Browse Abandonment Flows in Klaviyo: The Flow Everyone Skips (And Shouldn't)

Most brands look at their browse abandonment metrics, see a lower conversion rate than cart or checkout, and decide it's not worth the effort.

That's the wrong way to read the data.

Browse abandonment is consistently a top-5 revenue generating flow — sometimes top 3. It normally falls behind welcome, checkout, and cart abandon, but it can compete with cart. The reason: even though the per-email conversion is lower, the volume is dramatically higher. Way more people view a product than add to cart. So even with a weaker conversion rate, the total revenue hits hard.

The per-email metrics don't look impressive, which is exactly why brands deprioritize it. But total revenue from volume? That's the number that matters. We've seen browse abandon compete with cart abandon on total revenue for brands that have it set up correctly. The ones that skip it are leaving real money on the table — not because each email crushes it, but because the audience is massive.

The Flow: 2 Emails, Nothing Fancy

Trigger: Viewed Product

Flow Filters (AND logic — more on this in a second):

• Has NOT added to cart since starting this flow
• Has NOT started checkout since starting this flow
• Has NOT placed order since starting this flow

Trigger Filter: Has not placed order in the last 10 days

Re-entry: 14-21 days

That trigger filter deserves a callout. We found a client whose site abandonment flow was firing on people who had just purchased. Someone places an order, gets the "your order's shipped, check your tracking" email, clicks through to the website, and boom — site abandonment flow triggers. Same thing happens with browse abandon if you don't exclude recent purchasers. Add "has not placed order in the last 10 days" as a trigger filter, not just a flow filter. Trigger filters prevent people from entering. Flow filters skip people after they've entered. You want to stop this at the door.

Email 1: What They Were Viewing + Shipping/Policy Highlights

Send after a 1-4 hour delay. Show the specific products they viewed using Klaviyo's dynamic product blocks — the actual items, not best sellers. Pair it with friction-reducing callouts: free shipping, easy returns, whatever makes buying feel safe. This isn't a hard sell. It's a reminder.

Delay after Email 1: 2 days

Email 2: Same Products + Similar Recommendations + Reviews

They didn't bite on the first one. Expand the options. Show the same products but add similar recommendations — maybe the original wasn't quite right on color, size, or price. Add reviews on the products they viewed. Real people saying real things about items this person already showed interest in. That's more persuasive than a generic "our customers love us" block.

One more thing: link to the products, not your homepage. We've audited accounts where every CTA in the browse abandon flow points to the homepage. Your homepage is your worst converting page. You already know what they were looking at — send them back there.

Browse flow: Viewed Product → 2-hour delay → 2 emails + SMS

Trigger detail: AND filters excluding higher-intent actions

The OR vs. AND Mistake That Breaks Everything

This is the section that matters most in this entire post.

We audited a food brand whose browse abandonment flow had all the right exclusion filters — has not added to cart, has not started checkout, has not placed order. Looked correct at a glance. But the filters were connected with OR instead of AND.

Here's why that's a disaster.

With OR logic, the filter says: "if they pass any of these conditions, let them through." So someone who added to cart fails the "has not added to cart" condition — but they pass the "has not started checkout" and "has not placed order" conditions. Two out of three is enough. They get through. Now they're receiving both the browse abandon AND the cart abandon flow. Wrong message, duplicate emails, confused customer.

With AND logic, the filter says: "they have to pass all of these conditions." Added to cart? Fail. Done. Flow skips them. They get picked up by the cart abandon flow instead, which is exactly where they belong.

The rule is simple: every time you're filtering with "zero times," it needs to be AND.

The downstream mess from OR logic is ugly. This same brand had a mess of cross-flow exclusions — manually excluding people who received emails from other flows — because the OR statements meant people were leaking into the wrong flows everywhere. They were trying to patch the problem by adding more exclusions on top of broken logic. It made the account nearly impossible to audit because nobody could tell what was actually happening.

Fix the AND logic and you don't need any of that. Your filters properly exclude higher-intent actions, and each flow only catches the people it's supposed to catch. No cross-flow exclusions needed. No patching. Just clean filter logic that does its job.

Browse vs. Cart vs. Site: What's Different

Browse abandon doesn't exist in a vacuum. Here's how the three abandonment flows compare:

The re-entry windows are intentional. You get tighter on your timeframes the lower you go in the funnel because the lower you go, the higher the intent is. Someone who browsed 2 weeks ago might still be interested — they were just looking, they haven't committed to anything. Someone who abandoned checkout 2 weeks ago? They've either bought it elsewhere or moved on. That's why checkout gets a 7-day window max and browse gets 14-21 days.

Each flow level filters out every higher-intent action. If someone viewed a product, added to cart, and started checkout, they only get the checkout abandon flow. Not all three. The exclusion filters handle the prioritization — as long as you're using AND logic.

Don't Discount This Flow

One thing worth saying explicitly: do not add a discount to browse abandon.

These people haven't even added anything to cart. If you train them to expect a coupon for looking at a product page, you're creating a customer base that browses and waits. Save discounts for checkout abandon or winback, where there's real purchase intent to recover.

What to Do Next

Browse abandon is one piece of a larger flow system. If you're building this out:

• Complete Guide to Klaviyo Flows for the full flow map and how everything connects
• Abandoned Cart Flow Deep-Dive for the next flow up the intent ladder
• Flow Builder Tool to scope out which flows your brand actually needs