Most brands set up their Browse Abandon emails, give themselves a pat on the back, and then… walk away. 👋 They treat email flows like furniture—once it’s in place, it’s done.

Meanwhile, the website gets all the love. Constant tweaks, redesigns, experiments. Why? Because they see it every day. But those emails? Out of sight, out of mind. Until they become so stale that they’re practically invisible to the customer, too. 👎️

This is where email flow CRO (conversion rate optimization) comes in. In just one test for Hey Bud, we took a stagnant Browse Abandon email and gave it new life. The result? An additional $12,446 in annual revenue. That’s from one email. What if there were 10? That’s $100,000 sitting in your flows, waiting to be unlocked.

First, let’s look at the whole thing, then we’ll break down the changes into sections below:

Got all that? Amazing. Gold stars. But now, let’s break it down into pieces for those who didn’t catch all the changes. 🤙 

Hero Section: 100% of Opens See This 👀 

The Control featured a close-up of a model, but it left the product as an afterthought. Kind of like, “LOOK AT THIS FACE.” The product smear on her cheek is transparent and not grabbing anyone.

The animated GIF roundel (“Take Another Look”) was eye-catching, but the static headline (“Don’t Miss Out”) didn’t do much to complement it.

In the Variant, we made a few subtle but significant changes:

• Pulled the image back to show a smiling model with the product, creating a stronger connection. (People like people who smile at them. 😀)

• Switched the roundel to “Don’t Miss Out” and moved “Take Another Look” into the headline, giving the section a fresh, dynamic feel. (This was a gamble as urgency tactics do work, but lo and behold, the Variant wins.)

These changes struck a balance between relatability and product visibility, subtly guiding the reader to act.

Button Placement: The Right Call to Action

The Control had the first “Shop Now” button positioned higher up in the email—closer to the fold. At first glance, this seems like the obvious choice: the sooner the CTA, the better, right?

But in the Variant, we placed the button below the product block. Why? To remind readers of what they were browsing before nudging them to take the next step. This change ensured the CTA felt contextual, not rushed.

In addish, the Control SHOP NOW button was an image and unresponsive to mobile. We swapped it for a button module that was good for both desktop and mobile making clicking/tapping super easy. 👌 

Product Block: Building Emotional Connection

The Control called this section “Shop Our Best Sellers,” which got the point across but kept the focus on the brand (our best sellers). The imagery was functional but lacked flair.

In the Variant, we elevated this section:

• Headline changed to “Shop Our Fan Favorites,” shifting the focus from us to you. This small tweak tapped into social proof, making customers feel like they were part of a community. (Or were about to be.)

• Added font hierarchy and an arrow pointing to the product block, creating a clear visual flow. (People actually like being told what to do. Take the thinking away from them.)

These updates made the section feel more dynamic and customer-centric.

Free Shipping: A New Level of Engagement

The Control treated the free shipping message as an afterthought: plain, static, and uninspiring.

The Variant transformed it into a standout feature:

• Bold headline hierarchy emphasized the value of free shipping.

• Product splashes added a playful, dynamic feel.

• A UGC-style image of a smiling model holding the product made it relatable and engaging.

This section went from forgettable to a visual anchor that built trust and excitement.

The Results: Numbers Don’t Lie

Here’s what the numbers looked like:

• Recipients: Control (435), Variant (437) – Even playing field.

• Opens: Control (245), Variant (240) – Basically a tie.

• Clicks: Control (28), Variant (29) – Same story.

At first glance, the changes didn’t seem to move the needle. But then you look at the orders:

• Orders: Control (6), Variant (15).

  • Placed Order Rate: Control (1.38%), Variant (3.43%).

  • That’s a 149% increase in placed orders.

When you extrapolate the test data over a year, that’s an extra $12,446 in revenue—from one email. Multiply that by 10 flow emails, and you’re looking at six figures in untapped potential.

You can do it, too!

You don’t need to overhaul your entire flow to see results. Sometimes, one well-placed change is enough to spark a transformation.

For Browse Abandon Flow #1, the hero is where you should start. It’s the first thing your customers will see, so redesigning or reimagining that section is your best bet for maximizing impact.

While we tested multiple changes in this email, the free shipping block likely had the least influence—it’s buried at the bottom where many readers drop off. Focus on what everyone sees: the hero.

Here’s the process:

1. Set up your test. Start small—update just the hero section. Use an image that’s relatable and shows your product front and center.

2. Equally weight your test. Ensure 50% of traffic goes to the Control and 50% to the Variant. Don’t rely on Klaviyo’s auto-optimization—it picks winners based on click rate, not placed order rate, which can lead to bad decisions.

3. Monitor and conclude. Watch your test carefully. Don’t let it run indefinitely (no 180-day tests, please). Once you see a clear trend, declare a winner, make it your new Control, and iterate further.

Testing requires diligence. You need to pay attention, analyze the data, and move quickly. And that’s where most brands fall short—they simply don’t have the systems or bandwidth to test consistently.

But hey, wanna DIY it? You absolutely can. I believe in you!