The Four Critical Abandonment Flows

the four critical abandonment flowsNothing is more powerful for an e-commerce brand than email automation flows. And that includes the four critical abandonment flows. They sit right at the core of any good retention marketing strategy.

From welcome emails to ongoing drip marketing campaigns to re-engagement, you want to make sure you have a robust plan to stay top of mind, without, of course, turning anyone off. 

But there’s a big gap that many brands miss when rounding out their marketing strategy, and that’s abandonment flows. Today we’re going to get into the fundamental abandonment flows, and why you should have automation for each of these flows. 

What are the four critical abandonment flows?

the four critical abandonment flows

It stings when someone is so close to buying your products or services, but then for whatever reason, they never click “Purchase.” Or maybe they don’t even add an item to their cart. But they sure did think about it. Luckily, there are ways to not only capture this whole segment of window shoppers and reach out to them. 

In this post, we’ll cover some of the key abandonment flows you should be thinking about and adding to your automation strategy. These abandonments include: 

  1. Cart Abandonment
  2. Browse Abandonment
  3. Category Abandonment
  4. Product Abandonment

E-commerce businesses on Shopify and Shopify+ face cart, browse, category, and product abandonment every day.

Capturing shoppers who fall into these categories is important because it can lead to more sales and a better bottom line for your business.

Email marketing automation flows are an effective way to capture these shoppers and turn them into customers.

When cart, browse, category, or product abandonment occurs, an email marketing automation flow can be triggered to send a message to the shopper.

This message can include a discount code or other incentive to encourage the shopper to come back and complete their purchase.

Email marketing automation flows are easy to set up and can be a great way to boost sales and improve your bottom line.

If you haven’t already, consider setting up email marketing automation flows for cart, browse, category, and product abandonment. It could be the key to increasing sales and improving your business.

Let’s dig into these different types of abandonment, and why they matter.

Cart abandonment

Cart abandonment is when a shopper adds items to their cart but does not complete the purchase. This can happen for a number of reasons, such as the shopper getting distracted or finding a better deal elsewhere.

Cart abandonment is a big problem for e-commerce businesses because it can lead to lost sales and revenue.

According to Baymard Institute, the average cart abandonment rate is 69.23%. That means that for every 100 people who add items to their cart, 69 will abandon their cart without completing the purchase.

This is a significant amount of lost sales and revenue for businesses, which is why capturing these shoppers is so important.

Browse abandonment

Browse abandonment is when a shopper views products on your site but does not add anything to their cart. This can happen for a number of reasons, such as the shopper not finding what they are looking for or getting distracted.

Browse abandonment is a big problem for e-commerce businesses because it can lead to lost sales and revenue.

According to Barilliance, the average browse abandonment rate is 87%. That means that for every 100 people who view products on your site, 87 will leave without adding anything to their cart.

This is a significant amount of lost sales and revenue for businesses, which is why capturing these shoppers is so important.

Category abandonment

Category abandonment is when a shopper views products in a certain category on your site but does not add anything to their cart. This can happen for a number of reasons, such as the shopper not finding what they are looking for or getting distracted.

Category abandonment is a big problem for e-commerce businesses because it can lead to lost sales and revenue.

According to SalesCycle, the average category abandonment rate is 81%. That means that for every 100 people who view products in a certain category on your site, 81 will leave without adding anything to their cart.

This is a significant amount of lost sales and revenue for businesses, which is why capturing these shoppers is so important.

Product abandonment

Product abandonment is when a shopper views a product on your site but does not add it to their cart. This can happen for a number of reasons, such as the shopper not being interested in the product or getting distracted.

Product abandonment is a big problem for e-commerce businesses because it can lead to lost sales and revenue.

According to Invesp, the average product abandonment rate is 95%. That means that for every 100 people who view a product on your site, 95 will leave without adding it to their cart.

This is a significant amount of lost sales and revenue for businesses, which is why capturing these shoppers is so important.

What should you do about it

What marketing automation tools can Shopify and Shopify+ eCommerce brands use to create email flows for cart, browse, category and product abandonment?

There are a number of marketing automation tools that you can use to create email flows for cart, browse, category and product abandonment. Some of these tools include:

  • Klaviyo
  • Drip
  • Hubspot
  • Infusionsoft
  • Marketo

Each of these tools has its own unique features and capabilities, so be sure to research each one to find the best fit for your business.

You also need a strategy

Fortunately we have a trove of resources to help you out at every turn. Check out these articles for deep dives on the following topics: 

You should find everything you need in those links to build a robust marketing program around abandonment flows. 

There’s still one question in your head, though… how do I even identify who these abandoners are, if they haven’t signed up or purchased something from me in the past? 

Grow Your First-Party Dataset, and Unlock A Whole New Segment of Interested Customers

Retention.com specializes in retention marketing and e-commerce solutions, including cart abandonment and re-engaging potentially lost customers. We provide one-click integrations with leading marketing automation platforms.

Our dashboard features a user-friendly interface to easily connect to any email marketing application in under a minute. Retention’s integrations automatically update and suppress contacts daily.

We can help you reclaim up to ten times more abandonment revenue by leveraging industry-leading Identity Resolution technology. When an unidentified customer abandons a cart, we identify them. Then a personalized flow automatically triggers in the messaging platform.

Scale up your abandonment flows and improve your retention marketing strategy. Get in touch with Retention.com today to find out how we can help.

Conclusion

If you haven’t already, consider setting up email marketing automation flows for cart, browse, category, and product abandonment. It could be the key to increasing sales and improving your business. And make sure you’re capturing everyone who shows interest in your products. 

Table of Contents