10 Signs You Should Start Using Web Push Notifications in 2018

02/01/2018

Web push notifications have been around for quite a while yet so many marketers haven’t fully acknowledged what opportunities this communication tool has to offer for their business.

While you are debating whether or not you should implement and start sending web push, your competitor is most likely slowly growing his subscriber list without you even knowing it. And truth is the longer you wait to start doing the same, the more difficult it will get to catch up and overtake your rival.

To help you made your mind faster, take a look at the following 10 statements. If any of these are well-known pain points of your business, you most definitely have to start using web push notifications. And sooner, the better!

1. You face difficulties retaining your customers

You probably know that attracting new customer takes much more time and resources than keeping an existing one. Not to mention that existing customers are 50% more likely to try new products and spend 31% more, in comparison to new customers.

If you have tried different approaches to customer retention and nothing worked, it’s a time you finally give web push notifications a go. This high engagement marketing tool can bring customers back on your website by delivering short clickable message to their desktop or mobile screens.

Let’s say you own an online zoo store. If your client has purchased a dog food, the chances are he will be in a need of it again in a few months’ time. Well, that’s your chance to bring the customer back to your store.

2. Your email campaigns don’t do the job when it comes to conversions

Whether you work in e-commerce, finance or publishing, you have probably noticed that it’s quite difficult to cut through all the digital noise and get your message heard. Therefore, it’s not surprising that your email campaigns are not showing significant conversion results either.

You say you’ve improved your campaigns for numerous times and still see no dramatic change in the result? Well, it’s time to join the bandwagon and start sending web push notifications. 

One of the reasons why push notifications are becoming so popular is the conversion results they bring. Compare average click-through-rates of browser push and emails, and see which of the two stand in the spotlight.


3. Generating leads for email campaigns is not working that well

Whether it’s a phone number or email address, internet users are conscious about giving away their contact information now more than ever before. What might of seem just a fun way to exchange message decades ago, now is a valuable piece of information that every business aims to attain. Moreover, internet users are impatient. Pages that take longer to load or forms that are lengthy and require extra effort to fill are abandoned within a matter of seconds. And so, the two make a rather unfortunate combination, complicating your lead generation process.

Subscribing to a newsletter, or signing up to a website requires active user engagement: inputting information, submitting and sometimes even confirming it through the email. However, subscribing to browser push notifications requires only one simple action – a single click (unless you have two step opt-in).

4. You are struggling to recover abandoned carts

Cart abandonment is something most e-commerce websites are familiar with. According to numerous case studies, average online shopping cart abandonment rate is almost 68%. Roughly speaking that makes 7 out of 10 window shoppers leave the site without completing the purchase. What a great loss of potential orders that could lead to increased revenue!

Sending cart abandonment emails is always a good idea. However, the growing amount of commercial emails sent every day makes it difficult for marketers to cut through all the noise. One of the most effective ways to recover abandoned carts is to send web push notifications. Send carefully targeted messages to remind users about items left in a cart. This way you can significantly decrease the number of unfinished purchases.

5. You are looking for solutions that would help you automate your website’s readership

This one is especially important to all content driven websites. As you invest so much time and effort into creating valuable content for your readers, you expect them to actually read and benefit from it.

Ideally, you want your content promotion strategies to roll without you having to put in manual effort, as it takes too much time. And as we know, time is money.

Integrating automated push notifications to your content promotion strategies will save time and also will significantly reduce a number of errors. Most importantly, automations work even when you don’t.

But how exactly does web push automation works? API integration for push notifications enables connecting subscribers to your user database and automating the process of sending messages to them.

Let’s assume you own a news portal. Set automated push notifications about newly posted “breaking news” articles and make sure all of your subscribers are notified.

Or perhaps have social news aggregation or community board website requires users to register in order to be part of the community. Every user follows a number topics or discussions of his interest. And to keep your users constantly engaged, send them automated messages about new posts or comments made on the categories/topics they follow.

6. You want to run more flash sales that bring desired results

Flash sale is a rather common sales strategy meant to encourage spontaneous shopping. Stores usually offer customers a product or products for a limited time, usually with a big discount. A discount customer cannot miss out on.

