platforms.
As competition ramps up and customers become empowered by the abundance of options, D2C brands feel a stronger need to improve their customer experience or risk losing buyers.
According to Salesforce, 66% of customers will pay more for a better experience and 84% find it to be as important as the products and services.
For Shopify merchants, this is particularly important as they realize that their brand and the story around it as well as how they are able to stand out from the sea of similarity is what makes them more likely to succeed.
Shopify merchants have turned to various marketing apps that can be found on the Shopify app store to help them portray and communicate their brand story as efficiently as possible.
One of the go-to tools for email marketing is Klaviyo which started off as an email marketing tool that had built a great integration with Shopify. Email marketing is a very important revenue generator for e-commerce and 30-35% of revenue should be coming from email.
In recent years and as Klaviyo has established itself as the leader in email marketing for Shopify, they’ve added SMS and popups to their impressive feature set.
However, as the e-commerce marketing needs evolve due to increased competition, Klaviyo alternatives like CustomerVox have emerged.
It’s no longer enough to do email marketing well. You need to focus on the entire customer journey and the multiple touch points that are part of that journey.
Let’s take a look at how CustomerVox and Klaviyo compare.
Compatibility with Shopify
On the other hand, CustomerVox integrates with Shopify and Shopify Plus only. At first glance, this shorter list might come off as a limitation when compared to Klaviyo.
However, the variety Klaviyo offers is only relevant for e-commerce store owners who aren’t using Shopify, or those using a multi-site or headless e-commerce approach to provide more personalized experiences to different audience groups.
Holistic Customer Experience
The Klaviyo platform focuses on email and SMS marketing, promising to help store owners deliver amazing experiences through these channels. However, customer experience goes beyond just newsletters, reminders or retargeting emails and SMS.
Klaviyo’s form management
Klaviyo’s personalization features focus on signup forms, enabling store owners to collect vital information on customers’ product preferences.
Klaviyo also tries to make this process convenient by automatically installing the signup form code once you connect Klaviyo to your store.
You don’t have to stress with theme files and you can play around with a number of templates from its library. You can conduct A/B testing to direct traffic to the better-performing forms.
CustomerVox’s detailed touch points
In contrast, CustomerVox aims to provide a holistic customer journey by enabling store managers to design and edit additional touch points like emails, popups, and landing pages into complete customer experiences.
You need to meet your customer wherever needed and CustomerVox also offers Shopify personalization for other store elements that customers interact with.
CustomerVox does all the above but also takes an even more detailed but still simpler approach to personalization. Through its drag-and-drop builder, store managers are provided with a plain layout that serves as a blank canvas.
From here, they can go block by block, creating headers, footers, products, etc. just by simple drag-and-drop functionality
Rather than provide templates of the full layout, CustomerVox offers a large collection of pre-designed blocks to choose from. This means that you can try out different combinations yourself instead of having a full combination already made.
Keep in mind that CustomerVox offers this functionality for emails, popups, and landing pages, unlike Klaviyo, whose personalization focuses on email and signup forms.
CustomerVox even goes beyond by enabling you to seamlessly add your Shopify products to these layouts for your emails. Personalization also addresses a store manager’s desire to present each customer with offers specific to them.
You can easily incorporate the products they recently viewed, plus upsell and cross-sell offers that are likely to be perceived as relevant, hence increasing sales. The goal after all is to build a relationship with lasting value and not just promotional activities.
Audience data science approach
To create the perfect communications and design resonant touch points, you need a clear picture of all the different types of customers you’re receiving. This means that you’ll have to sift through tons of data generated by store visitors.
Klaviyo’s real-time analytics
Admittedly, Klaviyo does a pretty decent job at helping you monitor and process customer data in real-time, enabling fast decision-making.
But even with robust analytics tools, you still have to build your own segments. This isn’t necessarily a bad thing since you can be ultra-specific with your segments. For instance, you can zero in on customers who viewed umbrellas within the last 30 days.
Maybe even get more specific and make one for those who had already ever purchased another product. You may also combine segments, say by putting together the umbrella viewers with those who viewed raincoats and boots.
