Klaviyo Viewed Collection Flow: Boost Browsing Behaviour Conversions
The Klaviyo Viewed Collection Flow is one of the most underrated yet powerful automation tools in ecommerce email marketing. If you’re running a Shopify store and using Klaviyo, this flow can significantly improve how you target customers based on what they’ve actually shown interest in—product collections.
With online attention spans shorter than ever, re-engaging a visitor who just browsed your “New Arrivals” or “Best Sellers” can be the key to unlocking more conversions.
Table of Contents
- What is a Viewed Collection Flow?
- Why Use It? The Ecommerce Opportunity
- Setting Up the Flow in Klaviyo (Step-by-Step)
- Best Practices to Maximise ROI
- Viewed Collection vs. Viewed Product: What’s the Difference?
- Final Thoughts + Next Steps
1. What is a Viewed Collection Flow?
The Viewed Collection Flow in Klaviyo allows you to send automated emails to subscribers who visit a specific product collection on your website. Think of it like a mini abandoned browse flow, but more focused and niche.
Collections might include:
- Seasonal ranges (e.g., Summer 2025)
- Category types (e.g., Trainers, Dresses, Skincare Sets)
- Themes (e.g., Vegan Beauty, Eco Essentials)
The flow triggers when a known Klaviyo contact visits any product within that collection.
In Shopify, there’s now a native metric called Viewed Collection, which makes it easier to build this flow without relying on workarounds. However, it’s important to exclude users who have also triggered a Viewed Product event, as these users may be better suited for a different flow with higher buying intent.
2. Why Use It? The Ecommerce Opportunity
You already know browsing behaviour is a strong buying signal. The Klaviyo Viewed Collection Flow helps you act on it with targeted, relevant follow-ups.
Benefits include:
- Re-engage warm leads who haven’t added to cart
- Send personalised content based on interests
- Increase conversion rates without being intrusive
- Automate and scale hyper-relevant messaging
Use this flow to nudge interest without needing the customer to take more obvious actions like adding to cart.
3. Setting Up the Flow in Klaviyo (Step-by-Step)
Here’s how to get your Viewed Collection Flow live:
Step 1: Enable Web Tracking
First, make sure you have Viewed Product Tracking set up. This is required for collection tracking to work. You’ll need:
- Klaviyo web tracking snippet installed
- Shopify integration with Klaviyo active
Step 2: Use Shopify’s “Viewed Collection” Metric
Leverage the native Viewed Collection event now available through Shopify and Klaviyo integration. This makes triggering the flow easier and more reliable.
Step 3: Build the Flow
- Go to Flows > Create From Scratch
- Use the Viewed Collection metric as your trigger
- Add a Flow Filter to exclude anyone who also triggered a Viewed Product event in the past X hours or days
- Build your email content with collection-based product blocks
Step 4: Add Dynamic Product Recommendations
Leverage Klaviyo’s dynamic blocks to show the most relevant items from that collection.
4. Best Practices to Maximise ROI
- Time your email well: Trigger 30 minutes to 2 hours after a visit for optimal engagement
- Exclude product viewers: Avoid messaging overlaps by filtering out users who viewed specific products
- Personalise subject lines: e.g. “Still thinking about our Eco Essentials?”
- Add urgency: Show low-stock items or highlight popularity
- Test different collections: Find which ones have higher intent and AOV
Don’t forget to exclude users who converted within a short timeframe to avoid redundancy.
5. Viewed Collection vs. Viewed Product: What’s the Difference?
| Feature | Viewed Product Flow | Viewed Collection Flow |
|---|---|---|
| Trigger | Individual product view | Visit to product category page |
| Focus | Specific item | Thematic or grouped interest |
| Intent Level | Higher (often closer to purchase) | Medium (early discovery phase) |
Use Viewed Product to convert warm leads. Use Viewed Collection to nurture curious browsers. Be sure to manage overlap to ensure you’re not hitting users with multiple flows unnecessarily.
6. Final Thoughts + Next Steps
The Klaviyo Viewed Collection Flow is a smart way to scale relevant engagement without extra manual work. It’s not just about chasing carts—it’s about starting conversations based on what your customers care about.
Internal Links:
- Read our Complete Guide to How to master the Welcome Flow
- Explore our Abandoned Checkout Email Tips
Pro tip: Combine this flow with SMS or WhatsApp reminders for even stronger engagement.
Want Help Implementing This Flow?
Book a strategy call or reach out for done-for-you Klaviyo setup packages. Don’t let browsing interest go cold – retarget smarter with Viewed Collection Flows today.
