Use the Browse Abandonment trigger to reengage a customer who spent time viewing a product but didn’t purchase it. A Browse Abandonment campaign activates when the customer ends their visit, is inactive for 1 hour, and satisfies trigger rules that you set. If you upload event data for the user through the Event API, the user is considered active during that event.
Select and configure this trigger type when creating a triggered campaign. For more information, see Create a Triggered Campaign.
Campaign Qualification and Eligibility
To qualify, the user must complete a ViewItem action during a visit. If you set a minimum view time threshold, then ViewItem, QuickViewItem, and ViewItemDetail each independently qualify by contributing to the user’s cumulative view time. The user must not have purchased qualifying items in the past two days, measured in UTC.
If a user views multiple items that qualify for the campaign and purchases some of those items, the user is still eligible for a Browse Abandonment campaign for the unpurchased items. To avoid this behavior, add a purchase behavior filter to the campaign. For more information, see Behavior Filters.
Before sending the campaign, Marketing Cloud Personalization checks every hour that browse abandonment is still relevant. For example, Personalization confirms that the customer hasn’t visited again.
If you add a delay to the campaign, Personalization completes eligibility checks at the time of the trigger and again after the delay is over. Personalization adds a 1-hour inactivity check after any delay you set, and the campaign launches only when that check passes. If more than one trigger event occurs during the delay period, the campaign processes the most recent event in the delay period.
You can add catalog filters and behavior filters that further refine trigger activation qualification rules. Personalization checks that the user meets any qualification rules before showing the campaign, including any campaign rules you set, such as segment membership or filters.
Configuration Options
| Option | Description |
|---|---|
| Only Trigger if Cart is Empty | Personalization sends the campaign only if the user's cart is empty. For more information about tracking a customer's cart, see Cart Abandonment Trigger. |
| User Viewed Item for at least |
Personalization sends the campaign if the user views the item for the minimum time you set. The lower you set this threshold, the more products are eligible to activate the Browse Abandonment trigger. To determine a threshold to set, look at average view times for products on your site. A Browse Abandonment campaign includes all items that meet the browse abandonment minimum threshold you set. For example, suppose a user views five products during a visit and views three of them for the minimum time you set. The campaign only includes the three products they viewed for the minimum time. You can restrict the number of items you include in the campaign if your developer adds that option to the campaign template. Personalization sorts items based on how long the user viewed each item, with the items they viewed most appearing first. Without viewing data, Personalization sorts items randomly. |
| Catalog Filters | Add filters for product average rating, price, features, or a custom field. |
| Behavior Filters | Add filters for user behavior. For example, whether the user did or didn’t favorite, add to cart, purchase, receive recommendations, or view certain products. |
| Triggered Item Frequency Limits | Override the trigger item frequency limit. Personalization ignores the limit set in catalog and profile objects. |
| Campaign Frequency Limits | Control how many times the triggered campaign activates for a profile. |