A site abandonment flow likely isn’t the first one you think of when you’re planning your email marketing strategies. This flow targets customers who are less engaged and have lower purchase intent. It means they're overlooked. However, they can be one of the strongest tools for sales and new customer conversions when set up correctly.
In fact, with the right strategy, this flow can help bring people back to your website at the right time, turning their initial view into a conversion you would have otherwise lost. Not sure exactly what this flow is or why it’s important? We’ve explained it all below…
What Is A Site Abandonment Flow?
A site abandonment flow is exactly as it sounds. It targets people who have bounced from your website.
It comes before a browse abandonment in order of intent and is reserved for those who may have quickly skimmed through your homepage, collection pages, blogs or about us pages without diving into your product pages.
The people it targets are usually those who have come to your website in search of a deal or to browse quickly. They may have been distracted during the process, or they may have quickly bounced as it wasn’t the right time to shop.
Regardless of why they left, this flow gently guides them back to your website, where they can continue where they left off.
Why Is This Flow Important?
In a bricks-and-mortar context, a site abandoner would be the kind of person who window shops but walks past before entering your store. They are the people who have some interest, but for some reason, something is holding them back from committing.
A site abandonment flow meets customers exactly where they are in their decision-making process, typically at the education stage, by building brand awareness and explaining product benefits; both of which are necessary for turning window shoppers into paying customers. When executed correctly, this flow can statistically lower customer acquisition costs by nurturing those from paid traffic sources, such as Google and Meta.
What Content Should A Site Abandonment Flow Include?
A site abandonment flow should focus on top-of-funnel sales strategies. As such, it is not a hard sell from the get-go. This flow should start with product and brand awareness, focusing on the why behind the product offering, the need you’re seeking to fulfil and even testimonials that prove that your product practices what it preaches.
Not Sure How To Start?
This flow may seem simple in comparison to others, but it’s critical to get it right (especially the filters to avoid over emailing). Not sure how to maximise your return on investment and transform more site visitors into customers? Our team is here to help. Get in touch with us via a free 15-minute consultation to get started.
