Every online store faces the same frustrating problem—customers add items to their cart, reach checkout, and then leave without completing the purchase. This isn’t just a missed sale—it’s lost revenue sitting in an abandoned checkout.

The good news? A well-optimised Klaviyo Abandoned Checkout Flow can recover lost revenue, increase conversions, and turn hesitant shoppers into buyers. In this guide, we’ll walk you through how to set up, optimise, and fine-tune your abandoned checkout flow using advanced tactics.

Why Checkout Abandonment is a Major Revenue Leak

Abandoned checkouts occur when a customer starts the checkout process but doesn’t complete the order. Unlike abandoned carts—where customers leave before clicking “checkout”—these users have already expressed high purchase intent.

Key Benefits of an Optimised Abandoned Checkout Flow:

• Recover lost revenue by reminding customers to complete their purchases.

• Improve customer experience with helpful follow-ups and incentives.

• Increase conversion rates with targeted email and SMS sequences.

• Reduce ad spending by nurturing potential buyers instead of reacquiring them.

Abandoned Cart vs. Abandoned Checkout: What’s the Difference?

Why Checkout Abandonment Requires a More Urgent Strategy: These customers have already made a purchase decision but need a final push to complete it. Timing, personalisation, and urgency make a massive difference in recovering these lost sales.

Further Reading: Klaviyo’s SMS Abandoned Cart: The Ultimate Guide (2024) (Use SMS to recover more abandoned checkouts faster!)

The Ultimate Abandoned Checkout Flow Strategy

Abandoned Checkout - Prospects (New Shoppers)

Primary Goal: 

Convert hesitant first-time buyers into customers by addressing their doubts and providing a seamless checkout experience. 

Secondary Goal: 

Reduce friction and build trust with social proof, incentives, and reassurance about your brand’s reliability. Including customer testimonials, secure payment badges, and a limited-time discount can create urgency and eliminate hesitation, increasing the chances of conversion.

Abandoned Checkout - Customers (Returning Buyers)

Primary Goal: 

Increase your repeat purchase rate by reminding returning buyers why they loved your brand in the first place. 

Secondary Goal: 

Offer VIP perks, loyalty rewards, or cross-sell recommendations to maximise order value. By recognizing their loyalty and suggesting complementary products, you not only boost their customer experience but also increase AOV, making every abandoned checkout an opportunity for a higher-value sale.

How to Set Up a Klaviyo Abandoned Checkout Flow (Step-by-Step)Creating the Flow in Klaviyo

1. Create the Flow

• Go to Flows > Create Flow.

• Search Abandoned Cart, select Abandoned Cart Reminder (Email & SMS) (triggers on "Checkout Started" events).

  
  

2. Add Flow Filters

• Click the Trigger Block > Flow Filters > Add a Flow Filter.

• Set:

  • Has placed order zero times since starting this flow.

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

    
    

3. Conditional Split: Customers vs. Prospects

Add a Conditional Split to segment Customers (past buyers) and Prospects (new shoppers). Understanding how to set up Klaviyo Conditional Splits will ensure your checkout recovery flow delivers personalised messaging that increases conversions.

• Condition: Placed Order > At least once > Overall time

• Customers: Use reminders and product recommendations.

• Prospects: Drive urgency with social proof or discounts.

  
  

4. Content Personalisation

Leverage dynamic product blocks, customer-specific recommendations, and loyalty-based messaging to tailor emails for higher engagement and conversions.

Source: Klaviyo 

Abandoned Checkout Personalisation: Maximising Conversions with Smart Segmentation

Personalisation in your Abandoned Checkout Flow is key to increasing conversions. By segmenting customers dynamically within the flow, you can tailor messaging, incentives, and urgency levels based on their behaviours and purchase patterns. Below are some of the most effective conditional splits you can implement.

1. Cart Value-Based Splits

Why? Tailor messaging based on total cart value to encourage conversions.

Strategies to Implement:

• High-Value Cart (£100+) → Offer a VIP incentive such as free express shipping or a small freebie.

