Checkout abandonment journeys are triggered when a customer abandons during the checkout process. They are a fantastic way for any business to capture the highest-intent purchasers in their funnel. Customers who have made it to the checkout stage, but haven’t completed their purchase, are significantly more likely to convert from well-timed, personalized outreach when compared to other triggers.

Note: At this time checkout abandonment journeys are only available to customers who are on Shopify. Support for other ecommerce platforms is coming in the near future.

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, only the checkout email.
  • Attentive enforces quiet hours for automated 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: checkout abandonment journey that sends triggered emails

For checkout 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 purchased something since beginning the journey, and send email messages to all other subscribers.

  1. After the Checkout started trigger, add a 30 minute wait step.
  2. Add a Branch step.
    For this cart abandonment journey, we’ll use branch steps to avoid spamming subscribers who have already made at least one purchase since beginning the journey. Branch on What action the subscriber has taken, and then Has made a purchase at least once since starting this journey.
  3. In the Else branch, add a first Send text message step. Don’t forget to include the name of and a link to the product!
  4. After the Send text message step, add a 2 hour wait step.
  5. Add another Branch step. As before, branch on What action the subscriber has taken, and then Has made a purchase at least once since starting this journey.
  6. In the Else branch, add you first Send email step. Echo the messaging sent in the first text message in the journey, reminding subscribers that haven’t yet returned to checkout that their cart is still available.
    Subject line suggestions:
    • Hey {first name}! Don’t forget to finish your checkout.
    • Did you forget to finish checking out?
    • We saved your checkout progress for you!
  7. After the Send email step, add a 2 day wait step, followed by another branch step to filter out subscribers who purchased at least one item since beginning the journey.
  8. In the Else branch, add your second Send email step.

    Use the second email to provide customers with any help that they might need during their checkout. Another common reason for checkout abandonment is because customers were either overwhelmed by checkout, or they were lacking confidence in their purchase. You can provide direct access to your customer support resources, or point them towards customer reviews/testimonials to combat this.
    Subject line suggestions:
    • Still thinking about purchasing {productName}?
    • Hey! Your checkout is still waiting for you.
    • Have any questions about {productName}?
  9. After your second Send email step, add a 5 day wait step, followed by another branch step to filter out subscribers who have already purchased at least one item since beginning the journey.
  10. In the Else branch, add your third Send email step. Similar to cart abandonment, we recommend incentivizing the purchase and using urgency in order to capture the customer in the final email. Use this as an opportunity to ensure conversion, hopefully creating a life-long customer.
    Subject line suggestions:
    • Just for you: x% off {productName}!
    • Still thinking about buying {productName}? Here’s x% off!
    • {productName} is selling out quickly! Get yours for x% off.
  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 checkout abandonment journey is now live.