You can’t let people just come to your website and left not converting.
How are you going to retarget your visitors to make a conversion impactful?
Barring any doubt, web push notification can be a great way.
Web push notification appears on the desktop of the subscriber’s PC as a pop-up. Cast your pretty sharp offers to the customer and prompt them to act. Even if the computer or browser was offline at the time, the notification was sent.
StatCounter Global Stats shows:
Desktop usage still accounts for around 48.7% of the total Internet time worldwide.
Chrome, Firefox, and Safari have a total market share of about 62–79%.
Customers love to interact with various brands from the desktop besides their mobile phones or tablets. Web push notification can help you to reconnect them with your offers, promotions, and updates whenever they open their browsers, as well as get them on their mobile devices.
From my discussion, you will get a clear insight of web push notifications and its significance for optimizing conversion rate.
It will cover-
- What is a web push notification?
- What are the differences between in-app push and web push notification?
- How do web push notification works?
- Why does web push notification is better than email marketing?
- Web push notifications use case:
- What are web push automation and customer behavior based automation?
Are you ready? I’m here for aid.
What is a web push notification?
Wikipedia defines, A push notification is a message that is “pushed” from backend server or application to user interface, (but not limited to) mobile applications and desktop applications.
But what is a web push?
Web push notifications are alert-style messages slide in at the top or bottom right-hand corner of a desktop screen. It depends on the operating system, or appear on a mobile device in a way firmly recognizable to push notifications sent from the apps.
According to mobiforge, web push notifications are the asynchronous delivery of messages to a user’s device from a website, even when the website is not open in the browser.
Initially, they used to be just clickable messages with a thumbnail image, a title, and the push copy, along with the URL of the sending website. They would be linked to a single landing page.
A web push notification contains-
- Website domains
- Call to action button
- Banner Image
Title: Title works for the first impression. Every push notifications contain a catchy and attention-grabbing title. Like-
Description: An innovative message that can same time ignite customers desire and carry the business objectives. Most important part plays in a description-
- To the point
- Use colorful and relevant images
- Use of emojis
Domain: The domain address which has sent the web push to the customer.
CTA button: Recently google chrome introduced call to action button. You can not find this features in Safari and FireFox yet. Up to 2 CTA button can be used.
Icon: You can add your company icon to your web push. It will increase your brand value. Recently, the amount of web push blooming to the customer’s devices. So, adding a unique icon can help them to recognize you.
Banner: It’s one of the most awaited features of web push. Banner size image was introduced with Chrome 56.
Web push notifications can only be sent to customers who subscribed to these notifications from any website on Chrome, Firefox or Safari.
I believe, now you get the drill.
There are similarities and differences between in-app push notifications and web push notification.
As already I point out the first, let’s talk about the latter.
What are the differences between in-ap push and web push notification?
The main difference between this two kind of push lays in its origin. You can feel the relevance, but you also can define them separately.
Do you know?
Web push notifications have a high engagement rate, as data says click-through-rates are as high as 40% (For some perspective, email click-through-rates hover in the 1-4% range). When used with dynamic deep linking, brands can use push notifications to draw users to a specific portion of their app easily.
Urbanairship set this separation as-
All that’s required to send web push notifications is a website that has web push code installed in it. This means that brands that don’t have apps can leverage many of the benefits of push notifications (real-time, personalized, in-the-moment communications) even if they don’t have an app.
App push notifications are sent via code installed in an app.
Let’s see the core elements that differ web push notification from in-app push-
- Native app notifications can take full advantage of the device features – the camera, GPS, accelerometer, compass, contact list and so on. Web app notifications still can’t utilize any hardware on the device.
- Native app notifications are limited to mobile phones and tablets. Web push notifications reach to mobile phones and tablets along with desktop as well.
- Native app notifications support rich media – images, videos, gifs, audio, and other interactive elements. Web push notifications only support large images (in Chrome 56 and above).
Both of them sent to the users, to catch up an ongoing relationship with customers. But they act significantly maintaining these factors-
Goal: Understanding your behavioral analytics and funnel metrics is crucial for developing the proper goals for web push messages. The goal of transactional push notifications is to quickly convey information to the customer, based on what the customer has signed up for.
