Abandoned cart recovery
Checkout starts that never finish, a three-email recovery sequence, and the orders it wins back.
How this funnel works
Around 70 percent of checkouts are abandoned, and a good recovery flow recovers 5 to 10 percent of them. This canvas starts at checkout start, splits completed from abandoned, and maps the recovery emails as an email source with their own UTM campaign so recovered orders are attributed to the flow and not to the original ad.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Checkout started to order (first pass) Conversion rate · Baymard and platform averages | 25% | 35% | 50% |
Abandoned to email opened Conversion rate · Klaviyo abandoned checkout flows | 35% | 45% | 60% |
Email opened to returned Conversion rate | 10% | 18% | 30% |
Returned to recovered order Conversion rate | 20% | 30% | 45% |
Recovered order value Order value · often above store average | $50 | $85 | $150 |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1Checkout start captured with the email when known
- 2Order created sent by webhook so completed checkouts are excluded
- 3Recovery emails carry utm_campaign=cart-recovery
- 4Returned-to-checkout page tracked
- 5Recovered order captured as a purchase with the discount
- 6Identify event fires on email link click so sessions merge
More ecommerce templates
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A pre-launch page collects emails and SMS numbers, then launch-day messages drive the waitlist to the product page.