Push notifications can be a valuable tool to raise awareness for your services and convert leads to sales in e-commerce. Make sure you invest in the right type of push notifications that are designed to best motivate your customers to go to your site.
Web push notifications are becoming an effective marketing channel for businesses.
Since push notifications are delivered in real time on a user’s browser, the chances of missing the notification are low and they usually result in higher engagement.
The key to boosting user engagement and sales is to send the right copy at the right time to the right people.
When you send push notifications to the right target, the chances of customers clicking on the notification becomes higher than sending a notification to someone who has not displayed any interest in your services previously.
E-commerce websites who have implemented the right strategies saw an increase in repeat traffic as well as conversions:
- Ofertia saw an increase of 39% in repeat traffic using push notifications
- Mydeal saw a 20% increase in revenue using triggered push notification
Apart from being delivered directly on a user’s browser, web push notifications also offer advanced features specifically geared towards an e-commerce business. The ease of use allows marketers to use push notifications more efficiently and effectively.
Here are the top 5 ways e-commerce sites can use web push notifications to boost user engagement and sales.
1. Invest in Segmentation
Targeting the right audience is one of the important keys to achieving results in any marketing tactics.
Segmentation allows you to properly segregate your subscribers into different categories based on certain rules.
Segmentation also has an impact on click-thru-rates (CTR). Studies show that notifications sent to targeted segment results have higher CTR compared to push notifications sent to everyone.
The graph below shows how different types of businesses experience different results using segmentation.
You can segment your push subscribers based on multiple criteria:
Interested Product/Category –You can segment users based on which page users subscribe to your push notification. This way you will know what the user is interested in and which type of page they are exploring. You can then send them to push notifications showing products from that category.
Based on Geo-Location – Shopping behavior can vary depending upon user location. If your e-commerce business caters across the globe, then you need to create different campaigns for different places.
For example, if you are a clothing retailer and it’s summer in one part of the world, but winter in another, you should make sure you are targeting the right audience with the appropriate attire.
With web push notifications, you can easily segment your subscribers based on their location. Your customer will find those notifications more relevant and will result in higher engagement and sales.
Action Based Trigger – Visitors perform different actions on your website. Based on their actions, you can segment them.
One of the most common actions users do is abandon their cart without purchase.
However, these are the users who have a better chance of converting because they already thought about buying certain products.
Segment these types of users and re-target them with a cart abandonment push notification campaign. Due to the targeted nature of the cart abandonment campaign, businesses can increase the conversion rate.
As well, in the Push Engage study, revenue increased by 20% using cart abandonment notifications.
Further, there was a 15% increase in subscription rate as people became more active on the site.
When it comes to better engagement and sales, segmentation is the most critical factor. Always segment your users and send a targeted notification for better results.
2. Make Sure You Have the Right Timing
There is no point in sending a notification when your subscribers are not active. So, timing becomes very critical to increase customer engagement.
Timing depends on the type of push notifications you are sending.
Regular Push Notification – If you are sending a regular push notification about any product update you should send it when users are most active.
You can analyze your push notification data to analyze when your users are most active.
Timing also varies depending upon your target segment. If your target segment is students, then you do not want to send a notification to students during school hours because it might not be seen.
Students will be more willing to browse your site if they are not in class.
Triggered Push Notification – These notifications are sent automatically based on customer action.
For example, if a customer has abandoned their cart. You need to send notifications within 30 to 60 minutes of the action.
Triggered push notifications are basically reminding the user about this action and hopefully convincing them to finish the purchasing process.
Urgent Notification – If it’s an urgent notification, send it out immediately.
For example, you are running a sale event which will be over in the next 1 hour, you should send a notification immediately alerting customers.
Another important thing to remember is that all users are based in different time-zones.
Using push notifications, instead of creating multiple time-zone based segments, you can send notifications which will be delivered based on the customer’s time-zone.
This is very critical when you are dealing with global customers.
A push notification sent at the right time can increase the recurring traffic to your website by 39%.
Sending push notifications at the right time is crucial for the success of the campaign.
Even a poorly-written push notification that is sent at the right time has a higher chance of getting clicked on compared to a well-written notification that was sent at a bad time.
3. Try Different Methods With AB Testing
Another way to ensure that you’ll receive a high engagement rate is to do A/B testing.