Such features enable you to present relevant product bundles when advertising to these customers through email. Klaviyo also automatically updates these segments based on the descriptions or qualifiers you set.
You can even model these segments around behavior such as the number of times they viewed the product and not just static characteristics like the customer’s region or device used.
CustomerVox’s ready-made segmentation
In comparison, CustomerVox aims to reduce the amount of time spent on segmenting customers. This is done by offering out-of-the-box segmentation driven by machine learning algorithms to simplify the entire process.
You can manage your contacts based on custom fields, their lifetime journey stage and personas. In contrast, Klaviyo requires you to build these segments from scratch.
E-commerce marketing and customer experience managers using CustomerVox will need a shorter time to prepare and create highly-targeted content to be sent to each interest group.
Additionally, they can zoom into individual customer profiles and have a wholesome view of the customer’s history of purchases and other actions. This allows store managers to get more particular with their communication to each contact.
Two or more customers may be behaving in a very similar manner; from the elements they click on to how many pages they view during their visit, the order in which they browse, products they view, words they search for, etc.
However, their resultant average order value may differ greatly. If they are all bundled into the same segment, you may not realize improvements in the areas you want to.
CustomerVox makes it such that you can build ideas around a wide range of metrics. You can swiftly infuse price-related information and discount offers for the shoppers who narrow down their choices based on price or things like number of units per pack.
And in the same breath, you can appeal to their counterparts whose choices are driven by factors like product colors, accessories and other attributes by focusing on these factors.
Even if you decide to rope the same final category, you can still make the content more nuanced to appeal to all of them. This is much harder to do if you’re always starting from zero when segmenting your contacts.
If there’s one feature that really makes CustomerVox stand out, it’s the landing page design. Put simply, landing pages are fundamentally about doing more with less.
The idea is to shave off all the trivial details that could distract a customer and delay or even prevent them from taking the desired action.
A landing page should be as lean as possible and emphasize a particular call-to-action, relying on a few well-positioned bits of information or content to make this happen.
This may sound as simple as stripping away what you find unnecessary, but the reality is a little more complicated. For starters, inducing different actions requires varying strategies.
If your landing page is meant to make someone buy straightaway, the approach you take may not be the exact same one as that of someone who wants to use the landing page to enroll a visitor into a loyalty program.
Secondly, a landing page is part of a journey, there’s the stage before it that actually leads the shopper to the landing page and this sequence matters.
Thirdly, there’s the actual page design, basically the question of how to position every detail.
Simplified build approach
CustomerVox offers an assortment of templates that you can start with and continuously shuffle as you gauge each template’s effectiveness.
This enables you to learn more about the relevance of certain design features and how they influence customer actions. It also helps you to keep your landing pages looking fresh, for the customers who like to see change.
In regard to sequence and how customers arrive at these pages, CustomerVox allows you to bring uniformity into this journey by making your landing pages match your email marketing campaigns and popups.
It can be a little off-putting if a product promotion email looks neat and coherent but leads you to a page that is cluttered or doesn’t carry a similar energy, whether in design or other aspects like the tone of the copy.
A customer may feel like they were being baited rather than being appealed to.
Product page transformation
What’s even more amazing is the fact that CustomerVox’s landing page features give you a chance to iterate from a product page.
With this as your starting point, you can repeatedly experiment with different border and background colors and images amongst other visual aspects.
This will help you ensure that you’re not only maintaining the magic that was in your product page but also refining it to produce the best possible version that will maximize conversions.
Eventually, you’ll be able to deliver landing pages that help generate more leads, boost product sales and present new products. In this area, CustomerVox is clearly ahead of Klaviyo, which doesn’t offer much in the realm of landing page design.
While a lot of technologies are created to make day-to-day tasks a lot easier, this simplification isn’t always fully achieved.
Many development teams have a tendency to design tools while assuming that the users are as tech-savvy as the developers. CustomerVox is designed to be as straightforward as possible.
From the text layout and other labels, to the drag-and-drop builders, CustomerVox is simple.
You can point out activity descriptions and metrics, making the analytics process feel less of a complex puzzle meant for the most attentive data scientists, and more like a detailed diagram.
