Scandinavian Biolabs amplifies Klaviyo revenues with server-side tracking

Improving Email Marketing with Server-Side Tracking for Better Customer Insights

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Scandinavian Biolabs, a pioneering hair growth solutions provider, sought to boost its email marketing performance through more accurate tracking of user behavior. The company needed a solution to precisely track product views and cart additions, and also differentiate between new sales and subscription-based revenue. In partnership with Obsidian Digital, Scandinavian Biolabs implemented server-side tracking using Google Tag Manager and integrated it with Klaviyo, enabling better automation for browse abandonment and abandoned cart emails.

Leveraging Server-Side Tracking to Enhance Product View and Cart Addition Tracking

By leveraging server-side tracking, Scandinavian Biolabs was able to track product views and added-to-cart events with greater accuracy, even bypassing issues like ad blockers and cookie restrictions. Enhanced tracking capabilities, especially with Klaviyo, allowed the company to trigger email automations at the right time and deliver more relevant content to potential customers.

91.84% Increase in Product Views and 48.86% Increase in Cart Additions

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The switch to server-side tracking led to dramatic improvements in Scandinavian Biolabs' email marketing automation:

• 91.84% increase in tracked product views
  
• 48.86% increase in tracked added-to-cart events

These improvements translated into more effective automation for browse abandonment and abandoned cart emails. The company could now reach nearly 50% more potential customers, re-engaging users with high purchase intent.