Are you struggling with high cart abandonment rates? You're not alone; nearly 70% of online shopping carts are left behind! Many e-commerce brands miss potential sales due to ineffective or non-existent abandoned cart strategies. This guide will show you how to build a high-converting Klaviyo abandoned cart flow to recover lost sales and enhance customer engagement.

What is an Abandoned Cart Flow? 

An automated email or SMS sequence is triggered when a shopper adds items to their cart but does not complete the purchase. Key Benefits: Helps recover lost sales, boosts conversion rates, and improves overall customer experience.

Why Abandoned Cart Flows Matter

• Revenue Impact: Significant potential to recover lost sales.

• Engagement: Re-engage customers with personalised offers and reminders.

• Automation: Saves time by automating follow-ups and reducing manual efforts.

Top Reasons for Cart Abandonment:

1. Unexpected Costs: Additional fees such as shipping, taxes, or hidden charges can surprise customers during checkout, leading to abandonment.

2. Complicated Checkout Process: A lengthy or complex checkout procedure can frustrate users, causing them to leave without completing the purchase.

3. Mandatory Account Creation: Requiring customers to create an account before purchasing can be a barrier, especially for those seeking a quick transaction.

4. Concerns About Payment Security: Lack of trust in the website's security measures can deter customers from entering their payment information.

5. Slow Website Performance: Delays in page loading or site responsiveness can lead to customer frustration and cart abandonment.

6. Limited Payment Options: Not offering a variety of payment methods can prevent customers from completing their purchases with their preferred option.

7. Unclear Return Policies: Ambiguity regarding returns or exchanges can make customers hesitant to commit to a purchase.

   
   

Source: Baymard

The Ultimate Abandoned Cart Flow Strategy

Abandoned Cart - Prospects

Primary Goal: 

Drive higher conversion rates by turning abandoned carts into completed purchases through strategic messaging and timely

Secondary Goal: 

Showcase brand and product USPs, strengthen brand loyalty, and increase engagement through personalised messaging.

Abandoned Cart - Customers

Primary Goal

Encourage returning customers to complete their purchases by leveraging loyalty-focused messaging and showcasing related products.

Secondary Goal

Foster stronger brand loyalty by reminding customers of the value and benefits of their previous interactions and purchases with the brand.

Abandoned Cart - Customers

Building the Abandoned Cart Flow in Klaviyo 

• Setup: Create a new flow using the Abandoned Cart - Added to Cart Trigger as the template.

  
  

• Add Flow Filters: Apply filters to target only users who have added to the cart but not completed the purchase:

  • Has placed order = 0.

  • Has started checkout = 0.

  • Has not been in this flow in the last 14 days.

• Implement a Conditional Split:

  • Add a Conditional Split to separate Prospects and Customers based on whether they have placed an order before.

  • Customers who have placed an order at least once follow a different path from new prospects.

    
    

• Email Sequencing - Prospects :

  • Email #1: 4 hours after cart abandonment.

  • Email #2: 1 day after Email #1.

  • Email #3: 1 day after Email #2.

• Email Sequencing - Customers:

  • Email #1: 4 hours after cart abandonment.

  • Email #2: 1 day after Email #1.

• Content Personalisation: Use dynamic product blocks, customer-specific recommendations, and loyalty-based messaging.

  
  

Tips to Boost Abandoned Cart Sales

1. Avoid ‘one size fits all’ Abandonment (Deep Personalisation)

Description: Not all abandoned carts should be treated the same. Many brands use a standard abandonment flow, but different customers abandon carts for different reasons. A one-size-fits-all approach often leads to unnecessary discounting and lost revenue. Instead, segment and personalise your abandonment strategy based on buyer type, cart value, and purchase history.

Examples:

1. Segment Abandoned Cart Emails Based on Buyer Type

Steps in Klaviyo:

• Navigate to Flows and create a new Abandoned Cart Flow (if not set up already).

• Add a Conditional Split after the initial abandonment trigger.

  • Condition: Placed Order = 0 (to target first-time visitors).

