The Product Browse Abandonment Journey allows you to craft a multi-channel messaging campaign to target contacts who visited a product page on your site, but took no further action. Using journey hub, you can tailor a contact's experience based on the product attributes of their abandoned product, conduct split test to see the impact of different variables, and incentivize contacts with a coupon, if desired.
The guide below outlines some of the basic setup and strategy considerations for your product browse abandonment journey.
Need some inspiration? Check out an example journey or speed up creation with a template that uses Listrak's best practices.
Initial Setup
The initial setup allows you to determine how contacts enter and exit a journey based on your specific goals.
How a Contact Enters a Journey
The entry criteria control who is entered into a journey after they have browsed a product page your site. A contact must have put their contact information (either email address or phone number) into your site or opted into another messaging channel (web push).
Out of Stock items
Journey Hub automatically ensures your customers don't receive product browse abandonment messages if the browsed item is out of stock. Before sending an email or SMS message in a browse abandonment journey, the system checks the quantity on hand of the browsed item. If there is zero quantity on hand, the message step is skipped for that contact, and the contact continues through the journey to subsequent steps.
Accessing Journey Hub
Navigate to Automation > Journey Hub Journey.
Click the New Journey button.
Select a template or Start from Scratch.
If starting from scratch, select Product Browse Abandonment.
💡 If you are creating a multi-channel campaign the advanced event should be used.
Give your journey a name.
Adjusting the Entry Criteria
Select the merchant associated with the abandonment campaign.
Next, customize the re-entry rules by selecting how frequently contacts can re-enter the campaign.
💡 Use the custom re-entry frequency to limit how often a contact is eligible to receive the Product Browse Abandonment campaign.
Then, customize the entry prevention rules, which prevent a contact from entering the current journey if they are already a participant in another journey.
💡 If you have a Shopping Cart Abandonment Journey, prevent entry into the browse abandonment campaign to prioritize emails driving customers deeper into the purchase funnel.If using the advanced abandonment features, you will also set your session timeout in the panel.
Configuring Exit Events
An exit event determines what must happen in order for a customer to exit a journey. If no exit events are configured or customers do not take the specified action they will naturally exit the journey at the end of their path.
Do you need an exit event? Common exit events for Product Browse Abandonment Campaigns include purchase and cart abandonment, but ask yourself the following questions to help determine if you should add an exit event:
Do I want new subscribers to continue receiving messages if they purchase? If no, add a purchase exit event.
Do I want to prioritize other journeys, such as cart abandonment? If yes, add the journey entered or specific event trigger exit type
Customizing Your Journey
Configure the Flow
Now that you have determined how a contact becomes eligible to enter or exit the journey, you can determine the experience they will have by customizing paths based on past purchase history, messaging channel, and more.
Below are a few of the strategic considerations you may make when configuring your journey
Actions
Coupons: You can include a coupon to incentivize purchase of the product a contact browsed.
Exit: Use the exit action to stop contacts in a specific path from continuing through the journey.
Webhook: A webhook can be configured to send information to a third-party system such as sending information to a system that manages your catalogs. Learn more about setting up a webhook.
Wait Step
Use wait steps to pause a contact before they receive additional messages.
Messages
Add messages from the following channels:
Email
SMS
💡 Web Push channel messages are only available in the Advanced Abandonment Entry Events.
A contact must have opted-in to the specific channel to receive messages in the channel.
Message Delivery Settings
When configuring an email or SMS message you can set turn on the message delivery settings in the Properties Panel. Enabling this setting allows you to limit the time range for when a message is sent. You can also enable Time Zone Optimization to adjust the time to a customer's location based on their IP address, if sending an email message, or the area code, for an SMS message.
Decision Splits
Most decision splits can be placed anywhere in the journey to customize a customer's experience as they progress through the journey. Below are a few of the strategic ways decision splits can be used in a Product Browse Abandonment Journey. Once you have determined the strategy you would like to customize, learn more about configuring your decision splits.
💡 Use the multi-path option to create a fully customized experience for different groups of purchasers.
📦 Purchase History Split: This split can customize a contact's path based on their past order history. Message purchasers differently than prospects, for example providing a coupon earlier.
☑️ Subscription Split: This split can be used to customize a contact's path based on how, when, or if they are subscribed to a specific list. This can be used to tailor a customer's path based on their membership to other programs that may have lists in your Listrak account, such as your Master List to maintain CASL compliance.
🖱️ Product Browse Split: This split can change a contact's path based on characteristics of the last product a contact browsed. Use this type of split to customize a browser's experience based on properties such as product category, product sale status
✉️ Engagement Split: This split can change a contact's path if they have engaged with a previous email or SMS message. Use this type of split to send additional messages to those who have shown interest.
🔀 Random Split: The random split can be used to test different components of a campaign by sending a percentage of customers one experience and the rest another experience. Use the random split to test how many messages to include, which subject lines have impact on open rates, or test how long to wait between messages.
📱 Channel Affinity Split: This split can be used to prioritize the messaging channel used to communicate with a customer.
Activating the Journey
Once all messages have been created and the paths established, you are ready to activate the journey so that contacts can start receiving the new path and messages.
To activate, select the Activate button in the top right corner.
💡 If replacing an existing Conductor conversation with a Journey, be sure to terminate the existing conversation so that new abandoners only receive one product browse abandonment series.
Example Journey Build
📸 Click on the image to enlarge
In the example product browse campaign above, both email and SMS messages are included in the journey for contacts who are opted into both messaging channels. If a contact is not opted into one of the channels they will simply skip the messages.
Contacts enter the journey 30 minutes after they browse their last product. They will receive the first email with information about the product. Contacts who are opted-in to SMS will also receive an SMS message. The message will be sent between the hours of 8 AM - 8 PM. If a contact browses a product outside of those hours, they will be held in the SMS step until the next morning.
All contacts will then wait one day before entering a product browse split. This multi-way split evaluates the category of the product a contact abandoned. If a contact's browsed category does not meet any of the three specified categories, they will be directed down the default path. The messages in each path are specifically tailored to cross-sell products based on the specific category.
If at any time while a contact is waiting in the journey they make a purchase or abandon a cart they will automatically be removed from the journey based on the exit properties. All other contacts will naturally exit the journey.