How to Create High Converting Abandoned Cart and Checkout Flows

Summary

This video guide provides a step-by-step process for setting up abandoned cart and checkout email flows using Klaviyo for e-commerce stores. With over 70% of carts being abandoned, the video emphasizes the importance of capturing lost sales. It covers setting up the necessary triggers in Klaviyo, configuring personalized flows, and optimizing email strategies. Two approaches are outlined: a basic flow for beginners and an advanced flow for more experienced users. The video also introduces A/B testing and product-specific triggers to maximize conversion rates, offering actionable advice for effective email marketing.

Takeaways

• 🛒 70% of e-commerce carts are abandoned, leading to potential revenue loss if no recovery strategies are in place.
• 📧 Using more than just 1-2 abandoned cart emails is essential for optimizing recovery rates and capturing potential lost revenue.
• 💻 Step zero: Set up Klaviyo as your email service provider. It outperforms competitors like MailChimp, HubSpot, and Shopify for abandoned cart flows.
• 🔑 Abandoned cart and abandoned checkout triggers are separate actions and should both be configured for effective email flows.
• 📊 Ensure that 'added to cart' and 'checkout started' triggers are properly set up in Klaviyo by checking your analytics and metrics.
• ⚙️ After setting up the flow in Klaviyo, use filters to ensure emails are only sent to users who haven't purchased or started checkout recently.
• 🔄 There are beginner and advanced strategies for abandoned cart flows, with the advanced setup involving product-specific splits and text-based emails.
• ⏳ For a beginner flow, send a reminder email 30-40 minutes after cart abandonment, followed by a reminder with social proof, and finally, a 24-hour flash discount after a few days.
• 📐 The advanced flow incorporates splits based on product type, more reminders, and strategic urgency, potentially generating 2-3x more sales.
• 💡 To optimize, set up A/B tests and splits within flows, personalizing emails based on user actions and the products they've abandoned.

Q & A

What is the importance of setting up abandoned cart and checkout flows for e-commerce stores?

Setting up abandoned cart and checkout flows is crucial because 70% of e-commerce carts are abandoned. Without these flows or with only a couple of emails, businesses could miss out on significant revenue, potentially losing thousands of dollars each month.

What is the difference between abandoned cart and abandoned checkout?

Abandoned cart refers to when a user adds items to their cart but doesn't proceed to checkout. Abandoned checkout occurs when a user starts the checkout process but doesn't complete the purchase. These are separate actions and should be handled with distinct triggers.

Why is Klaviyo recommended over other email service providers like MailChimp or Shopify?

Klaviyo is recommended because it offers superior features and customization options for managing abandoned cart and checkout flows. It is seen as more efficient and robust compared to other providers like MailChimp, HubSpot, or Shopify's built-in options.

How can you check if your store has the abandoned cart and checkout triggers installed in Klaviyo?

To check if the abandoned cart and checkout triggers are installed, go to Klaviyo’s analytics, navigate to metrics, and check for the 'Added to Cart' trigger and the 'Checkout Started' trigger. Ensure they are firing properly.

How do you create an abandoned cart flow from scratch in Klaviyo?

To create an abandoned cart flow, go to 'Flows' in Klaviyo, click 'Create Flow,' and set the trigger for 'Added to Cart.' Then, configure flow filters to ensure that users who have not started checkout or made a purchase since entering the flow will receive the emails.

What flow filters should be set up to ensure effective abandoned cart emails?

Flow filters should check if the customer has not started checkout, has not placed an order since entering the flow, and has not been in the flow within the last 30 days to prevent duplicate emails.

What are the two variations of abandoned cart and checkout flows suggested?

The script suggests two variations: a beginner layout and an advanced layout. The beginner flow sends a general nudge after 30-40 minutes, a reminder with social proof after 1-2 days, and a flash discount after a few more days. The advanced flow includes product-specific splits, text-based emails, and more targeted strategies for generating higher sales.

What is the purpose of A/B testing in email flows, and how is it set up in Klaviyo?

A/B testing helps determine which email variations perform better. In Klaviyo, you set it up by creating a conditional split with a random sample of 50%, cloning the email for testing, and reconnecting both variations to the rest of the flow.

How do you dynamically insert abandoned cart content into an email in Klaviyo?

To insert dynamic abandoned cart content, create a table in the email template, configure it to pull data from Shopify, and add dynamic image and text fields for the product title, quantity, and total price. This personalizes the email with the customer's cart details.

What strategies can you use to optimize abandoned cart flows over time?

To optimize flows, regularly perform A/B tests, create conditional splits based on purchase history, and use product-specific triggers to tailor emails based on what item was abandoned. These strategies can improve performance and drive more conversions.