How Wildgrain grew abandoned checkout revenue 6x by reaching shoppers Klaviyo missed

Wildgrain is the first subscription box for bake-from-frozen sourdough bread, fresh pasta and pastries, selling direct to consumers on Shopify.

Wildgrain has used Littledata for almost five years, and added Littledata's Klaviyo connection to recover more abandoned checkouts.

Wildgrain's Checkout Abandonment flow was triggered by Klaviyo's native Checkout Started event, which needs the shopper to enter their email during checkout.

Shoppers who left before typing their email never entered the flow, even when they had already opted in to Wildgrain's emails. The flow only reached shoppers who got far enough to type it.

Littledata's Klaviyo connection combines client-side and server-side tracking, and sends events to Klaviyo from Littledata's servers:

• Checkout Started - Littledata. Sent server-side once per checkout, as soon as checkout begins and before the shopper enters an email, for any shopper Littledata has already identified.
• PersistentID. Littledata links anonymous sessions to shoppers who opted in to emails, using their email, phone number or the Klaviyo identifier in their browser. A server-side device graph keeps that ID beyond browser limits, such as Safari and iOS clearing local storage after 7 days.
• The full checkout. Each event carries the checkout total as its value, the items, discount codes and the abandoned checkout link, so the emails show the same cart the shopper left.

Wildgrain cloned its email and SMS Checkout Abandonment flow, set the clone's trigger to Checkout Started - Littledata and kept the same messages. The two flows run side by side:

• Klaviyo's flow goes first. Shoppers who type their email at checkout enter the original flow as before.
• Littledata's flow catches the rest. It skips anyone who triggered Klaviyo's Checkout Started in the last hour, so it only reaches shoppers the native event missed.
• Subscribers are left out. Both flows exclude active Recharge subscribers and anyone who has ordered or started a subscription since entering the flow.

Revenue from Wildgrain's Checkout Abandonment flow grew 6x. The emails, copy and creative were the same as before. What changed was who received them: shoppers who had left checkout before typing their email now entered the flow.

Wildgrain still runs both flows side by side. Because Littledata's flow only reaches shoppers Klaviyo's own event missed, everything it earns is on top of the original flow.

Wildgrain's change works for any Shopify store running a Klaviyo abandonment flow:

• Keep your emails. Clone your checkout abandonment flow and set the clone's trigger to Checkout Started - Littledata. The copy and creative stay as they are.
• Test before you switch. Add two filters to the clone: Checkout Started zero times in the last hour, and Placed Order zero times since starting this flow. Shoppers Klaviyo tracks stay in your original flow, and the ones it missed enter the clone. Once the clone proves itself, pause the original and remove the filters. The setup guide walks through each step.
• Every destination included. Klaviyo, Google Analytics, Meta and every other connection come with every Littledata plan.