Segmentation: The best brands segment web push messages based on the engagement state of their subscribers.
Segmentation for engagement push notifications should first be done based on the activity level of the customer. From there, brands utilize the actions within the browsing, combined with the additional data it knows about customers.
Content: The copy of a web push message should be compelling, there should be a clear call to action within your goal, and there should be an eye-catching image. Transactional and engagement push campaigns both benefit from a personalized copy. For transactional messages, including the customer’s name and the action that triggered the message help convey valuable information.
Timing: Web push messaging is timed for a specific time-bound action: the release of a new level in a game or a flash sale. Engagement push notification campaigns should be delivered at the time when the customer is most likely to engage with the message and the message type.
Now, that you know web push notifications difference from in-app messaging, I believe we can jump on our next phase to this discussion.
You need to get an understanding of its working process.
How do web push notification works?
Matt Gaunt, a contributor of WebFundamentals, point out three steps to implementing a web push notifications. They are-
- The API call from your back-end/ application that triggers a push message to a user’s device.
Let me more precise.
Web push notification can only be sent through the browser.
It needs one-time permission from the visitors.
Whenever you install a mobile app, you permit the app to send you the push notifications on your device. Websites obviously need to take permission from the users to send push messages. Take a look at these steps:
- For the first step, when a visitor comes to a website, an opt-in box appeared to them.
- If they like to get a notification and click on “allow” CTA button, automatically they will get the push notifications.
According to izooto, there are two actors involved with delivering a push notification.
Push Notification Service: Web browser (only Chrome, Safari and Firefox) have their notification delivery service.
Service Worker Registration: Developer needs to register the service worker on the browser. This is only for Chrome and Firefox. Safari does not support service workers.
There is a limitation of web push notification that, it is only used by websites operating on HTTPS protocol.
As an important marketing channel, why it is more efficient than the other? The popularity of web push see an uprising in recent years, but before we were dealing with email marketing, right? It’s still a significant channel but a little bit primitive than web push notifications.
I want to show you how web push notification aid more to your eCommerce store than that of email marketing.
Why does web push notification better than email marketing?
A vast way of marketing channels you can find. But this is a more real-time race than participating in a competition like Napa Valley Marathon.
Open rates for push notifications are 50 percent higher than for email, and click rates are up to twice as high.
Two of the most prominent marketing channels we are discussing- email marketing (it’s somewhat new but always dynamic and accessible) and web push notification.
What is email marketing?
Techopedia defines email marketing as, “Email marketing is the targeting of consumers through electronic mail (email). Often associated with data mining, email marketing can be used to impact consumers in a variety of ways. In general, email marketing is a more evolved, digital form of traditional direct mail marketing.”
Marketer loves that idea. It’s year old. Produced a lot of success over the expansion of digital marketing. Let’s talk about the statistics.
Email marketing deals with weekly, periodical or monthly subscriptions, newsletters, promotional add, direct offers, resourceful content about any business.
It’s an feasible medium. Can carry brief or detail information both.
But if we are thinking about its connectivity, there raise some questions.
- Is it still produce the same interest that it did a few years ago?
- Is it mobile friendly?
- Can it influence to take quick actions among customers?
You shouldn’t leave the idea of winning the competitions.
Consider the questions raised about email marketing. Take a look at the push Notifications significance.
Pitch a light on web push notifications significance
See the power of web push notification in this infographic created by zoominfo.
Source: web push infographic
The first-track superiority of push notifications is its power of instant impression.
Find the right customers; hit the bottom of their desire. If this idea is biblical, trust me. Push Notifications works just fine.
Let’s see the differences between the two eCommerce weapon with their own positive or low performing issues.
Length: Sometimes it’s constructive to be short rather than detail. Push Notification is shorter in length than email. That makes it more connective.
Intimacy: Users don’t need to open a push notification. But to see an email, they have to go to their inbox. If someone brings a mug full of wine when you are thirsty, you prefer not to open your refrigerator (Well, who brings me the bear?).
Different tolerance orbit: Typically once subscribed, a user does not tend to unsubscribe if they find it useful at firsthand.
So, there’s a chance with email marketing that it may establish a long-term connectivity.
