You will learn
Learn how to identify site visitors who have recently abandoned a cart in order to target them across marketing channels. For example, you can create a recent cart abandoners segment and sync it to Facebook Custom Audiences to drive them back to your site, or you can create an exit-intent popup targeting shoppers as they're about to leave your website. While it's not possible to dynamically display the specific items left in someone's cart as you would in an abandoned cart email, you can still remind them of items left behind with the language and CTA you use.
Want to send an email to someone when they abandon a cart? Check out our guide to creating an abandoned cart flow. Emailing cart abandoners should be accomplished using a flow, rather than a campaign sent to a segment, in order to send timely reminders to shoppers with items that are still left in their carts.
Create a segment of recent cart abandoners
- Navigate to Audience > Lists & Segments from the Klaviyo navigation menu.
- Click Create List/Segment.
- Choose Segment.
- Create a segment with the following definition:
What someone has done (or not done) > Started Checkout > at least once in the last 1 week
AND
What someone has done (or not done) > Placed Order > zero times in the last 1 week
The time constraint within the segment (1 week, in this example) can be adjusted based on your marketing needs.
Due to how segments with relative time conditions work, this segment will not update in real-time, but instead will update every 24 hours.
Are you using Amazon Buy with Prime?Are you using Amazon Buy with Prime?
If you're using Buy with Prime to power payment and fulfillment for any of the products on your store, there's another condition you should add to your segment. First, make sure to do the following:
- Integrate Buy with Prime with Klaviyo to bring Buy with Prime data into your Klaviyo account.
Then:
- Add another AND, followed by the condition Placed Order (Buy with Prime) zero times in the last 1 week to the segment above.
Target cart abandoners
With an exit-intent formWith an exit-intent form
Use the sign-up form builder to design the form that you would like to display when someone is about to navigate away from your site but still has items in their cart. You will likely want to choose a popup, flyout, or full page form so that you can capture shoppers' attention.
In the Targeting & Behaviors tab, configure the following settings:
- On the Display tab:
- Under Timing, configure the form to appear Based on rules > When visitor is exiting the page.
- Under Frequency, uncheck the Don't show again if form was submitted or if go to URL button was clicked. This ensures that someone will see the form more than once, in the event that they abandon a cart multiple times. Then, under After a visitor closes this form, show again after timeframe to ensure that shoppers aren't consistently seeing this form within the same browsing session. In our example, we've set a 30-day timeframe before a shopper will see the form again.
- On the Targeting tab:
- Under Visitors, select Show to specific profiles in a list or segment, then configure the form to only display to visitors in your recent cart abandoners segment.
- As a safeguard, under URLs, exclude it from displaying on the order confirmation page. Alternatively, only target the form to certain pages on your site, like your homepage.
Additionally, configure a call-to-action (CTA) that either brings shoppers back to their cart or directly to the checkout page. Click on the main CTA button in the form preview, then select Go to URL as the button Action. Then, set your checkout or cart URL as the destination URL.
On FacebookOn Facebook
You can target Facebook users in a similar way using Klaviyo's integration with Facebook. Before syncing a segment of recent cart abandoners to Custom Audiences, ensure that you have the Facebook integration set up.
Once you have the integration configured, you can sync any segment in Klaviyo to a Facebook Custom Audience. As mentioned above, you may want to extend the timeframe of the segment if you are planning to sync it to Facebook in order to reach a broader audience.
Follow the prompts to create a new Custom Audience. Next, in Facebook, build an ad to display to this audience of recent cart abandoners. Update the CTA link in the ad to direct shoppers back to their cart, the checkout page, or your general site. For more information on this process, head to our course on integrating owned marketing with your Facebook ad strategy.
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