The 6 biggest abandoned cart mistakes (& how to fix them)
An abandoned cart flow is one of the core four email flows every ecommerce brand should have set up in Klaviyo.
Handling email for multiple 7-figure brands means we’ve seen and had a proper nosey round a lot of Klaviyo accounts. One of the biggest issues we see? The abandoned cart flow underperforming (tragic).
This flow should be one of your top revenue drivers. If it's not, there’s usually a few obvious reasons why.
Here’s six issues we see time and time again.
TL;DR
Is your set up right? An abandoned cart is not an abandoned checkout.
If your flow is too short, you’re missing a trick.
If your emails are overcomplicated, you’re slowing people down.
The brands getting this right keep it simple, follow up properly and remove friction at every step.
Mistake 1: The setup is wrong
Most brands think they’ve got an abandoned cart flow sorted but what they actually have is a checkout abandon flow. That means the customer has to add to cart, start checkout, then leave to enter the flow.
What about everyone who added to cart and dropped off earlier? That’s a huge pool of high-intent traffic not being targeted.
Basically, you need both. An add-to-cart flow (captures early intent) and a checkout flow (closes the sale). Anything less and you’re leaving easy wins behind.
Mistake 2: The flow is too short
New flash! One email isn’t enough. It might have been years ago but have you seen the current state of people’s attention spans?
People don’t always buy instantly. And rarely on the first reminder. They browse, compare, get distracted, forget and come back later. And probs do this cycle uite a few times. It’s all about getting the right balance and timing matters. If you stop following up too soon, you’ll lose the customer. It’s that simple.
Of course this is brand dependent but better set up typically looks like 3-4 emails spread across seven days. They shouldn’t be aggressive but they should be consistent. It’s all about keeping your brand visible while they decide.
Mistake 3: The emails are over-explaining
At this stage of the game, if a customer is on your site and has already chosen the product, the intention is high. They don’t need a full sales pitch again, you just need to answer the most common objects which is what will have made them drop off in the first place.
Remember, every email should have one main aim. The number one aim of an abandoned cart email is to get customers back to where they dropped off. Nothing more. The more you add, the more friction you create.
Keep abandoned cart emails super focused. Show the product clearly, add social proof, answer any final doubts (shipping, returns, etc.) That’s honestly all it needs to be.
Mistake 4: The CTAs are hard to find
If someone has to scroll to complete their purchase, you’ve made it harder than it needs to be. And reminder of attention spans! People won’t bother, they’ll just drop off.
Abandon cart emails should feel effortless. Open → see product → click → purchase. This flow only works if your CTAs are obvious. We’re talking at least 3 in an email and always include one at the top above the fold. Make it ridiculously easy to click.
Mistake 5: You’re not showing what they left behind
You’d be surprised how many brands miss this. This is not a time to rely on memory, this is a time to use dynamic cart blocks in an email to jog the customer’s memory.
People forget quickly, especially when they’re browsing multiple sites. Show them exactly what they left behind in the email because this reconnects the intent instantly and makes the decision easier. This is one of the simplest ways to seriously boost abandon cart email performance.
Mistake 6: Smart sending is switched on
This is a biggie that silently kills conversions. Klaviyo’s smart sending can block emails if someone’s already received another message that day.
If someone abandons their cart, that email needs to land - immediately. We don’t want it to be skipped because they received a campaign earlier that day. Abandonment flows are high intent so they should always take priority.
What this actually means for your brand
Abandoned cart flows aren't a “nice to have”. They’re one of the fastest ways to recover lost revenue and an essential flow we recommend every single ecommerce brand invests in.
If the set up is right, the flow is the right length and you’re including all the right info, the results compound quickly. Trust us.
Need some Abandon Cart flow help?
If your abandoned cart flow isn’t doing what it should, there’s a reason. That’s what we’re here for. We’ll find the gaps, fix the setup and get it converting properly in no time.