Install a workflow to follow up with people who browse your products, but don’t add anything to their cart.
In this article:
- What is Browse Abandonment?
- Installing the Workflow
- Modifying the Emails
- Modifying Facebook Custom Audiences
- Activating the Workflow
- Monitoring Browse Abandonment Revenue
When a person browses the same product multiple times, it’s a good indicator of their interest to buy. If they leave your site without adding anything to their cart, it’s time to engage and offer your help.
The workflow you’ll install in the next section emails a person two hours after they’ve browsed three products within three days. If they’ve never made a purchase before, a second email follows up 24 hours later with a discount code (Shopify only). In addition to emails, the person is added to a Facebook Custom Audience to be retargeted.
A person won’t receive any emails or Facebook retargets if they start a checkout or place an order before the original two-hour delay is up. Additionally, they won’t enter the workflow at all if they’ve made a purchase in the last seven days. This protects your customer from email overload.
Install this pre-made workflow to re-engage with people after they’ve browsed a product and abandoned your site. Once the workflow is installed, take a look inside. This is where you’ll modify the emails and Facebook audiences before activating the workflow.
The appropriate trigger logic for the workflow has already been configured, and the content block for displaying product details inside the email has been added, as well. The most important thing to do before activating the workflow is to update the copy and design for each email to fit your brand.
To update the details of the first email:
- Click on the workflow email node entitled “Something catch your eye?”.
- On the pop-up, enter your “From” name and “From” email.
- Click Edit Email on the right, then customize the email as you see fit.
To update the details of the second email:
- Click on the workflow email node entitled “A welcome gift”.
- On the pop-up, enter the same “From” name and “From” email as the first email.
- Click Edit Email on the right, then customize the email as you see fit. Note that this email includes a placeholder for a dynamic Shopify discount code. Click on the magenta-colored button, then create or select a discount to use. For more information on how to configure Discounts in Shopify, see this article. For more information on how to use Shopify Discounts in Drip, see this article.
For the Facebook Custom Audience steps in the workflow, there are two different actions: one for adding people to an audience, another for removing them.
To update the workflow’s Facebook Custom Audience nodes:
- Click on the Facebook node for adding people to an audience.
- Select your Facebook account.
- Select the audience you’d like to add people to.
- Click on the node for removing people from an audience.
- Select the same Facebook account.
- Select the same audience as you added people to in the first node, to remove people from the audience.
To get more familiar with how Drip works with Custom Audiences, check out our article on how to integrate your Facebook and Drip accounts. Not using Facebook to advertise your products? Those steps can be safely removed without disrupting the abandoned cart email.
Once you’ve put the finishing touches on the workflow and email design, it’s time to set the automation in motion. To start automating browse abandonment emails, click Start Workflow.