A browse Abandonment campaign should be created in the research and planning and the product discovery stage to move prospects throughout the funnel by getting them back to the site and encouraging them to purchase.
This automation is triggered after prospects browse a specific category of products or services and leave your website without adding anything to their carts. Prospects are then retargeted via an automated message displaying what they previously intended to purchase for suggesting similar products.
To create automation for this customer journey stage, it is critical to take into consideration the following factors, as you do not want to waste time targeting visitors who are never interested in buying from you:
1. Frequency
In order to achieve frequency, you need to target prospects who viewed a product or a specific category of items more than 3 times.
2. Time spent on page
It is important to consider the time spent on your page. For example, a prospect staying more than 5 minutes searching for your products might be more interested than someone staying only a minute or less.
3. Last viewed item
The last item that your browse abandoners may have viewed is another factor that should be taken into account. You can choose to retarget visitors based on the last abandoned product.
After selecting the appropriate trigger based on the aforementioned, you can send an automated message a few minutes/ hours from browsing upon exiting.
Upon sending the said message, you may grant the receiver three days to respond to the same. If they do, you can send them a thank you email, confirming their action.
You can also choose to add someone to a Facebook or Google retargeting audience if you want to retarget browse abandoners with Facebook or Google ads.
** Kindly note that in order for your automation to function properly, you need to create several custom event triggers for each category and specify the last visited category as well as the products of the last ordered category. Your automation will not work if you do not clearly set up all the required conditions.