• Mid-Range Cart (£40-99) → Highlight best value bundles or social proof to reinforce purchase confidence.

• Low-Value Cart (<£40) → Focus on urgency-driven messaging like "Selling fast – don’t miss out!" instead of discounting.

  
  

Source: Klaviyo 

2. New vs Returning Customers

Why? A new buyer needs different messaging from a loyal repeat customer.

Strategies to Implement:

• New Prospects → Educate on USPs, offer a first-purchase incentive, and address objections.

• Returning Customers → Focus on brand loyalty messaging and suggest cross-selling products based on past purchases.

Example: "You loved [Previous Purchase], now complete your collection with [Recommended Product]."

3. Bestseller-Led Conditional Flow

Why? If the abandoned product is a bestseller, lean on social proof and urgency to drive conversions.

Strategies to Implement:

• Bestselling Products in Cart → Reinforce FOMO with messaging like "10,000+ sold – almost gone!"

• Niche/Low-Stock Items → Highlight exclusivity with "Limited stock – act fast!"

  
  

4. Category-Based Abandonment

Why? Different product categories need tailored messaging.

Strategies to Implement:

• Luxury/High-AOV Items → Emphasise quality, longevity, and financing options.

• Fast-Moving Essentials → Push urgency with "Restock before it’s gone!"

• Seasonal Products → Reinforce timing, such as "Your winter must-have is waiting."

  
  

Source: Klaviyo 

5. Loyalty Program Members vs Non-Members

Why? Reward loyalty while nudging non-members to join. 

Strategies to Implement:

• Existing Loyalty Members → Highlight points earned and exclusive perks.

• Non-Members → Promote "Join now for exclusive discounts and perks."

  
  

Source: Klaviyo 

6 Advanced Strategies to Boost Klaviyo Checkout Recovery

1. Multi-Channel Retargeting (Email + SMS + Ads + Push)

Most checkout recovery emails go unopened—expand your reach with a multi-channel approach.

• SMS Follow-Up: If email is ignored, a text within 3 hours boosts conversions by 47%.

• Retargeting Ads: Sync checkout abandoners with Facebook & Google Ads to keep your brand top-of-mind.

• Push Notifications: A timely "Your cart is waiting!" nudge can recover sales instantly.

2. Create Urgency with Timers & Expiring Offers

Shoppers delay checkout with the intent to return—but often forget.

• Countdown Timers: Adding one in emails or at checkout lifts conversions by 14%. Our Countdown Timers for Email: The Ultimate Guide shows how to create high-converting urgency in your Klaviyo flows.

• Stock Scarcity Alerts: Messages like “Only 3 left!” or “Cart expires in 30 mins!” push action.

• Expiring Discounts: A limited-time offer like “10% off for 24 hours” drives urgency.

3. AI-Powered Personalisation & Dynamic Content

Generic follow-ups don’t work—customise emails based on real user behavior.

• Real-Time Pricing & Availability: Show abandoned items with updated details.

• Behaviour-Based Messaging: Adjust content based on browsing history or past purchases.

• Product Blocks: Recommend related items or bestsellers to increase AOV.

4. Exit-Intent Popups for Checkout Drop-Offs

Stop losing shoppers who leave before paying.

• Live Chat Assistance: Solve last-minute doubts on shipping or payment.

• One-Click Cart Save: Let users email their cart for easy access later.

• Real-Time Offers: “Wait! Get 10% off now” popups can recover hesitant buyers.

5. AI-Optimised Send Time & Frequency

The right timing makes or breaks checkout recovery. Learning the Best Time to Send Email Newsletters can help you optimise your abandoned checkout flow to hit inboxes when customers are most likely to engage.

• Smart Send Times: Klaviyo AI sends emails when users are most likely to convert.

• Optimised Sequences:

  • 1 hour after abandonment: Reminder email

  • 24 hours later: Urgency email with discount

  • 48 hours later: Last-call + alternative product suggestions

6. Loyalty-Based Recovery for Returning Customers

Repeat buyers are easier to convert—tailor recovery emails for them.

• VIP Perks: Free shipping, exclusive discounts, or early access rewards.