Essentially an app user gets the preferences to choose to get Push Notifications. If a customer doesn’t like to get it while installing the app, possibility of its client conversion may reduce for those specific users.
Content VS alert: Email can contain various brief or details marketing info. Sometimes, a marketing email sends to the user’s address with a full article, infographics, and videos.
On the contrary, most of the time push notification works as an alert hint about some inevitable topic arouse users interest.
Push Notifications cannot act in detail; they must be short and evocative, take place in small pop-ups. That helps it to engage a person faster than email marketing.
Do you know?
Web push opt-ins are 10x more than email.
The impact of web push notification in eCommerce marketing
Information hits the mind first. Then we act.
You know the reality. People are engaging more with online shopping than in-store buying.
The biggest question is, despite this vast amount of clients how many of the eCommerce store get success, reach their break-even?
It’s a tough game. Getting tougher every day. It’s not about participating but all heart and soul with winning.
How about take a tour of American peoples shopping preferences? See the infographics below-
(infographic shopping preference)
As per United Nations Conference on Trade and Development’s claim, at the end of 2018, the amount of global online shoppers will touch the peak up to 50 percent.
So, don’t you feel ready to get your eCommerce business a shake?
No one can win the race by slow and steady but proper tactics (I don’t say forget your favorite Aesop’s fable).
Finding a perfect marketing channel
To get rid of this problem, you need to find a proper marketing channel, which will help you to keep a sophisticated connection with your users.
E-commerce business must obtain a tool that helps to uplift the conversion rate, also maintaining an attachment with the customer.
Web push notifications popularity has been increased recently because of its benefit and technical advancement than the other marketing channel.
Let’s take a look on major benefits of web push.
- Gives You The Power Of Instant Communication – Browser Push Notifications can be seamlessly delivered without delay to your user’s desktop browser or in the notification slider of the user’s mobile phone, even if they are not on your website.
- Works Similarly To Mobile Push Notifications: Push Notifications on Chrome, as well as Firefox, work the same as native notifications which are sent by apps on your phone. So, there’s no need to manage a separate mobile app.
- Assured Delivery: Browser Push Notifications overcome one of the biggest flaws of Email Marketing, messages not getting delivered because of spam filters, or some other reason. It’s a one-hundred percent consent driven communication channel.
- Wide Reach Across Browsers: Desktop internet usage accounts for 42% of the total internet time. Browser Push Notifications work on Google Chrome, Mozilla Firefox, and Safari which have a combined market share of more than 75%.
- Re-engage With Both Users And Visitors: Using Browser Push Notifications, you can reach out to both your users and website visitors, given they’ve subscribed to receive browser push notifications from you. It gives you the ability to re-engage with your audience without knowing their contact details.
- More Opt-ins and Higher Conversion Rates: Studies prove that Browser Push Notifications produce better results regarding opt-in and click-through compared to other marketing mediums. Since browser push notifications only require the user to allow permission with just one click and users can unsubscribe at any time instantly, the opt-ins for these are higher than Email and SMS.
So how are browser push notifications going to help you?
6 use cases of web push notification that boost up your eCommerce marketing
You can use push notification tailoring them within customers preferences and triggered their desires.
What are the types? I want to mention 6 most useful use cases.
1. Weather-based offer
In different season choices and needs differ.
Suppose a city under particular geolocation gets rainy climate. You should customize your Push Notification within the weather.
The weather-based offer should be followed by every season. If your offers get attention once, your possibilities can go higher.
Marketers have been using seasonal promotion as their trigger for a long time. And it never gets old. People love to buy quite assorted types of the product following diverse season.
Find a specific geo-location where the temperature of the city gets sudden uprising, use innovative Push Notification to influence the customer buying your product.
Try to improve every time. Either you influence the taste of your customer or follow it. First one is better.
2. New collection shout-out
Whenever you take a new product for your eCommerce business, you should let your customers informed. Not only just share the information.
You bring something new. Research the market and try to find the most dynamic way. But without letting the updates float around your user’s browser throw you out.
Source: notifications get richer
3. Flash sale
What is a flash sale?
A flash sale is a discount or promotion offered by an eCommerce store for a short period.
Sometimes you need to create excitement among the customers. Flash sale surely fit with this strategy.
