Working with abandoned browse

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You’d hope that every person who came to your site would become a customer. In an ideal world, they would. One way of getting closer to that scenario is to create an abandoned browse automation to recover revenue that otherwise had been lost.

On average 45 % of all sessions include product views, but less than 5 % complete a purchase. The abandoned browse automation will decrease that gap by sending emails to contacts that browse products but don’t add anything to the cart (in that case abandoned cart will take president). Such emails have in general an 80 % higher open rate and a 50 % higher click-through rate compared to standard newsletters.

Prerequisites

Before you can start sending out abandoned browse emails, there are some things you need to have in place.

Tracking script

Implement and verify the tracking script version 0.1.7 or later to share cart changes and product views (incl. Locale) with Voyado. Read more about web tracking here, about the script itself on our developer site, and how to verify the implementation here.

Product feed

Product information for the email comes from a product feed. The product view event sent to Voyado needs to have a matching product feed (SKU and locale) to trigger an automation. Read more about the product feed on the developer site. Talk to your Voyado contact if you need to implement a feed.

Email module

If you want to show products from the abandoned browse you need a module to support this. Reach out to your Voyado contact to get an abandoned browse module. Then go ahead and design a nice looking email, our best tips on how to create successful abandoned browse emails can be found here. The module can contain the 5 latest viewed products from the abandoned session.

Getting started

Verify functionality

When the prerequisites are in place you can proceed to verify the flow. Read more about the steps you can take to validate that everything works properly and get to know abandoned browse here.

Automation

Finally, you need to build the automation flow triggered by a browse abandonment. Read more about how to build automations and how to trigger it based on an abandoned browse. If you need to communicate your message in multiple languages take a look at this article about value splits.

Grouping SKUs

Based on how your product hierarchy looks it might be a good idea to group SKUs that are linked to the same product. A common use case could be that a visitor browses multiple variants of the same product but leaves the site before checkout. If you then trigger an abandoned browse email you are probably not aiming to remind the visitor about each variant (the same red t-shirt in multiple sizes), but rather the product.

If you are interested in this reach out to your Voyado contact or our support team and they can toggle on the grouping and verify that your product feed contains data to support this use case.  

When grouping is toggled on:

• Item group id is added as a filter option under Product View > Product feed
• SKU is added as a filter option under Product View > E-com

Labels

Labels can be put on your contacts to categorize them based on the information you have. When it comes to Abandoned browse, it's a great way to prevent spamming by adding an “Abandoned cart“ label to all contacts that enter such flow and keeping it for a few days after any communication. If contacts with that label are excluded from other communication you have created sort of a quarantine.

Another use case for labels is to stitch sessions together to be able to only trigger abandoned browse after several visits. Do that by setting a label in the first automation (and keeping it for example 7 days), but not sending any communication, and then create a second automation that only is triggered if the contact has the label from the first automation. By doing this you can send an abandoned browse email to users that have abandoned two sessions within for example 7 days.

Read more about labels here.

Randomized split

A randomized split is a great way to create a test within an automation. The purpose is to divide incoming contacts into two or more groups that will continue on different paths. You can easily build different chains of activities for each path and follow up on how your contacts react to the different versions. Read more here.

Want to know more on how to get started? Contact your Account Manager.