Abandoned Browse Sequences

Abandoned browse sequences are a form of behavioural-triggered marketing automation used to re-engage shoppers who have viewed products on an eCommerce site but left without adding anything to their cart.

Unlike abandoned cart sequences that target shoppers further down the funnel, browse abandonment focuses on earlier-stage interest, giving retailers the chance to nurture intent before it fades. These sequences typically include targeted emails or messages based on the products a customer viewed, paired with personalisation such as dynamic images, pricing, reviews, or related items.

In eCommerce, this strategy is essential because it taps into warm traffic—visitors who have already demonstrated interest—and brings them back into the purchase path with relevant prompts.

It also provides valuable data on shopper behaviour, helping brands identify what categories or products attract attention but don’t convert. Using tools like Klevu or integrated marketing automation platforms, eCommerce businesses can build intelligent, timely sequences that respect the user’s intent while subtly encouraging return visits.

When well-executed, abandoned browse sequences contribute to improved conversion rates, lower customer acquisition costs, and a more efficient, customer-centric marketing approach that strengthens brand recall and purchasing confidence.