How to Reduce Browse Abandonment

Introduction

Browse abandonment refers to a situation in which a customer visits a website, browses its pages and products, but leaves the site without making any purchase. This is one of the most common and yet a difficult situation to handle by marketers, especially with the current short span of attention of digital users. We must bring the customers back to the site and nudge them to complete the purchase. This can help in higher conversion rates and thus help us avoid losing new users and revenue.

In this article, we will create a Flow campaign to nudge users to complete their purchase.

Expected Result

Users receive a Push Notification on their phone to return to shopping:

image-20231120-183637.png

library_add_check

Prerequisites

  • Events to track the action of a user searching for an item, and related information such as the platform, searched product’s ID, name, price. To understand how to track events, refer to the Developer Guide. In this example, we will name the event “Product Viewed”.
  • Events to track the action of a user adding the items to a cart and an event to track the action of users purchasing the product. To understand how to track events, refer to the Developer Guide. In this example, we will name the events as “addedToCart” and “Product Purchased” respectively.
  • Settings for one or more channels such as Push, Email, SMS, or WhatsApp.

Create a Flow

In this section, let us create a Flow to reduce browse abandonment and nudge users to move down the funnel:

Flow Details

  1. Navigate to the sidebar on the left and click Engage > Flows and click + Create flow, or click + Create new, and then click Flow.
  2. Use the ”Browse Abandonment Multi Channel template” template and customize it or click + Start with a blank canvas to start building your flow for the use case from scratch.
    4.png
    You are taken to the first step “Details and goals”.
  3. Enter the following flow details:
    • Flow Name: Enter a flow name. For example, "Browse Abandonment Journey".
    • Flow tags: Select the required flow tags.
  4. Under the Conversion goal section, turn the Exit on conversion toggle on to exit users who convert by doing the event “Product Purchased”. This is your primary conversion goal, which triggers when a user purchases a policy.
  5. Click Next to move the second step “When will users enter the flow”. This step helps you define when to allow the user by mentioning the trigger conditions. For this use case, the event is “Product Viewed”.
  6. Under Users enter the flow, select On event trigger
  7. In the IF user section, select the event “Product Viewed” that gets triggered when a user visits a product page.
  8. Click + Add Filter to add additional filters to include only those users who have not added the product to cart in the flow by choosing the event “addedToCart”.
  9. In the THEN enter the user section, select With Delay and define it based on the requirement. This will be the maximum time the user will be evaluated to fulfill the conditions from the time the first condition was filfilled. image-20231125-072710.png
  10. In the Flow schedule section, define a start time and an end time to the flow if required. By default, the flow will start “As soon as possible” and will never end.
  11. Turn the Limit user entry into this flow toggle on to define the maximum time a user can enter the flow. Defining such limits helps you control users from re-entering the flow repeatedly and thus avoid spamming them too much, which in turn provides a better user experience. Users are highly likely to match the browse abandonment flow’s entry rules more often and thus might enter the flow too many times. Defining the maximum time a user can enter will thus help you avoid possibilities of spamming a user too much and thus provide a better user experience. image-20231223-104838.png
  12. Click Next to move to the third step “Who will enter the flow”. This is where you select the target audience for your Flow.
  13. In the Audience section, select All users.
    image-20231120-181733.png
  14. Click Next to move to the canvas section where you can define the Flow structure that you want the user to move through.

Add Flow Structure

  1. Click the + icon. A drawer is displayed from where you can choose an action campaign from the range of options under Actions including Push, Email, SMS, or WhatsApp to send a message. You can also display a banner on the On-site or In-App channel, or use Facebook or Google remarketing. image-20231120-183034.png
  2. If you have additional information about the users such as their name and gender, use the same to personalize the message while editing your Action campaign. Also, including the details about the product viewed such as the name, image, or the URL helps making the message more contextual and thereby increasing the chance of intriguing the users and bringing them back to the site/app. For more information, refer to Personalization in Flows.
  3. After defining an Action campaign, add a Has done event stage to check if the user has converted by choosing the "Product Purchased" event from the drop-down list.
  4. Turn the Keep evaluating for the next toggle on to define the maximum time to wait for the user to execute the event. For our use case, select 2 hours. image-20231120-184107.png
  5. Add as many action campaigns you want to nudge the user. Make sure to have some gap between any two communications to avoid spamming the user by using a Wait stage, especially in the Yes path of your “Has done events”. For more information, refer to Add Controls to Flow. image-20231120-184438.png
  6. Click Publish.

Conclusion

In this article, we created a Flow campaign to nudge users to complete their purchase.

  • Now that we have published the Flow, we can analyze how well our Flow is performing.
  • We can understand how many users entered the flow because of our campaign. Create a segmentation on the “User Entered Flow” event by mentioning the “Flow ID”. For more information, refer to Users who have entered/exited the Flow.
  • We can also understand how many users actually completed a purchase because of our campaign. Create a segmentation on the “Flow Trip Conversion” event by mentioning the “Flow ID”. For more information, refer to Conversion Tracking and Attribution in Flows.

Previous

Next

Was this article helpful?
0 out of 0 found this helpful

How can we improve this article?