How to Configure W2P for Maximum ROI: Abandoned Carts, New Customers & Failed Payments
Step-by-step guide to setting up WoocCommerce to Pipedrive integration for 3 powerful use cases: recover abandoned carts, welcome new customers, and follow up on failed payments — all synced automatically into Pipedrive.
If you don't know W2P yet, it's the data-sync plugin that effortlessly connects WooCommerce with Pipedrive — automating follow-ups, keeping your CRM always up to date, and making sure no sales slip through the cracks.
Learn more about W2P
🛒 Abandoned Carts - Recover Lost Revenue
Cart abandonment is one of the biggest untapped growth opportunities in e-commerce.
On average, 70% of carts are abandoned (Baymard Institute)[1]. Yet, targeted follow-ups can recover up to 30% of those lost sales.
With W2P, every abandoned cart can automatically trigger a Pipedrive activity and can also create an open deal with the cart contents, so your sales team can step in with a quick call, email, or special offer.
Instead of leaving revenue on the table, you turn missed checkouts into real conversions.
Configuration guide
For an optimal setup, we'll configure the Abandoned Cart hook so that it creates a new deal with the products and a Pipedrive activity, ensuring one of your sales reps is notified to follow up with the customer.
⚠️ Carts are only synchronized if the user is logged in. Otherwise, you won't have access to the customer's contact details, making cart synchronization ineffective.
1) Enable default settings
If not already done, go to the plugin admin panel and enable the default settings (Tab Settings → Tab General → scroll down to “Load default settings”).
This will activate a set of default events that ensure consistent synchronization of your site data with Pipedrive.
- Person: Create or update a Person whenever a WooCommerce user signs up or is updated. Sends full name, first/last name, email, and phone when available.
- Organizations: Create or update an Organization from the user's billing company name on user updates (e.g., when billing details are added during checkout).
- Deals: Create and update Deals from WooCommerce orders, attaching line items (product name, price, quantity) and the order comment. Deal title, status, and won time are set based on the order status.
2) Configure the Abandoned Cart hook
Go to Tab Settings → Tab Deals
General deal settings
At the top of this page, you’ll find general deal parameters for how deals are created in Pipedrive, including:
- Default deal name Defines the default title of the deal (example: WooCommerce Order n°6452).
- Product settings Controls how products are added to the deal (their name, description & tax type).
In most cases, you don't need to change these settings as they work well for the majority of users.
Abandoned cart settings
Two parameters are available for the Abandoned Cart event:
1) The time required before a cart is considered abandoned (default: 2 hours).
If the cart hasn't been updated after this time, the event is triggered, sending a request to Pipedrive with the configured information below.
2) Whether or not to create a Pipedrive activity (default: disabled)
Enabling this option lets you automatically create a Pipedrive activity when a cart is marked as abandoned (after the time threshold)
👉 This option is especially useful if you want your sales reps to be promptly notified of potential follow-ups.
Simply check the box, and the Pipedrive activity creation form will appear:
Activities are automatically linked to the related person, organization, and order that triggered the event
- Subject of the activity: For example: Follow up with customer - Abandoned Cart
- Notes: Extra details stored in the activity description.
- Activity type: Call, meeting, email, etc.
- Owner: Assign activities to a specific sales rep.
By default, the activity is assigned to the API key owner set in the settings. - Due date: Define when the activity should be completed.
By default, it's scheduled 2 days later at 9 AM and visible in the Pipedrive calendar.
Abandoned cart fields (for Pipedrive)
Scroll down the page and click on the "Abandoned cart" event (at the top of the list). This will open its configuration.
If you enabled the default settings, you should see a configuration similar to this:
This field list corresponds to your Pipedrive fields. It includes default Pipedrive fields plus any you've configured.
By default, only the title and status fields are active.
You can enable and configure additional fields as needed.
For example, you could assign abandoned carts to a specific sales rep using the Pipedrive "owner" field.
You can also modify the already active fields (Title or Status). For example, here's how the deal title is configured:
In summary, this allows you to add deal titles based on the customer information available at the time of cart abandonment:
- {billing_company}'s WooCommerce open cart
- {billing_first_name} {billing_last_name}'s WooCommerce open cart
- {user email}'s WooCommerce open cart
You can edit or remove these values depending on your needs.
