How To Retarget Website Visitors With A Browse Abandonment Flow
Ever heard of a browse abandonment flow? If not, you’re missing out on one of the most powerful tools in your ecommerce arsenal.
A browse abandonment flow is an automated sequence of emails triggered when someone visits a product page on your site but doesn’t make a purchase.
Unlike cart abandonment flows, which focus on those who have already taken a significant step towards buying, browse abandonment flows target visitors who are in the early stages of their buying journey.
Here’s Why a Browse Abandonment Flow Matters…
Understanding customer psychology is crucial here.
If someone is browsing but not buying, they’re often in the information-gathering phase—learning about your product, comparing it to competitors, or simply window-shopping.
This is where a well-timed email flow can nudge them in the right direction.
Imagine this: a customer visits your site to check out a high-end coffee maker but leaves without adding it to their cart.
A personalized browse abandonment flow email that highlights product benefits or helps them envision how it will look in their home, or maybe even includes a customer testimonial can be the reminder that convinces them to take the next step.
How to Create One That Converts Into Sales
Start With a Generic Approach for Most Products
The first step in creating an effective browse abandonment flow is to include a generic email for most products.
This initial email should be sent within a few hours of the customer browsing but not purchasing.
The main objective is to remind them of the product they viewed and gently encourage them to return to your site.
Keep the content simple and engaging, with a clear call-to-action that links back to the product page.
Add a Filter for Flagship Products
For flagship products or high-priority items should have their own individual email, instead of the generic one.
Direct customers straight into more personalized, product-specific emails.
This allows you to maximize engagement by delivering information that speaks directly to the unique benefits and details of those key items.
For instance, if a customer was browsing a luxury skincare serum, provide an email that highlights its key ingredients, benefits, or a guide on how to use it effectively.
This targeted approach builds trust and answers any lingering questions they might have.
Add Relevant Product Details and Testimonials
Use the second or third email in the sequence to incorporate product-specific testimonials or user stories.
This helps establish social proof and showcases real-life benefits.
If you’ve got actual pictures with faces of your customers this works best to humanise your product/ brand.
Split Test Timings for Optimal Retargeting
Getting the timing right is essential for an effective browse abandonment flow, but it’s different for every company.
Split test different intervals between emails to see what works best for your audience. Start with sending the first email within a few hours of browsing and implement a 1-day delay before sending the next one.
Some customers might respond better to immediate follow-ups, while others may engage more after a day or two.
Regularly testing and tweaking these timings can help you find the sweet spot for maximum engagement.
Suggest Related Products
If a customer has shown interest in a product, suggesting similar items can keep them engaged.
For instance, if they browsed a pair of running shoes, a follow-up email could feature related products like running socks or hydration packs.
A message like, “If you liked those, you’ll love these accessories that complement your workout,” can guide them down the purchase path and boost conversion rates for your ecommerce brand.
Common Mistakes to Avoid
- Treating the Flow as a One-Time Setup: One of the most common pitfalls is setting up a browse abandonment flow and never revisiting it.
Think of your email flow like a garden—it needs regular attention to stay effective. - Ignoring Data Insights: Always use data-driven strategies.
Track open rates, click-through rates, and conversions to see which emails are working and which need tweaking.
Personalizing subject lines alone can increase open rates by up to 26%, so use those insights to your advantage. - Not Understanding Customer Intent: It’s essential to know where the customer is in their buying journey.
If someone is browsing but not purchasing, they might be in the consideration stage—making it the perfect time to provide educational content or comparisons.
Key Takeaways For Your Browse Abandonment Flow
- Product-specific emails add value: Tailor your browse abandonment emails to provide more information or benefits related to the product viewed.
- Test and refine timing: Use split testing to find the most effective intervals for your audience.
- Add testimonials: Real customer reviews can build trust and tip the scales towards a purchase.
- Understand customer intent: Cater your message based on where the customer is in their buying journey.
By understanding customer psychology and leveraging data-driven strategies, you can make your browse abandonment flow a powerful component of your email retargeting toolkit.