Architect Use Case: Browse Abandonment

Browse abandonment is one of the biggest challenges digital marketers face. Users browse your site or application and look at the items but leave without adding anything to their cart or making a purchase. However, if you drive your customers back to your site or encourage them to complete their purchases you can convert the case.

This article provides details about:

• Browse Abandonment vs. Cart Abandonment
• Common Reasons for Cart Abandonment
• Re-engaging Browse Abandoners
• Goals
• Requirements
• Creating a Browse Abandonment Journey

Browse Abandonment vs. Cart Abandonment

Both use cases help you not lose any revenue. Understanding user behavior is crucial to increase revenue and gain loyal customers.

Cart abandoners are more likely to purchase products as they already added potential items to their cart. Browse abandoners do not add any item to their cart or make any purchase. That's why you should follow a different way of interacting with these users.

Common Reasons for Browse Abandonment

Many reasons may cause browse abandonment. Visitors may find your listings complex, or cannot find their desired product directly. Also, they may have a lunch break or lose internet connection. The most common reasons are as follows:

• Searching difficulty,
• Complex listing pages,
• Hard-to-follow navigation,
• Difficulty in finding information on shipping, payment, etc.
• Other distraction sources.

Re-engaging Browse Abandoners

You can send messages to browse abandoners based on their actions to recover those who are interested in buying their items. While you create these messages, make sure to comply with the following best practices:

• Show browsed items,
• Write a clear call-to-action message,
• Show the advantages of buying the items now,
• Personalize the content,
• Take actions according to their behavior.

Goals

While converting your carts with cart abandonment journeys to grow your business, you can also improve your customer acquisition, retention, and transactions. Each targeted and converted user will help you:

• Increase cart page visits,
• Increase open rate,
• Increase revenue,
• Increase transactions,
• Activate inactive users,
• Convert first-time buyers to active customers.

Requirements

To create a browse abandonment journey:

• You should track the page visits. Once your website is mapped by Insider during your onboarding, Insider starts to track users' page visits. This does not require any additional integration.
• Browsed items and purchase information must be collected. Once your website is mapped by Insider during your onboarding, Insider starts to collect this information by default. This does not require any additional integration.
• All objects under Insider Object integration must be implemented for the cart items and purchased items to be tracked.
• Before using any channel in your journeys, integrations for the respective channels should be completed. Depending on the channels you want to use in your journeys, additional integrations might be required.
• If you need to have some custom events, you need to create and pass them to Insider.
• If you have a mobile app, SDK Integration must be implemented.

Creating a Browse Abandonment Journey

You can create browse abandonment journeys to drive your customers back to your website or app and convert them.

Consumer Electronics, Cosmetics, Fashion Retailer, Home & Furniture, Restaurant & Delivery

Let's say you have a clothing line. Oliver, who is one of your loyal customers, comes to your website to buy a pair of jeans. He visits several pages but leaves the website without adding any product to his cart. Now you can remind Oliver of the last product he visited.

First, you wait for 1 hour to see if he comes back to add the jeans to his cart. If not, you check if he is reachable on the web push channel.

• If he is, you send a web push notification with the image and URL of the jeans.
• If he is not, you send an email with the details.

Upon reaching out to Oliver through any of these channels, you wait for 1 day to see if he comes back to purchase the jeans. If he does not, you communicate with him through the same channels with the same content to remind him of the last product he visited one more time.

Education, Marketplace, Automotive, Real Estate, Banking & Insurance

Suppose that you have a car brand "Kalkei". Charlotte comes to your website and visits 3 SUV pages. Yet she leaves the website without filling out any form or applying for any test drive. You wait for 2 hours before sending any messages to Charlotte and see if she comes back to apply for a test drive. If not, you check her reachability on the web push channel with which you will start communicating.

• If she is reachable on web push, you send her a rich web push notification with the image of the last SUV she visited and offer her some readings.
• If she is not reachable on web push, you send her an email with the details of the last SUV she visited.

Then, you wait for 2 days to see if she comes back to the website to apply for a test drive. If she does, she exits the journey. If not, (depending on her reachability) you send a web push notification that offers a test drive or send the same email you sent 2 days ago.

