If you’re already up to the task of building a list of subscribers who’d like to receive web push notifications, you might be wondering what kind of messages will keep users engaged? Below are a few ways to maximize user engagement with web push notifications.
Web push notifications are one of the easiest ways to bring users back to the website once they leave. Got a great offer? Discounts only for the next couple of hours? Be ready for an instant hike in traffic after sending a web push notification to all the opt-ins. It is a great way to retarget the users because of two reasons,
- It demands less commitment from users to opt-in. Clicking “yes” is always easier than submitting the email id. This makes web push notifications preferable over emails.
- Let’s be honest, retargeting is expensive. You don’t even know if your visitor wants to see you again. With voluntary opt-ins, you could be sure of user willingness to see your messages.
Leverage Push Notifications to Boost E-Commerce Sales
There are three main strategies to maximize the impact of web push notifications to increase sales.
We see many companies adopting an email newsletter- type mindset to send web push. Send a few web push notifications every day and send them to everyone.
There will always be some percentage of people who click. The question is how well does it work compared to alternatives. Much like emailing all recipients on the distribution list of your newsletter, it works. Some percentage of people will always respond. However, with web push notifications, you’re only tapping into a part of what’s possible.
2. Targeted Broadcast
Targeted Broadcast moves you toward more thoughtful messaging. The goal is to push more messages out to more subsets of your audience. Push political news to those who read political news stories vs. lifestyle. As you become more relevant, you add more value to the user in push messages which pays back.
My best advice to hone in on relevancy is to “think one layer deeper.” What I mean is think about getting someone to your site. That’s layer one. Once they click into a section or category that’s layer two. Here considering one layer deeper means focusing on layer two. Create user profiles and don’t send users a Sports news alert if they visit the Travel category 20 times in the last three months. Sports Cafe, a sports website in India uses web push notifications in a very targeted way.
This is where we see the leaders of the web push experimenting and generating the highest possible response rates, providing the most value.
Web push messages which are auto-triggered based on an individual’s behavior are more relevant and hence, garner higher click-through rates. Any web site that has created a series of steps for a user to walk through has the opportunity to re-engage them in a personalized way if they fall out of the process halfway through. Media and publishing companies with premium subscription services and e-commerce companies with a standard purchase process can take significant advantage of knowing who the person is, at which step in the purchase process they dropped off and can message them on how to quickly jump back in and complete purchase easily.