How to create and target a segment of recent cart abandoners

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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

  1. Navigate to Audience > Lists & Segments from the Klaviyo navigation menu.
  2. Click Create List/Segment.
  3. Choose Segment.
  4. Create a segment with the following definition: 
    What someone has done (or not done) > Started Checkout > at least once in the last 1 week
    What someone has done (or not done) > Placed Order > zero times in the last 1 week
    A segment of site visitors who recently abandoned a cart

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. 

Target cart abandoners

With an exit-intent form

Use the signup 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 or flyout so that you can capture shoppers' attention.

In the Targeting & Behaviors tab, configure the following settings:

  • Under Display Timing, configure the form to appear when the visitor is exiting the page.
  • Under Display Frequency, uncheck the Don't show again after submit form or go to URL action. This ensures that someone will see the form more than once, in the event that they abandon a cart multiple times. Then, set a Show again 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.
  • Under Targeting, configure the form to only display to visitors in your recent cart abandoners segment. Then, as a safeguard, exclude it from displaying on the order confirmation page. Alternatively, only target the form to certain pages on your site, like your homepage.

A signup form's settings targeted to display to recent cart abandoners

Additionally, configure a call-to-action (CTA) that either brings shoppers back to their cart or directly to the checkout page. On the main CTA button, select Go to URL as the button action. Then, set your checkout or cart URL as the destination URL.

On 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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