Cart/Checkout Abandonment

The timing of your abandoned cart, or abandoned checkout email, is very difficult. As a rule of thumb, we recommend sending your first email between 2-4 hours after someone has started checking out. Then you send a second email 1-2 days later

But every company is different. What works for one store doesn't have to work for another. Timing may vary depending on what you're selling. For example, if you're selling high-priced items like mattresses, the purchasing process probably requires more consideration than something smaller, like shoes.

To find the optimal Time Delay for your emails, we recommend testing. To do this, first drag a Conditional Split to the top of the flow. Then, configure the split to be based on a 50% random sample. Note that if you change the random sample weighting to anything other than 50%, that percentage is true for people who follow the Yes path.

This allows you to perform an A/B test at the timing of the first Abandoned Cart email. Then drag a Time Delay to the NO branch of the flow. Set this as the other timeframe you want to test.

Finally, clone all components on the YES branch and drag the clones to the NO branch, so that everything is identical except for the timing of the first email. This allows you to isolate this as the variable you're testing.

After you've set up the cloned emails live, check the first email's conversion rate to determine which Time Delay performs best. You can then test another Time Delay or remove the Conditional Split and keep only the winning Time Delay.

You can repeat this process with your second or third Abandoned Cart emails if you want to test them too, but remember to test them one by one so you can isolate this as the only variable you're testing.