Benefits of selective discounting
While incentivizing customers to buy from you can be an effective strategy, over-discounting is costly to your business. You may end up losing margin on products, when only a subset of your customers actually needed an incentive to push them to convert. When you strategically preserve your discounts for customers most likely to need extra incentivization to make a purchase, you save your business both time and money.
Selectively discount with your abandoned cart flow
On average, around 70% of shoppers abandon their carts. Sending personalized reminders about the products your customers would be missing out on if they didn’t complete their checkout is a great way to push more interested customers to purchase. A great way to execute this is by setting up an abandoned cart flow.
A common abandoned cart flow strategy is to include an incentive or discount in the abandoned cart reminder that encourages people to proceed to checkout. However, if you send discounts to every customer in your abandoned cart flow, this could be costly.
With predictive analytics, you can branch your abandoned cart flow to send discounts to only those who are most likely to need it to be convinced to purchase. For example, you can choose to save most of your discounts for those who abandon their cart, have never purchased from you before, and are not projected to purchase from you any time soon. When you refine your flow using placed order and expected date of next order metrics, you can accomplish this in Klaviyo.
Refine your abandoned cart flow with predictive analytics
In the below video, you’ll learn how to refine your abandoned cart flow by branching the flow by purchase history and expected date of next order. With this strategy, you can send discounts only to customers who wouldn’t be likely to purchase without an incentive.
Craft engaging abandoned cart messages without discounts
Splitting your flow provides immense value by allowing you to save money by preserving your discounts. Unsure how to send an abandoned cart message without an incentive? Try some of these engaging abandoned cart messages you can craft for your loyal customers that use incentives other than discounts:
Loyalty point calculator
In your abandoned cart message, let recipients know how many loyalty points they could earn by completing their purchase.
This strategy incentivizes the user to take action without an explicit discount, saving your brand money.
Additional product recommendations
Consider showcasing other products your recipients may like that aren’t currently in their cart.
Highlight what they could be missing out on, encouraging them to add more products to their cart and check out.
Include social proof or reviews
Customers trust other customers. Try incorporating some social proof, like reviews, in your abandoned cart messages.
This information could help convince recipients of the value of your product and convert.
Aspirational or influencer content
Evoke emotion with your abandoned cart message by creating an aspirational story about the value of your product.
Similarly, highlighting influencer buy-in of your product can help encourage recipients that your product is a worthwhile purchase.
Review your metrics
Review your flow metrics to assess how your abandoned cart strategy performed. Explore the dropdowns for reminders about key metrics you can analyze in Klaviyo:
Conditional split metrics
Your conditional split metrics allow you to see how many recipients were sent down each flow branch, letting you know how many recipients fit each of your criteria. For this flow, you’ll be able to see how many of your customers received a discount versus did not receive a discount.
To see your conditional split metrics, click into your flow in Klaviyo and then click again into your conditional split. The flyout on the right-hand side of your screen will show you the breakdown of who took what path in your flow.
Open rate
Open rate tells you the percentage of people who opened your email out of everyone who received it. Your open rate gives you a good idea of how many of your abandoned cart message recipients were enticed by your subject line to open your email and learn more.
View your open rate for each of your flow messages in Klaviyo by clicking on each message in your flow, and viewing the Performance card in the right-hand flyout. You can click View details for more granular metrics about your abandoned cart message.
If your open rate is low, consider workshopping your subject line to be more specific and personalized, and use engaging language to highlight the value and benefit of the items in their cart. If you need more help, try Klaviyo’s subject line assistant for AI-generated recommendations for conversion-driving copy.
For more help, check out this resource for helpful strategies: How to increase flow open rates.
Click rate
Click rate shows you how many people who clicked the CTA in your abandoned cart email out of everyone who received it. Use click rate to determine how effective your email content is at driving recipients to take action by clicking your CTA link.
View your click rate for each of your flow messages in Klaviyo by clicking on each message in your flow, and viewing the Performance card in the right-hand flyout. You can click View details for more granular metrics about your abandoned cart message.
If you’re looking to improve your click rate, check out this resource for helpful strategies: How to increase email click rates.
Conversion rate
Conversion rate provides you with the number of people who performed a certain action out of how many people received the campaign. For this flow, you may set your conversion rate as Placed Order to see the effectiveness of your abandoned cart reminder.
View your conversion rate for each of your flow messages in Klaviyo by clicking on each message in your flow, and viewing the Performance card in the right-hand flyout. Your conversion rate will be located below to your open and click rates. To change your conversion metric, click on the pencil icon and select a new metric from the dropdown. You can also click View details for more granular metrics about your abandoned cart message.
If you’re looking to improve your conversion rate, check out this resource for helpful strategies: How to increase email conversion rates.