It’s no secret that growing any online business is becoming increasingly difficult. To keep the company moving forward, marketers around the world are scouting for innovative and cost-effective ways to not only attract new customers but also keep the existing ones. Push notifications are gaining popularity for this reason!
If you are a small businesses owner looking for new and powerful marketing tools to increase user engagement and retention, consider giving web push notifications a try. Not sure what that means? Web push notification is a browser-dependent communication tool that can reach a subscriber on his desktop or mobile, even when he is not browsing your website. It’s a relatively new marketing channel that allows you to cut through the digital noise and engage with your audience in real-time.
However, just like with any marketing tool, the key to success is not the tool itself, but the way one chooses to utilize it. And truth is, most small online businesses are still trying to discover different uses for web push notifications that would help them boost conversions.
Oftentimes, one simple yet important question arises to almost every marketer who is willing gives web push notifications a chance: how do I use web push notifications to achieve significant conversion results?
In the search for an answer to this question, 38 top marketing experts, influencers, and World Wide Web superstars were interviewed. The infographic below reveals their best advice on how to leverage web push notifications to its full potential. But before jumping straight to the infographic, let’s take a look at the major findings that suggest how to use push notifications in the most effective way.
1) Create engaging copy
Web push notifications are relatively short, and depending on the browser can be 40 to 120 characters long. This means that in order to see significant conversion results, you must create a copy that is clear and compelling.
It should go without saying that web push notification copy should always include an actionable call-to-action. You want to communicate a clear benefit and value with your message to encourage subscribers to take immediate action.
And when delivering push messages that promote special offers, try to create a fear of missing out. “Today Only”, “Hurry, Ends Soon” and “Last Chance” are the phrases that will make your push message too hard to pass on.
2) Segment your subscribers
Let’s say you are an Australian-based beachwear clothing brand and you are currently running a summer sale. Even though it might be summer time for you, some of your customers and prospects could be dealing with winter frost.
Web push notification that is promoting summer sale might be irrelevant to this particular group of people, therefore you should consider excluding them from the receiver’s list. However, it would be smart to create a separate campaign with the same offer but different copy, targeting customers from the rest of the world. Who knows, some of them might be packing a suitcase for a beach getaway in a faraway country.
As you can see, in order to deliver relevant messages to your subscribers you must carefully segment your audience. Group your subscribers together based on things they have in common, be it their geographic location, a certain product category they have previously shown interest in, or the device they have used to access your website.
3) Choose the right time and message frequency
It doesn’t come as a surprise that poorly timed notifications may upset your subscribers and deliver weak conversion results. As a rule of thumb, try not to send push messages early in the morning or late at night. And when scheduling your push messages, remember one simple thing: at the time of your message delivery, a subscriber has to have time to take an action you are encouraging him to take, let it be reading a blog post or placing an order.
Since web push notifications are considered as a high engagement communication tool, you must understand that being too frequent with your messages can leave the recipients annoyed. You don’t want to be bothering your subscribers a couple of times a day with messages of insignificant importance. Instead, save your push notifications for your special news.
4) Continuously A/B test for better results
When it comes to reaching out to your subscribers, it’s easy to fall into a trap of assuming what sort of messages they would engage with. But as we know, basing your marketing strategy on assumptions only won’t take you far.
Every business has a unique audience and that audience has unique expectations from a brand. If you want to meet and exceed these expectations, it’s essential to continuously improve your web push notification campaigns.
Every now and then conduct A/B tests to check in with your subscribers. From calls-to-action, delivery times to use of emojis or images, you can find numerous variations how to deliver desired value to your audience.
Check the infographic below to discover more detailed findings on how to use web push notifications to boost your conversions.
Do you use push notifications for your online business? We’d love to hear your experiences or questions in the comment section below!
Guest author Giedre Sulcinskaite is a Head of Content at MaxTraffic where she mostly writes about conversion rate optimization. When she’s not working, you can find her re-reading H. Murakami novels or packing up a suitcase for another weekend getaway.