Shopify noted this statistic how much a flash sales impact on your eCommerce business.
- 51% increase in traffic
- 50% increase in conversion rate (purchases divided by visits to the landing page)
- 236% increase in revenue
I’m going to mention two most vital kind of flash sales.
Discount offer: Set a specific date; offer your customized discount until that day.
It’s like inviting them to an amusement park for a free entry pass, let them care for that always they can not get the chance.
Higher than 64% of online consumers wait to buy things until they go on sale. Take a look at this infographic below.
Cash-back offer: Web push notification can carry your cash back offer in a quite fantastic way.
Prnewswire published this report-
64% of online consumers belong to a loyalty rewards site
71% of online shoppers want products with high cash back rebates
What do you think?
Inform the users of your product announcement. Any update occurred on your website, let them know. It will ignite them to visit.
Like, you launch a bookshop segment in your eCommerce store; let your Push be your voice.
Sometimes it’s become a precious thing. You must have to knock your customers within a particular frequency. Don’t let them forget you.
Anything goes on with your website, send the reminder web push. See the two prototypes below-
- Pre-sale reminders
- Last minute reminders
You shouldn’t spare a snowflake that waves through your eCommerce store. And the customer is your angel.
They intend to buy your product. But a message like “Not in the stock” have the darkness to shed their intention.
According to CMO by Adobe, retargeting influences web site visitors in such a powerful way that they are 70% more likely to convert.
Map your web push notification with the following key.
Back in stock: Ok. You faced that problem. Your inventory of some specific product gets finished.
But again you gather them, you can let the customer engage with your web push.
Address cart abandonment: Some customers land on your site, add some products to their cart and left it without making a conversion.
Address them with perfectly tailored web push messages. Remind them; they have something in your cart.
Special offers for the loyal customers: Loyal customers are the real gems. They carry your goodwill. Occasionally offer them rewards.
The success ratio of your eCommerce store can increase with these types of push notifications.
JCPenny discovered customers are so psychologically tied to sales that they would rather pay more during one than always have low prices.
SaaS business tends to use web push notification and gaining success
Let’s talking about the present, take a look into near future, feel the difference between traditional software and Saas (Software as a Service).
From estimation, it has been reported that growth of Saas is being 5 times faster than traditional software in 2017.
By 2019,$1 for every $4.59 spent will account for cloud software model on the traditional software.
SaaS market will reach$112.8 billion by 2019.
According to the Transparency Market Research, SaaS market will gain overall $164.29 billion in 2022.
The software market is trending to SaaS, and everyone tries to beat another one. To ensure a desirable spot, an aid like web push always drives your motivations.
If you are a SaaS business owner, you need to evolve yourself with the trend. The competition here is so stiff as you need to keep your churn rate low and customer engagement high.
Apparently, lead generation is your primary focus. Everyone is running for it. There’s no easy way to success rather than invent the newest process, Pathfinder.
The benefits you can get from web push notification for your SaaS business
Web Push Notifications are crunchy updates we are dealing with, right? It seamlessly uses a web browser or mobile app to reach target users. So, chances are it always helps you to stay connected with your customers.
Let’s talk about the information.
It is 9x cheaper to retain existing customer than gaining new customers.
The most significant benefits you can get from web push for your SaaS business are-
- You can build up a instant communication with your customers
- You can use web push similarly to in-app push notification
- The delivery of web push notifications are assured
- Web push helps to boost up your opt-in rate to make a higher conversion
- You can widen your reach with web push notification
An endeavor to web push notification
How will you go to execute your web push notifications plan and make them highly efficient? It follows specific steps.
Once you find a customer completed conversion, do not lose the track. Don’t even risk it because they are going to help you bite the fruit.
Find out what they are searching for. Send them regular updates with web push notification.
It makes them believe that you care for them. People are going to revisit you to purchase something new. Make a new conversion may be.
Some users come to your website and left without making any other activities. Make them sign up for your site. Try to be connective with them. Let them know your latest offers of the software they should love to buy.
Sometimes it’s not just enough to send users notification about various offers.
Blog, funny discussion, informative articles can bring customers attention.
