Web push notifications are a new marketing communication channel with a whole lot less noise than older channels like email and out-of-home. You can send messages directly to your customers via their browsers on both smartphones and desktop, which increases engagement and reduces cart abandonment.
The beauty of web push is that customers don’t need to download your app or provide their email address to subscribe. Because of this, the reach of web push notifications is wider than apps – Google sends around 10 billion through Chrome every day – and it’s growing. Suffice to say, it’s not a matter of should your company add web push notifications to its marketing mix, it’s a matter of when. And what better time than Black Friday?
Best Practices for Getting Started with Push Notifications
1. Two tap opt-in request
Website visitors must opt in to receive web push notifications. It’s important to demonstrate the value of receiving push notifications before asking users to opt in. Use a two tap opt-in process for retailers to increase their web push subscriber base.
- The first opt-in request is sent by the site owner, is configurable, and can be sent multiple times.
- The second step is to confirm the subscription – this request is set by the system, is not configurable, and can only be asked once.
- By allowing customers a soft opt-out that’s under your control before subjecting them to the system confirmation, you’ve retained the ability to ask them permission again at another, more opportune time.
2. Set up filters
Set location and behavior filters to target specific customer segments with your push notifications.
- Segment customers based on their shopping behavior and location data to deliver personalized messages.
- In the Mobify Connection Center, use variables like browser history or physical location to determine which customers get which messages.
The Connection Center is the administrative interface to the Mobify Platform. It empowers marketers to quickly and easily create customer engagement through retargeting, customer service, brand enrichment, and customer loyalty, building long-term relationships over time.
3. Tailor your messaging
You will want to use personalized, attention-grabbing, concise language that gets right to the point.
- Your message should have an obvious call-to-action and will link to more content (a promotional page, location page, etc.).
- Make sure to send during waking hours so messages aren’t disruptive.
- Test your notification across devices to ensure message copy isn’t cut off.
4. Measure and adjust
Analytics are essential to any campaign, and web push is no different.
- Determine your goals for the campaign, and then monitor the results to determine how push notifications are performing.
- Do a test, and use that data to inform how you roll out your mobile customer engagement strategy for the rest of the year.
- Continue to make adjustments based on what’s working and what’s not.
Benefits of Web Push Notifications
So you’ve got the how, but what’s the why of web push notifications? Read on, my friend.
Expand your reach
Unlike email, signing up for notifications doesn’t require filling out a form – just a couple of clicks. And offers to opt-in appear only at moments your shopper is likely to sign up, leading to an average 6% opt-in rate among website visitors.
Ecommerce emails typically see an average open rate of only 16% and click-through-rate of 2.3%, according to MailChimp. Push notifications pop up directly on your customer’s desktop or home screen, skipping “open rates” altogether, and leading to an average click-through rate of 6.3%.
Respond immediately to your shopper’s needs
Notifications can be sent automatically, triggered by shopper actions such as an abandoned cart, increasing the relevancy of your messaging and driving conversions with minimal marketing resources.
Mobify customer Lancôme saw an 18% click-through rate for cart abandonment notifications, 8% of which resulted in a purchase. Click To Tweet
Measure your impact on revenue
Most web push vendors track metrics such as subscriber counts and number of messages sent and clicked. Measuring numbers of clicks tell you how interesting the message was to the user, but it doesn’t show the whole story. Only Mobify also shows you the impact your efforts have on revenue, with metrics like the number of transactions completed, revenue gained, and average order value.