Do you treat your browse abandons and cart abandons the same?
I.e. do you use the same copy and same emails?
If so, you could be leaving THOUSANDS on the table.
But before we get into the nitty-gritty, let’s back up and define the difference between a browse and cart abandon.
A browse abandon means your customer VIEWED the product page, but then left it WITHOUT adding the product to their cart.
A cart abandon is where a customer ADDED the product to their cart, but left WITHOUT checking out with their credit card details.
Now we’ve got that out of the way, let’s jump right in.
So, to capture the customer who BROWSE abandoned, you need to:
#1. Persuade them that your product is SUPERIOR than others in the marketplace — highlight this in your email copy. Is it cheaper? Does it give faster results? Does it serve a different segment of the market?
#2. Show plenty of proof that it WILL work as described — via product reviews, product demonstration videos etc.
#3. Sharpen the desire for your product — show them how the benefits of your product will transform their lives.
Remember, you don’t need to shove ALL of these elements into 1 or 2 browse abandon emails. You could create a sequence of them, with each highlighting a different element.
Now obviously we have a problem here.
Because browse abandon automation tends to be generic — meaning you have no idea what product your emails will be sent to.
So the way to solve this problem is to simply create new flows, specific to your best selling products.
All other products should trigger your “general” browse abandonment while giving your best-sellers special treatment with specific flows.
So for example, let’s say you have a supplement store.
You know your best seller is a “Super Mega Strength Whey Protein.”
So you’d create a SPECIFIC browse abandon automation that triggers when someone browse abandons the Super Mega Strength Whey Protein page.
For all other products (like multivitamins, fish oil etc.), it triggers your “general” browse abandon (which won’t nearly be as effective, but will still do the job).
So now we know how to treat browse abandon flows