Airlines, OTA - Hotels & Accommodation

Imagine you have a travel agency. Emma takes a look at several trip plans trying to decide where to go and lastly visits the All-Inclusive Disney Family Vacation plan. However, she leaves the website without booking it.

Now you would like to convert her. You wait for 1 hour for her to book this plan, but she does not come back. After checking whether she has opted in for Web Push Notifications, you send a web push notification or email with the details of the last plan she visited on your website.

If Emma does not book the trip, you communicate with her through the same channels depending on her reachability on the respective channel.

1. Select a starter

You can use the ready-to-use Browse Abandonment journey template and customize it or you can create from scratch.

• On Event starter tracks user events and takes them immediately on the journey when the users perform the specified event. You can select the Product Detail Page View event to take users on a journey when they visit the product page.

• You can also select the On Website Visit starter in case you want to trigger website users only.

• If you want to target the users based on the product name or category they visit, you can select the respective rules in the Page Rules category. 

2. Target the correct segment

If you have any extra conditions or segments, you can add an optional segment filter to control if they meet your condition:

• Target users who do not make a purchase: Segment users who browse items and do not make a purchase within a month.
• Target users who browse high-value items: Segment users who browse items above a certain monetary threshold, indicating potential high-intent customers worth re-engaging. 

If you want to target the users based on the product name or category they browse, you can select the respective event parameters:

• Target users who browse items from a specific product category, such as cosmetics, electronics, or home appliances.
• Target users who browse high-value items with Unit Price and Currency.
• Target users who browse a specific item with Product Name.

3. Build your journey

To build your journey, follow the steps below:

1. Wait before sending a message

After you decide on the segmentation, you can add the Wait for Some Time element after the starter before sending the initial message. To evaluate the purchase behavior or cart behavior after users browse items, you can add the wait element with the preferred duration. Adding a wait element in the journey flow is optional.

Adding a wait element before sending a browse abandonment message is equally beneficial for engaging users who have shown interest in your products or services but do not complete a purchase and it serves several important purposes:

• Opportunity for spontaneous engagement,
• Avoidance of overwhelm,
• Increased conversion rate,
• Improved user experience.
  Your title goes here

  Read more on Architect Wait Elements.

2. Filter your users

You can add a Check Conditions element to filter users for different paths on the journey flow:

• Segment users based on their previous purchase history, including frequency, value, and product categories.
• Segment users based on their language.
• Segment users based on website interaction.
• Segment users based on demographic data such as age, gender, or location.
• Segment users based on their channel reachability.
• Segment users based on any attribute or event parameters you want. 

3. Check your users' reachability before sending a message

Before sending the initial message, you can check if users are reachable on that channel. If not, you can try another channel on another path of the Check Reachability element. Adding Check Reachability is valuable because:

• You can assess users' reachability on selected channels, they receive your messages from the prioritized channels if they are reachable.
• You can ensure that they are directed to the appropriate path based on their reachability and prevent users from dropping out of the journey.
• You can optimize your budget and resources to the correct channels. 

4. Reach your users via the best channel

As you embark on browse abandonment campaigns, using the Next Best Channel element before sending the initial message is crucial for several reasons:

• You enhance your users' re-engagement strategies and boost the likelihood of users who return to complete their browsing session, thereby maximizing conversions and fostering increased user engagement.
• You can craft targeted communications tailored to users' preferences and behavior, ensuring that messages are delivered via the most suitable channels.
• When you prioritize channels where users are most likely to be reachable, such as email, SMS, or web push notifications, you can improve the delivery and engagement rates of your browse abandonment messages. This strategic approach enhances overall campaign performance and maximizes the impact of your re-engagement efforts.

5. Select your channels

Channel selection is a crucial decision in your Browse Abandonment journey to reach your targets. You can also evaluate the following criteria while selecting the channels for your journey.

• User preferences: Different users have varying preferences when it comes to communication channels. Some users may prefer email for receiving promotional messages, while others may prefer push notifications or text messages. This is where Architect steps in to help with the Next Best Channel element.
• Channel effectiveness: Each communication channel has its strengths and limitations in terms of reach, engagement, and conversion rates. For example, email may be effective for delivering detailed and personalized messages, while push notifications may be more suitable for time-sensitive reminders.
• Audience segmentation: Different segments of users may respond differently to messages delivered via various channels.
• Reachability: Review your User Reachability data on the Overall Analytics Page. Assess the number of reachable users across individual channels or channel combinations. When you leverage insights on user reachability, you can design journeys that capitalize on the best-performing channels, ensuring optimal engagement and outcomes. 

For browse abandonment use cases, the following channels are recommended:

• Web Push notifications: Delivering a timely web push notification can effectively re-engage users who abandon their browsing session. These notifications appear directly on users' devices, making them an ideal channel for capturing users' attention and encouraging them to return to your website or app.
• Email: Sending a follow-up email to users who abandon their browsing session is another effective strategy for re-engagement. Email allows for more detailed and personalized communication, enabling you to showcase specific products or promotions that may interest the user and prompt them to revisit your site.
• App Push notifications: If your business has a mobile app, app push notifications can be a valuable channel for re-engaging users who abandon their browsing session. Similar to web push notifications, app push notifications allow you to deliver timely messages directly to users' mobile devices, increasing the likelihood of capturing their attention and driving them back to your app.

If you leverage these channels in your browse abandonment journeys, you can effectively re-engage users and encourage them to revisit your website or app, ultimately maximizing conversions and fostering increased user engagement.

6. Create your content and send the initial message

After deciding how you want to continue with the communication for browse abandonment, you can design your content.

You may add different channels to your journey flow, including App or Web Push Notifications, Email, and SMS. You can customize the message content with the products that would be interesting to the users.

Web Push notifications

Web push notifications are highly effective for browse abandonment because they allow you to reach users directly on their devices, even when they're not actively browsing your website. They provide an immediate and attention-grabbing way to re-engage users and prompt them to return to your site, increasing the likelihood of conversion.

You can compose your message following these best practices:

• Keep the message concise and attention-grabbing, as users may only see a preview of the notification.
• Use personalized content to make the message relevant to each user.
• Include a clear call-to-action that encourages users to return to your website or app.
• Use emojis sparingly to add visual appeal and convey emotion.
• Test different timing strategies to determine the optimal moment to send the notification.

Below you can see a content example:
Message title: "🛍️ Missed Something? Let's Finish Shopping!"
Message description: "Your browsing session isn't over! Click to revisit items you were interested in and complete your purchase."

App Push

App push notifications are essential for browse abandonment because they allow you to engage users directly within your app environment. If you send targeted messages to users' mobile devices, you can re-engage them in real-time and provide a seamless browsing experience that encourages them to explore further and make a purchase.

You can compose your message following these best practices:

• Personalize the message based on the user's browsing history or preferences.
• Use rich media such as images or videos to showcase products and capture users' attention.
• Include deep links that direct users to relevant sections of your app.
• A/B test different message variations to identify the most effective content and timing.
• Optimize for mobile devices, ensuring that the message is visually appealing and easy to interact with.

Below is a content example:
Message title: " Miss [Last Visited Product Name]?"
Message description: "📱Your favorites are waiting! Don't let them slip away. Open our app now to pick up where you left off and discover more deals! 🌟"

Email

Email is a versatile and effective channel for browse abandonment because it allows you to deliver targeted messages directly to users' inboxes. With the ability to customize content and timing, you can create personalized experiences that resonate with users and drive them back to your website or app. Additionally, email offers the opportunity for more detailed communication, enabling you to showcase products and promotions in greater detail.

You can compose your message following these best practices:

• Personalize the subject line and content based on the user's browsing behavior.
• Use eye-catching visuals and compelling copy to capture users' attention.
• Include a prominent call-to-action that encourages users to revisit your website or app.
• Segment your audience based on their browsing history or preferences to deliver more relevant content.
• Test different email designs and messaging strategies to optimize engagement and conversion.
• You can utilize and customize ready-to-use browse abandonment email templates placed in ‘Select a Template’. 
• You can add the last 8 browsed items' information such as name, URL, image, link, price, etc. into the email template.
• Make sure you set display conditions for rows in the email template. Display conditions allow you to display rows (browsed items) based on user behavior and their actions. For example, displaying 2 products (means the first row) in the email template if the user visits only 2 products. If the user visits 3 products, the user will see the second row as well in the email template as it shows the third and fourth products.
• You can refer to ready-to-use browse abandonment email templates to see how you can set it. 

