We've pre-built this Shopify-centric workflow with the understanding that roughly 70% of online shopping carts go abandoned each year. This workflow automates a series of time-delayed emails encouraging those potential customers to complete their purchase.
In this article:
- Before installing this workflow
- Install the workflow
- Workflow teardown
- Activate the workflow
- Test the workflow
The Cart Abandonment Workflow is pre-configured to be compatible along with the following integrations:
Why the additional set up?
In order to automate based on when a cart goes abandoned, you must be aware of when the shopper:
- Starts or updates a checkout
- Has failed to complete a transaction after a certain amount of time after starting or updating their checkout.
Since Shopify tracks that behavior, they're able to provide all of the data that we need to perform automation when a shopper exhibits those behaviors. That data is transferred to Drip in real-time via these:
This event is sent to Drip when a customer starts a new checkout on your store.
This event is sent to Drip when a customer updates something about their current checkout. This includes the adding or removing of items to and from their cart, and also when navigating further through the checkout process.
This event is sent to Drip when a customer completes an order on your store.
Through automation, you can trigger email reminders and let shoppers know you've saved their carts for them.
Facebook Custom Audiences
Along with the information we get from Shopify, the Facebook Custom Audiences (FBCA) integration allows you to place shoppers in and out of certain audiences you're pushing relevant ad-sets to. Although the FBCA integration is not required for this workflow to perform abandoned cart automation, we highly encourage you to check out Facebook's free Custom Audience service.
Anything else I should know before I install the workflow?
In addition to setting up your Shopify and Facebook accounts with Drip, you should also get more familiar with the following:
Orders allows you to build highly targeted segments of subscribers, all based on their shopping behaviors.
To install this workflow into your account:
- From the above example, click Install This Workflow.
- When you're redirected, complete the install by authenticating your Drip account (if you aren't already logged in). If you have multiple accounts, you must select the account where you'd like it installed.
Let's take a closer look at the core functionality included with this workflow:
- Subscribers enter into the workflow when they begin the checkout process on your store or update their existing checkout.
- Once in the workflow, subscribers stop at 2-hour delay. This delay determines how long to wait before sending the first reminder email.
- When the delay is up, subscribers enter into a decision. This checks to see if a given subscriber has completed an order within the last 1 day:
- If they have, they travel down the Yes branch and will immediately exit the workflow.
- If they haven't, they will continue down the No branch and move further down the workflow.
- Subscribers then get added to your Facebook custom audience and they trigger the first of three abandoned cart reminder emails. Each email delivery is separated by a given amount of time.
- If the customer fails to place an order before the final delay, they'll be removed from the FBCA and exit the workflow.
- If the customer completes an order at any point before reaching the final delay, they'll trigger the Order created goal, get removed from the FBCA and exit the workflow.
Can I edit this workflow to better fit my use case?
We've built this workflow to perform in accordance to best practices in terms of how to handle cart abandonment. That being said, we do encourage you to modify this installation to better fit your need. However, if this workflow is not in scope with what it is you're trying to accomplish, consider browsing through our library of pre-built workflows for one that might be a better fit.
Before you activate the workflow
Make sure to complete the following tasks before you activate the workflow:
- Swap out the placeholder content in the one-off emails for your own
- Set up your custom audience
Before you activate the workflow in your account, double check the to-do list for any tasks that are still outstanding.
- When you're ready to start the workflow, click Activate Workflow.
It's peace of mind knowing that something will work properly and continue to run smoothly long after. Since this workflow triggers based on some very specific shopping behaviors, the automation should just start accepting any subscribers who fulfill the entry trigger criteria of creating or updating a checkout. If you end up making modifications to the workflow, we suggest you test those additional steps to make sure everything is running as intended.