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Walkthrough: Creating an abandoned cart automation

Sometimes, a customer might abandon their shopping cart and leave your website without making a purchase. 67.45%of online shopping carts get abandoned before a sale is completed, while 56% of those carts get abandoned due to high delivery charges.

By creating an abandoned cart automation, you can quickly send an email message encouraging them to return to your website and complete their purchase.

You must connect your account in our platform to your website to let Moosend identify your customers when they visit your website and set up an abandoned cart automation.

You can set all the information regarding your abandoned cart automation through the steps described below: 

  • Step 1: Name the automation workflow
  • Step 2: Select an appropriate trigger
  • Step 3: Give the customer time to browse your website and complete their purchase
  • Step 4: Check if a purchase was made
  • Step 5: Send an email to the correct group of customers

Α. Name the automation workflow

To name the automation workflow:

  1. Create a new custom automation workflow.
  2. On the Automations page, in the left pane, click Edit.
  3. In the New automation field, enter a name for your automation and click Save.

B. Select an appropriate trigger

To select an appropriate trigger:

  1. Click Select your trigger. The Select a Trigger dialog appears.welcome_email_automation_1.png

    The Select a Trigger dialog contains a list of the different trigger types and the triggers for each type. The trigger types are:

    • All
    • Email Engagement
    • List Engagement
    • Profile Management
    • Scheduling
    • Website Engagement
    • Lead Generation
  2. Click Website Engagement and the list of triggers related to website activities is displayed.abandoned_cart_automation_new_2.png
  3. Click the arrow beside the When someone adds any product to their cart trigger.abandoned_cart_automation_3.png

  4. In the dialog that appears, in the Trigger only once? field select the No - Trigger every time someone adds a product option.abandoned_cart_automation_4.png
    You want your abandoned cart automation to get triggered every time a user drops items in their cart, not just the first time.
  5. In the Website field, specify the websites that you want the automation to be triggered on, and then, click Save.
    abandoned_cart_automation_5.png

C. Give the customer time to browse your website and complete the purchase

Every time a customer adds an item to their cart, the automation sequence is initiated. However, there is no point in sending an email message immediately; you must give the customer time to browse your website, add more items to their cart, and complete their purchase.

To specify the amount of time a customer has to complete their purchase:

  1. Click + below the trigger to add steps to your automation workflow.abandoned_cart_automation_6.png
  2. In the Select action dialog, click Conditional/Control Steps.
  3. Click the arrow beside the Wait a specific time interval action.abandoned_cart_automation_7.png
  4. In the Wait a specific time interval dialog, specify the amount of time you expect the customer to need in minutes, hours, days, or months.
    abandoned_cart_automation_8.png
    Note: 45 - 60 minutes is probably the optimum waiting time. This gives customers enough time to browse your site for other items and move forward with the purchase. If they have not purchased anything by then, they might need a reminder.
  5. Click Save.

D. Check if a purchase was made

Now that your customers have had time to buy the items they added to their cart, you can split them up, based on whether they purchased any items or not.

To check if a purchase was made:

  1. On the Automations page, click the + symbol below the Wait control step.abandoned_cart_automation_10.png
  2. In the Select action dialog, click Conditional/Control steps and then click Filter (If condition/Else).
    abandoned_cart_automation_11.png
  3. In the Filter (If condition / Else) dialog, in the Apply this set of filters to field, select the mailing list that this set of filters applies to. abandoned_cart_automation_12.png
  4. Click Add a condition.abandoned_cart_automation_13.png
  5. In the first drop-down field, select the Purchased a Product option.abandoned_cart_automation_14.png
  6. In the second drop-down field, select the is false option. 
    In the abandoned cart automation, you are only interested in the customers who did not make a purchase.

    abandoned_cart_automation_15.png
  7. If you want to know if the customer did not purchase a particular product: In the third drop-down field, enter the product code. If you are interested in every product, leave the third drop-down field.
  8. On the right side of the Filter (if condition/Else) dialog, click the time symbol.abandoned_cart_automation_16.png
    You now have extra options to help you define a time span for the condition to take place.
  9. Set an appropriate time span, for example, 45 minutes, and then click Save.abandoned_cart_automation_17.png

  10. Click Save.
    Your filter is ready and separates customers into two groups: those who bought something during the time period, and those who did not, by asking the question Did the customer make a purchase in the last XX minutes, yes or no?

E. Send an email to the correct group of customers

Now you must set up the email message and specify that it is only sent to the customers who did not complete a purchase in the time span you specified. 

To send an email to the correct group of customers:

  1. On the Automations page, click the + symbol below the Yes condition.abandoned_cart_automation_19.png
  2. In the Select action dialog, click Actions.abandoned_cart_automation_new_20.png
  3. Click the arrow beside the Then send email campaign action.abandoned_cart_automation_21.png
  4. In the Then send email campaign dialog, enter all the appropriate values.
    • Subject line - The title of the email message.
    • "From" name - The address that the email message is sent from.
    • Add the content that suits you - Create a new email content or select one from an existing campaign.
    • Emails per day - The number of email messages sent by this action every day.abandoned_cart_automation_new_22.png
  5. Click Save. You have now created a simple abandoned cart automation. You can go back and add more steps or do things differently if you want to. For instance, you can choose to send a discount as a thank you to the people who purchased a product by adding an action under the Yes side of your condition.

    Our ready-made automation recipes contain an abandoned cart automation that you can use for inspiration.

  6. To activate the automation, in the My Automation Workflows list, set the toggle switch to Active.abandoned_cart_automation_27.png