Next-Level Retargeting: How to Trigger Email/SMS Flows Based on Pre-Checkout Behavior; Not Abandonment

Ecommerce brands often wait for cart abandonment to start retargeting; but the smartest ones jump in sooner. Shoppers don’t just abandon carts out of nowhere; they pause; compare; and rethink. This moment, called “decision friction,” is a goldmine for boosting conversions. Why wait for them to leave when you can act while they’re still interested?

Table of Contents

• Why Pre-Checkout Signals Beat Abandonment

• How to Spot Buyer Intent Early

• Sync Behavior Data with Klaviyo or Postscript

• Email/SMS Flows to Convert Warm Shoppers

• Keep It Google-Friendly for Best Results

• Conclusion

• FAQs

• Bonus for Paid Subscribers

Why Pre-Checkout Signals Beat Abandonment

Waiting for abandonment means you’re already behind. The shopper has left, and you’re playing catch-up. But pre-checkout behaviors, like hovering over a “Buy” button, visiting a product page five times in two days, or scrolling for three minutes, show interest while they’re still on your site.

Acting on these signals lets you step in while their interest is fresh. A 2024 Shopify study found that engaging shoppers during decision-making can lift conversions by 15%. A case in point, a jewelry store targeting gift buyers noticed that shoppers who revisited a product page multiple times were 20% more likely to buy if nudged with a timely email. Catching them early gives you the upper hand, and it reduces the risk of losing them to competitors or distractions.

Pre-Checkout Behavior Signals
Act early to catch shoppers at peak interest.

How to Spot Buyer Intent Early

You can predict who’s likely to buy by tracking key behaviors. Here are three metrics that show purchase intent:

• Hover Depth: Are they lingering over “Add to Cart” or zooming in on product images? A long hover on buttons shows they’re thinking hard.

• Revisit Frequency: Coming back to the same item 3–5 times in 24 hours? They’re close to deciding.

• Dwell Time: Spending over 90 seconds on a product page often means they’re weighing their options.

Imagine this scenario: A fitness gear store found that customers who zoomed into product images and hovered over the “Add to Cart” button for 6 seconds were 25% more likely to complete a purchase. By scoring these actions, you can rank shoppers based on their likelihood to buy before they leave.

Use tools like Hotjar to track these behaviors and start building your scoring system. You can also add metrics like clicks on related products or time spent in the reviews section to make your scoring even more precise.

Buyer Intent Metrics
These metrics show who’s ready to buy.

Sync Behavior Data with Klaviyo or Postscript

Shopify’s Customer Events API lets you send these behaviors straight to tools like Klaviyo or Postscript for real-time action.

Here’s a code snippet to track hover intent:

js

fetch('/apps/customer_events'; {
  method: 'POST';
  body: JSON.stringify({
    event: 'hover_cta';
    customer_id: SHOPIFY_CUSTOMER_ID;
    metadata: { product_id: '12345'; dwell_time: 16000 }
  })
})

This sends data to your email or SMS platform. Set triggers; like 3+ revisits or 90+ seconds on a page; to start specific flows. Picture this: A beauty store set up a trigger for users who revisited a skincare product twice in 12 hours and spent 120 seconds on the page; resulting in a 10% increase in conversions after sending a targeted SMS. Test your setup with a small group to ensure it works smoothly, and monitor initial results in Klaviyo to adjust thresholds if needed.

Shopify API Sync
Sync data to trigger timely flows.

Email/SMS Flows to Convert Warm Shoppers

Once you’ve scored shoppers; use these flows to nudge them toward buying:

• Gift Reminder Sequence: If they revisit a product 3+ times in 2 days; send a message framing it as a gift idea with a time limit; like “Perfect for gifting—sale ends soon!” A pet store used this for a dog toy revisited four times; sending an email with “Great gift for your pup—24 hours left!”; which converted 18% of recipients.

• Deadline Nudge Flow: For long dwell times and revisits, send a note like “Still deciding? Last day for 2-day shipping!” A tech gadget store sent this SMS to users with 150+ seconds on a product page; seeing a 12% conversion boost.

• 1-on-1 Invite Flow: For pricey items with high hover and revisit scores, offer a concierge chat: “Need help picking the right fit? Reply to connect with an expert.” A furniture store used this for a $500 chair; converting 15% of high-intent shoppers who replied.

These flows work because they match the shopper’s mindset. A 2024 Klaviyo report says relevant emails can boost open rates by 30%. Track your flow performance in Klaviyo or Postscript to see what converts best; and experiment with timing; like sending SMS within 2 hours of a revisit.

Warm Intent Flow Examples
Targeted flows convert hesitant shoppers.

Keep It Google-Friendly for Best Results

To stay compliant and effective; follow these rules:

• Avoid aggressive popups based on time; use behavior triggers instead.

• Keep events first-party and GDPR-compliant to protect user data.

• Focus on relevant emails to improve engagement; better engagement means better deliverability.

This method also keeps your site fast; supporting Core Web Vitals. A clothing store implementing this saw their page load time drop by 0.8 seconds; improving their Google Search Console metrics. Use Google Search Console to monitor your site’s performance and ensure it aligns with SEO standards. Also, check Lighthouse scores to confirm your site speed stays under three seconds.

Google-Friendly Tactics
Stay compliant while boosting conversions.

To Summarize

Retargeting doesn’t have to wait for abandonment. By scoring pre-checkout behaviors and triggering timely email or SMS flows; you can convert more shoppers in 2025. Subscribe to Bowtied Parrotfish for more ecommerce strategies and our subscriber bonus below.

FAQs

Q: What is pre-checkout behavior?
A: It’s actions like hovering; revisiting; or dwelling on a page that show buying intent.

Q: Why is pre-checkout better than abandonment?
A: You catch shoppers while they’re still engaged; not after they leave.

Q: How do I track pre-checkout signals?
A: Use metrics like hover depth; revisit frequency; and dwell time with tools like Hotjar.

Q: Can I use Shopify for this?
A: Yes; Shopify’s Customer Events API syncs data to Klaviyo or Postscript.

Q: What flows work best?
A: Try gift reminders; deadline nudges; or concierge invites for high-intent shoppers.

Q: How does this help with SEO?
A: It avoids heavy scripts; keeping your site fast for better Core Web Vitals.

Q: How do I ensure compliance?
A: Use first-party data and follow GDPR rules for privacy.

Q: How often should I test my flows?
A: Check weekly in Klaviyo or Postscript to optimize performance.

Q: Can small stores use this strategy?
A: Yes; it works for any store size.

Bonus for Paid Subscribers

Bowtied Parrotfish paid subscribers get access to these tools to launch pre-checkout retargeting fast:

• Customer Scoring Model for Shopify + Klaviyo: