Nearly all ecommerce retailers today respond to cart abandonment in some form, but very few are responding to browse abandonment. Despite the fact that customers are window-shopping more than ever, browse abandonment campaigns are still being treated as little more than a nice-to-have – which is unfortunate, because product browsing behavior provides marketers with a window into each shopper’s desires, preferences, and intentions. Only 10% of customers will add an item to a shopping cart, so if marketers are only paying attention to cart abandonment they’ll be ignoring a huge number of potential customers.

Browsing behaviors create a huge opportunity to understand what your customers want and leverage that data to better personalize your marketing, from browse abandonment campaigns to newsletters or any other promotional or triggered message.

If you’re still not sold, consider these three points:

1. 92% of customers want personalized product recommendations as a way to encourage them to purchase.

The above statistic, courtesy of Retail Touchpoints, is just one piece of evidence showing that your customers want reassurance that you’re listening and that you care about their experience – and providing recommendations for products that are related to the specific item that they had been browsing is a great way to show your customers that you’re still thinking about their needs. Not to mention, browse abandonment campaigns that include related products can give momentum the initial interest that brought your shopper to your site in the first place. And consider showcasing an entire product category rather than one specific item, based on the category that your customer spent the most time browsing.

(If you need inspiration, take a look at a particularly impressive browse abandonment campaign we received from a catalog ecommerce retailer.)

2. The majority of customers who abandon an item do so because the total cost including shipping was too high.

According to research by the Baymard Institute, of the 67% of online shopping carts that are abandoned overall, 46% are abandoned due to high shipping charges. Though this typically refers to cart abandonment, this information can and should be leveraged within a browse abandonment campaign – because if your customer is at all price-sensitive, marketers should feel empowered to remove this point of friction as early as possible. A browse abandonment campaign is a great opportunity to provide a time-sensitive discount coupon, so you can not only acknowledge and remove this potential barrier to purchase, you can introduce a sense of urgency that encourages your customer to redeem their coupon and buy something ASAP.

3. Customers who abandon an item at browse might not be ready to purchase but still want to engage with your brand.

It’s important to understand that there’s a different mindset behind browse abandonment and cart abandonment – where cart abandonment indicates a specific intent to purchase that was halted for some reason, many customers who abandon an item at browse are truly “just browsing” and don’t yet have the same need or urgency to buy. Marketers can be sensitive to this knowledge by delivering a browse abandonment campaign including more information about the items that shoppers were looking at, to help them learn more about the products they expressed interest in and to drive further engagement and exploration. With the right kind of nurturing, marketers can use a browse abandonment campaign to turn latent curiosity into a deliberate intent to buy, and drive purchases and revenue more effectively.

Takeaway: Browse abandonment campaigns are a necessity, not a nice-to-have

It’s unfortunate that more retailers aren’t taking advantage of the opportunity to send campaigns based on their browsing behaviors.. And if marketers wait until a customer abandons an item in a cart or even makes a purchase before reaching out, they miss the chance to capture those peak moments of initial interest that are so critical to getting a brand-user relationship started off on the right foot. Browse abandonment campaigns are an absolute must-have in your marketing strategy, and have a huge impact on driving revenue, purchases, and conversions – in fact, Zaius customers are able to convert up to 6X more shopping sessions with the help of browse abandonment campaigns than without.

To learn more about how you can integrate effective browse abandonment campaigns into your current marketing strategy, visit zaius.com – or reach out to us directly at insights@zaius.com or at 877-658-2570.

Sruthi Narayanan
Sruthi is the Marketing Associate at Zaius. When she’s not writing and editing marketing content, Sruthi spends her time volunteering for a Cambridge-based arts organization, singing in a post-collegiate a cappella group, and reading novels to her cat, Monty.

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