By adding the link to your content to the Push Notification, you can offer them to your site for reading or watch them.
That might be so helpful to influence their choices. It works as an effective advertisement.
The software market is always changing. You are surely keeping up with the upgrade to a new level and improve your service.
Take your subscribers and customers with you through the whole journey. You can use web push notifications barring any risk.
Whenever you upgrade your product, let your customer know this.
Guy Gauvin, the COO of Coveo said, “If you pay attention to how customers are using your software, it is gold. You learn which features are being used and which aren’t. Maybe in a certain area, the end user adoption is going down. You become more of a partner with your customer and less of a vendor.”
They are one of the most valuable things.
Your customers use your SaaS product. Continue to subscription. That’s important. But are they saying anything to you?
If not, send them a request to give some feedback. Tell them, their feedback will add values to the software services.
Asking feedback through a push notification is a swift and considerably powerful way.
You always try to improve your SaaS product. If you develop, make the news trustworthy by this customer’s opinion about your service.
Events and Announcement
Arrange different types of events. Make announcement. Attract users.
Frequently you should take these steps and act right to get the results. That means with every of your service providing activity, invite your subscribers to participate.
The encouragement of getting more value from your SaaS product may works as a time bomb. Gradually it will help you to build more trust.
Publishers using web push notification for a better result
According to youtube report, mobile video expenditure going higher every year, approximately 100%.
Estimation shows that, 79% of online browsers will watch an online video every single day this year.
That means video content is going to take the king’s spot.
People tend to read online content more actively than any of the previous years. But there is a sea of exciting content awaits for customers around the world. They do not have time to catch you up by any means that seemed natural a few years back.
People do not frequently visit your landing page or subscribe to your content. But anyhow, if they reach you once, you can grab their permission to send updates with web push notifications.
How is web push notification going to help you as a publisher? Your readers need to attach with some form of communication when something of their interest is posted.
66% of people receive news on both desktop and mobile, out of which 56% prefer mobile. As a publisher and while you are going to use web push, you should cater both of the media.
To crack down the user’s interest in your content, web push notifications can be a great channel.
Famous podcaster and YouTuber Stefan Molyneux said, “We may not yet know the right way to go, but we should at least stop going in the wrong direction.”
I believe we all want to find the right direction. Let’s move to the next phase of our discussion.
Web push notifications use cases for content publishers
Real-time updates: Huffington post published a content following an average of between 58 seconds everyday. If you are feeling tender about finding the statistics, a lot of surprises awaits you.
For the sake of facts, it’s uncountable. You have to make your content surfaced among those countless posts, video contents and articles.
Anytime you published content on your website, only sharing them on social media is not enough. You need to find a way better channel.
Here come the web push notifications. Instantly they bring your post alert to the right reader.
Genre-wise content: The possibilities of your targeted readers are infinite. They may come to your website from all over the globe.
Using web push notification is a way; you designed your post category genre-wise and marched them with the notification model.
If you are writing about sports journal, try to find out your specific readers. And a reader-oriented Push Notification crisply carries your news shot to them.
Or you are a tech guru, expert about creating helpful technology post. Designed your Push confronting your content.
The possibility of monetization: Native advertising is a good way for monetization and sells your inventory. But come on, you cant slip through the ad blockers.
But you may love this quotes of William Shakespeare, “The fool doesn’t think he is wise, but the wise man knows himself to be a fool.”
For getting rid of this problem, you can utilize the vast possibilities of web push notification. They can catch your reader’s attention at the moment, besides they attract them to your content right away.
Frequently you do not show your ads directly but send your web push carrying your content and offers.
By reaching the correct audience, your website gets more stability and ads will getting alive.
Reminder: You can use push notification as a perfect reminder.
I include the fact in my discussion, hope you find this up-above, it’s vital to make a regular connection with your regular reader or subscriber.
Marketers enjoy 50% higher open rates on web push notifications compared with other marketing channels.
So, use web push to send them anything they are going to miss or ought to enjoy.
Web push automation and implementing customer behavioral automation
According to sendpulse, Automating web push means creating and sending push notifications systematically when these notifications are scheduled.
Emailmonday claimed, On average 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) plan to adopt the technology.
