Expand: Browse Abandonment

 Before you begin

In order to start using Expand Ecom flow templates, you will need the Expand Ecom package. Please reach out to your Account Manager to find out more about Expand Ecom.

Also, the Browse Abandonment flow template requires that you create a segment in advance. Jump to Ecommerce Segments (Coming soon)...

 

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 Expand 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. Choose the Consent list and Topics that you would like to associate with this flow. After you choose a Consent list and Topics for this activity, they cannot be changed. Profiles that do not have consent for the Consent list and Topic(s) that you chose will exit the flow when reaching a consent-based node, like an SMS or Email node.

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4. 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.

 


 

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.

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Click on an item below to expand:

General

General Settings

These are the general settings of your Marketing Automation flow. Here you can choose the flow's constraints in terms of which Profiles are allowed to enter and how many times, as well as the time zone that should be used for the flow.

Click on an item below to expand:

Settings

Settings

These settings will allow you to decide how many times Profiles can enter the flow. 

If a Profile enters your flow based on the Listen Node settings, and the entry limit is more than 1, the same Profile can enter the flow again before it's able to leave the flow from their first journey.

If you'd like to avoid sending too many emails or having duplicate Profiles in your flow, you may use a Check Profile node to see if they've entered your Marketing Automation flow in a period of time. Read more...

Choose between unlimited, and up to five times.

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You may also choose to allow them to enter a number of times within a certain time frame. To achieve that, click the Within a time frame box and select between 1 to 10 days, weeks, months or years.

 Removed Profiles from a paused flow

When activating a paused flow, you get the choice of removing the Profiles from it. If you do, not only will they still be a part of the Report, but they will also be able to re-enter this Marketing Automation flow after you activate it again.

This means that, even if you limited the number of times Profiles can enter the flow, those who were removed from the flow when reactivating will be allowed in once more.

 

Remove Tagged

Remove Tagged

It's possible to set up a rule that will remove from the flow all Profiles that are tagged at any point in time. Regardless of where they are in the flow, or when they're tagged, if you set up this rule you may remove them from the flow.

Note that the Profiles will not be removed immediately when they are tagged, but rather when they leave a node. This means that Profiles will enter the Listen node and then be removed. They will also be a part of the statistics of the Listen node.

For example, if a Profile is tagged while on a Timer node, the Profile will remain in the Timer node according to its settings. If the Profile is still tagged when it has completed the Timer node, it will be removed from the flow. If the Profile is not tagged anymore by the time it completes the Timer node, it will remain in the flow.

Click on the drop-down menu to select an existing tag.

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To create a new tag, click Create new tag

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Enter the name for the tag and click Save.

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Time Zone

Time Zone

You may adapt this marketing automation flow to a specific time zone. This is particularly useful whenever creating flows that will affect Profiles who reside in other countries.

Select a time zone from the drop-down menu.

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When done, click Save.

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Ecommerce

Ecommerce settings are only available for flows that have been set up with an Ecom flows template.

Frequency

To prevent sending too many emails or SMS messages, use the Frequency option and exclude Profiles from receiving communications from this flow.

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Expand the Choose Filter drop-down menu and select an option. For now, we support a filter to exclude those who have received an email or SMS message within a time period.

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Choose a period of time by entering a number and choosing between days, weeks and months.

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Consent

Consent Settings

Here you can see which section, Consent list and Topics you chose when setting up this Marketing Automation flow. This is only for information purposes, as you cannot change them once the flow has been created.

Click on an item below to expand:

Section

Section

The section this Marketing Automation flow has been created on.

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Consent

Consent

The Consent list that contains the Profiles that will enter this flow and will be receiving emails from this Marketing Automation flow. Profiles that have not provided their consent for SMS or email communications will exit the flow when reaching a consent-based node.

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Topics

Topics

The Topics (from the Consent list you chose) that will enter this flow and will be receiving emails from this Marketing Automation flow. Profiles that have not provided their consent for SMS or email communications will exit the flow when reaching a consent-based node.

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SMS

SMS Settings

If you have one or more SMS nodes in your Marketing Automation flow, take a look at these settings to ensure that your flow doesn't interfere with the SMS tool activities in regards to your SMS credits. Read more about SMS credits...

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About Negative Credit Balance 

When sending SMS messages with an SMS node in Marketing Automation, SMS messages are sent to the Profiles as they reach the node and your credit balance will fluctuate as Profiles move through your flow. All SMS messages and their cost are calculated according to the SMS tool's credits and pricing model.

In some cases, a Marketing Automation flow can have a large amount of Profiles coming in and reaching an SMS node, which results in a large amount of SMS messages. Since the SMS tool also requires credits to send messages, a flow that is depleting the credit balance may interrupt SMS tool activities. Another consequence can be, as you can imagine, that your account runs out of credits.

We do send a notification in the Information Centre when you're running low on credits, but this option can allow you to continue to send SMS messages and have a negative credit balance indefinitely. Of course, your negative balance will be considered at the time that you add more credits into your account.

Please reach out to your account's Admin or Owner before you activate a flow with an SMS node so that you choose the strategy that fits best.

Tick the Allow negative credit balance box to continue sending SMS messages even when you're out of credits.

If you don't tick this box, Profiles will leave the flow on the SMS node when your account is out of SMS credits, because there aren't enough credits for them to proceed. Have in mind that, same as with the SMS tool, your SMS node will allow for a negative balance once. So, if you have 1 credit left and 15 Profiles reach the SMS node at once, your SMS will be sent and the balance will become negative. The next Profiles that enter the SMS node will exit the flow since your balance is already negative.

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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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