• For first-time visitors, create two branches:

  • Branch A: Small first-purchase incentive (if necessary). Add a unique discount code block.

  • Branch B: A brand story-driven email instead of a discount. Add dynamic content showcasing your brand’s values and social proof.

2. Split Abandonment Flows by Cart Value

Steps in Klaviyo:

• In the Abandoned Cart Flow, add a Conditional Split after the cart abandonment trigger.

• Create two branches based on cart value:

  • Branch A (Under Free Shipping Threshold):

    • Add a product recommendation block to upsell related items and increase AOV.

  • Branch B (Over Free Shipping Threshold):

    • Emphasise free shipping with a text block and highlight benefits in the subject line.

3. Returning Customers: Reinforce Value & Urgency (No Discounts)

Steps in Klaviyo:

• Add a Conditional Split in the Abandoned Cart Flow with:

  • Condition: Placed Order is greater than 1 (to identify repeat customers).

• In the email for returning customers:

  • Use dynamic text to highlight limited stock (if inventory tracking is available).

  • Insert a testimonial block featuring social proof from loyal buyers.

  • Mention exclusive perks like faster shipping or extended warranties.

4. High-AOV Carts: Highlight BNPL & Perceived Value

Steps in Klaviyo:

• Add a Conditional Split based on the cart value:

  • Example: “Cart Value is greater than £200” (adjust based on your high-ticket threshold).

• In the email for high-AOV carts:

  • Add Buy Now, Pay Later (BNPL) provider logos (Klarna, Afterpay, Shop Pay Installments).

  • Use a dynamic text block to emphasize cost-per-use messaging (e.g., "Lasts 5+ Years, Costs Less Than £1/Day").

5. Loyal Customers: Offer VIP Perks Instead of Discounts

Steps in Klaviyo:

• Add a Segment Split based on loyalty status (e.g., customers who placed 3+ orders).

• For VIPs, modify the abandoned cart email to:

  • Remove discount mentions.

  • Offer early access to collections with an exclusive link.

  • Provide bonus loyalty points or invite them to a members-only sale.

2. Use Dynamic Product Feeds in Emails

Description: Leverage dynamic product feeds to display the abandoned items within your emails automatically. This not only reminds the customer of what they left behind but also enables personalised recommendations.

How to do it in Klaviyo:

• Select the 'Product Block' when building your email template.

• Connect the block to your product catalog for dynamic population.

• Choose 'Abandoned Cart' as the data source to pull relevant items.

• Preview the email to ensure the dynamic feed displays correctly.

  
  

Source: Klaviyo 

3. Activate Smart Sending to Avoid Over-Messaging

Description: Prevent customer fatigue by using Klaviyo's Smart Sending feature. If you're unsure about how it works, our Klaviyo Smart Sending: The Ultimate Guide breaks down the feature and explains how to optimise email frequency without overwhelming your customers.

How to do it in Klaviyo:

• Toggle on 'Smart Sending' when scheduling your email or SMS.

• Set a specific time frame to avoid sending too many messages (e.g., one message per 24 hours).

• Monitor smart sending metrics in Klaviyo's analytics dashboard.

• Adjust sending limits based on customer engagement and list health.

  
  

Source: Klaviyo 

4. A/B Test Email Timing and Frequency

Description: Experiment with different sending times and email frequencies to find the optimal strategy for your audience. Not sure where to start? Our guide on 10 Essential A/B Tests to Boost Email Conversions covers everything from subject line variations to send-time testing. Test whether a shorter delay (e.g., 4 hours vs. 24 hours) drives better engagement.

How to do it in Klaviyo:

• Go to 'Flows' > 'Add A/B Test'.

• Create variations for timing, subject lines, and email content.

• Define the sample size and duration of the test.

• Evaluate performance metrics like open rates, click rates, and conversion rates.

  
  

5. Add a Browser Abandonment Pre-Cart Strategy

Description: Implement a browser abandonment flow to capture high-intent users even before they add items to their cart. This can boost overall recovery rates by 10-15%.

