How Fair Harbor Unlocked $38K+ in Incremental Revenue

Ecommerce brands drive significant traffic to their site, but only a small percentage of visitors ever become identifiable. That means no retargeting, no abandonment follow-up, and no second chance to convert.

Fair Harbor was seeing this firsthand.

The brand had strong traffic and a healthy email program, but Klaviyo and other on-site tools weren’t capturing many browsing and cart sessions. Shoppers were visiting anonymously, switching devices, or leaving before any flow could trigger.

Instead of relying on more pop-ups or discounts, Fair Harbor used Tie’s website visitor identification solution to identify the traffic already hitting the site. Within 6 months, this helped the brand:

• Identify 60%+ of devices visiting the site.
• Generate $38,555 in total revenue over 6 months from Web ID–identified traffic.
• Generate 57.5% of email revenue through new profiles identified with Tie’s web ID
• Capture 39% of shoppers on site using Tie’s web ID that Klaviyo & other tools missed

"Every dollar that flowed through our Tie triggers was purely incremental. Tie identified people our other tools missed, and the transparency gave us complete confidence in the revenue."

Alexa Chryssos, CRM & CX Director

About the brand

Fair Harbor reflects the effortless ease of coastal living, laid-back and shaped by the elements. Expanding beyond its original swimwear, the brand now brings its signature comfort and versatility to year-round apparel essentials. Every piece is made to be worn hard, sun-faded, salt-washed, and broken in by the life you live. 

Since launching, the Certified B Corp brand has repurposed over 37 million recycled bottles and other sustainable fabrics into year-round essentials, available online and in 400+ retailers nationwide.

The challenge: High-intent traffic was visible, but unreachable

Fair Harbor wasn’t struggling to bring shoppers to the site. Traffic was healthy, and the email program was already driving engagement. The gap appeared in between.

A large portion of visitors were browsing products, spending time on key pages, and leaving without ever becoming identifiable. If they didn’t log in, submit a form, or stay on a single device, Fair Harbor had no way to follow up with them.

“We were getting a lot of really good engagement with our email program, but converting new customers was harder. How do you show a feeling to someone who’s brand new to the brand?”

For Fair Harbor, this question was crucial. The brand’s value isn’t obvious in a quick scroll. Comfort, fabric, and fit are aspects that customers understand once they experience the product. Without a way to re-engage first-time visitors, many high-intent sessions ended too early.

Their existing tools weren’t catching enough sessions

Fair Harbor already had browse and cart abandonment flows running in Klaviyo. But those flows only worked when sessions were actually identified.

In reality, many weren’t.

Visitors who weren’t logged in, switched devices, or browsed anonymously often slipped past Klaviyo and other on-site tools. When that happened, no abandonment flow triggered at all, even if the shopper had viewed multiple products or added items to the cart.

“If they don’t get picked up by our typical site tools, and they don’t get picked up by Klaviyo or Elevar, then everyone falls into the Tie bucket.”

The issue wasn’t that Fair Harbor lacked automation. It was that too many qualifying sessions never entered the system.

Past identity tools created trust issues

Fair Harbor had evaluated identity tools before, but those experiences made the team cautious.

Some tools sent emails outside their own ESP, limiting branding and testing. Others reported revenue in ways that were difficult to validate internally. That made it hard to tell whether the lift was real or simply re-attributed from other channels.

“Being able to kind of prove it out ourselves was a big factor. We weren’t just getting third-party data that you want to trust, but you’re not really sure how accurate it is.”

Without control over flow logic and attribution, scaling any identity solution felt risky.

Deliverability couldn’t be an acceptable casualty

Email health was another constraint that Fair Harbor wasn’t willing to compromise on.

When Tie’s Web ID was first implemented, early configuration caused a small deliverability dip. What stood out wasn’t the issue itself, but how it was handled.

“Most tools say it’s fine because it’s outweighed by the numbers. It wasn’t ‘it’s fine,’ it was, ‘let’s fix this.’”

Rather than pushing volume, the focus stayed on protecting sender reputation and long-term program health.

