Did you know there’s an email sequence very similar to the cart abandonment flow that can potentially earn as much as 30% or more of the abandoned cart’s revenue? It’s called the “Add to Cart” flow in Klaviyo. However, it doesn’t work correctly in most cases. Recart and Hustler Marketing joined forces to fix this issue, helping clients make more money.
The Difference Between Cart Abandonment and Checkout Abandonment
The cart abandonment flow triggers when someone adds an item to the cart and then leaves the website.
Cart abandonment can only trigger if the visitor is already on the email list—either through an opt-in popup or a previous purchase.
In contrast, checkout abandonment triggers when someone starts the checkout process but doesn’t complete it.
Checkout abandonment can trigger even for new visitors as long as they enter their email during checkout.
The Problem
Many e-commerce stores using third-party pop-up tools like Justuno or Optimonk face issues with Klaviyo’s tracking. The “Added to Cart” events drop significantly, affecting abandoned cart flow revenue.
Klaviyo may track only 20–80 events per day, while Google Analytics shows thousands. The culprit? Third-party pop-ups don’t trigger profile creation in Klaviyo immediately after an opt-in.
How Did We Solve This?
We used Klaviyo’s Identify API, which assigns a unique ID to trigger profile creation immediately upon opt-in. This was missing in many third-party pop-ups. After working with Optimonk, we confirmed that adding the Identify API resolved the issue.
The Results
Performance Change:
- Before the fix: $311 in 30-day revenue from the abandoned cart flow ($0.21 per subscriber).
- After the fix: $6,160 in 30-day revenue ($0.55 per subscriber).
Pop-ups Supporting Klaviyo Identify API:
- Klaviyo
- Justuno
- Optimonk
Pop-ups Without Support:
- Privy
- Wheelio
- Mailmunch
We’ll continue to monitor app compatibility with the Identify API and update accordingly. Pay attention to your pop-ups and metrics, and watch your revenue grow!
Soma Toth, CEO at Recart
Bostjan Belingar, CEO at Hustler Marketing
Ettore Bellò, Senior Account Manager at Hustler Marketing
