Browse abandonment flow is such a powerful tool and a great advantage over a brick and mortar store. A customer viewing a product shows some level of interest. When they keep viewing but not adding to cart or buying, it shows they are on the fence. As a savvy person, it’s your duty to identify these visitors and get them off the fence.
89.1% of potential customers never make it as far as filling their carts. This means only about 10% of your costumers get to the cart stage.
Those potential customers who don’t get to the cart stage should not be a waste. There are strategies available to drive a percentage of them into sales.
Browse abandonment flow, involves a series of recovery strategies kicked off after a visitor browses through your store for a product or product category without filling their carts. Like cart abandonment flow, the essence is to convert these potential sales to actual sales.
The three main ways of retargeting these visitors is via search or social retargeting and emails.
Browse abandonment flow works through web tracking. There are strategies to reconverting sales from an identified browser and unidentified browser.
Sendmunk’s viewed product tracking is tailored to ecommerce businesses and uses the following methods to identify a site visitor for web tracking:
- If someone has ever visited your website after clicking on a Sendmunk email.
- If someone has opted-in or subscribed via the Sendmunk form.
A viewed product metrics will be monitored anytime an ‘identified’ browser visits a product on your website when product page tracking is enabled. A browse abandonment flow is frequently triggered by a product that has been viewed previously. Until you start sending emails and developing your lists with Sendmunk. In your account, you won’t see a lot of web tracking activity. Sendmunk will be able to identify a larger portion of your contact list, and your web tracking will become more detailed.
The triggered browse abandonment flow typically involves sending emails.
Like in cart abandonment flow, the frequency, timing and content of the email matter.
Browse Abandonment Emails
The approach to sending such email should be absolutely data-driven. It is dependent on the behaviour of the identified visitor on your site. You send personalized automated workflows to these visitors following triggers you have already set in place.
An identified browser browsing through products in your site indicates some level of interest. The reason for not adding to cart could vary from cost, indecisiveness or distraction, shipping issues or a combination of these factors. With data from purchase history and activities performed in your store, you can create tailored emails for the subscriber with possible incentives to convince the subscriber to continue from where they left off.
When do you trigger a browse abandonment flow?
This should only be triggered when a subscriber has viewed a product or product category repeatedly. For example if the subscriber viewed a product 3+ times or different products in the same category about 3+ times. This indicates a high level of interest in that product and emails sent won’t seem spammy.
What timing and frequency is suitable for browse abandonment flow?
The conversion rate of abandoned emails decreases as time passes, it is best to send a browse abandonment email early on after the event occurs. Like 1 or 2 days after the identified visitor browses through your store. The series of emails could be a sequence of 2-4 emails spaced at least 48hours apart. We have to try as much as possible to not make a subscriber feel forced to make a purchase.
What should the email contain?
It should contain the product they were browsing through in your store, a bestseller in that category or an item commonly gotten together with the main product they browsed through.
As with any email marketing campaign, tone and copywriting is important. You want to give the customer a nudge through a captivating CTA , but you also want to have a sweet tone.
You can also give shoppers a reason to return to your store by offering them an option to add it to their wishlist. They get a reminder from you at a day they specify or keep them updated when it is almost out of stock.
Curate contents from your store based on contacts’ activities and have them sent as email contents. You can auto-create and deliver Blog posts related to the product they browsed and other dynamic contents with Sendmunk’s RSS Campaign feature.
SMS for browse abandonment
It is much harder to get customers phone number than email. But, in the event you have built a contact list of phone numbers, SMS automation can also be effective. SMS for browse abandonment are better done with some incentives for the subscriber. SMS is limiting however, when compared with email for personalization. You might not be able to upsell, or show images of other products in the category that might interest the subscriber. One thing to keep the subscriber clicking your link is some form of incentive such as a discount/coupon code/ free shipping.
Just as in emails, do not spam your subscriber, so do not attempt to send more than 2 messages.
For ‘unidentified’ browsers, retargeting visitors through advertising is a common strategy to maximise sales. If a visitor keeps checking some of your products but doesn’t buy, retargeting means that at other sites, they see ads of the product they looked at in your store. This is effective when you don’t already have the contact details of the visitor, so you cannot send a mail.
With Sendmuk web tracking and integration with Google and Facebook ads, paid retargeting is possible for unidentified browsers. It is more expensive than converting identified browsers.
All of these automations don’t require you to be tech savvy. They can be designed without a line of code. It is necessary to fine-tune your flow and see how well it is doing, With Sendmunk, you can easily identify what is working and where to pick up the slack with campaign performance metrics. These metrics include clicks, open rates, and views that can be further drilled down into geographical, device and browser types levels. You can get inference on possible reasons for browse abandonment that could be due to a problem from your end and not just customer’s decision. You can as well get an at-a-glance overview of campaigns performance from a simplified dashboard.