67% of Marketing Leaders currently use a Marketing Automation Platform. – Salesforce
What does it mean by systematically? Let’s find out.
Automated web push notifications are not based on any individual. They work within a segment of people, meet the delivered standards.
I want to mention two types of popular automated web push, let’s see them.
Create daily, weekly and monthly based automated notifications.
A visitor visits your sites once. And a week have been passed; he doesn’t come back. You can retarget these types of users with your web push.
How are you going to do it?
You need to find out the users last time visits. And following this, set up your automated push and send them by time limits that suits them.
To execute a perfect automation campaign, you need to understand your customer’s behavior. Here comes the behavioral automation.
What is customer behavior-based automation?
Activedemand defined that, “Behavior-based marketing automation is a system that triggers communications such as emails, based on user activity.
Targeted (behavioral) messages capture a prospect’s attention and drive sales. Web tracking makes this strategy easy to execute. Automated behavior-based marketing allows leads to be nurtured by only sending information when it is most applicable to the user’s buying cycle.”
People just despise to get irrelevant web push while they are busy with some other task (you really can’t know, right?)
Localytics help us to get the information. 50% of users love to get push notifications, and 50% gets annoyed.
Why half the percentage of the users get annoyance? Most of the time eCommerce companies are using this vibrant marketing channel pathetically.
Accengage analyzed the metrics of 65 billion Push Notifications and 50,000 Push Campaigns sent by its customers in 2016 to 750 million consumers worldwide.
So, it’s necessary to send web push by following a well-organized customer behavior ratio.
According to Social Times, 36% of marketers feel personalization is a big challenge.
Andrew Chen an expert in eCommerce sector, said that the CTR of push is as high as 40%. Web push automation must need to customized by consumers behavior. As it is one of the most powerful eCommerce automation channels today.
Behavioral-based automation uses customer segmentation by their choices, visits to specific websites and buying preferences. Two of the major segments are-
- What they are interested in
- The amount of interest they have
49% of companies are currently using behavioral automation.
More than 55% of B2B companies have adopted this advance marketing channel.
For example, you can send thanksgiving weekends offer specifically on Thanksgiving but not on any other occasion. You need to track your visitor’s presence and abandoning time, their buying preferences.
Timely bound and tailored to different customers preference; web push notifications can be the most efficient way to reduce your cart abandonment rate.
Let’s jump on this last key point.
As we get through this vast parley about web push notification, it’s time I should put a light on one of the best automation tools that help.
Growthfunnel is the best web push automation tool!
There are tons of web push service providers you may find. But finding a suitable one that meets your demands is a tough game.
And remember, you must use a tool that too rationally works within the customer behavior based action.
I’m here to help you. Don’t worry.
Among various web push automation tools, I prefer to go with the growthfunnel. A tool that not only helps you to increase your sales traffic, also builds your social media appearance strong to make a sustainable reputation.
What is growthfunnel?
Let’s take the video tour.
Growthfunnel is a personalized conversion funnel that will know and remember your every visitor to turn them into “ready to buy” leads and nurture them to follow and share your content on social media.
Why should you choose growthfunnel?
Let’s see the benefits it will provide you-
- Generating leads through email
- Create social media followers
- Share your product and content across all platform of social media
- Make your customer active and ignite the conversion rate using behavior-based web push automation.
So, what makes growthfunnel significant than the others? You can take a look at the chart below-
What’s the key feature of growthfunnel?
I love their 24/7 customer service during working days. Whether it’s technical, third-party integration, billing, or other issues, our team is always ready and willing to help you.
Most integrated features growthfunnel provides are –
- Easy Live Editor
- A/B Test Your Funnel
- Responsive Templates
- Unlimited Traffic
- Social Media Compatibility
- No coding
- Contact Merging
- Ultra-Fast form Delivery
- Custom Funnel Design
- Lead Scoring
Web push automation is the future of marketing.
With a superb automation tool like growthfunnel, I think you can make an uplifting for your business.
You are right; conversion is what you need. Optimizing them is vital.
But if you want to take part in the big game, you should retain your customers.
Once you get one, you have to make a reliable connection.
I believe you realize the fact that web push notification is the primal key here.
So, what do you think about adopting them for your robust marketing channel?