This year, we’ve seen Web push notifications started to appear on every websites.
I personally think it’s a great way to connect with your audience/ customers and that online businesses must leverage this technology to stay ahead of the competition.
But there is a fine line where these push notifications can be perceived as spam. So use them, but use them well.
You’ll learn below:
- What are web push notification
- Why web push notification are a must have
- Companies that already use Web Push
- How web push notifications work
- How to implement web push notifications on your website
What are Web Push Notification
Web push notifications allow users to opt-in to timely updates from sites they love and allow you to effectively re-engage them with customized, relevant content. GOOGLE
I couldn’t explain it better than Google but I’m sure you’re already familiar with them as Facebook use them.
You know this little popup showing up on your desktop and mobile?
Well, this is what we mean when we talk about Web Push Notifications.
Why Web Push Notifications are a must have?
We know for fact that it’s way easier to drive someone on a website than getting them to set up an App.
The good news is that Web Push gives businesses the ability to send notifications without making a big investment in an app.
Plus, it works across desktop and mobile.
In a world where reaching a user is becoming more difficult every day, creating an opt-in list is precious. Especially with GDPR in sight.
You can use them for automation and campaign based messages.
Here are 10 bold reasons why every online business should use Web Push Notification:
- It’s very easy to set up / You don’t need an app
- It’s a 1to1 opt-in communication channel
- Grow your opt-in list quickly
- It’s a great way to form habits
- Web Pushes have a higher CTR than Email
- It’s a great tools to reduce cart abandonment rate
- It’s a fantastic way to increase user engagement
- Create automation based on user behavior
1. It’s very easy to set up
With the help of the different software available such as MoEngage, Accengage, SendPulse and Onesignal, you can set up web push notification for your website within a few clicks.
You’ll be ready to send your first customized web push notification as soon as you’ll get some suscribers to your opt-in list.
2. It’s a 1to1 opt-in communication channel
Coupled with your CRM Web Push personalized for each of your customer and will let you send the right push notification at the right time. It’s great to create a conversational illusion.
Thinking of how to improve your user engagement?
Well, Web Push Notification is all you need. Web Push Notifications can be delivered to your target audience without them having to be actively using your website or web browsers.
Increase your user engagement by communicating to users who are busy with other stuff or browsing other websites by sending them to push notifications and bring them back to your site.
3. Grow your opt-in list quickly
Thinking of ways to grow your opt-in list? Well, web push notification is your solution.
As you don’t need to hustle for users email ID, name or mobile number, Web Push notifications have a higher opt-in rate than emails.
User just need to enable Web Push once the prompt ask them to do so.
3. It’s a great way to form habits
When you get a notifications it feels good.
It has been proved that notifications release dopamine and most of people will jump on their phone to check if this is something important.
I strongly recommend you to check this video from Simon Sinek to understand the effect of notifications on people.
If your notification is well targeted and sent at the right time it will create a positive sentiment.
3. Web Push Notifications have a Higher Click-Through Rate than emails
Most of people now automatically associate email with spam.
It’s because of us marketers. When we have something good, we overuse it and mess it up.
As Web Push are a native way to interact with your mobile and your desktop it often leads to higher open rate than email.
According to Mobify, Web Push Notifications have an open rate 173% higher than emails.
Attention: Users have the choice to unsubscribe from these notifications at any time. If they do so, they will never see the Opt-in prompt of your website again so use it carefully…
4. It’s a great tool to reduce cart abandonment rate
Everyday customers left million of dollars in their carts.
As of the first quarter of 2018, it was found that 75.6 percent of online retail orders were abandoned instead of purchasing.
Don’t let your e-commerce site visitors leave your site with items still in the shopping cart.
According to case studies, e-commerce websites have an average shopping cart abandonment rate of approximate 68 percent leading to loss of potential orders.
Use web push notifications to send notifications on their desktops or mobile to remind them of the items they left in the cart, this way you can reduce the number of unfinished purchases and increase your revenue.
5. It’s powerful to Improve customer retention
Study have shown that the cost and effort to attract new customers is 5 times higher than retaining existing ones.
For example, let us imagine you own an online baby shop.
If your client has purchased baby porridge, the chances are she will need it again in like two weeks’ time.
Well, that’s an opportunity to bring your client back to your store.
7. Create automation based on user behavior
With the help of software like Moengage, you can monitor the browsing behavior of users on the internet and automatically trigger different web push notification based on what they like.
This is very important because you will send only relevant information and this is more likely to capture the user’s attention and increase your engagement.
For example, if you are an Online travel agency, if a user that have previously opt-in to your web push is searching on your site online for “flights to Sydney”, if he is leaving your website without booking you can send him a web push like “15 persons have booked a Flights to Sydney for the 10/08/2018 in the last hour. Would you like to book now?”.