How to do it in Klaviyo:

• Create a new flow using the 'Viewed Product' metric as a trigger.

• Set up a dynamic email showcasing the viewed product and related items.

• Include a strong call-to-action to return to the site.

• Use segmentation to target only high-intent browsers (e.g., multiple page views).

  
  

6. Offer Multiple Payment Options in the Email

Description: Highlight all available payment methods directly within your abandoned cart emails to reduce friction in the purchase process.

Source: Really Good Emails

8. Deploy a Last-Minute Exit Intent Pop-Up

Description: An exit-intent pop-up can offer an incentive (e.g., a discount or free shipping) to encourage purchase completion when a user shows signs of exiting the checkout page. If you're looking for ways to optimise your pop-ups for maximum conversions, check out our Top 8 Klaviyo Pop-Up Form Strategies.

Source: Knowband 

9. Feature Customer Reviews of Abandoned Products

Description: Adding customer reviews to your abandoned cart emails helps build trust and reduce purchase anxiety.

Source: Shopify

10. Utilise SMS as a Follow-Up to Emails

Description: Combine email and SMS strategies by sending follow-up messages via SMS if customers do not engage with your emails.

11. Add a One-Click Checkout Link

Description: Simplify the checkout process by including a one-click checkout link in your emails and SMS messages.

By implementing these advanced tactics, you can transform your abandoned cart strategy into a robust sales recovery engine, maximising both engagement and revenue.

Common Issues & Troubleshooting

Abandoned cart flows in Klaviyo can sometimes face roadblocks that hinder their effectiveness. Identifying these issues early and implementing practical solutions can significantly improve your flow’s performance and conversion rates. Below are some common issues and detailed troubleshooting steps to overcome them:

1. Low Open Rates

Issue: Your abandoned cart emails are not being opened by recipients, resulting in missed opportunities to recover lost sales.

Solution:

• Improve Subject Lines: Use attention-grabbing and personalised subject lines. If your emails aren't getting opened, check out our 8 Strategies to Boost Your Open Rates to optimise your email performance. Incorporate urgency (e.g., "Your Cart is Waiting!" or "Don't Miss Out!").

• A/B Testing: Experiment with different subject lines to find what resonates best with your audience.

• Sender Name Optimisation: Test using a friendly sender name instead of a generic brand name to increase trust.

• List Cleaning: Ensure your list is healthy by removing inactive subscribers to maintain high deliverability rates.

2. High Bounce Rates

Issue: Many of your emails are not reaching recipients, harming your sender reputation.

Solution:

• Regularly Clean Your List: Remove invalid or outdated email addresses to reduce hard bounces.

• Implement Double Opt-In: Use double opt-in methods during sign-up to ensure only valid addresses are added to your list.

• Monitor Deliverability: Use Klaviyo's analytics to track bounce rates and address issues promptly.

3. Low Click-Through Rates (CTR)

Issue: Even when emails are opened, customers are not clicking through to complete their purchase.

Solution:

• Enhance Email Design: Include dynamic product blocks that display the items left in the cart.

• Strong CTAs: Use clear and actionable call-to-action buttons, such as 'Complete Your Purchase' or 'Shop Now.' Need more tips? Our Improve Click-Through Rate Guide covers 15 proven strategies to get more clicks and drive more conversions.

• Add Product Reviews: Incorporate customer reviews and social proof to build trust and reduce purchase hesitation.

4. Cart Abandonment Flow Not Triggering

Issue: The flow is not activating when a user adds items to their cart but does not complete the purchase.

Solution:

• Check Trigger Settings: Ensure the flow is set to trigger on 'Added to Cart' or 'Started Checkout' metrics.

• Review Flow Filters: Make sure flow filters are not overly restrictive, preventing eligible users from entering the flow.

• Test the Flow: Run test scenarios in Klaviyo using sample profiles to validate the trigger and flow logic.

