What Is a Browse Abandonment Flow?
A browse abandonment flow triggers when a subscribed customer visits a product page on your website but leaves without adding anything to their cart. It’s a gentle nudge that says: “Hey, we noticed you were interested — still thinking about it?”
Browse abandonment sits at the top of the abandonment funnel, before cart abandonment. Because the intent signal is weaker than cart abandonment, the messaging needs to be softer and more exploratory.
Why Browse Abandonment Emails Work
Most stores focus only on cart abandonment, missing a massive opportunity earlier in the funnel. Browse abandonment emails reach shoppers who showed real interest in a product but didn’t commit to adding it to their cart.
- Average open rates of 35–50% (higher than standard campaigns)
- Revenue per recipient of $0.50–$2.00 depending on product price
- Low unsubscribe risk when messaging is light-touch and helpful
- Re-engages window shoppers who need more time to decide
Browse Abandonment vs Cart Abandonment: Key Differences
Understanding the difference helps you craft the right message for each flow:
- Browse: lower intent — they looked but didn’t commit
- Cart: higher intent — they decided they wanted it but didn’t buy
- Browse emails should be softer, less urgent, more discovery-focused
- Cart emails can be more direct with stronger calls to action and urgency
Setting Up Browse Abandonment in Klaviyo
Klaviyo makes browse abandonment straightforward, but you need a few prerequisites:
- Klaviyo’s JavaScript snippet installed on your site (or Klaviyo’s Shopify/BigCommerce integration)
- Active syncing of product catalog to Klaviyo
- Web tracking enabled in your Klaviyo account settings
- Customer profiles with email addresses identified in Klaviyo
In Klaviyo, go to Flows → Create Flow → Browse Abandonment. The metric trigger is “Viewed Product” — this fires when a known contact views a product page. Set your time delay (typically 1–4 hours) and configure the filter: “Has not placed an order since this flow started” AND “Has not started checkout since this flow started.”
Browse Abandonment Flow Structure
A simple, high-performing browse abandonment flow looks like this:
- Email 1 (1–4 hours after browse): Soft reminder showing the viewed product
- Email 2 (24 hours later): Social proof or review of the product category
- Email 3 (48 hours later, optional): Slight incentive or “related products” approach
Most revenue comes from Email 1. Keep it simple: product image, product name, short copy that doesn’t feel pushy, and a clear CTA back to the product page.
Content Tips for Browse Abandonment Emails
The tone should feel helpful, not stalky. A few guidelines:
- Show the specific product they viewed using Klaviyo dynamic content blocks
- Avoid “We noticed you were looking at…” — too surveillance-like
- Try “Still thinking about [Product Name]?” — more conversational
- Include star ratings or a testimonial if available
- Add a secondary CTA like “See similar styles” or “Shop bestsellers”
- Keep the email short — one product focus, one primary CTA
Filtering and Suppression
Avoid sending browse abandonment emails to people who already bought. In Klaviyo, add a flow filter: “Placed Order zero times since flow started.” Also suppress customers who’ve received a cart abandonment email in the last 48 hours to avoid double-messaging.
Set a smart sending cap: no more than one browse abandonment email per contact per 24-hour period, even if they browsed multiple products.
Expected Results
A well-configured browse abandonment flow typically generates 3–8% of total Klaviyo-attributed revenue — not as high as cart abandonment (15–25%), but significant for revenue that otherwise would have been lost.
Want a browse abandonment flow built and optimized for your store? Get in touch with a Klaviyo specialist today.