8. You can plug it into your Data Management Platform
With the help of Accengage software, you can easily interconnect your channel to your Data Management platform with a few clicks.
This will help you benefit from the data that is collected from different channels and provide an easy way to create cross-channel push notifications.
9. It’s cheap to reach your customers
Once your opt-in base is build you can literally send a message to all your customers in just a few minutes.
The fact that you don’t need an app for that make it really affordable.
Software like MoEngage are even free up to 10,000 suscribers.
A fantastic opportunity to test and see how it works for you!
10. No need to deal with fake contact information
Tired of collecting false information? Just implement Web Push Notifications, and you are good to go.
Chances are most customers will intentionally fill in incorrect contact information when filling in personal details on online forms.
Consequently, this means when you send promotional or marketing emails, you will be probably be reaching to the wrong person or even non-existent person.
A Web Push Notification does not require any personal details or contact information to be delivered.
Push notifications are provided to user’s browser, and the only input from the user is to opt-in.
This means for every accepted push notification there is a real person you can communicate with.
Companies using Web Push Notifications
Facebook implemented web push notifications back in 2015. This meant that Facebook notifications could show up on the user’s desktop without the user having to be on Facebook.com.
Users visiting Facebook in a browser will get a prompt asking them to allow Facebook to show notifications. Users are presented with an option to enable or block.
When the browser stores a user opts-in (allow) to the notification, a device id for the specific subscriber.
Later on, based on different events, Facebook might trigger sending a push notification to the user, for example, other users comments or new post. When you opt-in to Facebook notifications you will likely get push notifications like John, have you seen Doe’s original post?
Beyond the Rack
Beyond the Rack, an online retailer of designer products adopted web push notifications and increased their revenue per visit by 26 percent through re-engaging users via push notifications.
Beyond the Rack realized 52 percent of their users used the mobile web to visit the site, which presented an opportunity to implement web push notification. The implementation saw a 50 percent repeat visits increment within three months.
Since then, Beyond the rack has implemented timely and relevant push notifications to their users providing a 20 percent click-through rate especially on flash sales alerts.
This has accounted for 72 percent more time spent on the site per visit for customers visiting the site through push notification.
An example of push notification you will likely to receive on Beyond the Rack is: We can send you notifications whenever new events go live. Customers then can choose to opt-in or reject.
The list of website that have adopted Web Push is growing…
Globally and in New Zealand several companies are jumping on the opportunity: Grabone, NZ Herald, Air France…
How web push notifications work ?
Companies with websites can start sending web push notifications after installing a web-based SDK (code) from a web push service provider on their site and enable sending of push notification.
There is no application or other software required.
Once this is set, your website visitors will start seeing a subscription prompt on their desktops.
Sending web push notification to the users will be possible after they subscribe or opt-in to your website information.
Users can opt-in by merely clicking the web push notification, and this will redirect them to the set web page (URL) web page on your website.
Anatomy of a Web Push Notification
Title: this is the first thing a user will see so every notification you send need an eye catching and click baiting title. Usually 50 characters or 5 to 6 words.
Body/ description: you will need to add details that will support your notifications. Try to be concise as if your description is too long it might be truncated.
You can even add emojis to your notification’s title and description.
Call to action button: Rich push notification allow you to add up to 2 different call to action. The call to action is an important part of your push to make sure people are clicking on it.
Logo: adding a logo help users identify who send the push and is useful to build brand recall.
Banner image: Banner size images were introduced recently with Chrome 56. Most of the current browser don’t support this feature yet but we all know that visuals are helpful to amplify a message.
How to create high performing Web Push Notifications?
To be effective a push notification should be immediately useful and current to the reader. For example, check out our clearance sale going on now!
For Google, a good notification should be :
And to be all of that, it must be personalized!
Besides, the content should be related to what the user is currently browsing or previously submitted searches – it should be something the user cares about.
This will likely catch the eye of the user and more chances of subscribing to the website.
The content needs to be precise and specific. Avoid vague and redundant information. Users should understand what the notification is all about in the shortest time possible. Be sure to show the reader how to opt-in or cancel the push notification.
People will put higher values on items that are scarce or limited, use push notification to increase your customer engagement and sales through the power of poverty. For example, There are only a few rooms available, click here to book a hotel room now!
Rich Push Notifications performs better
The content on the push notification should convey full information to the user; this means users should not have unanswered questions after reading the push notification. It should provide all the necessary information to make the user want to visit the site.
Don’t send too many notifications
There are higher chances that users will unsubscribe from service when you keep sending many marketing messages.
You don’t want to lose your customers, engage them few periodically push notifications to bring them back to your site or even attracting new potential clients.