Browse Abandonment is intended to re-engage the briefest website visitors, those that only checked your website and didn't browse any of your products and didn't add anything to the cart. Once the customer leaves the website, you can send them a short invite or a brief presentation of your business.
When setting up this automation, you should also mind your customers' engagement with your brand. If they only visited your store once, you shouldn't send a bunch of messages. Be careful, set the proper frequency, and make sure your workflows do not overlap.
Before you start
- Browse Abandonment is available on Shopify, BigCommerce, WooCommerce module 1.6.0 or newer, Magento 1, module 1.2.0 or newer, Integrations via API v3
- Automation workflows can be used on the Free Trial and paid plans only. Find more information on Omnisend pricing.
- All of the user roles, except for the Analyst, can access automation workflow settings.
- The automation can be triggered for subscribed and non-subscribed customers only. See what workflows can be triggered for different customers' statuses.
- The automation can't be triggered Retrospectively.
To create the Browse Abandoned workflow, proceed to the Automations tab -> click on the Create workflow button and pick it from the list.
Browse Abandonment automation setup process is very similar to other automation workflows setup on Omnisend.
Automation trigger settings
The trigger for this workflow is preset to “Page Viewed”. In this Automation, the trigger filter should be assigned with the Page URL. However, you are not restricted to trigger the automation for a particular page as you can set the trigger to all pages containing a certain word.
For example, you may trigger the automation for all customers browsing a particular catalog or products on sale.
Audience filter/Conditional Split
If you wish to trigger the automation for a particular category of customers, you may add an Audience filter to the automation trigger settings. However, for Product Abandoned automation, Audience filter settings are limited to customers' properties only therefore it might be a better decision to use Conditional Split.
For example, you may target the automation to customers that didn't engage with your store recently.
Important: the message can be triggered only in case the customer provided some personal data before viewing the product.
The default trigger in the Product Abandoned workflow is set to Order is Placed. If you have an Abandoned cart workflow, it's recommended to add an 'Abandoned cart' exit condition to avoid sending emails from both workflows: Abandoned cart and Browser abandonment. Also, if you have a Product abandonment workflow, it's recommended to add 'Viewed product' exit condition to avoid sending emails from both workflows as well.
Therefore, the customers exit the workflow in the following scenarios:
- after receiving all messages;
- after adding products to the cart;
- after viewing some product;
- after placing the order (this cancellation trigger is added by default).
In the trigger settings, you can set the restriction to not trigger the same automation for the specified period. In case the customer has visited your store several times within the same day, only one automation will be triggered.
Since this automation is rather intended to capture the attention of the one-time visitors, we would recommend setting the delay to 10 - 15 days to avoid sending to many emails to your loyal customers.
Content of the message
Unlike any other automation from the abandonment series, the Browse Abandoned trigger doesn't capture any information about your customers' activity, such as Products your customer has browsed or the link to the check-out your customers have started. Still, you may target this sequence with the pages your customer has browsed. If he viewed the products from a certain collection or a category you may send the corresponding information.
In the message content, you may add the content your customers would engage, offer some exclusive offers or discounts.
Achieving better results
Even though Browse Abandoned automation can be triggered by non-subscribed customers, you still need to capture their email addresses. The best way to achieve that is to “warmed up” your account. This means that you need to spread as many cookies as possible - send more newsletters, enable Omnisend Signup forms. Day by day the number of customers (who have your tracking cookie) will increase.
More cookies → More abandoned browsing tracked → More reminder emails sent → More customers engaged.
Like all other e-commerce features, Browse Abandonment reports are available at the Reports tab. It contains the standard list of reports: number of emails sent, open rate, click rate, sales generated, and removed. Month by month view and Activity feed with detailed information is available as well.