Below you can see a content example:
Subject: "🛍️ Don't Miss Out! Your Browsing Session Awaits!"
Preheader: "Hey [Name], come back and discover what you left behind in your last visit!"

Dynamic content to add to your Cart Abandonment messages

You can add cart items' information into your content.

In addition to that, you can use the last 8 browsed items information in email and call an API channel:

A/B testing is a crucial tool for optimizing browse abandonment campaigns. When you conduct A/B tests, you can systematically evaluate different variations of their messaging strategies to determine which ones are most effective in encouraging users to return and complete their purchases. This iterative process allows you to refine their approach based on real-time data and user feedback, leading to improved conversion rates and increased revenue. 

A/B testing provides you:

• Tailored messaging: Browse abandonment messages should capture the user's interest and encourage them to return to the website or app. A/B testing enables you to experiment with different messaging elements, such as subject lines, content, and offers, to determine which combinations resonate best with your audience. Tailoring your messages based on user behavior and preferences can increase the likelihood of re-engagement.
• Optimized timing: Timing plays a crucial role in browse abandonment campaigns. A/B testing allows you to test different time intervals for sending follow-up messages after a user leaves the site. If you analyze the user behavior and response rates, you can identify the optimal timing for reaching out to users and maximizing the chances of re-engagement.
• Personalization: Personalized messages are more effective in capturing users' attention and prompting them to return to the site. A/B testing enables you to test different levels of personalization, such as addressing users by name or recommending products based on their browsing history. If you deliver tailored messages that resonate with individual users, you can increase the likelihood of conversion.
• Channel effectiveness: You can deliver browse abandonment messages via various channels, including email, web push notifications, and app push notifications. A/B testing helps you identify which channels yield the highest engagement and conversion rates for your audience. If you test different messaging channels and analyze performance metrics, you can determine the most effective channels for reaching your target audience.
• Iterative improvement: A/B testing facilitates an iterative approach to browse abandonment campaigns, allowing you to continuously optimize your messaging strategy based on real-time feedback and performance data. If you regularly test and refine your messages, you can make incremental improvements over time and maximize the effectiveness of your re-engagement efforts.

You can effectively utilize remarketing channels such as Facebook and Google Ads to retarget users who have browsed items, thereby increasing the chances of conversion. Here's how you can leverage these channels for browse abandonment:

• Create custom audiences: You can create custom audiences on platforms like Facebook and Google Ads, segmenting users based on their interactions on your website, including browse abandonment. When you integrate your website or mobile app with these platforms, you can capture user data effectively and target individuals who abandon their browsing sessions directly from your journeys.
• Dynamic product ads: You can set up dynamic product ads on Facebook and Google Ads to showcase the exact products that users browse before they abandon their sessions. These ads dynamically populate with product images, names, and prices, offering a personalized experience that encourages users to return and explore the products further.
• Tailored messaging: You can craft tailored ad creatives and messaging designed to re-engage users who have abandoned their browsing sessions. Highlighting the unique features and benefits of the products they are interested in, offering incentives such as discounts or free shipping, and creating a sense of urgency can encourage users to revisit their browsing sessions and make their purchases. 
• Optimized targeting: You can optimize your targeting criteria based on user behavior, demographics, interests, and other relevant factors when you refine your remarketing campaigns. When you deliver ads to users who are most likely to convert, you can maximize the effectiveness of your remarketing efforts and achieve higher ROI.
• Sequential remarketing: You can implement sequential remarketing campaigns that deliver a series of ads to users who abandon their browsing sessions. Strategically sequencing the ads with different messaging and offers over time, you can nurture leads and guide them through the purchasing journey, ultimately driving conversions and increasing your revenue.

