Create a Browse Abandonment Flow

read

Overview

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 flow emails a "lighter touchpoint" than your abandoned cart flow. 

Note

Currently, browse abandonment flows are only available for Shopify, Magento, BigCommerce, Spree, WooCommerce, and custom carts.
 

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

Note

Need help installing our web tracking snippets after checking out the Setup Wizard? Click here if you're a Shopify store, and click here if you're a BigCommerce store.

For Magento Stores

Viewed Product tracking for Magento stores was introduced in early 2016 with an update to the Klaviyo Magento Extension (Version 1.4.0). To begin tracking product browsing behavior, all you need to do is download the latest extension zipfile.

For Spree

Check out our guide to Klaviyo web tracking for Spree stores here.

For WooCommerce

Check out our guide to Klaviyo web tracking for WooCommerce stores here.

For Custom Carts/Ecommerce Platforms

If you've setup your own custom ecommerce integration and would like to create a browse abandonment flow (or build segments based on product page browsing data), you'll need to add JavaScript event tracking for a Viewed Product metric. We've built a snippet you can add to your product page template.

Monitor the Viewed Product Metric

Note

When you add web tracking to your site, we are only able to track the browsing activity of "known browsers," i.e. browsers who have visited and engaged at least once before. There are two key ways we are able to identify a site visitor: if someone has clicked through a Klaviyo email to your website OR if someone has subscribed or opted-in through a Klaviyo form. We will not track anonymous browsers.

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, viewed product data should begin populating in your account as known visitors browse your product pages.

2017-04-25_13-54-57.png

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 now from the Browse Ideas section of your Flows tab.

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 filter such as, has Placed Order zero times since starting this flow AND has Checkout Started zero times since starting this flow. This filter 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 Checkout Started zero times since starting this flow in order to differentiate this flow from your abandoned cart flow.

We also highly recommend adding an extra filter to ensure frequent browsers don't receive too many browse abandonment emails -- without adding such a filter, someone will get a flow email every time he/she views 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, checkout our best practices.

646882

Build a Dynamic Browse Abandonment Email

If you've configured your own flow and want to build an email template that pulls in information about the product someone viewed, follow these instructions:

Drag a split block into your template.

646885

  • Adjust column 1 to display as an Image
  • Adjust column 2 to display as Text

For column 1, select the Placeholder option for the image, and insert event.ImageURL as the placeholder.

646887


For column 2, add {{ event.Name }} where you'd like to insert the product's name, and {{ event.Price }} where you want to insert the product's price. Make sure to click Save Changes. Preview your email and you should see dynamic product data populate into the placeholder variables.

646889

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 create separate browse abandonment flows 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 flow filters to differentiate between the two:

Purchasers
E1SMMfDPoRSwYlAMleBm15V5QZ6onHzEGcKSokHY.gif

 

Non-Purchasers:
GPU2hLQq1tDuK2ZkOcKLYhaGLvRpF6ctwUAjLINW.gif

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 edit the flow filters as follows:

Domestic
This flow contains an OR filter to capture those who may not have a location set on their profile. This way, they'll still receive a browse abandonment email.
H6LUJJFSEoY8cwiXvcsScPuRoFP1qHwWDqimgsGO.gif

 

International
GwqVs3UpbFG3uIXY23WGxmFJWeJFb7vDqUaMoWPY.gif

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. To message those who view items that aren't in either of these categories, you'll have to create a third browse abandonment flow.

To do this, you'll need to edit the trigger filter of the flow. 

Men's
r9LbaDXGepTEhPeBJwBJzdkRAhXFqTkRrClW5kaz.gif

 

Women's
XRh6xHSkRadFPWX5TOlhVviHzkflnDzlui2jcfwK.gif

 

Neither
DDHCYpVzSDzz7pNjcnfh3xG64GPFZmLVy6PmfOjQ.gif

 

Was this article helpful?
1 out of 1 found this helpful