Create a browse abandonment automation

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Create a browse abandonment automation

Introduction

The "Create a browse abandonment automation" feature in ActiveCampaign allows businesses to reconnect with customers who have left their online store without completing a purchase. This automation triggers an email follow-up to shoppers who abandon their browsing sessions, encouraging them to return and finalize their transaction. This feature is crucial for recovering lost sales, engaging potential customers, and improving overall conversion rates. By strategically targeting users with personalized messages about items they were interested in, companies can increase engagement and reclaim revenue that might otherwise have been lost.

How to Access this Feature

To access the browse abandonment automation feature, you’ll need to be logged into your ActiveCampaign account. Ensure your plan includes access to this feature: it is available for the Plus, Pro, and Enterprise plan types. Once logged in, follow these steps:

1. In the left menu, click on Automations. 2. Here, you can either choose to create a new automation or manage existing ones.

Step-by-Step Instructions

Creating a browse abandonment automation involves setting up a specific trigger and an automated email that leverages the Browse Abandonment content block. Here's how to do it step by step:

1. Create the Automation

1. Click on Automations in the left menu. 2. Click the Create an automation button. 3. Select Start from Scratch to initiate a new automation. 4. The automation canvas will load. Click on Add a start trigger. 5. In the modal window that appears, choose the Browse Abandonment is created trigger under the Ecommerce section. 6. Configure the trigger settings as desired (choose between All Browse Abandonment or Segment Browse Abandonments) and then click Save.

2. Add the "Send an Email" Action

After setting up the trigger, the next step is to create an automated email to contact users who have abandoned their browsing session.

1. Click a node (+) within your automation to open the Automation Actions menu. 2. Under the Sending category, select Send an email. 3. You can choose to create a new email or reuse an existing one (this article will cover creating a new email). 4. Complete the optional What is this email about? field. 5. Ensure that Email designer is selected in the dropdown. 6. Choose a template or click on Blank canvas to start from scratch. 7. The campaign summary page for the email will open. Here, you can fill out required fields and customize your email later. 8. To add the Browse Abandonment content block, hover over the email design and click the Edit Design button. 9. The email designer will load. Drag the Browse Abandonment content block to the email layout. 10. Click the content block in the layout to access configuration options displayed in the right pane.

3. Customize the "Browse Abandonment" Content Block

Now you can set up the Browse Abandonment content block for your email.

- By default, eight products will be displayed in the email, based on what the customer viewed and abandoned. To customize the content block:

 1. Configure options such as:
    - **Sort by**: This dropdown allows you to arrange products by criteria like time spent on page.
    - **Card layout**: Choose either a horizontal or vertical layout for listing product details.
    - **Items per row**: If vertical is selected, set how many products appear per row.
    - **Total items**: Select how many items to display, up to a maximum of 15.
    - **Responsive block**: Enabled by default, optimizing for mobile viewing.
    - **Image, Name, Description, Price, Button**: These options allow for customization of what attributes to show or hide, alongside styling settings.
    - **Row padding and Card background color**: Adjust layout aesthetics to suit your brand style.

After you finish designing your email with the content block, you can add any additional content and then click Save and exit or Next to finalize your automation setup.

Configuration Options and Settings

Here’s an overview of the key configuration options available for the Browse Abandonment feature:

- **Browse Abandonment is created**: This is the sole trigger for this automation, activating when a user abandons their browsing session. - **Send an email**: Essential for initiating contact with potential return customers. - **Browse Abandonment content block**: Use to dynamically insert abandoned products into emails. - **Sort by options**: Allows display of items based on various criteria. - **Card layout options**: Determines how product details are presented. - **Items per row**: Helps streamline the visual presentation in emails.

This configuration helps tailor the experience for different customer segments and maximizes engagement rates.

Best Practices and Tips

1. **Timeliness**: Set the email to go out shortly after the abandonment event to capitalize on visitor interest. 2. **Personalization**: Use the customer’s name or past purchase behavior in email content to enhance engagement. 3. **Clear Call to Action**: Ensure the email contains a strong and clear call to action (CTA) to guide customers back to their abandoned items. 4. **Testing**: A/B test different layouts and content to see what performs best with your audience. 5. **Responsive Design**: Always preview your emails in mobile format to ensure legibility and effectiveness.

Troubleshooting

If you encounter any issues while setting up your browse abandonment automation, consider the following:

- **Trigger not activated**: Ensure that the automation trigger is properly set up and that there's no logic preventing it from firing. - **Email not sending**: Check that the email action is properly implemented and configured with a valid email draft. - **Content block not displaying**: Make sure that the campaign is using the Browse Abandonment trigger; the block won’t be functional otherwise.

FAQ

1. **What is a browse abandonment automation?**

  A browse abandonment automation triggers follow-up emails to customers who have left items in their shopping cart without completing a purchase.
  

2. **How does the Browse Abandonment feature work?**

  It activates when a user abandons their session, sending an email with the products they viewed.

3. **Can I customize the email content?**

  Yes, you can customize the email with the Browse Abandonment content block and other elements.

4. **What types of products can I show in these emails?**

  The content block dynamically pulls in products that the customer viewed and later abandoned.

5. **Is there a limit to how many items can be shown in an email?**

  Yes, you can display up to 15 abandoned items in your emails.

6. **Can I use multiple Browse Abandonment blocks in a single campaign?**

  No, you can only use one Browse Abandonment block per campaign.

7. **What plans support this feature?**

  The Browse Abandonment feature is available for users on the Plus, Pro, and Enterprise plans.

By utilizing the browse abandonment automation, businesses can effectively engage potential customers and increase the likelihood of completing sales, thereby improving overall revenue and customer satisfaction.