Browse abandonment campaign
Note
The terms audiences and segments are interchangeable. Optimizely has updated all segments to audiences on the Audiences page and is updating the UI on other pages. See Understand audiences to get information on audiences.
A browse abandonment campaign in Optimizely Data Platform (ODP) engages customers midway through the purchase funnel, bringing them back into the purchasing cycle and encouraging them to convert.
Example use case
If a customer checks an item but does not add it to their cart, you can remind and persuade them to purchase. You can bring them back to your site even if they do not purchase. The likelihood of a purchase increases the longer they engage with your website.
Configure the campaign
Note
Email and SMS channels are legacy features and not offered to new customers.
Use ODP's ecommerce integrations to create campaigns using the browse abandonment recipe. If you do not have the integrations, you must create the recipes.
Use a recipe
- Go to Activations > Overview > Create New Campaign.
- Select Behavioral.
- Select Browse Abandonment if integrated with a third-party app.
- Configure the campaign's Enrollment and Touchpoints. You must customize the touchpoints, including the design, content, and sender profile.
- Click Save and Go Live when ready to send the campaigns.
Create from scratch
To create a recipe, configure the campaign's Behavior:
- Go to Data Setup > Behaviors.
- Click New Behavior.
- Enter a name for the behavior.
- Add the desired steps:
- The customer viewed the product details at least once within the last seven days. The step syntax is "Everyone who matched Product Detail View at least 1 time in the last 7 days."
- The customer did not add the product to the cart. The step syntax is "and then did not match Product Add to Cart linked to Step 1 with same Product > Product Parent ID for all time."
- The customer did not order the product. The step syntax is "and then did not match Order at least 1 time for all time."
- Click Save.
After you create the behavior, create the Browse Abandonment campaign:
- Go to Activations > Overview > Create New Campaign.
- Select Behavioral > Create From Scratch.
- Expand Enrollment and click Create New Segment.
- Add Customers who have done something, the browse abandonment behavior, and a timeframe in the audience expression.
- Expand Enrollment Rules and enable constraints to refine your audience and include customers who did not match the campaign in the previous week.
- Expand Touchpoints to edit the campaign's content and include your brand's logo, Header, Footer, and a Dynamic Grid. In the grid, select the browse abandonment behavior as the Source and set a Timeframe. To ensure products display according to your expectations, set the Minimum Columns Per Row field to 1 in the Dynamic Grid.
- Click Save.
- Create additional touchpoints to urge customers to buy products without overwhelming them, like providing additional product information or time-sensitive discounts.
- Preview and Test the campaign.
- Click Go Live when the campaign is ready.
Preview and test the campaign
Note
You must have the PII Viewer role to preview and test a campaign.
Preview the campaign
- Click Preview.
- Enter the email address or customer ID of someone in the campaign's reachable audience to preview their version of the content.
- Click Preview.
Test the campaign
- Click Test.
- Enter recipients (separated by commas) of the test email in the Recipient Email Address.
- Expand Render Template with Customer (Optional) and search for the email address or name of someone in the campaign's reachable audience to preview their version of the content. Leave the field blank to preview the email as an unspecified customer.
- Click Send.
Go Live
- Select the campaign's name from the breadcrumb trail.
- Click Save to ensure all touchpoints are updated.
- Click Go Live.
