A browse abandonment journey is triggered when a customer views a product but does not add it to their cart, and is key for capturing potentially lost revenue. 

Heads up: this article assumes that you're already familiar with the triggered email journeys step, as well as the basics of how Triggered email journeys work. Before you dive in here, you may want to review the following:

You should know

  • If you have browse, cart, or checkout abandonment journeys live at the same time, Attentive will automatically only reach out to the customer with the outreach targeted at the latest point of the customers’ journey. For example, subscribers will not receive a cart abandonment email if they start the checkout process.
  • Attentive enforces quiet hours for automated SMS messages. If an automated SMS message is triggered during quiet hours, the delivery will be delayed until quiet hours are over. If you want to make adjustments to your quiet hours, you can do so in the Settings tab. To learn how, see Quiet Hours.

Best practices: browse abandonment journey that sends triggered emails

For browse abandonment journeys, we recommend sending a text message before you send emails. We’ve seen direct increases in conversion rates when SMS messages are sent within the first hour after a subscriber abandons a site. Then, branch against subscribers who have already added something to their cart, and send email messages to all other subscribers.

  1. After the Viewed a product trigger, add a 1 hour wait step.
  2. Add a Branch step.
    j-te-bp-browse-abandon-branch.png
    For this browse abandonment journey, we’ll use branch steps to avoid spamming subscribers who have already added something to their cart since beginning the journey. Branch on What action the subscriber has taken, and then Has added to cart at least once since beginning this journey.
  3. In the Else branch, add a Send text message step. Don’t forget to include the name of and a link to the product!
    j-te-bp-browse-abandon-branch-text-1.png
  4. After the Send text message step, add a 6 hour wait step.

  5. Add another Branch step. As before, branch on What action the subscriber has taken, and then Has added to cart at least once since beginning this journey.

  6. In the Else branch, add your first Send email step. Echo the messaging sent in the first text message of the journey. Encourage customers to make a purchase with relevant product information and build confidence with product reviews, customer testimonials, or a special offer.
    j-te-bp-browse-abandon-branch-email-1.png

    Some email subject line suggestions:
    • Did you see something you liked? Take a second look!
    • Good news! {productname} is still available. Get it before it’s gone.
    • Free shipping on all orders over $xx. Take another look!
  7. After the Send email step, add a 1 day wait step, followed by another branch step to filter out subscribers who have added something to their cart.
  8. In the Else branch, add your second Send email step. Treat this message as a follow-up reminder. Advertise the specific product viewed, with a CTA that encourages customers to add the product to their cart.
    Second email subject line suggestions:
    j-te-bp-browse-abandon-branch-email-2.png
    • We must say you have good taste!
    • Don’t leave a good thing behind.
    • We noticed you noticing us.
  9. After the second Send email step, add another 1 day wait step, followed by another branch step to filter out subscribers who have added something to their cart.
  10. In the Else branch, add your third Send email step. Increase urgency for customers to buy with specific verbiage, or incentivize customers to purchase by including an additional coupon incentive.
    j-te-bp-browse-abandon-branch-email-3.png
    Some subject line suggestions:
    • Don’t let {productName} pass you by!
    • Is this “the one?” Don’t miss out.
    • xx% off! We don’t want you to miss out.
  11. At the end of the journey map, add an End journey step.
  12. Click Turn on in the upper right corner. And you’re done! Your browse abandonment journey is now live.