Browse Abandonment Flow in Omnisend: How to Turn Browsers into Buyers

Did you know 70% of online shoppers browse products without adding anything to their cart? That’s per data from the Baymard Institute, a leading ecommerce research authority. For most store owners, that’s hundreds or thousands of potential buyers slipping away every month.

Unlike cart abandonment (where users add items to their cart but don’t check out), browse abandonment happens when someone views a product page but takes no further action. These users are already interested in your products — they just need a gentle nudge to convert.

That’s where Omnisend’s browse abandonment flow comes in. This automated workflow triggers targeted messages to users who viewed your products, reminding them of what they liked and pushing them to make a purchase. Below, we’ll break down exactly how to set it up and optimize it for maximum conversions.

What Is a Browse Abandonment Flow?

A browse abandonment flow is an automated series of messages sent to users who visit your product pages but do not add any items to their cart. It targets top-of-funnel traffic that’s already shown purchase intent by viewing specific products.

It differs from cart abandonment flows in one key way: cart flows target users who already took the step of adding an item to their cart. Browse flows capture interest earlier, before users even commit to a potential purchase.

Omnisend’s browse abandonment flow pulls real-time data from your ecommerce store to show users the exact product they viewed, making messages highly relevant and personalized.

Why Choose Omnisend for Browse Abandonment Flows?

Omnisend is built specifically for ecommerce stores, which means its browse abandonment tools are tailored to the needs of online sellers. Key benefits include:

• Automatic product tracking: No manual setup required. Once you connect your store (Shopify, WooCommerce, BigCommerce, etc.), Omnisend tracks product views automatically.
• Drag-and-drop builder: No coding skills needed. Customize your flow with pre-built templates, dynamic content blocks, and branding elements in minutes.
• Multi-channel support: Mix email, SMS, and web push notifications in a single flow to reach users on their preferred channel.
• Pre-built templates: Start with Omnisend’s proven browse abandonment templates instead of building from scratch.
• Detailed analytics: Track open rates, click-through rates, and revenue generated per flow to optimize performance over time.

Step-by-Step: Set Up Your Omnisend Browse Abandonment Flow

Ready to launch your first flow? Follow these 8 simple steps:

1. Connect your store: If you haven’t already, integrate your ecommerce platform with Omnisend. This enables automatic browse tracking.
2. Select the browse abandonment template: Go to Automations > Create New Automation > Browse Abandonment. Choose a pre-built template or start from a blank canvas.
3. Customize your trigger: Set the delay for your first message (1–2 hours after browsing is ideal). You can also add filters, like only triggering for users who viewed 2+ products.
4. Add email content: Use dynamic product blocks to automatically pull the exact product the user viewed. Add your branding, a clear CTA button, and optional incentives (like 5% off).
5. Add optional SMS/push steps: Follow up your first email with a short SMS 24 hours later, or a web push notification for users who opted in.
6. Set exclusion rules: Prevent sending messages to users who already purchased the viewed product, or who received a browse flow email in the last 7 days.
7. Test your flow: Send a test email to yourself to confirm dynamic product blocks, links, and branding render correctly.
8. Publish and monitor: Turn on the flow, then check your analytics weekly to tweak send times, content, or incentives.

5 Pro Tips to Boost Browse Abandonment Conversions

Small tweaks can make a big difference in your flow’s performance. Try these proven strategies:

• Use personalized subject lines: Include the product name or user’s first name, e.g., “Hey Sarah, you left the Wireless Headphones behind ✨”
• Add social proof: Include star ratings, customer reviews, or “12 people bought this today” to build trust.
• Keep it short: Users skim emails on mobile. Keep copy under 150 words per message, with one clear CTA.
• A/B test everything: Test subject lines, send times, and incentive offers to see what resonates with your audience.
• Limit flow length: Stick to 2–3 messages max. Sending more than 3 emails per browse session can increase unsubscribe rates.

Common Mistakes to Avoid

Steer clear of these pitfalls to keep your flow effective and user-friendly:

• Triggering too quickly: Don’t send a message 5 minutes after browsing. Give users time to consider their purchase first.
• Using generic content: Always use dynamic product blocks. Sending a generic “check out our sale” email performs far worse than product-specific messages.
• Ignoring mobile optimization: 60% of ecommerce traffic comes from mobile. Use Omnisend’s mobile-responsive templates to avoid broken layouts.
• Over-promising incentives: Offering 20% off for every browse session eats into your margins. Small, occasional incentives work better.

FAQ: Browse Abandonment Flows in Omnisend

How is browse abandonment different from cart abandonment?

Cart abandonment triggers when a user adds a product to their cart but does not check out. Browse abandonment triggers when a user views a product page but does not add it to their cart at all. Browse flows target earlier-stage purchase intent.

Do I need to manually track product views for Omnisend’s browse flow?

No. Once you integrate your ecommerce store with Omnisend, product view tracking is automatic. Omnisend pulls browse activity directly from your store’s native data, no manual tagging required.

How many messages should I include in my browse abandonment flow?

2–3 messages is the sweet spot. Send the first email 1–2 hours after browsing, a second 24 hours later, and an optional third 72 hours later with a small incentive.

Can I add SMS to my browse abandonment flow?

Yes! Omnisend lets you mix email, SMS, and web push notifications in the same automation flow. SMS has a 98% open rate, so adding a short text follow-up can boost conversions significantly.

Final Thoughts

Browse abandonment flows are one of the highest-ROI automations you can set up for your ecommerce store. They capture traffic you’re already paying for (via ads or SEO) and turn casual browsers into paying customers.

Omnisend’s user-friendly tools make it easy to launch a high-performing browse abandonment flow in under an hour, even if you have no prior automation experience. Don’t let that 70% of browsing traffic go to waste.

Internal linking ideas: Link to your existing guide on cart abandonment flows, or your Omnisend platform review post to boost on-site SEO.

Ready to get started? Sign up for Omnisend’s free plan today and launch your first browse abandonment flow in minutes. No credit card required.