Why an Abandoned Checkout Flow is Crucial
Cart abandonment is one of the biggest hurdles ecommerce brands face — with around 70% of online shopping carts being abandoned globally! That means for every 10 people who add products to their cart, only three complete their purchase.
Without a solid Abandoned Checkout Flow, you could be losing significant revenue every single day. However, when implemented correctly, this flow can recover up to 20%–30% of abandoned carts, helping you dramatically increase your revenue — automatically.
Let’s walk through how you can design a high-converting abandoned checkout flow that brings customers back and gets them to complete their purchases.
Step 1: Set Up Your Abandoned Checkout Flow in Klaviyo
Flow Name: Abandoned Checkout Flow
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Trigger: Checkout started event.
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Flow Filters:
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Exclude any users who completed a purchase after starting the flow.
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Exclude people who have entered this flow in the past 30 days to prevent fatigue.
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Conditional Split (Optional Enhancement):
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First-Time Buyers: Show discount incentives only to those who have never made a purchase.
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Repeat Customers: For returning customers, you could offer loyalty points instead of discounts.
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Dynamic Product Block Setup:
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Klaviyo allows you to dynamically display the abandoned products inside the emails.
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Simply insert a “Product Block” and link it to the dynamic cart data.
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This gives a highly personalised experience without extra manual effort.
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Pro Tip: Work with specialists who can auto-insert dynamic USPs (Unique Selling Points) for each product. It’s one thing to show the product; it’s another to remind them why it’s worth completing the purchase!
👉 If you want to auto-insert dynamic USPs based on the product in the cart, feel free to book a call with us.
Step 2: Plan Your Timing and A/B Testing for Maximum Recoveries
Timing Recommendations:
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First Reminder: 30 min –2 hours after abandonment.
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Second Follow-Up: 24 hours later.
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Final Reminder: 48–72 hours after the initial abandonment.
A/B Testing Ideas:
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Timing Sensitivity: Test 30-minute reminders vs. 2-hour windows.
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Email Format: Try plain text emails vs. highly designed ones. Plain text can often outperform because it feels like a direct note from a person, not a brand.
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Incentive Testing: Test urgency language (“almost sold out!”) vs discount offers (“10% off if you complete your order!”).
Running proper A/B tests can often double the recovery rate. For more optimisation strategies, explore Klaviyo’s Campaign Optimisation tips .
Step 3: Craft Email Content That Converts
Here’s what your emails need to do: remind, reassure, and nudge.
Essentials for Every Email:
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Single, Strong CTA:
One job: get them to “Complete Your Order.” Avoid multiple CTAs that might distract them.
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Social Proof:
Highlight 5-star customer reviews, “trusted by 10,000+ customers,” and other trust signals.
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Objection Handling:
Answer questions like:
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What’s the return policy?
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Is there free shipping?
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How long will delivery take?
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Create Urgency (FOMO):
Add real scarcity (“Only 2 left!”) or urgency (“Offer expires tonight!”) to motivate action.
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Highlight Your USP:
Remind the customer why your brand is unique. Maybe you offer faster shipping, better quality, ethical production — spotlight that!
Step 4: Build an Effective Abandoned Checkout Email Sequence
Email 1:
Friendly Reminder (Soft Re-Engagement)
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Light reminder about their cart.
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Include dynamic product block and a trust badge (e.g., “10.00 happy customers”).
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CTA: “Complete Your Order.”
Email 2:
Social Proof + FOMO
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Share a customer testimonial or review.
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Reinforce urgency (“Popular items sell out fast!”)
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CTA: “Get It Before It’s Gone.”
Email 3:
Urgency + Last Chance Offer
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Stronger language: “This is your last chance to save your cart!”
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Offer an incentive if needed (free shipping, discount).
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CTA: “Return to Your Cart Now.”
Advanced Tips to Supercharge Your Abandoned Checkout Flow
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Add SMS Reminders:
Use SMS to send a gentle nudge. SMS open rates can reach up to 98%! The strategy should always be email first though.
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Incorporate WhatsApp Messaging:
If you have WhatsApp integrations, a quick message about the abandoned cart can feel even more personal.
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Loyalty Program Hooks:
Mention loyalty points they’re missing out on by not completing their purchase.
Final Thoughts: Don’t Leave Revenue Behind
Building a high-converting abandoned checkout flow is non-negotiable for serious ecommerce brands.
It’s low-hanging fruit that dramatically boosts sales with minimal ongoing effort.
By combining smart automation, personalisation, trust-building, and timely reminders, you can win back a significant chunk of lost revenue and strengthen customer loyalty at the same time.
Don’t let your marketing efforts go to waste — start building your optimised flow today! 🚀
💬 Need expert guidance building a high-performing abandoned checkout flow?
Book a free strategy call with our email marketing experts and turn more browsers into loyal buyers!
