Help Centre

What is a Browse Abandonment Campaign? 

A browse abandonment campaign reminds shoppers of the products they viewed while visiting your website. These shoppers could be new or existing customers who have left the website before adding items to their basket.

The campaign helps recover potentially lost sales by sending targeted, personalised reminders and incentives to encourage shoppers to return and complete their purchase. 

Why Build a Browse Abandonment Campaign?

There are several reasons for building a browse abandonment campaign:

1. Increase conversion rates: Visitors who abandon your website could still be interested in your products. With the right targeted messaging and incentives, they could return to your site and complete their purchase. If a shopper has spent considerable time browsing your site, they are more likely to be interested in what you offer. 
2. Cost-effective marketing: Retargeting website visitors via an automated campaign tends to be cheaper than trying to acquire new leads. Once the shopper has visited your site, they are more likely to purchase than new leads.
3. Improved customer experience: Re-engage new or existing customers by reminding shoppers of the products they’ve viewed, providing more value and making it easier for shoppers to find their perfect purchase. 
4. Increased revenue: Average eCommerce conversion rates are reportedly between 2.5% to 3% (1). Implementing a Browse Abandonment campaign can help to boost the conversion rate for your website. 
5. Fostering customer retention: By keeping your company top-of-mind for shoppers and offering personalised content along with incentives, you are increasing the likelihood of shoppers completing their transaction. 

Strategies to Reduce Browse Abandonment:

• Showcase your product range by using Recommendations to deliver product suggestions based on a shopper’s website behaviour. Product Recommendations can be integrated into Overlays to showcase more of your product catalogue to shoppers. 
• Showcase incentives or USPs when a shopper shows signs of competitor comparison. You can use the Title Highlight trigger within an On-Site Messaging campaign to show a shopper a price match promise, discount or free delivery when a product title is highlighted. This works to encourage shoppers to stay on-site and complete their purchase rather than looking elsewhere.
• Create a fear of missing out by highlighting how many shoppers have recently viewed a product to reinforce that the item is popular, how many times a product has been purchased in a specific timeframe or how long their items will be reserved. Examples of On-Site Messaging strategies could be: 
• Product Views
• Product Purchases
• Reserve Stock Countdown
• Free Delivery Countdown
• End of Sale Countdown
• Delivery Deadline Countdown
• Promote trust by highlighting key company values and making your privacy policy clear when collecting shopper data such as email addresses or mobile numbers. You can also use social proof by highlighting reviews and ratings to boost a shopper’s confidence in your website. You can integrate reviews and ratings into your website’s header and footer in order for them to appear on every page or Salesfire can showcase Trustpilot and Reviews.io reviews at optimal moments in the shopping journey through Overlays and in Digital Assistant.
• Highlight price match options and incentives, as most shoppers compare prices with competitors to receive the best deal. With 83% of shoppers comparing prices and 65% waiting to shop during sales to reduce costs (2), considering the incentives your store can offer to customers can ultimately attract more buyers.

Build Browse Abandonment multi-channel flows by using data capture campaigns to gather email and SMS data for automated campaigns across the relevant channels.

What are the Steps to Building an Effective Browse Abandonment Campaign? 

Create multi-channel flow

• Ensure that emails/SMS and LPS render well across all devices. 
• Ensure that the messaging across all channels matches the brand’s tone of voice and is consistent. You should optimise messaging for each platform. 

Personalise & segment:

• Personalise follow-up messages based on a shopper’s website behaviour to increase relevancy and engagement levels 

Reporting

• Track KPIs such as email open rates, click-through rates on email and SMS, conversion rates, unsubscribes etc.

A/B testing

• A/B tests can take place on components such as the messaging of Overlays or the strategy used. 
• It is important to continuously test and optimise campaigns. 
• Only make one minor modification at a time to understand what has worked and what hasn’t worked. 

Reference:

1. What’s a Good Average Ecommerce Conversion Rate in 2025? | Shopify
2. Shoppers more intentional: 83% compare prices while 65% plan to shop during sales to save money, Shopify finds | Retail Times