Follow-up messages

After sending the initial message, you can control if the users complete your desired goal such as purchasing the item, adding the item to the cart, etc. after a while.

You can add a Wait element to give time to users, then you can add the Check Conditions element to check if the users perform the specified action. 

Below you can see some common practices for messaging frequency in a browse abandonment flow:

• Initial reminder: Similar to cart abandonment, it's common to send an initial reminder shortly after a user abandons their browsing session, typically within an hour or two. This initial reminder aims to prompt the user to return to their browsing session and explore the products further.
• Follow-up reminder: If the user does not respond to the initial reminder, you can send a follow-up reminder after a certain period, such as 24 hours later. This follow-up message may highlight the benefits of the products they have browsed or offer additional incentives to encourage them to return.
• Subsequent reminders: Depending on the user's behavior and response to previous reminders, you can send additional follow-up messages at strategic intervals. These subsequent reminders can vary in frequency and content, with partners monitoring user engagement and adjusting their approach accordingly.
• Frequency capping: To avoid overwhelming users with too many messages, you can set limits on the number of reminders sent within a certain time frame. You can avoid appearing spammy or intrusive with frequency capping since it helps users receive a reasonable number of reminders within a certain time frame.

You can create your browse abandonment use cases following the best practices below:

• Promptness: Similar to cart abandonment, it's essential to send browse abandonment messages promptly after the user leaves the website or app without completing their browsing session. Timely reminders increase the chances of re-engaging the user while their intent to browse is still fresh.
• Personalization: Personalize browse abandonment messages based on the user's browsing history and preferences. Use dynamic content to showcase specific items or categories the user has shown interest in, along with relevant product attributes.
• Clear Call-to-Action (CTA): Ensure that your browse abandonment messages contain a clear and compelling call-to-action (CTA) prompting the user to return to their browsing session and explore further. Use persuasive language and enticing incentives to motivate action, such as exclusive discounts or limited-time offers.
• Multichannel approach: Utilize multiple communication channels, such as email, web push notifications, app push notifications, and retargeting ads, to reach users who abandon their browsing sessions. Diversifying your approach increases the chances of re-engagement if you target your users through their preferred channels.
• Frequency control: Strike a balance between persistence and annoyance and control the frequency of browse abandonment messages. Avoid overwhelming users with excessive reminders, and instead, tailor the frequency based on user preferences and behavior.
• Testing and optimization: Continuously test and optimize your browse abandonment messages with A/B testing to improve effectiveness. Experiment with different messaging formats, content variations, and timing strategies to identify what resonates best with your audience and drives higher engagement.
• Mobile optimization: Optimize browse abandonment messages for mobile devices, as a significant portion of users may browse on smartphones or tablets. Ensure that messages are mobile-responsive and provide a seamless browsing experience across all devices.
• Follow-up sequences: Implement follow-up sequences or drip campaigns to engage users over time if they do not respond to initial browse abandonment messages. Gradually escalate the urgency or offer increasingly attractive incentives to encourage users to return and explore further.
• Provide clear next steps: Provide clear instructions and next steps in your browse abandonment messages to make it easy for users to resume their browsing session. Include prominent calls-to-action and links to relevant product categories or pages to facilitate navigation and encourage further exploration.

4. Launch your journey

Before launching your journey, complete your launch settings:

• You can set journey entry capping so as not to send too many messages to the same users. In this way, you can optimize your messaging frequency.
• You can also use the user eligibility setting to prevent users from entering the Wishlist journey too frequently and receiving the same type of messages.
• You can set special goals besides purchases for the users who enter the wishlist reminder journey. For example, adding the item to the cart, viewing the wishlist item page, etc. You can have a custom event to set goals, or you can use default events as well as their event parameters. 

If you don’t want to send any browse abandonment messages when the users add an item to their cart, you can easily set the Exit Criteria for users. For example; ‘Make users exit who add an item to cart.' Exit criteria dismiss users from the journey immediately whenever the user performs that action or if their attribute value changes to the desired value. 

Example Flow

Here is an example of browse abandonment journey flow.