Browse Abandonment Flows

When shoppers visit your online store, they leave behind more than digital footprints — they leave buying intent. But most brands focus their email automation only on cart abandonment and forget about an equally powerful moment: browse abandonment.

While cart abandonment flows target shoppers who added items to their cart, browse abandonment flows engage visitors who viewed a product but didn't take the next step. And that’s a much larger audience.

By layering RetentionX's server-side tracking and identity resolution on top of Klaviyo's setup, you can trigger up to 20% more flows and recover revenue that would otherwise be lost.

The Underdog

The average eCommerce site sees over 90% of visitors leave without adding anything to their cart. That's a massive pool of potential customers who showed interest, but not enough to commit.

Browse abandonment flows bridge the gap between anonymous browsing and meaningful engagement — turning casual interest into purchases. They help you reconnect with these shoppers before they forget about your brand or the product that caught their eye. A simple “Still thinking about this?” or “We thought you’d love this” can bring them back. And these flows often perform better than many think, depending on timing and product type:

• Open rates: typically 40–50%

• Click rates: around 8–12%

• Conversion rates: 2–4%

That’s pure incremental revenue from visitors who would otherwise have disappeared.

With RetentionX automation, you can push events of visitors viewing your products to Klaviyo, set up your browse abandonment flow based on that trigger, and track its performance.

Browse Abandonment Flow with RX Identity

RetentionX's advanced conversion tracking solution, RX Identity, resolves customer identities more reliably — setting you up for smarter segmentation and better results. RetentionX sends an event to Klaviyo in real time whenever someone views a product, allowing you to send your browse abandonment email while the interest is still fresh. Usually 30 mins to 2 hours after the visit tends to perform best. And it is as simple as this: More flows triggered, more revenue generated!

Follow the steps below to push "Viewed Product - RetentionX" events to Klaviyo and trigger your browse abandonment flows:

1. Pushing Events to Klaviyo

   After you’ve implemented the pixel, RetentionX starts tracking product views. To automatically trigger your flows based on these events, we first need to push them to Klaviyo.

   Not using Klaviyo? No problem. 
   As long as your ESP supports a Conversion API, you can still push events from RetentionX and build browse abandonment flows there. We would just not import the flow data to monitor performance in RetentionX.

   To get started, connect your Klaviyo account. To do so, just follow these steps:

   1. Go to Automations > Email & SMS Flows and navigate to Browse Abandonment. 
      
      
       

   2. Click Set up.

      If you’ve already connected Klaviyo, you can skip the next steps and proceed directly to Step 7.

   3. Insert your credentials and confirm the login to your Klaviyo account to grant RetentionX access.

   4. Next, create custom API credentials in Klaviyo to allow RetentionX to push conversion events:

      • Log in to Klaviyo and navigate to Settings > Account > API Keys.

      • Under Private API Keys, click Create Private API Key.

      • Name it, for example, “RX Identity” and give it Read/Write access for “Events” only — no other permissions are needed.
        
        

   5. Copy the API key and paste it into the respective field in RetentionX.

   6. Click Finish to complete setup.

   7. Click Activate to start pushing the event "Viewed Product – RetentionX" to Klaviyo.

And that's it! It just might take a few hours for events to appear initially in Klaviyo.

2. Setting Up the Flow 

Now you're ready to build your new browse abandonment flow – powered by RetentionX. To easily understand the incremental impact, we recommend cloning your existing browse abandonment flow and setting up a separate one that is triggered only when the event was not already pushed by Shopify or Klaviyo. This gives you maximum transparency about the additional flows triggered by RX Identity.

To set up the flow, just follow these steps:

1. Log in to your Klaviyo account.

2. Navigate to Flows and duplicate your existing Browse Abandonment flow.

3. Rename the flow to make it easily identifiable, e.g. Browse Abandonment – RXID.
   

4. Select "Viewed Product – RetentionX" as trigger. You’ll find the trigger under Your Metrics > API (not under RetentionX).
   

5. Click on Clone Flow to duplicate the flow.
   

6. To prevent customers from entering both your default flow and the RetentionX flow, make sure to adjust the profile filters accordingly. Click on the Trigger action and add the following profile filters to ensure that the flow is only triggered for profiles not in the default flow — even if the RetentionX event is processed faster.
   

7. Make sure to adjust all dynamic content across every email and SMS message in the flow. The following placeholders are available from the “Viewed Product – RetentionX” event:

8. Preview and test your email flow to ensure the event data is being used as expected before setting your new flow live.

Measuring Performance 

Once your flow is live, RetentionX automatically imports the flow performance data so you can see exactly how your browse abandonment emails are performing.

These flows capture what you would otherwise miss — so you’re not only recovering potential revenue, but also proving the incremental value of RX Identity. By resolving more identities and triggering more flows, you unlock a scalable source of revenue from visitors that previously went unrecognized.

• Recipients

• Open rate

• Click rate

• Revenue

• Revenue per recipient

You can monitor performance over the past 7, 30, or 365 days — KPIs update automatically overnight.

Not using RetentionX yet?