Browse abandonment emails are similar to abandoned cart emails, but are triggered when an identifiable browser visits a product page and does not start or complete a checkout — a visitor doesn't have to add an item to his/her cart to trigger this flow. All a site visitor has to do is view an item and move on.
Visiting a product page doesn’t quite indicate the same level of interest as adding an item to a shopping cart and beginning the checkout process, so we recommend making your browse abandonment emails a "lighter touchpoint" than your abandoned cart flow.
Configure Viewed Product Web Tracking
Browse abandonment flows are triggered by the Viewed Product metric. This flow thus requires Viewed Product tracking to be enabled on your website.
For Shopify and BigCommerce Stores
When you first set up your account, the Setup Wizard prompted you to add two web tracking code snippets: home page tracking and Viewed Product tracking.
If you did not complete this step initially, you can go back to the Setup Wizard now by navigating to Account > Setup Wizard.
For Magento Stores
Viewed Product tracking for Magento stores was introduced in early 2016.
To begin tracking product browsing behavior for Magento 1 stores, all you need to do is download the latest extension zipfile.
Similarly for Magento 2, you can begin tracking viewed product behavior by downloading the latest extension for Magento 2.
For Custom Carts/Ecommerce Platforms
Monitor the Viewed Product Metric
To check on this metric, click into your account's dashboard and navigate to the Activity Feed tab. Here, you will see a dropdown labeled Showing Feed for. Adjust this dropdown to filter for the metric Viewed Product. After viewed product web tracking has been configured for your site, data should begin populating in your account as known visitors browse your product pages.
If there is no data available, test the metric out yourself by browsing your website and clicking around to view different products. You should see this data begin to flow into Klaviyo.
Get the Klaviyo Browse Abandonment Flow
If your account is currently integrated with Shopify, BigCommerce, or Magento and the browse abandonment flow was not pre-populated in your account, you can grab this flow from the Browse Ideas section of your Flows tab. Here, you can also filter by "browse abandonment" to customize the type of flow you start with — there are several options for different types of browse abandonment flows.
This flow will come with a pre-built Browse Abandonment email template that is designed to dynamically populate with information about the product viewed (the item’s image, name, and price).
Build Your Own Browse Abandonment Flow
To configure a browse abandonment flow on your own, you just need to create a new flow with the triggering action 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 will ensure that your browse abandonment emails only send to those who viewed a product but then never continued onward to start a checkout or complete a purchase. We recommend adding the filter, has Started Checkout zero times since starting this flow in order to differentiate this flow from your abandoned cart flow.
If you have both an add to cart and a browse abandonment flow, your customers could get the emails for both flows, depending on your Smart Sending settings. To avoid this, add the filter Added to Cart zero times since starting this flow to your browse abandonment flow.
We also highly recommend adding an extra filter to ensure frequent browsers don't receive too many browse abandonment emails — without adding this filter, someone will get a flow email every time they view a different product page. Klaviyo's default browse abandonment flow includes the following extra filter: AND hasn't been in this flow in the last 30 days. This makes sure someone will only get 1 browse abandonment email every 30 days. For other ideas on how to be strategic with this flow, check out our best practices.
There are a few different types of audiences you can target with your custom browse abandonment emails, including:
- Someone views a product… and has received email from flow zero times in the last X days
If you're worried that frequent browsers might receive too many browse abandonment emails, you can add this filter to limit how often someone will get an email from this flow. Leaving Smart Sending ON for all browse abandonment emails is also a good idea.
- Someone views a product...and has placed order equals zero over all time
This filter allows you to target people that have never purchased before and might be new to your brand. You may want to incentivize these browsers to make a first purchase by including a discount code or promotional offer in your flow email.
- Someone views a product...and has placed order at least once over all time
This filter is the inverse of the example above -- if you target browsers that have never purchased before in one flow, you will also want to target customers that are re-visiting your site to potentially buy again through a separate flow. You may not want to include a discount offer here, since these customers have already taken the leap to buy and are back again to browse on their own.
- Someone views a product…and has viewed product at least Z times since starting this flow
This filter allows you to target those that are spending a bit of time on your site viewing different products. Adding this filter means as someone begins to browse, the first X number of products viewed will not trigger this flow -- only after Z number of items are viewed will someone receive your flow email, and the email can be configured to show the last item the recipient viewed.
- Someone views product...where product equals Product X
This filter allows you to create special offers for those browsing a specific item. Let's say you want to share a special discount for those browsing a more expensive item on your site. You can target those browsing certain items by adding a trigger filter for the specific item you'd like to target.
You can also split your browse abandonment flow based on factors about your recipients. This can include:
- Purchasers vs. Non-Purchasers
- Domestic vs. International
- Product Type or Category
By targeting these groups differently, you're able to provide a more relevant experience for each recipient.
Purchasers vs. Non-Purchasers
Tailoring your browse abandonment flows based on whether or not someone has previously bought from you can be a great way to prompt recipients to make their first purchase. For example, you might want to offer an incentive to those who have never bought from you before.
You can use a Conditional Split component to target these groups differently within your browse abandonment Flow.
Domestic vs. International
Some shops are able to offer certain perks, like free shipping, only to domestic customers. If you would like to message these groups differently, you can add a Conditional Split component as follows:
Product Type or Category
You may want to tailor your browse abandonment flow based on which items shoppers viewed. For example, you may want to use different messaging in emails sent to those who view men's versus women's products.
You can create several different browse abandonment flows and use trigger filters to limit the scope of each flow to a specific product category. You can alternatively use Trigger Split components within a single flow to create parallel paths for those that view particular categories.
The below example features a targeted series for a company that predominantly sells men's products, but also features certain women's collections and gender-neutral items. The first trigger split sends those that viewed an item from the men's category down the first YES path. The second filters those who viewed an item from the women's category down the second YES path and creates a separate parallel path for those that viewed any other product category: