Guest Post from the Klaviyo Product Team
This week, Klaviyo is excited to announce the launch of a new, best-practice automated email flow: the Browse Abandonment flow.
Online sales are forecast to grow 14.4% in the U.S. and 16.7% in Europe in 2016. With more and more shoppers browsing online instead of at physical retail stores, converting site traffic into revenue has never been more important for ecommerce shops. Klaviyo’s new Browse Abandonment flow is designed to help with just that. Browse abandonment emails are similar to abandoned cart emails, but are triggered when an identifiable shopper visits a product page and does not start or complete a checkout. A shopper doesn’t have to add an item to his/her cart to trigger this flow — a shopper only needs to view an item and move on.
The Browse Abandonment flow feature in Klaviyo is currently available for the following ecommerce platforms:
Shopify
BigCommerce
Magento
Viewed Product Tracking
In order to leverage Klaviyo’s Browse Abandonment flow, you must first configure Viewed Product web tracking for your store.
For Shopify and BigCommerce stores, Klaviyo’s Setup Wizard has a Web Tracking step that will walk you through this process. If you did not complete this step initially, you can go back to the Setup Wizard at any time by navigating to Account > Setup Wizard.
For Magento stores, Viewed Product tracking was introduced with our latest 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 zip file.
After Viewed Product web tracking has been configured for your store, you should see Viewed Product event data begin populating in your Klaviyo account as known visitors browse your product pages.
Keep in mind that when you add Klaviyo web tracking to your website, we are only able to track the browsing activity of “known visitors” — i.e. shoppers who have visited and engaged at least once before. There are two key ways Klaviyo is able to identify a site visitor for web tracking purposes:
If someone has, at some point, clicked through a Klaviyo email to your website
If someone has, at some point, subscribed/opted-in through a Klaviyo form
Get the Browse Abandonment Flow
If your Klaviyo account is currently integrated with Shopify, BigCommerce, or Magento, and the Browse Abandonment flow was not pre-populated in your account, you can now add it from the Browse Ideas section of your account’s 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).
To configure a Browse Abandonment flow on your own, you just need to create a new flow with the trigger 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 never started checkout or completed the purchase. Add the filter, “has Checkout Started zero times since starting this flow” in order to differentiate this flow from your Abandoned Cart series.
You can add more filters to your Browse Abandonment flow if you’d like to target different types of browsing behavior. A few examples of customized Browse Abandonment flows:
When someone views a product… and has Received Email from flow zero times in the last X days. If you are concerned 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 best practice.
When someone views a product… and has Placed Order zero times 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 shoppers to make a first purchase by including a discount code or promotional offer in your flow email.
When 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 who 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. This is a great opportunity, however, to add content that will build brand loyalty (think personal touches!).
When someone views a product… and has Viewed Product at least Z times since starting this flow. This filter allows you to target those who 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.
When someone views a product… and that product is X. You can create separate Browse Abandonment flows for those browsing certain items. Let’s say, for example, you want to create a special discount offer for those browsing a more expensive item on your site. You can target those browsing a certain item by adding a Trigger Filter using the item’s name.
Customize your Flow Email Content
Because 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, we recommend making your Browse Abandonment flow emails a “lighter touchpoint” than your Abandoned Cart emails.
For example, instead of only encouraging the browser to come back and view the same product again, leverage a product feed to feature popular and trending products and cast a wider net. You can also feature content in your email that highlights how your brand is different and what sets it apart. Adding a discount code into a browse abandonment email can also help turn a casual browser into an enthusiastic first-time customer.
The pre-built template you’ll find out-of-the-box within Klaviyo’s new Browse Abandonment flow is already designed to populate with the item each recipient last viewed. If you choose to build your own Browse Abandonment flow, and would like to populate your emails with dynamic viewed product data, reference this guide for how-to information.
Conclusion
With Klaviyo’s new Browse Abandonment flow, you now have another way to leverage your data to send targeted emails that drive conversions. You no longer have to wait for potential customers to begin and abandon the checkout process before you can reach out in an effort to bring them back to your site. By leveraging Viewed Product web tracking with Klaviyo, you can refine and customize your approach to Browse Abandonment emails and turn more of your website traffic into revenue.
For Shopify, BigCommerce, and Magento stores, the Browse Abandonment flow can now be found in the Browse Ideas section of your account’s Flows tab.
Sign Up for the Klaviyo Newsletter