Browser notifications (web push) is an advanced advertising channel, efficient for ecommerce segment, generating additional clients and sales from the existing traffic of an online store.
The browser notification service Push4site allows to send notifications to website visitors who gave their consent to their receiving. A notification may contain heading, text, graphic elements, with up to three links to landing pages.
Please see below NDA performance indicators of push notifications for an online women’s clothing store (data for 2019-2020):
How to achieve a similar result? See below short cases on introduction of push notifications into mono brand online clothing stores
Service notification about a 1-click subscription
allows to increase CR into a subscriber by up to 500%. Brands observing guidelines often demand localization in user communication even in the push notification channel. No doubt such type of subscription has ample opportunities in adjusting the appearance of a subscription and confirmation window. Settings allow to change color schemes of buttons, add a logo, make a unique selling proposition on the benefits of subscription.
Our two-year work experience with push notifications shows that a system request (subscription in one click) has a higher percent of conversion (up to 9%) and does not force a user to carry out extra actions concerning confirmation of subscription.
Use of the built-in service targeting
The audience of our clients’ online stores is 300K+ of unique visitors per month, therefore, we recommend allocating segments for drawing audience in advance. We segment subscriber database by the following criteria:
- Geo – allows to perform spot mailing according to the delivery service, notifies on the opening of another store or promotional offer for a specific city;
- Platform – users can subscribe both in a desktop, and in the mobile version of the website. We often use this targeting to announce promotional events of an online store in the mobile application (a -10% discount only in mobile app);
- Segmentation into the visitors of website sections (Homepage, Cart, Check-Out) and specific product categories and subcategories allows to send emails to the most interested audience, thereby personalizing the product offer;
- Segmentation according to subscription time;
- Lifespan of push notifications;
Use of rich of notifications and personalization in notifications
Testing of push notifications with a logo and a large visual picture showed that rich notifications (a logo + a large visual) increase CTR by 30%. Addition of one or two buttons with short calls to action yield an additional CTR boost by 5%.
Very often when sending messages button captions are not filled, the final message looks incorrectly, and users intuitively press the ‘close’ button. We strongly recommend making button captions obligatory for filling.
Setup of built-in triggers
such as Welcome Message, Abandoned Cart and User Reactivation, allows to adjust effective marketing scenarios quickly. According to the summary statistics, these types of scenarios yield up to 40% of submitted orders in an online store.
Welcome message – this type of notifications is instantly shown to the visitor after subscription and helps to redirect the subscriber to the necessary page or offer
Abandoned cart – automatically returns the client to the cart if they did not submit an order. This function works at a basis of a product feed (YML, XML) uploaded to the advertiser’s (Push4site) profile and transfers data about goods in the cart, their quantity and price, to the service.
User reactivation – allows to autosend notifications to the users who have not visited the website for a set number of days.
Adjusting trigger scenarios and notification chains
Introduction of additional trigger scenarios depending on the circumstance allows to increase order amount by up to 30%. Important – we recommend making automatic triggers and mass mailings in the overall style both in visual, and in content respect.
Examples of effective scenarios for ecommerce:
- Trigger for the views of the X product category;
- Abandoned product view
- Abandoned ordering
- Successful order placement
A/B testing of creative ideas
А/B testing – the built-in function in the advertising profile allowing to test the text and its length, visuals and buttons, release time and lifespan of a push notification, and above all – audiences. A must have for marketing specialists allowing to find quickly effective options of sending pushes and get the most out of the whole subscriber database.
Experience has proven that cross-channel browser notifications, at correct control and testing, allow to effectively return the audience already familiar with a brand, and to increase sales in an online store.