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Browse Abandonment emails help increase conversion, are highly personalized emails and help you interact with your potential customers in an effective way.
Browse Abandonment emails are similar to Cart abandonment emails, but are only activated when a visitor we recognize visits a product page and then fails to start or complete the checkout process. A visitor does not have to add a product to their cart to activate this flow. All a webshop visitor has to do is view an item and move on.
Of course, visiting a product page isn't the same level of interest and engagement as adding an item to a cart or starting the checkout process, so we recommend making your Browse Abandonment a “lighter touchpoint” than your Cart Abandonment Flow.
Browse Abandonment flows are activated by the”Viewed Product” event. This flow therefore requires that Viewed Product tracking is enabled on your webshop.
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The value of cart abandonment emails is clear. However, most potential customers never start the checkout process (by placing items in their basket).
Browse abandonment emails can help you reconnect with that large group of potential customers, bring them back to your store, and regain those lost conversions.
So browse abandonment emails are perfect for convincing customers who are already thinking about buying - and that works because it's driven by their own interactions and interests. Imagine how a simple but friendly email message says, “Hey! These products are still waiting for you. We'll hold them for you for a while, but don't wait too long!” These reminders can appeal to doubted customers again — and it saves your company retargeting costs.
These messages can therefore generate a lot of extra turnover.
To set up a browse abandonment flow yourself, all you have to do in Klaviyo is to create a new flow with the trigger Viewed Product.
You can then add a flow filter, such as, has Placed Order zero times since starting this flow AND has Started Checkout zero times since starting this flow. This ensures that your browse abandonment emails are sent only to those who viewed a product but then never proceeded to check out or complete a purchase. At a minimum, we recommend adding the filter, has Started Checkout zero times since starting this flow.
Depending on the type of customer, product and/or events that you keep on the webshop, there are a number of filters and conditional splits that you can add to the configuration of your browse abandonment flow to ensure that it runs smoothly.
This includes a breakdown based on the number of orders from your visitors, for example, giving visitors with 0 orders an incentive to make their first purchase or to change the text and subject of the emails based on the product viewed, or if someone has only viewed 1 product or viewed multiple products, for example.
A final tip is to also take into account the number of times this email is sent, for example by adding a negative filter: “Has not been in this flow in the last x days”
A Browse Abandonment Flow is relatively easy to set up and a very effective way to increase your conversion. The flow is activated based on the Viewed Product metric (visitor interaction) and automatically sends personalized messages to customers who are already interested in a product, which can significantly reduce your paid retargeting costs.
However, there are a few stumbling blocks and aspects to pay attention to. If you need help or advice with this, the Polaris Growth team is here for you.
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Polaris Growth is a CLV e-commerce agency. We support ambitious online stores with: Klaviyo, conversion optimization, data & analytics and ecommerce strategy.
