The Browse Abandonment Flow re-engages customers who browsed products on your site but didn’t add anything to their cart. By sending personalized recommendations and building trust with these shoppers, it nudges them towards completing a purchase to turn interested shoppers into customers.
What’s A Browse Abandonment Flow?
The Browse Abandonment Flow is a series of emails sent to shoppers who have showed an interest in your products which we know, because they viewed a product on your website, but left without adding anything to cart or making a purchase.
Some of these shoppers may be new to your brand while others may be returning customers exploring new items or thinking about repurchasing products they’ve already tried. Think of these as “window shoppers” who are interested enough to browse, but didn’t have anything catch their eye!
# Of Emails: 2
Flow Length: 36 hours
What’s the goal of a Browse Abandonment Flow?
The goal of this flow is to get these shoppers to add some products to cart & make a purchase.
- Converts more new email subscribers into paying customers (which means more revenue!)
- Gets potential customers to make their first purchase faster (ie. the amount of time it takes someone to go from being aware of the brand to becoming a customer)
- Gets more revenue out of each lead you drive to your website (which means lower CPAs & more value from your website traffic)
- Gets more shoppers adding to cart & purchasing
Browse Abandonment Emails
Email #1: Reminder & Brand USPs
A simple reminder email of the product(s) they viewed & reducing the friction for them to purchase that can include:
- Dynamic “Viewed Products” Block: This is the section of the email that dynamically shows the customer the names & images of the products they viewed
- “Continue Shopping” CTA in the header & below the dynamic “viewed products” block: Having a call-to-action (CTA) button here improves click rates to get shoppers back to the website.
- Key Brand USPs: Icons to remind customers of what makes your brand unique & why they should buy from you
- Reminders of free shipping, warranties or free returns: This helps reduce buyer friction
In our browse abandonment flow, we have set up conditional splits to trigger an email based on the product/collection the customer was viewing, and overcome a specific objection. If a customer was viewing a foundation, we send an email driving them to our quiz to find their shade and show social proof of customers who love the product.
Joanne Coffey
Retention Marketing Manager at Jones Road Beauty
@itsJoanneCoffey
Email #2: Reminder + Recommendations
A simple reminder email to sell them more on your products & brand, and addresses more objections to purchase that can include:
- Dynamic “Added To Cart” Block: This is the section of the email that dynamically shows the customer the names, images & price of the products they added to cart.
- “Start Checkout” CTA in the header & below the dynamic “added to cart” block: Having a call-to-action (CTA) button here improves click rates to get shoppers back to the website.
- Recommendations for other products: This gives them other products they might like more
- FAQs to address common objections: This directly addresses common reasons they might be hesitant to purchase
- Testimonials & user-generated content: This provides social proof for your brand
Browse Abandonment Email Examples
