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Cart Abandonment

Flow use case - Cart Abandonment - high-level overview

There are two main challenges regarding cart abandonment:

  1. Getting shoppers back to their abandoned carts—sending reminders and motivating them to finish the buying process.
  2. Detecting what made them indecisive during the shopping process to improve the overall experience—collecting feedback.

The solution is not to let abandoned-cart shopper simply leave, there will always be those who are “just browsing”, but either way you should try to get them all back via different channels and try to ask about their shopping experience if they decide to come back. By targeting those shoppers, you are reaching the audience that is probably more likely to convert, so don’t forget them.

We allow you to create automatically triggered omnichannel communication Flows, use multiple engagement options, shopper profiling, and conditional targeting to deliver messages to your clients successfully. Connect your systems using our API, have all shopper profiles up-to-date and trigger communication automatically after some change occurs. Create reports to keep track of communications performance via the Analytics module.

In this use case, we'll use Target and People API, Flow, and Analyze

Process Workflow

Flow use case - Cart Abandonment - process workflow

IMPLEMENTATION STEPS

The steps in this use case are divided into three different sections:

  1. Steps in Target 

  2. Steps in Flow

  3. Steps in Analyze

Steps in Target 

1. Establish a connection between your system (CRM, ERP, etc.) and People module using the People API 

By setting it up, each time someone abandons a cart on your website, the system triggers People API—when cart abandonment happens, the shopper that is stored in the People module is then tagged with a Tag for example, “AB CART”. Use this method to create a new tag:

{  
   "name":"AB CART"
}

You can always go to People module and easily find everyone tagged with AB CART, check their destinations (number, email) and other data.

Steps in Flow

1. Start by creating a flow with People event as the starting point. This starting point enables you to automatically add customers to your Flow based on an event you set.

2. Set People event by choosing the Tag AB CART. Here you can see how to update Tags using People API.

3. Add Pause element and set it to wait 1 day.

Flow use case - Cart Abandonment - add pause element

4. Add Evaluate data event and set the condition to check the tag BUY.

5. In the If none matched element, add Send email element, and define your content and other parameters to encourage the shopper to come back and finish the purchase.

Flow use case - Cart Abandonment - send email element

7. Add the Evaluate event element branching from the sent email. This will track if they clicked on your button in an email message, and checked if they have opened it.

8. Set up the element by defining:

  • If... Status is seen - add the next element of Pause and set it to wait for 1 day.
  • If there is no action - add the next element Send SMS. Here you'll define the content that invites the end user to finish the purchase.

Flow use case - Cart Abandonment - send sms element

9. To the Pause element you've added in the previous step, add the Evaluate data element to recheck if the end user finished the purchase.

  • Add condition: If... tags is BUY. If this is true, end user will exit the flow and no longer receive messages.
  • To the If none matched element, add send an SMS message, the last in your chain where you invite the end user to finish the purchase.

Flow use case - Cart Abandonment - evaluate data

INFO

This way you can continue motivating the person to end the buying process. You can do a similar process using only the SMS, chat apps, sending Mobile App/Push notifications, or via a different channel.

Steps in Analyze 

1. Go to the Reports page.

2. Create Communication report to see who entered the Flow, what were the results, and how did the communication perform. 

Reporting also allows you to track performance by channel. For example, if you decide to send creative emails to encourage shoppers to finish their purchase, track clicks and compare if they have converted. 


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