⚠️ It is recommended to keep the fallback value {user email}'s WooCommerce open cart, since WordPress users must always have an email address. This ensures that the deal title is always available.
If your setup is correct, you'll find synchronizations with Pipedrive in the "History" tab, like the one shown in this image.
Here, the fields Owner, Stage, and Label were added for better tracking. You can also see that the Pipedrive ID of the person who owns the cart is automatically included (Person ID).
👋 New Customers - Build Loyalty from Day One
Acquiring a new customer costs 5-25 times more than retaining an existing one (Harvard Business Review)[2]. That's why the first interaction matters so much.
By automatically creating a Pipedrive activity after a customer's first order or registration, W2P helps your team personally thank them, answer questions, and start building trust right away.
This simple step boosts retention, drives word-of-mouth, and increases lifetime value (CLV).
A warm welcome today can turn a one-time buyer into a loyal customer tomorrow.
Configuration guide
1) Enable default settings
As usual, it's strongly recommended to enable the default settings. See how to do it
2) Configure the User Registration hook
Go to Tab Settings → Tab Persons
Then click on the User Registration hook (in Events settings)
User Registration activity
As with other hooks, you can choose whether or not to create a Pipedrive activity (default: disabled).
When enabled, W2P will automatically create an activity each time a new user registers.
This gives you the opportunity to welcome them personally, understand their needs, or thank them if they placed an order right away.
For example, you can configure the activity with the following parameters:
- Subject of the activity: Follow up with customer - New customer registration
- Notes: A new customer has registered on your WooCommerce website. You can start a conversation.
- Activity type: Email
- Owner: Assign the activity to your sales rep
- Due date: Define when the activity should be completed.
You can also disable this feature; the activity will then be due on the same day as the registration.
The created activities will then appear in Pipedrive under the Activities tab.
💳 Failed Payments - Prevent Losing Hot Leads
A failed payment doesn't have to mean a lost sale—often it's just an expired card, a technical glitch, or a temporary limit. But the stakes are high: failed payments cost the global economy an estimated $118.5 billion in 2020 in fees, labor, and lost business[3].
W2P ensures that every failed payment automatically creates a Pipedrive activity, giving your team the chance to reach out instantly. A quick call or email can resolve the issue, secure the payment, and save the customer relationship—all before it slips away.
Configuration guide
By now you probably see the pattern.
Just like with the Abandoned Carts hook, you will:
1) Configure a Pipedrive activity.
2) Define the Pipedrive field values you want to add or update for the deal.
1) Enable default settings
As usual, it’s strongly recommended to enable the default settings if you haven't already. See how to do it
2) Configure the Order Failed hook
Go to Tab Settings → Tab Deals
Click on the Order Failed hook (in Events settings)
Order Failed activity
As with other hooks, you can choose whether or not to create a Pipedrive activity (default: disabled).
When enabled, W2P will automatically create an activity each time an order fails.
This gives you the opportunity to call the customer back, secure the payment, and save the customer relationship—all before it slips away.
For example, you can configure the activity with the following parameters:
- Subject of the activity: Follow up with customer - Failed order
- Notes: Customer's payment failed. Reach out to confirm a new payment method or provide assistance.
- Activity type: Call
- Owner: Assign the activity to your sales rep
- Due date: Define when the activity should be completed.
You can also disable this feature; the activity will then be due on the same day as the failed order.
Order Failed fields (for Pipedrive)
If you enabled the default settings, you should see a configuration similar to this:
This field list corresponds to your Pipedrive fields. It includes default Pipedrive fields plus any you've configured.
By default, only the Status field is active (set to “Lost”).
You can enable and configure additional fields as needed.
For example, you could assign failed orders to a specific sales rep using the Pipedrive "Owner" field, or move them into a specific stage using the “Stage” field.
And that's it! From now on, Pipedrive activities will automatically appear each time an order fails on your site.
These activities will automatically be linked to the deal and the associated person, so your sales reps always have the information they need.
If your setup is correct, you'll find synchronizations with Pipedrive in the “History” tab, like the one shown in this image.
And here is the corresponding Pipedrive deal:
👋 Thanks for reading! Ready to maximize your WooCommerce to Pipedrive integration? If you have any questions, get in touch with us — we're here to help.
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