Guide to Using WooCommerce Data in Flows

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Overview

When you integrate your WooCommerce account with Klaviyo, you'll have access to both historic and dynamic WooCommerce data that you can use in Klaviyo to personalize your customers' experience. There are many excellent ways to do this with Klaviyo flows.

For a deep dive into your WooCommerce data, Reviewing Your WooCommerce Data.

WooCommerce data can be used to trigger flows and populate flow emails. This article will highlight specific nuggets of data with examples of how you can use that data in flows.

Abandoned "Added to Cart" Flow

Abandoned cart flows are the holy grail of flows, offering up to 10% return on your flow investment. You can build an abandoned cart flow with the Added to Cart metric or the Started Checkout metric as the trigger. Customers who clicked Added to Cart but not Started Checkout may have been browsing more casually. In this section, we detail the Abandoned “Added to Cart” flow, and in the next section, we detail the Abandoned “Started Checkout” flow.

Integration requirements: WooCommerce Klaviyo integration

Data you'll use: Added to Cart (Woocommerce metric), dynamic product datamceclip0.png

What the metric means: Added to Cart in WooCommerce is tracked when a customer who has been cookied by Klaviyo adds an item to their cart.

Flow name: Abandoned Added to Cart Flow

Flow trigger: Metric-based; triggered by the Added to Cart metric

This is an abandoned Added to Cart flow for a WooCommerce store:mceclip1.png

Add a condition to your flow that prevents shoppers from being bombarded with emails each time they add an item to their cart. Additionally, if you also send a traditional Abandoned Cart flow that is triggered by the Started Checkout event (see Abandoned “Started Checkout” Flow), add another filter to the flow to make sure that people who trigger this second flow do not get your Added to Cart flow.

If you have both an Added 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.

For example, in the screenshot above, the flow trigger includes three filters:

  • Someone has not placed an order since starting this flow.
  • Someone has not started a checkout since starting this flow.
  • Someone has not been in this flow in the last 30 days.

The image below shows the profile of someone who viewed a product and added it to their cart. This prompts WooCommerce to send an Added to Cart event to Klaviyo and store it in the customer's profile. You can create personalized flow emails that feature items left in the cart by pulling WooCommerce product data using dynamic template variables into an email text block.mceclip2.png

Check out our guide on how to Personalize Flow Emails with Dynamic Event Data to learn more.

Abandoned "Started Checkout" Flow

Klaviyo provides a pre-built Abandoned Cart which appears in your Flows section when you integrate with WooCommerce, which is triggered by the Started Checkout metric.

Integration requirements: WooCommerce Klaviyo integration

Data you'll use: Started Checkout (WooCommerce metric), dynamic product data
wooflow16.png

What the metric means: Started Checkout in WooCommerce means that

  • A customer is logged into their account, has added something to their cart, then views the checkout page
  • A customer adds something to their cart, views the checkout page, enters a billing email address

Flow name: Abandoned Cart 

Flow trigger: Metric-based; this flow is triggered by the Started Checkout metric

This is an abandoned cart flow for a WooCommerce store:
wooflow5.png

This is the profile of a person who viewed a product, added it to their cart, and started checkout. This prompts WooCommerce to send a Started Checkout event to Klaviyo and store it in the customer's profile:
wooflow6.png

You can create personalized flow emails that feature items left in the cart by pulling WooCommerce product data using dynamic template variables into an email Text Block.
wooflow7b.png 

Learn more: Guide to Creating an Abandoned Cart Flow

Browse Abandonment Flow

A browse abandonment flow is a powerful flow that captures client interest when they view specific products on your website. Although the flow is not triggered by a WooCommerce  metric, the flow incorporates WooCommerce data in flow emails.

Klaviyo is only able to track the browsing activity of "known browsers" which are 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. Anonymous browsers are not tracked.

Klaviyo provides a pre-built Browse Abandonment flow which appears in your Flows section when you integrate with WooCommerce.

Integration requirement: the WooCommerce plugin automatically installs the Viewed Product code snippet. If you have not yet implemented Viewed Product tracking in WooCommerce, head over to Integrate with WooCommerce

Data you'll use: Viewed Product (Klaviyo metric), dynamic product data
wooflow15.png

What the metric means: Viewed Product is tracked when a customer views a product. 

Flow name: Browse Abandonment 

Flow trigger: Metric-based; this flow is triggered by the Viewed Product metric

This is a Browse Abandonment flow for a WooCommerce store:
wooflow9.png

This is the profile of a person who simply viewed several products. Klaviyo tracks this browsing activity as Viewed Product events which are stored in the customer's profile: wooflow10.png

Learn more: Guide to Creating a Browse Abandonment flow 

Product Review & Cross-Sell Flow

Product Review flows allow you to target a group of people who purchase a particular item. Cross-Sell flows allow you to target a group of people that have all purchased a particular item, but have not also purchased one or more related items. For example, if someone purchases a video game console, you might consider sending them an email about the most popular video games for that console that they haven't yet purchased.

You may want to filter your Product Review/Cross-Sell flows by category or collection so you can provide more relevant recommendations in the content of your emails

Klaviyo offers a pre-built Product Review/Cross-Sell flow which can be found in your Klaviyo Flow Library.

Integration requirement: an active WooCommerce integration

Data you'll use: either the Fulfilled Order metric or the Ordered Product metric (both WooCommerce metrics) 
wooflow21.png

What the metrics mean:

  • Fulfilled Order (WooCommerce metric) tracks when Klaviyo records a Placed Order event when we sync an order with the status of processing.
  • Ordered Product (WooCommerce metric) tracks when a customer completes the checkout process and creates an order in your WooCommerce stor

Flow name: Product Review/Cross Sell

Flow trigger: Event-based; Ordered Product metric

This is a Product Review/Cross Sell flow for a WooCommerce store:
wooflow19.png

You can personalize your cross-sell emails with catalog or product feeds. For more information review Product Feeds and Recommendations.
wooflow14.png

This is the profile of a person who purchased and received an item which has been flagged for cross-sell. The completion of the order is indicated by the Fulfilled Order metric, and the customer has received and opened a flow email:
wooflow20.png

Learn more: Create an Upsell or Cross Sell Flow and Create a Product Review Flow

Customer Winback Flow

Winback flows are used to re-engage inactive customers before they completely disengage with your brand. Consider back-populating your winback flow after setting it up to ensure that anyone who purchased a long time ago but hasn't purchased since can receive your winback series in a timely fashion. Let's say, for example, your first winback email is set to send out six months after someone makes a purchase. Rather than wait six months until someone qualifies to receive this email, you can back-populate the flow so that everyone who placed an order six months ago but hasn't purchased since will receive the email right away.

Klaviyo provides a pre-built Customer Winback flow in your Flows section, but you can also easily build your own.

Integration requirement: an active WooCommerce integration

Data you'll use: Placed Order (WooCommerce metric)

wooflow23-update.png

What the metric means: Placed Order is tracked when a customer completes the checkout process and creates an order in your WooCommerce store.

Flow name: Customer Winback Flow

Flow trigger: Metric-based; this flow is triggered by the Placed Order metric

Flow filter: Placed Order zero times since starting this flow

This is a Customer Winback flow for a WooCommerce store:

wooflow22-update.png

You can personalize your winback emails with catalog or product feeds. For more information review Product Feeds and Recommendations.
wooflow27.png

This is the profile of a person who purchased an item some time ago. They've been a non-purchaser long enough to trigger a winback flow:
wooflow24.png

Learn more: Create a Winback Flow

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