Did you know there is an email sequence very similar to cart abandonment flow? One that can potentially earn as much as 30% or more of the abandon cart’s revenue?
Well, there is such a sequence. Klaviyo calls it “Add to Cart” flow. But there is a problem. It’s not working correctly in most cases. Recart and Hustler Marketing joined forces and fixed the issue so our clients can make more money. Buckle up!
The Difference between Cart Abandonment and Checkout Abandonment
The cart abandonment is triggered when you add something to the cart and then leave the website.
The cart abandonment can only trigger if the visitor is already on the email list. So they either signed up via some opt-in popup or bought before adding the item to cart.
The checkout abandonment, instead, is triggered when you start the checkout and then abandon it.
Now, the checkout abandonment can trigger even on a completely new person – as long as they fill out the email details.
Imagine this. Your e-commerce store is making 8 figures a year. Everything is going fine. You are working with Hustler Marketing, they are doing email marketing for you and they are getting really good results.
You already knew the power of emails because you have been using them as a revenue engine for years. But in the last period, you heard of a new wave coming that could be a game-changer: Messenger marketing.
In order to collect Messenger and Email subscribers at the same time, you look for an advanced popup tool like Justuno or Optimonk.
Everything looked good until you notice a significant drop in your Abandoned Cart Flow (also called Add to Cart Flow) revenue and the “Added to Cart” metric is showing less activity then it used to.
Klaviyo is showing just around 20 to 80 events per day and 1.07k total “Added to Cart” from May 12th to June 10th, while Google Analytics is tracking around 4k.
How is this possible?
You start panicking because you don’t know what caused the issue.
Then it dawns on you: your third-party pop-up app is preventing Klaviyo from tracking correctly the Added to Cart metric.
After some testing, you find out that Klaviyo is not creating the profile immediately when someone opts-in through the third party pop-up app. However, when you use Klaviyo integrated pop-ups, the issue does not occur because the profile creation is triggered immediately when they opt-in.
With the third-party pop-up, the profile is created only after an email is opened or when they trigger the Shopify webhooks by leaving the checkout page.
So you are missing out this use case flow:
- Visitor enters site
- The third-party popup appears and the visitor opts in
- Visitor enticed by the discount, adds something to cart
- Visitor abandoned the site
In this use case (happening thousands of times every single week), Klaviyo isn’t able to retarget the cart abandoners. It only can send emails after someone reaches the checkout and completes the first page correctly (and drops their email) and moves to the second page, which is when Shopify’s checkout webhooks are triggered. Here, we are already at the bottom of the funnel and most of the abandonments are going to happen before this point.
How did we solve this?
Klaviyo has a function called Identify API, which couple a unique ID alongside the email. This triggers the creation of a customer profile immediately when they opt-in. However, in many third-party pop-ups, this function is missing.
Optimonk is a pop-up app that we use for some of our clients. When we reached out to their team and explained the issue, they started testing the Identify API function also on their end and it actually worked.
Here you can see how this fix improved the “Added to Cart” events in Klaviyo.
It’s always better to use Klaviyo integrated pop-ups cause they are able to track all the Added to Cart events. But if you prefer to use a third-party pop-up app make sure that the Added to Cart event tracked in Klaviyo match the events in Google Analytics.
Now that we properly capture the Add to Cart events for email subscribers, we should be able to recover a lot more lost revenue with our Klaviyo Abandoned Cart Flow. Here’s how performance changed:
Before the fix
30-day revenue from AC flow: $311
Revenue per email subscriber: $0,21
After the fix
30-day revenue from AC flow: $6.160
Revenue per email subscriber: $0,55
Popups that support Klaviyo Identify API:
We’ll keep monitoring the coverage and update this post when an app starts supporting the Identify API.
So that’s it! Pay attention to your pop-ups and pay attention to your metrics, and revenue is bound to increase. Let us know how you liked the article in the comments. If you have a question shoot away under the comments or reach out to any of us personally.
To your success,
Soma Toth, CEO at Recart
Bostjan Belingar, CEO at Hustler Marketing
Ettore Bellò, Senior Account Manager at Hustler Marketing