A page browse abandon campaign allows marketers to send automated messages to contacts who have visited the site, but not visited a product page. (See Creating a Product Browse Abandonment Campaign) Creating the campaign in Journey Hub allows marketers to quickly and easily tailor these campaigns based on the type of pages a contact has visited.
The guide below outlines some of the basic setup and strategy considerations for your page browse abandonment journey.
Not sure where to start? Use a Journey Hub template to use Listrak's best practices, or see an example of a campaign build.
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).
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 Page 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 Page 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 Product Browse or Shopping Cart Abandonment Journey, prevent entry into the page 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 contact to exit a journey. If no exit events are configured or contact 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 in a page browse campaign include purchase, cart abandon, and product abandon, 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 and push contacts further down the purchase funnel by looking at specific products
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 Page 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 contacts who have purchased previously differently than prospects.
☑️ 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.
💻 Page Browse Split: This split can change a contact's path based on a specific text value contained in the URL of the last page browsed. This allows you to provide customized nurture messages if a contact is viewing a category page or provide additional information about policies if a contact is viewing something such as a shipping page.
✉️ 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 page browse abandonment series.
Example Campaign Build
📸 Click Image to Enlarge
In campaign pictured above, contacts are entered into the journey after they have browsed a page on the site and not taken any additional action. Contacts are only allowed to enter this campaign once every 14 days.
Once a contact has entered the campaign they will then be directed to the page browse details split to look for four specific words in the page browse URL. The URL will be evaluated to see if it contains coffee, then tea, then housewares, and finally shipping and contacts will be directed down the first path where they meet the criteria. If a contact's page URL does not meet any criteria, they will be directed down the default path.
Each path then contains a tailored web push message a tailored email with product recommendations related to each category or top sellers in the default email. If a contact browses a product, abandons a cart, or makes a purchase while in the journey they will be exited from the campaign.