• Points-Based Incentives: Show how completing checkout earns bonus rewards.

• Personalised Messaging: Highlight past purchases to reinforce the need to reorder.

Common Setup Mistakes & How to Fix Them

Small setup errors can cost you lost sales. Ensure your Klaviyo flow is optimised by fixing these common issues—misconfigured triggers, poor timing, and audience overlap—to maximise recovery and ROI.

Measuring Your Checkout Recovery Flow

A well-structured Klaviyo Abandoned Checkout Flow is only as effective as its performance tracking and continuous optimisation. Monitoring key metrics can significantly improve recovery rates, ensuring you maximise lost revenue.

Key Metrics to Track

Tracking the right metrics helps you understand how well your abandoned checkout flow is performing and where improvements are needed. Here are the most critical metrics to monitor:

• Conversion Rate – The percentage of abandoned checkouts that result in a completed purchase after receiving an email or SMS.

• Open Rate – Measures how many recipients open your abandoned checkout emails, indicating subject line effectiveness.

• Click-Through Rate (CTR) – The percentage of email recipients who click on a link within the email, showing engagement levels. If your checkout recovery emails aren’t getting clicks, our guide on 15 Actionable Strategies to Improve Click-Through Rate can help refine your messaging and design.

• Return on Investment (ROI) – Tracks how much revenue your checkout recovery flow generates versus its cost.

• Average Order Value (AOV) – The average spend per recovered checkout, which helps assess the impact of incentives or upsells.

FAQs: Common Questions About Abandoned Checkout Flows

1. How many emails should my abandoned checkout flow have?

•  A standard flow includes 2-4 emails: a reminder, a follow-up with urgency, a discount (if applicable), and a final call to action.

2. Should I include discounts in my abandoned checkout emails?

•  Not always—start with social proof and urgency. Discounts can be effective for first-time buyers but may train repeat customers to wait for offers.

3. How long should I wait before sending the first abandoned checkout email?

•  The best practice is to send the first email within 1 hour, followed by additional reminders at 24 and 48 hours.

4. Can SMS improve my abandoned checkout recovery?

•  Yes! SMS follow-ups within 3 hours of abandonment can significantly increase recovery rates, especially when paired with email.

5. How do I ensure my checkout recovery emails don’t land in spam?

• Maintain good email list hygiene, personalise subject lines, avoid excessive images, and monitor your sender reputation with Klaviyo’s deliverability tools. Our Email Deliverability: Step-by-Step Checklist to Stay Out of Spam offers a practical guide to keeping your emails out of spam folders.

6. Can I retarget abandoned checkouts outside of email?

•  Yes! Use Facebook and Google retargeting ads, push notifications, and exit-intent popups to bring shoppers back.

Conclusion

Abandoned checkouts are a major revenue leak, but a well-optimised Klaviyo flow can recover a significant portion of lost sales. By leveraging smart segmentation, AI-powered personalisation, and urgency-driven tactics, you can nudge hesitant shoppers into completing their purchases. 

Whether through multi-channel retargeting, loyalty-based incentives, or optimised email timing, these strategies ensure you convert more visitors into paying customers—without wasting ad spend on reacquiring lost buyers. 

Instead of letting revenue slip away, take action today to fine-tune your checkout recovery flow and maximise every potential sale.

Key Takeaways:

• Abandoned checkouts differ from abandoned carts—they indicate higher purchase intent.

• Timing is critical—send the first recovery email within 1 hour.

• Multi-channel retargeting (email, SMS, ads, push notifications) increases conversions.

• Use urgency triggers—countdown timers, stock alerts, and expiring discounts work well. 

• AI-powered personalisation improves engagement and conversion rates.

• Exit-intent popups can capture hesitant buyers before they leave.

• Loyalty-based incentives encourage repeat purchases and increase AOV. 

• Monitor key metrics (conversion rate, open rate, ROI) to refine your strategy.

Tired of high checkout abandonment?

Find out the key reasons and how to fix them with targeted emails & SMS. Click here for a free audit and start recovering more sales today!