Businesses can work in more progressive ways and improve the productivity of any marketing strategy by measuring the performance of push marketing strategy regularly.

Why we should measure the effectiveness of push notification campaigns?

Web push notifications are an effective way to engage with your users directly. To understand the impact of push notification campaigns you need to check the KPI parameters against the push notification benchmark data for your industry.

Let us consider, you have set up the right segmentation, timing, frequency, relevant content, and others with the help of a powerful push notification service. Marketers need to know indicators that will tell the effectiveness of push notifications campaigns has been.

These push notification KPIs will depend upon the campaign’s goal. For example, a blog website push notification campaign goal is to reach many users and bring them to the website. But for an e-commerce website, the campaign objective is to bring the users, engage and generate revenue. So, you need to analyze your notification campaign to figure out the KPI to know the success of your push marketing strategy.

KPI to Measure Push Notification Success Industry Wise

The push notification performance metrics are similar for every industry. But we have some considerable metrics that differ according to the website functionality as mentioned below.

Ecommerce or Retail Websites

  • Revenue after pushing notifications
  • Increase in average order value of your existing customers
  • Increase of in-store visits after sending a push notification with location segmentation
  • Response to your new product or brand

Content & Video-Based websites

  • Number of page visits, video views after a push notification campaigns
  • Time spent by the subscriber on a landing page

Before anything, you need to have a favorable number of subscribers to plan effective push notification marketing campaigns. Marketers advertise their products using channels like social media, emails, website ads, and more to attract visitors to the website. If you can improve the strategies of opt-in, there are high chances that users turn on push notifications. You can check out our detailed blog on how to increase push notification opt-in rate for your website.

5 KPI to Measure the Effectiveness of Push Notifications Campaigns

Here we have curated essential 5 KPIs that help you to track and analyze your push notification campaigns. It increases your opportunity to seize all the benefits of push notifications.

Number of Push Notifications Delivered

Marketers need to keep track of the number of push notifications delivered for every campaign. It is because sometimes your notifications may fail because of technical issues. For this, you need to prefer an effective push notification tool. It ensures your notifications reach all subscribers at the right time. Also, don’t overdo it as it may irritate your users and increase the opt-out rate. Truepush has analyzed real-time campaigns and has push notifications frequency for 6 industries- News & Media, Job portals, Ed-tech, E-commerce, entertainment, and astrology.

Push Notifications View Rate

The view rate is an important metric to measure the effectiveness of web push notifications. Marketers always try to reach a view rate of 25%-50%, which is the least they expect out of push notifications campaigns.

View rate = Total number of views/Total number of push notifications sent

Marketers need to optimize the push notifications timings to get a high view rate. You can analyze the previous campaign’s data to decide accurate push notifications timings. It helps to reach audiences when they are active.

The global websites should also keep an eye on geolocation. You can’t send push notifications globally at the same time. With Truepush, you can schedule push notifications according to the targeted country’s time zone to achieve a maximum view rate.

Push Notifications Click Through Rate (CTR)

We have analyzed push notifications timings, which will increase the view rate. The next thing required is notification clicks. The click-through rate (CTR) is an essential parameter to measure the push notifications success.

CTR= Total push notification clicks / Total Views

We have curated 7 best practices to send push notifications to make sure all your views are followed by clicks. The high push notifications CTR is an indication of increasing user engagement. So, understand your audiences and curate effective push notifications that encourage users to click on them.

Website Traffic & Conversion Rate

One of the main objectives of using push notifications is to increase website traffic and conversions rate for the websites. So, no improvement in these metrics indicates the low performance of push notifications.

Every industry has different use cases of web push notifications and parameters to check the success. For example, a blog website has pushed “Tourists Attractions in Italy” notification for the blog on “Tourists Attraction in Rome”. When a subscriber clicks on the CTA button he lands on the irrelevant information page. This type of push notification practice can increase bounce rate, opt-out rate, and decrease credibility.

Opt-out Rate after Pushing Notifications

A low opt-out rate after push notification indicates the success of your push marketing strategy. We need to check this metric after every notification as it gives significant insights into effective content, timing, and impact on the users. Let us see a few reasons for the increase of push notifications opt-out rate.

  1. Users receive too many push notifications per day.
  2. Users not receiving relevant or personalized push notifications. For this, use push notification segmentation and triggers features to send push messages.
  3. Not receiving genuine information with the push notifications. For example, a fashion store push notifications saying “20% off on all brand shoes”. When the user clicks and observes a discount valid only on one brand. This type of practice will reduce the trust in your website and lead to the push notification opt-out rate.
  4. Users don’t see any value in receiving notifications. So, you need to push notifications that benefit the users. Some of the examples are
  • Retail websites can push about offers, discounts, and brands.
  • Gaming websites can push notifications on free upgrades, points collection, etc.
  • Application websites push notifications on new features, low pricing, and more.
  • Video-based content websites about subscription offers, referral points, and more.

Assign Push Notification Performance Targets

Before starting a push notification campaign set up a target baseline. So, you can optimize the campaign to reach those benchmarks. You can collect and analyze previous campaigns data for a better understanding and reduce the risk of losing subscribers.

For example, you have achieved a 10% of click-through rate for your previous campaign then set an objective to increase to 20% for the next campaign. Make sure to set up achievable targets so that your team can work comfortably towards reaching goals.

Analyzing the performance metrics of push notifications gives your interesting insights. It helps you to develop effective marketing campaigns. 

P.S- If you are finding push notifications pricy and hard to build, you can use Truepush, a free and monetization push notification tool. The users can check the delivery stats like reach count, views, clicks, delivered, and unsubscribe users for every push notification campaign. In short, you will have all the necessary information in your hands to plan your upcoming push notifications to engage and retain users.