Webinar:

How to build PERFECT Lost Checkout/Abandoned Cart Flow

Abandoned checkouts... You know, those annoying situations where someone starts to buy something from your store, gets all the way to the checkout, and then just... stops? Our main goal with these flows is super simple: we want to close that sale and get that purchase back.

Your goal is to close the sale

A "lost checkout flow" (or abandoned cart flow, or abandoned flow – whatever you call it) is basically an automated series of emails and/or SMS messages you send to someone who was about to buy from you but didn't complete the purchase.

You already have their details and know what they wanted. These are people you might have even paid to get to your site, and they were already convinced by your offer.

The big picture: you've got one goal – recover that missed sale. There are lots of reasons people stop, like last-minute doubts, shipping issues, or payment problems. Your flow needs to figure out those common objections and address them.

The primary goal of a lost checkout flow is simple: close the sale. But to do that effectively, you need to go beyond a basic "you left something in your cart" reminder. Your flow should be a strategic sequence designed to address a customer's objections, reinforce your value proposition, and create a sense of urgency.

The first few hours are critical

The moment a customer abandons their cart, they are still in a buying mindset. Your first touchpoint should be sent quickly—within 30 minutes to 2 hours—to capitalize on this. As time passes, the customer's intent cools, and your messaging will need to adapt.

So, your very first reminder should go out within hours after someone abandons their cart. Don't wait a whole day or longer! People are still in a buying mindset and might even still have your tab open. This quick first touch makes a huge difference.

In those very first emails, add a simple question like, "Do you need help?" or "What's blocking you?".

You'll be surprised how many people will tell you exactly why they stopped, which gives you amazing insights to improve your flow even more.

Multi-channel approach

Don't limit yourself to a single channel. The most effective flows integrate both email and SMS to maximize reach and engagement. A customer might miss an email, but an SMS notification can be a powerful way to bring them back.

A proven content strategy

At the beginning, your audience is hot: be super bottom-of-the-funnel. Just remind them, "Hey, you've got something amazing in your cart. Click here to buy!" Don't re-explain everything you do or the main benefits yet.

As time goes on, the audience cools: you can start introducing more middle-of-the-funnel content. This means reminding them of the main benefits, using social proof, and even comparing your product to others.

But always address objections early: in your first couple of emails, you should tackle the biggest reasons people might hesitate. If it's shipping, explain your shipping options. If it's skepticism, bring in social proof.

So, your messaging should evolve throughout the flow:

• Early Stages (Bottom of the Funnel): Your first few messages should be direct and to the point. Remind them of the items in their cart and make it easy to complete the purchase.
• Later Stages (Middle of the Funnel): As the audience cools, shift your focus to re-engaging their interest. Remind them of your key benefits, showcase social proof like testimonials and user-generated content, and address common objections.

To discount or not to discount?

A common mistake is to offer a discount in the very first email. This can devalue your brand and train customers to abandon their carts just to get a coupon.

Don't promote a discount right away unless you're absolutely sure pricing is the main problem for your audience. If your pricing is fine, you should be able to close the sale without a discount.

Hold off on discounts for the later stages of the flow when your audience is a bit "colder." It's a great way to reactivate them.

• Delay the Discount: Unless you know for a fact that price is the main objection for your customers (as might be the case for a brand like Ridge Wallet), hold off on offering a discount until later in the sequence. Brands like AG1 and Crossnet successfully use this strategy.
• Always Pair with Urgency: When you do offer a discount, always create a sense of urgency. Phrases like "your item may go back on the shelves," "inventory is running low," or "Your 15% off code expires in 24 hours" are far more effective than an open-ended offer  (even if they're not always literally true).

Offers don't always have to be discounts; sometimes bundling products works too.

High-converting flow examples

Forget the default Shopify setup of 2-3 emails in a day or two; you're leaving money on the table.

The benchmark for good flows is at least four touchpoints over three to four days. Three is minimal, but four is better.

Best-in-class flows hit 10 touchpoints over 17 days, using multiple channels. People often need more than one or two reminders.

Here’s a sample structure:

• Touchpoint 1 (30 mins - 2 hours): A simple, direct reminder of their cart.
• Touchpoint 2: Address a common objection, like shipping or returns.
• Touchpoint 3: Showcase powerful social proof.
• Touchpoint 4: Introduce a discount with a clear deadline.
• Touchpoint 5 & 6: Create urgency with "offer expiring soon" reminders.

By implementing these proven strategies, you can turn your abandoned cart flow from a simple reminder into a powerful, automated sales recovery machine.

• ‍AG1: Their flow is amazing – 10 touchpoints over 17 days, mixing emails and SMS. They start within two hours with a very simple "here's your cart" reminder, no tricks or discounts. As time goes on, they gradually re-explain the product and add social proof. They spend a lot on this because one sale for them means a high lifetime value (subscriptions, you know).‍
• Crossnet: Their 60-day flow is great for showing off social proof and user-generated content (UGC). They don't offer a discount right away; it comes in later, after the first two emails, and always with urgency.‍
• Ridge Wallet, Momentous, Vuori: These flows are typically just three emails long, which is a bit short, honestly, but they show how to use discounts effectively if pricing is the main issue. They lead with the offer and then hammer home urgency ("inventory low," "best-sellers selling out," "last chance to claim your cart"). A common mistake here is a generic subject line like "You left something behind" – way too common.

So, if you're building or improving your lost checkout flow, think about these pieces: channels, timing, length, addressing objections, and smart use of offers. The best ones are multi-channel, start quick with simple reminders, and then progress to address objections and offer incentives as needed.