Foundation · 2 min
What you need to know
What is browse abandonment?
Browse abandonment occurs when an identifiable shopper shows meaningful product interest but leaves without adding to cart or purchasing.
Browse abandonment vs cart abandonment: what’s the difference?
Browse abandonment stops before cart creation; cart abandonment begins after products are placed in a cart. The second signal usually shows stronger intent.
Should merchants send browse-abandonment emails?
Send browse-abandonment email only when the shopper is identified, has the required permission and shows meaningful interest. A single accidental page view is too weak a reason to follow someone with marketing.
When should a browse-abandonment message be sent?
Send only after enough time has passed to show the browsing session ended, but while the interest may still be relevant. Test the delay by product and stop the message if the customer adds to cart or purchases.
Which products should appear in browse-abandonment messages?
Show the product that received meaningful attention and, where useful, a small number of compatible alternatives. Exclude unavailable, restricted, purchased or substantially changed items.
When should browse abandonment not trigger a message?
Do not trigger the message for anonymous or unpermitted visitors, weak visits, recent purchasers, unavailable products or customers already receiving a higher-priority flow. Suppression should be checked again immediately before sending.
A quick store check
Test anonymous, unsubscribed, purchased, out-of-stock and single-page-view cases before activating the flow.
Foundation · 2 min
Frequently asked questions
Can browse abandonment work for anonymous visitors?
Not as direct marketing unless the visitor can be lawfully identified and contacted. On-site personalization is a separate decision.
Should the message include a discount?
Not by default. First test a useful reminder or product information and measure incremental profit before adding an incentive.