Data visualization and interfaces
CustomerVox takes every conventional method of data representation such as bar graphs, lists, tables, etc., and produces a more minimalist version that takes into account the need to combine certain pieces of information when telling the story of a customer’s shopping journey.
CustomerVox was designed with a focus on e-commerce and therefore provides a user interface that considers the common types of tools that store owners often use and the workflows they are accustomed to.
The platform leans more towards graphical presentation of its functionality, reducing the more uptight and less engaging text approach to performing various tasks. This makes CustomerVox ideal for users who want to do more in fewer clicks and steps.
Another part of user-friendliness is the ability to have a smooth transition from the tools that were being used earlier.
CustomerVox offers free concierge onboarding meaning that you can move every contact, automation and touch point without disrupting all your marketing efforts. This platform also has a 24/7 customer support team that is always ready to answer your questions.
Klaviyo offers interactive training sessions to walk you through the process of getting set up, but CustomerVox attempts to package this assistance within some platform features like self-explanatory configurations when using the visual automation builder.
One of the most pressing issues that growing e-commerce store owners face is the unpredictability of certain costs involved in running their businesses. Even if you set aside a budget, there’s a very good chance you won’t land on the ideal solution immediately.
Whether it’s finding drop shipping suppliers with favorable terms, discovering winning products, selecting a website theme, choosing social media influencers, etc., the first try is often not the last.
And while those who are good at planning for their funds may leave room for experimentation, this can be quite costly and isn’t always the solution you need. Many service providers will offer packages that force unnecessary features on you so that they can justify a high price.
The CustomerVox team understands that store owners need fair and transparent pricing if they are to grow consistently. The platform allows you to start with a 15-day free trial in order to get conversant with the different features and know which ones you need at the moment.
Klaviyo offers a free trial period and also enables you to calculate your potential return based on the median ROI of similar-sized companies in your industry that also use the platform. Klaviyo’s free tiers allow for 500 emails to 250 contacts and 150 SMS to 50 contacts.
CustomerVox’s two-sided pricing
When the trial period expires, you can select a plan that focuses on the specific features you need. As your contacts grow, you can pay a reduced price to add a cluster of contacts equal to your original limit.
This two-pronged approach means that you can scale your operations based on two different parameters; one being the features you need and the other being the number of contacts you’re gathering.
Klaviyo’s contact-based pricing
Klaviyo’s pricing model is more oriented towards the number of contacts you’re dealing with, which leaves you with less flexibility when it comes to choosing features.
So basically with CustomerVox, you can start off with just email marketing, or popups, or landing pages. And within each of these, you can start off with a small number of contacts, page views and landing pages respectively.
As you progress, you can play around with the figures in each category in order to find the perfect mix once you decide to combine different features.
Such an approach makes it easier to eventually develop a strategy that produces a balanced customer experience while also giving you a decent ROI.
Whether the comparison is CustomerVox vs Klaviyo, Klaviyo vs MailChimp, Klaviyo vs Drip, or Klaviyo vs Omnisend, there are some crucial factors to consider. Yes, Klaviyo is great and offers automation, analytics and a number of other features.
Even with that in mind, a holistic customer experience remains important in building a lasting relationship with your customers. Customer experience managers should do more than paying attention to how attractive the email designs are in a particular platform.
They are better off understanding the relationship between all the pages, buttons, messages, prompts, etc. that customers encounter.
Questions like “Why do many customers open my emails but refuse to continue to the website?”, “Could it be that the product images aren’t large enough?”
“Are the messages coming off as text-heavy? Would my CTA buttons get more clicks if they have good color contrast and are placed right next to product prices?”
These questions are better answered when you have a tool that lets you play around with just about every element. The answers you get from how customers interact with all these elements help you to carry the same appealing energy throughout your entire customer experience.
Luckily, CustomerVox lets you dive deep into these details with features like premade sections while also giving you starting points in areas like segmentation and page design templates.
Gerald Ainomugisha is a freelance Content Solutions Provider (CSP) offering both content and copy writing services for businesses of all kinds, especially in the niches of management, marketing and technology.