You can test different times, triggers, and audiences in your push notification campaign and see which combination performs best.
Below is a template for how you can organize you’re A/B testing.
This template will help keep your campaign organized and make the data easier to read once you launch your efforts.
Segment Only – A/B testing of push notifications is more effective only when you do for segments. If you do A/B testing for general subscribers, the result may vary as it contains subscribers with varying interests.
When you segment subscribers, you have already grouped people based on similar interest or other rules.
A/B testing for the segment will give you a clearer idea about which type of push notifications are more favored by different segments and can result in a better engagement rate.
Test Limited Parameters – Don’t go overboard with A/B testing for all the parameters for each campaign. A/B testing allows you to test – title, image, and landing URL.
Identify the element you think is going to make a bigger impact for any particular campaign.
For example, you have created two different landing pages to test for conversion. In this case, you test only for the landing page URL.
A/B testing allows you to know the top factors which have an impact on the engagement rate and conversions. Analyze A/B testing results and make the necessary changes in your push notification campaign.
Encourage Trust With Drip
When a new user subscribes to your push notifications, you can educate users about your website and product. One of the reasons people abandon their carts is the Trust Factor.
Users are not going to buy from your website if they don’t trust it.
One of the ways to create trust is to keep your user informed about your website.
Using Drip, an e-commerce marketing automation tool, you can let the user know more about your brand and products. Drip allows you to create auto-push notifications to be sent whenever any new user subscribes to your website.
Using Drip you can:
Educate your user – Send push notifications about the different products and categories you serve. With Drip, you can keep your user engaged with notifications about your best-selling product sent at regular intervals.
Share Reviews – Many of your customers might have reviewed your website and products. Share with the customer using push notifications.
If you have been reviewed by any third party, share those with customers. This builds transparency with the customer.
Share Trust Factors – Only 65% of websites display trust badges and you should be one of them. By sharing trust factors with your customers, you are being transparent about what previous clients think of your services.
This will create trust in the customer’s mind regarding your website and will increase conversions as well.
With Drip, you will never miss sending push notifications to your new subscribers. It plays an important role in keeping users engaged with your website.
4. Push Notification Content – Title, Copy, Image
The last but the most important part of getting higher engagement and conversion is the push notification itself.
Push notifications have multiple elements. Make sure these pieces are well optimized before you start sending.
Since the number of characters is limited, optimizing the content is vital. The three important elements are:
Title – The title is the 1st thing your customer will see on their browser. You can try different ways to write a push notification title:
- Curiosity: Increase user curiosity with your title. For example, if your push notification says “Get these headphones for free!” The user wants to know more about this deal and goes to click on the notification.
- Urgency: Anything urgent usually gets attention. Create urgency with the title. For example, “Make Sure You Shop the Last 2 Hours of Our Sale!” lets the user know that they have limited time to buy items on sale. Users may not want to miss the offer and click your notification.
- Informative: You can also make your title informative for the users. For example, when a user abandons their cart, you can use the title, “Complete Your Purchase Now.”
Body – This is where you mention more about the offer. Keep it simple and crisp. Ensure it is related to what the title is about.
Image – Always add images in your notifications. Usually, people are in a hurry and may not read text, but will see an image.
Incorporating an effective title, body text, and image in your push notifications will make people more likely to click on them.
Incorporate well-written and targeted messaging to make your notifications worth the effort.
Make Your Push Notifications Work for Your Business
In today’s world, reaching out to customers on time is crucial for the success of any marketing campaigns.
With web push notifications, you can instantly reach out to your customer and engage them. You can also design campaigns to increase your sales. E-commerce developers can help create a site that is optimized for the human user, as well.
As a push notification service provider, we have worked with many e-commerce websites to help them design campaigns to increase their revenue.
The 5 main factors that impact the user’s engagement and sales are:
- Segmentation – Helps you target your audience better
- Timing – Results in getting higher CTR
- AB Testing – Helps to find the winning design and copy
- Drip – Automates the process of reaching out to customers without missing
- Push Notification Content – Right content leads to better connect with customers
If you use a combination of all these 5 factors, your push notifications will encourage people to engage with your site. Make sure you optimize your campaigns so they are most effective with your audience.