The solution: Filling identity gaps without breaking attribution or deliverability

Fair Harbor didn’t want another system running in parallel or sending emails outside their stack. The goal was to identify the sessions their existing tools missed and act on them within Klaviyo without disturbing what was already working.

Instead of replacing the setup, Web ID was configured to catch sessions only when Fair Harbor’s existing tools failed to identify a shopper.

Web ID only triggered when nothing else did

Fair Harbor configured the Web ID so it would fire only when Klaviyo or Elevar failed to identify a session. If another tool picked the shopper up first, Web ID stayed silent.

This meant every email triggered through Web ID represented a shopper who would not have entered an abandonment flow otherwise. No overlap. No double-counting.

“If they don’t get picked up by our typical site tools, and they don’t get picked up by Klaviyo or Elevar, then everyone falls into the Tie bucket.”

Because the flows lived entirely within Fair Harbor’s own Klaviyo account, the team could see and control exactly when Web ID was firing.

“Every dollar that we attribute to those Tie flows, we can fully say with confidence that it is purely incremental.”

Identifying both new and returning shoppers across anonymous sessions

Web ID wasn’t used only for net-new visitors. It also helped Fair Harbor recognize returning customers who weren’t being identified consistently due to device switching, browser changes, or anonymous browsing.

Those shoppers were then routed into the correct browse or cart abandonment flows, even when no login or form submission occurred. This ensured abandonment flows were triggered based on behavior and not just logged-in status.

Seamless setup inside the existing stack

Implementation didn’t require rebuilding flows or changing Fair Harbor’s ESP strategy.

Web ID integrated directly with Shopify and Klaviyo, and the initial flows were built within Fair Harbor’s own account. That gave the team full ownership over logic, prioritization, and testing.

“I honestly don’t really remember it, which tells me it was extremely easy.”

Since everything lived within their existing tools, Fair Harbor could adjust filters, suppression rules, and flow timing. They could do this without relying on third-party dashboards or black-box reporting.

Program health remained the priority

Early on, Fair Harbor noticed a small deliverability dip tied to the initial configuration. Instead of pushing through it, the setup was adjusted to prioritise inbox placement and sender reputation.

“Your team wasn’t saying, ‘It’s fine because the numbers are big.’ It was, ‘Let’s fix this.’”

After the changes, deliverability stabilised and improved, reinforcing that Web ID could scale without sacrificing long-term email health.

Results: $38K+ in revenue from previously missed traffic

Once Web ID was live, Fair Harbor began generating revenue from sessions that weren’t being identified by Klaviyo or other on-site tools. Within 6 months, Web ID–identified traffic drove:

• $38K+ in total revenue
• 271 total orders

This revenue came only from sessions where no other system fired, keeping attribution clean and incremental.

New shoppers drove the majority of conversions

Most of the revenue came from first-time visitors who were previously leaving the site anonymously:

• 161 orders from new profiles generating $22,193
• 110 orders from existing profiles generating $16,362

Consistent identification across devices

Web ID identified 60%+ of devices visiting the site, giving Fair Harbor reliable coverage across anonymous sessions and device switching. In October alone, this visibility translated into:

• 14,293 new profiles
• 21,858 existing profiles

Measurable impact without distorting performance

Web ID–driven revenue accounted for approximately 0.56% of total online sales during the period. This was captured without changing acquisition strategy, adding discounts, or increasing email pressure.

“Every dollar that we attribute to those Tie flows, we can fully say with confidence that it is purely incremental.”

Ready to turn existing traffic into measurable revenue

Fair Harbor used Web ID to identify shoppers that their existing stack couldn’t recognize, converting traffic that would have otherwise disappeared. In 6 months, this resulted in:

• $38K+ in total revenue.
• 271 orders from Web ID–identified traffic.
• 60%+ of devices identified.
• Clear, incremental revenue without changing acquisition strategy or increasing email pressure.

If your brand is driving traffic but missing browse and cart abandonment opportunities due to anonymous sessions, Web ID helps you identify who’s already on your site and route them into the right flows inside your existing stack.

Book a demo to see how Tie turns anonymous traffic into measurable revenue.