Encourage customers to consider your brand
During the consideration stage, your customer is already aware and somewhat interested in your product; now, they’re considering whether or not it’s worth buying. It’s your job to prove that it is. The flows that automate this process include: browse abandonment, abandoned cart, and price drop.
These flows are product-focused and based on a contact’s engagement on your site. Let’s illustrate how they work with a real-life scenario:
Browse abandonment
After becoming aware of your brand, Jane and Jill both browse your site. They look at a product, but leave before adding it to their cart or purchasing. The next day, they receive browse abandonment emails reminding them to shop.
Abandoned cart
Jane clicks the browse abandonment email and starts to add items to her shopping cart. However, she gets distracted and forgets to buy. Not to worry; an hour later, Jane receives your abandoned cart SMS and completes the purchase. Cha-ching!
Price drop
Jill clicks into your browse abandonment email, returns to your product page, but wishes the item was a bit cheaper.
A month later, the price lowers and they receive a price drop notification.
Hooray! Jill returns to purchase right away.
Build flows that drive a purchase
Now it’s your turn. Log into your Klaviyo account and follow along with these action steps to build or update the following 3 flows. For each of the following flows, you can quickly get started by using a Klaviyo pre-built template.
Browse abandonment flow
A browse abandonment flow is triggered when someone visits your product page and does not start or complete a checkout. Thus, all a site visitor has to do is view an item and move on to enter this series of messages. Think of these site browsers as window shoppers; an added reminder message may be just the opportunity you need to capture their attention and drive a conversion.
Pre-requisites: To use this flow, you must configure Viewed Product web tracking.
Goal: Remind a visitor of an item they viewed if they have not started or completed a checkout.
Best practices:
- Use a light touch when sending these messages to avoid coming off as overly pushy; after all, this person may have been casually window shopping, and a pushy message (or messages) could leave a bad impression.
- Add a product feed of other popular items rather than focusing only on the item they viewed.
- Limit the number of emails you send to 1-2.
- If you’re hesitant to set up a browse abandonment flow, consider adding a trigger filter to only message customers who view your bestsellers or higher-priced items.
Build this flow using Klaviyo’s pre-built template. Search for browse abandonment in the flow library.
Abandoned cart flow
The abandoned cart flow in Klaviyo is triggered when a checkout is started but not completed. Not contacting these customers leaves money on the table; approximately 70% of shopping carts are abandoned on average.
Goal: Encourage a subscriber who has shown high interest in your product to purchase.
Best practices:
- Keep content simple and focus on the abandoned product with a prominent CTA that directs someone to complete their purchase.
- If you’re familiar with common hesitations among potential customers, address that concern in your abandoned cart email. For example, a customer purchasing a pricey kitchen appliance may worry about it breaking, share your warranty policy to convince them it’s a worthwhile investment.
- Optimize the number of messages you send. If the last message in your flow has a conversion rate above 1%, add a time delay and another message. This additional message can have a big impact on your conversions, and won’t be sent to anyone who has already purchased. Use A/B testing to uncover the best cadence for your shoppers.
Build this flow using Klaviyo’s pre-built template. Search for abandoned cart in the flow library.
Price drop flow
The price drop flow notifies customers that a product they recently viewed or added to their cart has lowered in price. It automatically sends a message so they can take advantage of that deal. This flow won’t send to anyone who purchased the item, or who viewed the product, or started a checkout when it was already at a reduced price. You can also adjust the settings to only send a message when a product’s price drops by a certain amount, and send to visitors who viewed the item more recently.
Pre-requisites: Price drop flows are only available for BigCommerce, Magento 2, Shopify, and WooCommerce stores.
Goal: Capture price-sensitive prospects who may like your product but aren’t ready to pay full price.
Best practices:
- Select an ideal timeframe for how recently someone should have viewed a product in order to qualify for this flow. We recommend our default of 30 days; that said, you can adjust this to experiment with what works best for your audience.
- Prioritize first-time customers. This lower price may be just what they need to shop, so let them act upon this deal first by adding a conditional split to your flow around whether or not they’ve placed an order. Add a time delay of a few days before the price drop message for returning customers. Meanwhile, allow new customers to go down a path without that delay, getting a chance to act on your message first.
- Use trigger filters to create separate price drop flows to share content specific to a certain product. That way, you can customize your message to fit the specific item you’re promoting.
Build this flow using Klaviyo’s pre-built template. Search for price drop in the flow library.