Optimise Your Flows: How to Reduce Browse and Cart Abandonment
In the e-commerce world, browse and cart abandonment are dreaded by every retailer yet inevitably faced. Research finds that over 90% of shoppers leave online stores without adding any products to their cart, and of those 10% who do, almost 70% don’t finish checking out.
It seems that no matter how great your products are and how engaged your customers are, most interest won’t result in conversions. But don’t lose all faith. While the likelihood of browse and cart abandonment is high, so are the rates of re-engagement when your email flows are used effectively to win back window shoppers.
This blog looks at why customers waver at the edge of a purchase and how you can cleverly coax them back with browse and cart abandonment flows. We’ll also look at the differences between these two automations and why they’re both critical for recovering lost sales.
What is Browse Abandonment Flow?
Browse abandonment marks the moments online when shoppers show interest in products on your site, usually lingering on a specific product or two but stopping short of adding them to their basket. Reasons for this could be a simple change of mind or lack of interest, but it could also be down to hesitation due to the price, external distractions, or even obstacles like internet connection. These are the moments when browse abandonment emails are king.
What is Cart Abandonment Flow?
Cart abandonment occurs when a visitor adds items to their online basket but leaves the site before completing their purchase. This insinuates even more that the customer has every intention of purchasing said items, but who’s to say they’ll remember to return them to their cart? Enter the abandoned cart email that is designed to re-engage customers who did not complete the transaction. Abandoned cart email automation can help increase revenue by reminding customers about the items in their basket and encouraging them to complete their purchase.
“These two scenarios are critical missed opportunities for sales and highlight the gap between interest and action in your customers’ online shopping journeys. Understanding these behaviours is the first step in bridging this gap.”
Why should you set up Browse and Cart Abandonment Flows?
Browse and cart abandonments are their own power horses, working towards the same goal: re-engage and convert. But it doesn’t end there, there are other benefits to these automations:
Increased Conversion Rates
It goes without saying: re-engaging customers who’ve shown serious interest helps overcome hesitation and turn visitors into buyers.
Enhanced Personalisation
Sending targeted messages based on specific customer actions allows for a highly personalised shopping experience. This strengthens your customers’ relationships with your brand.
Customer Retention
Personalised emails make customers feel valued. If you’re using Klaviyo, maximise its advanced data analytics feature to segment your emails, encourage loyalty, and increase the likelihood of future purchases.
Insights into Shopper Behavior
These flows provide valuable data on why customers abandon carts or browse without buying in the first place. Such insights will help you optimise the shopping experience in the future.
How to Make Your Browse and Cart Abandonment Flows Shine
Not all browse and cart abandonment flows are created equal. Incorporate these elements into your emails and you’ll be onto winners—or rather, winbacks.
Personalised Recommendations
For browse abandonment flows, include similar items to what they’ve viewed. Likewise, cross-sell or recommend products that pair well with the items in your customers’ carts in your cart abandonment emails. This encourages an increase in order value but also shows that you know your shoppers. When it comes to recovering abandoned carts, personalisation can make all the difference. One way to grab your customers' attention is by personalising the subject line with the name of the product they left behind.
Imagine receiving an email with the subject line: "Don't Miss Out on Your [Product Name]—Complete Your Order Now!" This personalised touch not only reminds customers of the specific item they were interested in but also shows that you value their unique purchasing experiences.
Source: Really Good Emails
Urgency and Scarcity Cues
When sending browse abandonment emails, highlight popular items that are running low in stock or indicate low stock of the products browsed to create a sense of urgency. For your abandoned cart emails, use countdown timers, limited-time offers, or details about stock availability to prompt immediate action.
Source: Really Good Emails
Exclusive Discounts
Offer a special discount for their first purchase to motivate new customers to complete their transaction when they’ve abandoned their browse. Or provide a unique promo code for a discount or free shipping on items left in their carts.
Source: Really Good Emails
Clear CTAs
For both flows, ensure your CTAs are bold, noticeable, clear, and direct, with language like "Return to Cart" or "Continue Shopping," to guide customers back to their journey.
Source: Really Good Emails
Engaging Copy and Design
A must for any good email is compelling copy that speaks directly to the customer’s interests, combined with eye-catching design elements. For both flows, incorporate vibrant images of products, highlight your product’s unique selling proposition, customer testimonials, and enticing subject lines to keep the emails appealing and focused. You want subject lines that are brief, concise, and intriguing. These types of subject lines are typically the most effective, but you should always test new ideas with your audience. You want to use subject lines that increase open and click-through rates (CTRs). For example:
Looking for a sign? Get 10% off for 24 hours only
We loved your style, {name}!
Go ahead, take another look
Your cart is expiring soon ⏳
{product name} is selling out quickly!
Final Thoughts
Every abandoned cart or browse is an opportunity to reconnect with your customers, understand their needs better, and offer them exactly what they're looking for at the right moment. Implement personalised recommendations, urgency cues, exclusive discounts, and compelling copy and design in your flows and you’ll be on your way to capturing lost sales like there’s no tomorrow.
If navigating Klaviyo's automation feels daunting or if you just want to elevate your email marketing strategy, don’t hesitate to reach out. At Melusine Studio, we have years of experience under our belt and all the in-house tools to supercharge your campaigns, automation, and SMS marketing. Get in touch for a friendly chat and find out more.