Browse Abandonment Workflow

Category : Knowledge Share

What is a Browse Abandonment Workflow?

Browse Abandonment (BA) workflows are quite similar to Abandoned Cart (AC) workflows in that they attempt to capitalize on customer interest. If you’re not familiar, AC workflows target people who have added items to their cart but have not checked out.
BA workflows target people who have browsed items on your website but have not added anything to their cart. Since visiting a product page doesn’t indicate the same level of interest as adding an item to a cart, this workflow is a bit more casual.
These workflows are typically short (1-2 emails). The second email could make use of a coupon to increase interest and generate sales.

Browse Abandonment Effectiveness

Klaviyo analyzed 1,000 Browse Abandonment emails sent to over 1 million people:

  • Open rate: 52.79%
  • Click rate: 10.87%
  • Revenue per recipient: $2.88

Setting up the Workflow

Configure “Viewed Product” web tracking, which can be handled through the basic Klaviyo integrations with WooCommerce or Shopify. Klaviyo offers a Browse Abandonment template you can leverage or modify.

Variations

Avoid Annoying People If you’re worried frequent visitors will receive too many Browse Abandonment emails, you can add a filter to limit how often someone can receive them.
Order Numbers You can target visitors who have never placed an order to try to get them to convert. you can also target former customers only, if desired.
Coupon Users If someone used a coupon before, targeting them with another coupon could encourage a sale. Alternately, you may not need a coupon for customers who’ve purchased at full price in the past.
Number of Views You can choose to only send BA emails to visitors who have viewed a certain number of products.
Expensive Items If a client has specific items that are quite expensive, you can target customers who view them. For example, you can include a discount to encourage the larger spend.