Ecom: Browse Abandonment

Continue reading this article for in-depth instructions on how to successfully create your first Browse Abandonment flow.

If you leave the wizard at any point, your flow will appear in the Drafts tab.

All changes will be saved automatically.

 

If you're after a guide on how to use the Flow Editor,

take a look at the Flow Editor section.

 


 

Create an Browse Abandonment Flow

1. Head over to the Marketing Automation tool. You can do so from the shortcut on the calendar page or from your Tools page.

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2. Click Create a New Flow.

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3. The conversation wizard will open. Click Ecom Flows to see all Ecom Flows templates.

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4. Under Ecom, click Browse Abandonment. Let's get started!

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Continue scrolling through this article to follow through every step.

Click on a step on the left side navigation to fast-forward.

 


 

Details

This is the very first step of the Conversation Wizard. All fields marked with an asterisk (*) are mandatory. Let's get started!

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Flow Details

1. Enter the working name for your Marketing Automation flow. It's only for internal purposes.

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2. Choose a Section to create your flow in. After you choose a Section for this activity, it cannot be changed.

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3. Click Next.

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Flow Canvas

Here's an overview of each step you must complete in order to get your Browse Abandonment flow going.

The nodes in this template make for a simple set-up, but you are free to create a more complex setup to increase engagement with other Marketing Automation nodes.

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1. Listen node 

The Listen node is one of the most important nodes in your marketing automation flow.

It will listen for the Profiles in order to bring them into the flow. As Profiles join your Audience, perform any actions, enter a segment, etc., they may come into your flow depending on your settings. Read more about the listen node...

In the Browse Abandonment flow template, it will be set by default to listen for the Ecom - Browse Abandoned event.

By default, the Browse Abandoned event is logged into a Profile when they have browsed your website and were inactive afterwards for at least 60 minutes.

So, when a Profile becomes inactive for an hour after browsing, they will gain the Browse Abandoned event and enter your Marketing Automation flow.

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2. Check Profile node

The Check Profile node will check the profiles that enter the node to see if they have a specific attribute, event or tag, or if they belong to a segment of your choice. Read more about the Check Profile node under Actions...

Note that in order to make the most out of this Expand Ecom flow template, you must have created a segment in Audience previously. If you haven't done that yet, jump to Ecommerce Segments (Coming soon)... to read more.

Click Edit to see all the available options.

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 About Browse Abandonment

A Browse Abandonment event is very similar to window shopping. It's important to take the opportunity to follow up only when Profiles have shown their interest in something; sending communications that are too broad may come across as spamming.

Here's a good example:

Create a segment to include Profiles that visited at least 3 products of the same category during the last 2 hours. So, an individual looking at different types of denim jeans within a period of time has shown that they're interested in purchasing denim jeans, but perhaps they were not ready to make a purchase. An hour after leaving your website they qualify to enter the Listen node, proceed to match your segment for 3 denim jeans in 2 hours, and then you get an opportunity to provide some complementary information as to the quality of your products or the services you provide. This can potentially increase the chances of a purchase.

 

Setting up the Check Profile node

Here's how to set up the Check Profile node with the segment you created for your Expand Ecom flow template. Expand the drop-down below to learn more.

Setting up the Check Profile node for an Expand Ecom flow

How to Set up the Check Profile Node for an Expand Ecom flow

With the Check Profile node you can check whether a profile matches your Expand Ecom Segment.

If the profile that reaches the node matches your segment, it will proceed to the node connected to the Yes path. The rest will proceed to the one connected to No.

This, of course, requires that you have previously created segments in Audience. Read more about segmentation...

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You must first decide whether you want to bring profiles into the flow based on whether they do or do not match a segment.

The procedure for both including and excluding segments is the same.

To check if a profile matches a segment, add an included segment under Segment match.

To check if a profile does not match a segment, add an excluded segment under Not a segment match.

If you would like to learn more about how including and excluding segments affects your activities, head over to Working with Segments.

 

1. Depending on whether you want to check if the profiles match all or any of the following segments, select an option from the drop-down menu. You may do this at any point while you edit the Profile Check node.

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2. Click Add included segment to check profiles who match, or Add excluded segment to check profiles who don't.

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3. Click on the drop-down menu and select a segment from the list.

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4. To add another segment, click Add included segment or Add excluded segment and repeat the steps described above.

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5. To remove a segment, click on the "x" icon at the right end of the segment container.

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6. Click Save.

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Alternative Paths

So, at this point, you must set up the two possible paths Profiles can take depending on your Check Profile node.

Expand an item below to learn more about how to proceed with each path:

For those who didn't match

If Profiles don't match your Check Profile node...

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3. End Flow node

The End Flow node signals an end to a specific path in a flow and assigns a value to each Profile that ends the flow.

Click Edit to see the node settings.

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It is not mandatory to use the End Flow node at the end of your Marketing Automation flow.

Any flow without an End node still ends whenever Profiles reach the last node, however, the End flow node allows users to include information about the estimated profit or value that is assigned to each Profile upon completing the flow.

Enter a value under Edit estimated value and click Save.

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For those who matched

If Profiles match your Check Profile node...

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3. Timer node

The Timer node in the Browse Abandonment flow is set to wait for 1 hour, but you can change its settings to match your marketing strategy. Consider that the Browse Abandonment event is already logged after 60 minutes of inactivity.

 Read more about the Timer node under Actions in this article...

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3. Email node

With the Email node, you'll send emails to Profiles who enter the node. Click Create a new email to create the email that will be sent. Read more about the email node...

If you would like some more information about the Email Editor, jump to this section.

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 Browse Abandonment Emails

A Browse Abandonment event is very similar to window shopping. It's important to take the opportunity to follow up only when Profiles have shown their interest in something; sending communications that are too broad may come across as spamming. Use this opportunity to provide some complementary information as to the quality of your products or the services you provide.

 About Event Data Personalisation in Marketing Automation Emails

If you're creating an Email activity for an Email node in a Marketing Automation flow, you may notice a feature that's available only within that tool: Event data personalisation!

The inline text editor in the Text Element allows you to use Event data in your email, which in turn provides extra possibilities for personalised emails for those Profiles who enter your Marketing Automation flows. The Event data available here corresponds with the Event you chose in your Listen node.

These work just like Data tags above, simply expand the Event data drop-down in the inline text editor and select a data point from the Event in your Listen node. Read more about Profile data and discover all the possibilities.

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Flow Settings

To open, click Flow Settings in the Bottom bar.

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In Flow settings you can adjust your preferences as to how many times Profiles enter your flow, excluding tags and set a specific time zone. Here's some information about Flow Settings. They're divided between General, EcommerceConsent and SMS settings.

Read more about Flow Settings...

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Goals

Click Goals in the Bottom bar to add information about your Marketing Automation flow, and then click Save to keep your notes.

This feature can be useful for a lot of different cases:

  • Remind all users in the account of what each Marketing Automation flow is meant to achieve.
  • Write notes about any other existing Marketing Automation flows that this flow is connected to via a Change Flow node.
  • Add information for other users about other APSIS One activities outside of the Marketing Automation tool that a flow is connected to, or depends on, like a Sign-up bar.
  • Keep any details about the flow, like what use case or scenario it is meant to address, for easier troubleshooting by our APSIS Support agents.

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Overview

Congratulations on creating your Browse Abandonment flow!

Now, let's have an overview of the flow. Check that all the nodes are correct.

 

Final step

Does everything look good? Click Activate.

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