At Glaze Digital, we’ve worked with enough Shopify store owners to know that getting people to your Shopify store is only half the battle. The real challenge? Converting those visitors into paying customers.
That’s where a Browse Abandon flow comes in. Unlike Abandoned Cart emails (which only trigger when a product makes it into the basket), Browse Abandon emails focus on those just browsing – and offer a helpful nudge to customers to keep shopping.
Why Build a Browse Abandon Flow
But is it really necessary? Here are some key stats for why we’d highly recommend including this flow in your email marketing strategy:
- Open Rates: Browse abandonment emails have a 62.9% higher open rate than traditional emails.
- Click-Through Rates (CTR): These emails achieve a 50% higher CTR compared to regular outreach campaigns.
- Conversion Rates: Approximately 10% of customers who receive a browse abandonment email make a purchase.
- Revenue Recovery: Each browse abandonment email sent recovers an average of $3.09 in revenue.
How to Set Up a Browse Abandon Flow in Klaviyo
1. Create a New Flow
- Head to Flows in Klaviyo and click Create Flow.
- You can choose Browse Abandonment Reminder from the pre-built templates or build one from scratch.
2. Adjust Triggers
The flow should trigger when a known user views a product but doesn’t add it to their cart or purchase within a set time (e.g., 30 minutes or a few hours).
You can see how this might be set up in our example here:
We have created the trigger for “When someone Viewed Product” with the additional Profile filters of not having “started checkout” or “placed order” zero times since starting this flow.
We also have the additional filter of not being in the flow for the last 30 days as to limit the frequency someone will receive this email – sending too many browse abandonment reminders will be off-putting to your customers!
At this point, you might also think about adding a time delay or window so that shoppers only get your email after, for instance, two hours, or during a lucrative shopping time.
3. Craft the Perfect Email
Now that you’ve created the flow, you can customise your emails:
Your email should be designed to re-engage potential customers by reminding them of the products they showed interest in. Start by including images and details of the specific items they browsed, reinforcing their initial attraction.
Other things to pay attention to:
- Don’t be creepy – Avoid making it too obvious you’re tracking them (e.g., “We saw you looking at…” can feel intrusive).
- Keep it simple – One or two product recommendations work better than bombarding them with loads.
- Mobile-friendly design – Many shoppers browse on their phones, so your emails should look great on all devices.
- Use a clear CTA (Call to Action) – Make it easy for them to get back to the product page and buy.
4. Personalise your email
Personalisation is key so whenever possible, address them by their first name to create a more engaging and friendly tone.
Using the customer’s first name
To include your customer’s first name – or indeed their last name, or any other attribute you’ve gathered about them – simply click into a text block within Klaviyo’s email builder.
In the right hand corner you’ll see a person-like icon (if you hover over it, it will read Add Personalisation). Click this and choose which attribute, including the first name, to insert.
You can also add default text to use where the attribute may be missing, such as “hey there” as opposed to “hey firstname“.
Featuring items they’ve viewed
If you’d like to remind your customers about what they’re missing out on, you might think to show them their abandoned cart items. You can do this by selecting the dynamic product feed “Products a customer has added to cart” as shown in the last section, or by creating a dynamic table block.
You can do this like this:
Inside the email editor, add a Dynamic Table Block or Product Block.Click on the block and set Data Source to “Viewed Product”. Use the following Klaviyo dynamic tags to pull in product details:
- Product Image:
{{ event.ImageURL }} - Product Name:
{{ event.ProductName }} - Product Price:
{{ event.Price }}
You might also add a sense of urgency to further drive action. Phrases like “Hurry, only a few left in stock!” or “Exclusive offer available for a limited time” can create a little FOMO and prompt quicker decision-making.
5. A/B Test & Optimise
Keep a close eye on your open rates, click-through rates, and conversions to understand how well your browse abandonment emails are performing.
Testing different subject lines, product highlights, and incentives – such as discounts or free shipping – can help refine your approach. A/B testing these elements allows you to identify what resonates best with your audience, ensuring your emails are as effective as possible in bringing shoppers back to complete their purchase.
TL;DR | in summary
Klaviyo’s Browse Abandon flow helps recover lost sales by targeting visitors who browse but don’t add anything to their cart. It works by sending personalised, timely emails to bring them back. Here’s why you need it:
- Higher Conversions – Reminds visitors of what they viewed and nudges them back.
- Personalisation – Tailor emails based on browsing behaviour.
- More Revenue – Get more sales without increasing ad spend.
Quick Setup Guide:
- Enable Klaviyo’s Web Tracking via the Shopify integration.
- Create a Browse Abandon Flow in Klaviyo.
- Set Triggers to target visitors who leave without adding to cart.
- Write Engaging Emails – Include product images, a clear CTA, and possibly an incentive.
- A/B Test & Optimise – Experiment with subject lines, send times, and offers.
Final Thoughts
Klaviyo’s Browse Abandon flow is a must-have for any Shopify store looking to recover lost sales effortlessly. Set it up properly, keep it engaging, and you’ll see the impact on your bottom line.
Need help getting it right? At Glaze Digital, we’re Shopify experts who specialise in Klaviyo email marketing. Get in touch, and we’ll help you build high-converting flows that keep your customers coming back for more.
We also send out tips and tricks in our newsletter Shopify Insider, which includes advice for both Shopify store owners and Klaviyo users. Sign up to that here so that you don’t miss out on any more expertise in achieving higher conversions.