It’s not a surprise that success of the flash sale greatly depends on how well your customers are informed about it. Emails, social media promotions are all great channels to keep your customers up to date with all the news. However, from time to time your messages can reach the visitors too late.

In order to expand the reach of your flash sale message and avoid missed opportunities to sell more, send web push notifications. These messages appear on the device screen of your subscribers, directing them straight to the sale page.

The great thing about push notifications is that you can set an expiration time for them. Let’s say your online store is running an exclusive promotion for the next 24 hours. By simply setting 24 hours expiration time of your message, you to make sure your offer reaches only those subscribers who are on their devices at the time sale takes place. No more dissatisfied customers who receive an outdated offer they can’t benefit from.

If you are running flash sales or other similar types of activities regularly, set automated repeat push delivery. Just keep in mind that more messages don’t always mean better conversions, especially if those messages are poorly targeted.

repeat push delivery

7. You are looking for more time efficient way to communicate with customers

Email marketing is great, we all know it. However, preparing that high converting email takes quite a bit of your time. Crafting catchy subject line, writing engaging copy and creating impressive images is not that easy as it might sound.

Push notifications, on the other hand, are short and sweet. And most importantly they never end up in the SPAM folder of your mailbox. Push messages essentially consist of 4 main elements. Let’s break down the example below.

Title (1) is a headline of the push message and usually is the only piece of text that visitor makes a judgment on while deciding whether or not to click on it.

Message (2) is a body of a push notification. It usually explains the offer or invitation in more detail.

URL (3) helps visitors to understand where the message is coming from. Even though in most cases notifications direct subscribers to certain pages (product categories, promotional offers, etc.), only the domain name is displayed on a notification itself.

Icon (4) is usually used to familiarize subscribers with either way the offer push message is communicating, or the website the message is sent from.

Big image (5, optional) helps to capture more attention. That’s why make sure that the image is relevant to the message itself.

CTA buttons (6, optional) enable users to interact with push message. They are meant to encourage users to take an action and direct them to certain pages of your website.

And just in case you forgot, web push messages can be highly personalized and automated too with a help of API integration. So don’t miss a chance to create a personal connection with a customer which is especially important for customer experience with a brand. 

8. You are looking for a high-reach communication tool

Nobody has time for ineffective, low-reach marketing tools. We all know, that in order to be running ahead of our competitors we have to choose only the most reliable communication channels that allow us to reach bigger audiences and convert them. Luckily browser push notifications tick both of these boxes.

By now, website push notifications are supported by Chrome, Firefox and Safari browsers. Combined together these browsers take about 73% of all market share. And that means that web push notifications can reach 7 out 10 internet users.

What about opt-in rates you may wonder. With average subscription rate up to 20% in some industries, web push notifications are most definitely stealing the spotlight from emails.

9. You don’t have time or money to develop an app

For the longest time, sending push notifications has been associated with mobile apps. But times have changed and so as the understanding of push. And just to make sure no one is missing anything, let’s point out what’s the difference between mobile and web push notifications.

Mobile push notifications are sent to users through an application. Therefore, if you want to start sending notifications but your business doesn’t have an app yet, you have to develop one. Those who have ever looked into possible cost of developing an app are probably aware that it would be quite an investment.

Website push notifications, on the other hand, are delivered to users through a browser. And it means that anyone who has a website has an opportunity to deliver push messages to subscribed visitors.

With the fast growing recognition of web push effectiveness, there are a lot more companies which offer push notifications as a ready to use marketing tool. These platforms have all the necessary coding done and the only thing you need to do is copy-paste ready Javascript into your web page. It usually takes just a few minutes and with an assistance of customer support can be done by anyone.

10. You are tired of collecting fake contact information

Chances are 3 out of 10 customers will intentionally input incorrect contact information when submitting their personal details online. Unfortunately, that means every time you send commercial emails or make cold calls, you could be reaching out to a non-existent prospect.

Web push notification subscription can’t be falsified, as a visitor doesn’t have to provide any personal information. The only thing he is asked to do is give your website a permission to send push messages. It means that behind every accepted invitation there is a real person you can reach at any time you want.

Final thoughts

As more websites are adopting web push notifications, it’s becoming apparent that ones that are not using them yet are missing out. Now that you know that the opportunities of browser push notifications are immense wait no more and try it yourself.  

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