Anatomy of a flow: Browse abandonment

While your goal is to send automated messages to everyone who browses your site, you know it’s important to structure your flow in a way that leads to high engagement.

Let’s say you notice that your browse abandonment flow has low engagement. You might try adjusting your flow to only target browsers who have viewed a certain number of products within a certain time window. To adjust your flow, add the following condition to the profile filter:

• What someone has done or not done > Person has Viewed Product > at least X times in the last Y days.

Choose a fixed number. We recommend 3, 4, or 5. With this logic, the first product someone views will meet the trigger criteria, but the profile filter will limit messages to send only once someone has viewed the specified number of products that you set. This will help you refine your messaging to only reach browsers who have looked at multiple products.

You can also create specific browse abandonment flows that are centered around one product or product type. This will allow you to send messages that are really specific to the type of product the shopper is looking for.

Let’s say you’re a furniture company and, out of your whole catalog, you sell one very specific chair that is the most expensive product in your store. You notice sales have been down, so you consider offering an incentive only to browsers who show interest in this specific product.

In order to limit the flow only to only include browsers who viewed this chair, apply a trigger filter with this criteria:

• Product name equals X.

If you wanted to branch your existing browse abandonment flow based on whether someone viewed a specific product, you could achieve the same outcome by using a trigger split instead of a trigger filter. This would enable you to curate a specific path for everyone who looked at the chair, while sending everyone else down a different more generic path with no discount code.

Say most of your customers are located in either the United States or Canada, specifically Quebec where most customers speak French. As a result, you’ve been collecting language preference data through onsite forms, as well as location tagging in Klaviyo.

You can add a conditional split that creates 2 separate paths in your flow based on language preference. Add a split in your flow based on the following conditions:

• Properties about someone > language > equals > French.
• OR Someone’s proximity to a location > is within 100 miles of G0A 1H0 in Canada (include this condition if you don’t have language preference data stored for all customers).
  
  

Recipients who meet the condition will go down the YES path, where they’ll receive messages in French. If they don’t, they’ll go down the NO path and receive messages in English. Keep in mind, it is your responsibility to translate and customize the content of your email or SMS messages to another language.

Another great use case for branching your flows is to give customers a different experience based on how much they have spent with you in the past. This allows you to send messages with different offers to those browsing your site.

We recommend adding a conditional split with the following logic:

• Predictive analytics about someone > historic customer lifetime value > is less than > 100.‍

Browsers who have spent less than $100 will go down the YES path. You’ll want to upsell and cross-sell to these customers to try and get them to spend more. Use recommended product feeds to showcase trending or new products that the recipient may be interested in.

On the other hand, for customers who have spent more than $100, they will go down the NO path. For these browsers, you can instead offer them an appreciation discount for the items they viewed and reward them for coming back to browse your site.

Let’s say you operate a restaurant. On your website, you not only advertise your services but you also sell merchandise like cooking utensils and branded shirts. You recently released new t-shirt designs and want to promote them to browsers who viewed an item in the clothing category.

Target customers who recently browsed your clothing merchandise by adding a trigger split with the following condition:

• Categories > is > clothing.

Browsers who meet this condition will go down the YES path, where you can strategically send offers to encourage browsers who were looking at clothing to return to your site and explore other new designs. All other browsers will go down the NO path, and receive offers for your cookware and accessories.

Just like browsers have unique purchase behaviors or profile properties, they may also prefer different communication methods. If you use SMS in addition to email, you can add SMS to your browse abandonment flow in hopes of catching someone’s attention on their mobile device.

To do this, split your flow after the first time delay based on SMS consent:

• Set the split based on If someone can or cannot receive marketing > Person > cannot receive > SMS marketing.

Note: This configuration allows you to add the split to an existing browse abandonment flow without having to rearrange your email path.

From there, your emails will stay under theYES path and the NO path will deliver an SMS message to anyone who is consented to receive SMS. For your email message, send an email that promotes the exact item someone browsed, including the product’s image, title, quantity, and price.

For your SMS message, send a reminder with a link to the product on your website.

‍Tip: Drag the rejoin icon below the SMS message onto the email path after the first email. This allows you to continue sending customers emails after sending them an SMS message.