The industry benchmark for cart abandonment email workflows is $3.45, according to Klaviyo. But did you know about “browse abandonment” which generates $0.86 per subscriber?

What about “site abandonment”? And do you know the difference between cart abandonment and “true” cart abandonment?

These secret pots of gold are lying all over your Shopify store. And in today’s Deep Dive, we’re going to show you how to find the gold so you can maximize your BFCM weekend sales!

Let’s deep dive 👇

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4 Abandonment Workflows to Catch Almost-Lost Shopify Customers

There are 4 types of abandonments you can follow up on to catch almost-lost customers:

1. Site abandonment

2. Browse abandonment

3. “True” cart abandonment

4. Checkout abandonment

Let’s dig into the Build, Grow, Scale strategy for capitalizing on each of these pots of gold…

1. Site Abandonment Workflow

Site abandonment is when one of your subscribers is on your site but doesn’t take any further action like viewing a product, adding a product to the cart, or checking out.

To get this flow to work, you need to set up an “Active on Site” metric. And you need to have a subscriber already on your new “site abandonment” list.

⚙️ How to set up on Klaviyo:

1. Open Klaviyo and click “Integrations” on the left-hand side of the panel.

2. Check the box that reads, “Automatically add Klaviyo onsite JavaScript (recommended).”

You’re done! Klaviyo will start tracking the “Active on Site” metric. After a few minutes, you should also be able to see this within the “Analytics” tab.

📩 Click here to see the full site abandonment set-up instructions and email swipes.

💡 Pro Tip: You may decide to change the final filter from hours to a number of weeks instead of “Has not been in flow at any time.” But approach this flow with caution as it can come across as a little creepy. The best way to overcome this is to inject humor into your emails.

2. Browse Abandonment Workflow

Browse abandonment is when a user goes to a product page, looks at the product, scrolls around, but doesn’t add any product to the cart and then leaves.

Since they took the next step of actually looking at a specific product, this moves them up the “buyer intent” ladder, albeit still a low rung of the ladder.

This is where you can kick off a product-specific retargeting campaign. 

Bring them back to the product to buy. Or you can send them to a review page, video, or somewhere that educates them about the product.

⚙️ Klaviyo setup:

1. On the top-right corner of Klaviyo, you’ll see your account. Hit the drop-down arrow and navigate to “Setup Web Tracking.”

2. Add the code they displayed for the product.liquid template within the backend of your Shopify theme. This allows Klaviyo to track people's favorite products.

3. You can verify you’ve done this correctly by following step 3 on the “Setup Web Tracking” page.

📩 Click here to see the full browse abandonment set-up instructions and email swipes.

💡 Pro Tip: Aim for three emails within this flow. The second email might have a 5% to 10% discount with the third email serving as a reminder. You can also adjust how many days you want subscribers to be blocked from entering the flow again.

3. “True” Cart Abandonment Workflow

The “True” Cart Abandonment happens when a subscriber is on a product page, clicks “Add to Cart,” and then leaves your store without ever going to the checkout page.

Truth be told, a rare (very rare) number of ecommerce owners are taking advantage of this pocket of highly qualified subscribers.

The metric you need to set up is “Added to Cart.” It takes a bit more tinkering to set up, so follow this Klaviyo help article or an article from the ESP you’re using.

📩 Click here to see the full “True” cart abandonment set-up and email swipes.

💡 Pro Tip: This flow will typically have two or three emails, but try four emails during this BFCM period. You can choose not to give a discount on the first email, but just on the reminder emails. Or none at all. You can also play around with the “14 days” filter to suit how often you’d like your customers to enter this flow.

4. Checkout Abandonment Workflow

Checkout abandoners are the most high-intent buyers to target. And the best way to follow up is to segment them.

🛒 💰 The high-profit checkout abandonment segments

• 💳 First-time checkout abandonment flow: The most expensive part of marketing is acquiring new customers. So when a new visitor abandons their checkout, incentivize as much as you can to get them back in your store!

•  🚶 Returning-customer checkout abandonment flow: basically reminder emails to complete their cart.

• 📈 High-value and low-value checkout abandonment split triggers: There’s no hard rule with this, but anywhere over 20%–30% above the average order value (AOV) is smart. Individualize emails based on the size of checkout abandonment.

📩 Click here to see the full checkout abandonment set-up instructions and email swipes.

“But What About When Cyber Monday Discounts Kick In?…”

If you can provide discounts and incentives, we suggest you should because some people admit to waiting for Cyber Monday before they buy! So, the same buying psychology applies.

But if you’re stretched to the max, you could instead send reminders without discounts and just focus on limited stock.

If you want to remain competitive but are worried about profitability, be sure to join us next week, because…

We’re going to show you a strategy for maximizing your AOV to offset the discounts you’ve given this BFCM.

See you in a week!

_{Matthew Stafford is CEO and managing partner of Build Grow Scale and has been consulting and growing successful, well-known Ecommerce brands for the past ten years. With nearly one billion in ecommerce revenue through our partner stores and student checkouts, I always aim to bring you the best information about what is working now in the ecommerce landscape.
https://buildgrowscale.com/ecom-profit-bootcamp}

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