5. Emails Going to Spam

Issue: Emails are being flagged as spam, reducing visibility and engagement. If your emails aren’t reaching inboxes, follow our Email Deliverability Checklist to improve your sender reputation and stay out of spam folders.

Solution:

• Avoid Spam Triggers: Limit the use of spammy language (e.g., "Buy Now," "Free," or excessive capitalisation).

• Authenticate Emails: Implement SPF, DKIM, and DMARC records to improve email deliverability.

• Monitor Sender Reputation: Use tools like Google Postmaster or Klaviyo’s deliverability reports to keep an eye on your sender score.

6. Low Conversion Rates

Issue: Even if users click through your emails, they are not completing the purchase.

Solution:

• Offer Incentives: Introduce limited-time discounts or free shipping offers to encourage conversions.

• Simplify Checkout: Include a one-click checkout link directly in the email.

• Provide Multiple Payment Options: Highlight flexible payment methods to reduce friction at checkout.

7. Smart Sending Blocking Emails

Issue: Smart Sending might prevent important abandoned cart emails from being delivered.

Solution:

• Adjust Smart Sending Settings: Turn off Smart Sending for critical flows like abandoned cart sequences to ensure no message is skipped.

FAQs

1. What’s the best time to send the first abandoned cart email?

The first email should be sent within 4 hours of cart abandonment. This ensures the purchase intent is still high while avoiding frustration from an immediate reminder. A/B testing can help determine the best timing for different audiences.

2. Should I include a discount in every abandoned cart email?

Not necessarily. Discounts should be strategically placed, often reserved for later emails in the sequence to avoid conditioning customers to expect a discount every time. Instead, the first email should focus on urgency and product benefits, while a discount can be introduced in later emails if needed.

3. How can I reduce abandoned cart rates before they happen?

Preventive measures include:

• Optimising checkout (fewer steps, autofill, guest checkout).

• Displaying trust signals (secure payments, free returns, reviews).

• Offering multiple payment methods (BNPL, PayPal, Apple Pay).

• Deploying an exit-intent pop-up with a time-sensitive incentive.

4. Can abandoned cart flows work for high-ticket items?

Yes, but they may require a longer nurturing sequence. Instead of discounts, focus on customer reviews, FAQs, financing options, and social proof to address hesitation and justify the purchase.

Conclusion

Cart abandonment is one of the biggest pain points in e-commerce, costing brands billions in lost revenue. But it doesn’t have to stay that way. A well-structured abandoned cart flow in Klaviyo can turn those missed opportunities into recovered sales and repeat customers. If you're running your store on Shopify, our Shopify x Klaviyo Integration Guide walks you through a seamless automation setup to boost conversions.

By segmenting your audience, personalising messages, and optimising your email and SMS timing, you can significantly reduce drop-off rates and boost conversions.

Whether it's targeting high-intent users, offering the right incentives, or using smart automation, every step you take towards refining your strategy brings more shoppers back to complete their purchases. Now is the time to stop leaving money on the table and start turning abandoned carts into real revenue.

Key Takeaways

• Abandoned Cart Flows Recover Sales – A structured Klaviyo flow helps reclaim lost revenue by guiding customers back to checkout.

• Personalisation Boosts Conversions – Dynamic product feeds and tailored recommendations increase engagement.

• Timing is Crucial – The first 4 hours after cart abandonment have the highest recovery potential.

• Smart Targeting Increases Relevance – Use conditional splits to separate prospects from returning customers for better messaging.

• A/B Testing Optimises Performance – Experiment with subject lines, send times, and incentives to increase conversions.

• Exit-Intent Pop-Ups Reduce Drop-Off – Offering a discount or incentive when users try to leave can save the sale.

• SMS Follow-Ups Improve Response Rates – Text reminders can nudge non-responders to complete their purchase.

• One-Click Checkout Simplifies the Process – Pre-filled checkout links remove friction and increase completion rates.

Is Your Current Abandoned Cart Strategy Underperforming?

Boost sales and recovery rates with a high-converting Klaviyo abandoned cart flow. Click here for a free audit to turn missed opportunities into revenue!