Designing the Funnel of Experience with Flows 🌊

In e-commerce, the order in which information is received changes how it is perceived. According to Shopify’s research on consumer trust, visitors look for different signals depending on their location in your store. Fomo Flows allow you to match those signals to their intent, ensuring Conversion Continuity from the first click to the final checkout.

By creating a Flow, you transition from "displaying data" to building Narrative Authority.

🛡️ The Global Safety Net: Your Default Flow

Before you dive into custom sequences, it is vital to understand your Default Flow.

In your dashboard under Your Flows, you will see a flow labeled "Default" with the setting "Used on: All Pages."

How it works: Once you enable Flows, this Default sequence acts as the global catch-all. It will display on every page of your site that is not specifically targeted by a custom Flow.
The Strategy: Think carefully before hitting "Enable." Ensure your Default Flow contains a balanced mix of your best "All-Rounder" notifications (like general reviews and recent sales) so that your Store Vitality remains high even on pages you haven't specifically optimized yet.

🛠️ How to Build Your Flow (Step-by-Step)

Setting up a Flow allows you to architect exactly what your visitors see. Use the following steps to match the Fomo dashboard UI:

Log in to your Fomo dashboard and navigate to the Flows Tab
Click "+ Add Flow."
Title: One inside you will be able to give your Flow a name. This is for your internal reference (e.g., "Main Sales Funnel").
Trigger: Define where the Flow appears. Choose if the visited address Contains, Equals, or uses Contains or Equals logic.
Keyword: Enter the specific Path or UTM parameter (e.g., checkout or collection-summer ).
Add Notifications: Select the notifications you want to display in the queue.
Order Your Story: Once added, you can drag them up or down the list to create the perfect sequence.
Save: Make sure to save at the top right corner of your screen!

🧠 Strategic "Spot Allocation"

In a Fomo Flow, each entry in your list represents a Spot in the queue.

To show consecutive sales: If you want a visitor to see three recent Shopify or BigCommerce orders in a row, you must add the "New Order" template to your Flow three times.
The Benefit: Fomo fills these spots with your most recent events, creating a high-energy "Busy Store" effect that builds Engagement Velocity.

⚠️ Critical Note: Flows vs. Page Rules

Both Flows and Page Rule act on the same URL-based logic.

The Conflict: If you set a Page Rule to "Hide Shopify Orders on /checkout" but your Checkout Flow has "Shopify Orders" as Spot #1, you may create a logic clash.

Always double-check that your Page Rules and Flows aren't fighting for control of the same page. To ensure a smooth Funnel of Experience, your Flows should dictate the order of proof, while your Page Rules should manage the exceptions.

Flows are uniquely positioned to solve specific business goals beyond just showing sales. A classic strategy is using a Flow to turn a casual browser into a loyal subscriber.

The "Newsletter to Purchase" Sequence:

Spot 1: Announcement Notification. Feature a direct Call to Action (CTA) for your newsletter.
Spot 2: Mailchimp Display a notification showing someone else just joined. This provides the social validation needed to follow the CTA.
Spot 3: Purchase Notification. Show a recent sale to move them toward the "Buy" phase.

We recommend using Capture Ratio to show more of some notifications and fewer of others.

🏗️ Strategic Blueprints

The "Authority First" Stack (Homepage): Focus on Psychological Safety.

Use a Roundup, then a Brand Review, then a Recent Purchase.
The "Momentum Engine" (Product Pages): Create Engagement Velocity.

Use an Add-to-Cart event followed by two "Spot Allocated" Recent Purchases.
The "Risk-Reversal" Stack (Checkout): Manage Risk-Assessment.

Use one high-trust review and one recent purchase. Keep it lean to avoid Notification Fatigue.

🚀 We’re Here to Architect Your Growth

Fomo Flows turn your store into a guided, high-trust experience. If you need help calculating your "Spot Allocation" or mapping out your first Funnel of Experience, our team of social proof experts is ready to help.

Email us: hello@fomo.com

Work with an Expert: Book a Strategy Call here.🥳