Know Your Strategy
Let’s say a customer views a product multiple times but doesn't add it to their cart. They are clearly showing interest — they just need an extra nudge to make a purchase. This is where a browse abandonment strategy comes in.
When someone views a product on your site multiple times they are showing purchase intent. It’s your job as a marketer to get them off the fence and make the sale. Think of browse abandonment as similar to cart abandonment; it allows you to capitalize on customer behavior and follow-up with customers who are interested, but not convinced they want to buy your product yet.
Create Great Email Content
Drive people to your site through your email content. Of customers visiting a website, 45 percent are searching for a product or service and 25 percent are comparing prices or other variables. Getting them back to your site increases the chance that they will get the product in their cart and make a purchase.
Keep these points in mind when crafting email content for your abandoned browse strategy.
Be a wordsmith. Reach out as someone who is interested in helping them make the purchase, not as someone who’s watching every move they make. Be clear with your wording to make sure you're not coming off as someone who is watching their every move.
Choose an “affinity level” to trigger on. You don’t want to trigger your automation the first time someone visits a page or category of products—that’s going to make you seem desperate. Start with three product views, see how many people are triggering and converting, then iterate!
Make it easy for them. Make the transaction as seamless as possible. Include CTA buttons that directly link your store to ensure that people can easily purchase the product.
Provide the deets. Include product details like an image, description, review, or price in the body of the email.
To include specific products in your emails you’ll need to set up Workflow triggers a specific way.
Configure Your Workflow
To get started with Browse Abandonment install one of our pre-built workflows, or build your own. Our pre-built workflows have Triggers already defined to work with your ecommerce platform and include recommended Action and Delay steps.
If you choose to build your own, make sure to select the Trigger that applies to your ecommerce integration.
Edit Your Trigger
Configure your Triggers to align with your ecommerce platform.
Magento: Viewed a product
Magento: Placed an order
Shopper Activity API: Visited a page
Shopper Activity API: Placed an order
Activate Your Workflow
Once you’ve configured your Workflow to your liking, review your Workflow one last time. Click Start Workflow in the upper right-hand corner to activate your Workflow.
Measure Your Browse Abandonment Workflow Performance
After your Workflow has been running for a few days, see how it’s performing on the Workflow Dashboard. The Workflow Dashboard allows you to do a deeper analysis of performance and understand what’s working and what’s not, so you can optimize your marketing strategies and build better, more profitable relationships with your customers.