Tackling browse and cart abandonment with Klaviyo

Understanding browse and cart abandonment

In the dynamic world of ecommerce, retailers continually navigate new challenges to secure sales and improve customer retention. Two significant obstacles that online merchants face are browse abandonment and cart abandonment. While both result in potential revenue loss, they reflect different stages and mindsets in the customer’s shopping journey.

Browse abandonment occurs when shoppers visit an online store, view products, but leave the site without adding any items to their cart. This behavior suggests that the customer was in the initial stages of the buying process, possibly researching or casually looking at the offerings without an immediate intent to purchase.

Cart abandonment, on the other hand, is when a customer takes the decisive step to select a product variant, and place it in their shopping cart but does not complete the purchase. This suggests a more advanced level of commitment as the individual has shown a clear interest in one product and has considered making a purchase.

There are numerous reasons why both types of abandonment occur, ranging from high shipping costs, and complicated checkout processes, to simply being distracted and deciding to postpone the purchase.

Understanding and distinguishing between browse and cart abandonment is crucial to developing targeted strategies to re-engage customers at different stages of their shopping experience. Recognizing these patterns also helps in delivering personalized content and offers that resonate with the shopper’s interests and potentially bring them back to complete the purchase. 

With powerful marketing automation tools like Klaviyo, businesses can harness data to tackle these challenges more effectively, enhancing the overall customer experience and boosting conversion rates.

What causes browse abandonment

Browse abandonment occurs when potential customers visit an ecommerce website, view products, but leave before adding anything to their shopping cart. Browse abandonment reflects a nascent stage of the customer’s decision process when the intent to purchase might not have fully formed.

This is an opportunity to capture the interest of a shopper who is at the top of the sales funnel but may require additional incentives or information to proceed. These visitors are expressing a preliminary interest in the products or brand, and the reasons for their departure can range from simple distraction to a lack of sufficient product information or price concerns.

Recognizing the difference between browse vs cart abandonment is crucial. While abandoned cart emails might focus on completing a nearly secured purchase, browse abandonment strategies may involve highlighting features or benefits of the products viewed to kindle a more initial interest.

Browse abandonment might also target the product category more generally, as the user has not necessarily found the single product they are looking for.

Using Klaviyo to target abandoned carts

Cart abandonment occurs when potential customers add items to their online shopping carts but exit the website without completing the purchase. Klaviyo, a renowned email marketing platform tailored for ecommerce, allows you to tackle this issue head-on by engaging these customers.

When a registered customer or a visitor with a known email address abandons their cart, Klaviyo can trigger a specific workflow to re-engage that individual. Abandoned cart emails are typically personalized, reminding the customer of which product they have left behind and oftentimes offering incentives to encourage the completion of the purchase.

Klaviyo helps in crafting compelling messages that serve as a nudge to remind customers of their incomplete transaction. Retailers can use urgency (e.g., “Your cart is expiring soon!”) or scarcity (e.g., “Only a few left in stock!”) to persuade customers to return and finalize their purchases.

To tackle browse abandonment, Klaviyo allows retailers to set up automated email sequences that trigger when potential customers view products but leave the site without adding items to their cart. These emails gently remind visitors of what they looked at and can include personalized product recommendations or incentives like discounts or free shipping to lure customers back.

Klaviyo also offers sophisticated segmentation capabilities, allowing retailers to tailor their messages based on customer behavior, past purchases, and other personalized data. A/B testing can be used to determine the most effective strategies, such as the ideal timing for sending out the emails or what kind of promotional offers result in the best conversion rates.

Additionally, Klaviyo integrates with other ecommerce tools and platforms, ensuring that data across systems is synced and marketing campaigns are highly targeted and relevant. By leveraging Klaviyo for both browse and cart abandonment strategies, retailers can turn potential lost sales into recovered revenue and deeper customer engagement.

The challenge of identifying users

Unfortunately, there’s a big blocker in getting the triggers for these campaigns to work in Klaviyo.

Klaviyo can only trigger an email (or SMS) if the Viewed Product event (for browse) or Added to Cart event (for cart) is linked with a customer profile. And in most ecommerce stores the user is not logged in at that stage of the shopping experience.

Klaviyo’s standard integration for Shopify will track if the same user also subscribed to the email newsletter in the same session, but this is a tiny fraction of the number of users who abandon.

Some sites show modal pop-ups based on exit intent (the mouse moving to the top of the browser) to try to capture the email before the customer leaves, but this is only successful in a few cases.

Littledata’s integration with Klaviyo

Luckily, there’s now a way to massively increase the number of triggers for abandoned browse and cart campaigns – and so improve conversion rates on these essential ecommerce tactics.

Littledata’s integration with Klaviyo uses server-side tracking and identity resolution to better link a customer’s activity on the storefront (browsing) with times when they may have opted into an email – subscribing to a newsletter, creating an account, or going through the checkout.

Littledata sends additional triggers into Klaviyo for Viewed Product and Added to Cart which allow exactly the same campaigns described above to have 50% bigger reach.

Learn more about Littledata’s Klaviyo integration

Analyzing customer behavior in Klaviyo

Sending complete customer behavior data to Klaviyo allows a brand to finely tune its marketing strategies and significantly improve customer retention and conversion outcomes.

Klaviyo’s powerful analytics engine does more than just track open and click rates. It delves deep into how and when customers interact with products on a website – if fed all those browsing events.

The platform’s ability to segment users based on their behaviors is invaluable in crafting personalized follow-up communications. Klaviyo helps identify patterns over time, such as which products are most frequently abandoned or which pages lead to the highest browse abandonment rates. With this knowledge, businesses can optimize their User Experience (UX) and product offerings.

Refining website design to reduce friction points, or curating product suggestions based on customer preferences, are just some of the ways insights from Klaviyo data can transform potential losses into recovered sales and loyal customers.

Using Klaviyo for improved customer retention and conversion

In conclusion, Klaviyo’s advanced targeting capabilities provide ecommerce retailers with powerful avenues to understand and combat both browse and cart abandonment. As these are among the most common challenges ecommerce businesses face, effectively utilizing Klaviyo can lead to significant enhancements in customer retention and conversion rates.

By dissecting customer interaction data and leveraging targeted email campaigns, retailers can re-engage customers at critical moments. For browse abandonment, this could mean sending personalized content or recommendations based on viewed products, creating a sense of value and relevance for the customer. In cases of cart abandonment, retailers can use Klaviyo to send timely reminders or offer incentives that might compel the customer to complete the purchase.

By using Littledata on top of Klaviyo you can supercharge the effectiveness of these campaigns and give more personalization possibilities for your emails.

This then enhances Klaviyo’s segmentation features to ensure that each customer feels understood and valued, increasing the likelihood of their return. With automated workflows and A/B testing capabilities, retailers can refine their tactics to deliver the right message at the right time.

Ultimately, by tapping into Klaviyo’s robust suite of features, retailers can address the nuances of browse and cart abandonment effectively. The insights garnered from Klaviyo analytics empower businesses to make informed decisions that drive conversions and cultivate lasting customer relationships in the competitive ecommerce landscape.

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