As a marketer, you use all of your marketing strategies and efforts to achieve constant customer engagement. You create your website with well crafted and timely scheduled content. You promote the website and content through all the channels. You work hard for a nearly perfect inbound marketing campaign. Now customers are constantly revisiting your website, leads are generating and converting. You are happy forever. Every marketer wishes this to happen but this is not what’s happening in reality.
Customer engagement is not something which is done in a jiffy; it requires persistent efforts. To make an even greater impact, re-engagement is the key and push notifications are the way to do that.
Companies are utilizing push notification service tools for an effective campaign and constant user engagement.
The adoption for push notification is rapid across industries including e-commerce, content publishing, retailers, B2B SaaS, traveling, Banking, Financial, and Insurance.
Push notifications are quick, small sized updates which are pushed by the website publishers to the website users on their desktops and mobile devices. When visitors arrive on the site, they will receive a prompt to subscribe. If accepted, visitors receive notifications even when they are not on the site and when clicked it will take the user to the sender-specified landing page.
This blog helps to understand the requisites emphasizing the need for web push notification services for businesses. The blog also focuses on why companies are opting for push notifications in this digital marketing era and how they are strategically benefiting from the features of push notification tools.
Why are companies using web push notifications?
Push notification service can deliver notifications when the user is not on the website and browsing elsewhere. Web push notifications enable the company to extend the reach of their website and re-engage with visitors.
For example, consider-commerce sites and applications and understand how push notifications are put in use to build compelling user engagement and re-engagement
Online retailing is growing rapidly. Online retailers highly depend on e-commerce sites for easy access to the market.
Customers can purchase at any time and anywhere. With advanced tracking and customer insights, e-commerce sites offers personalized recommendations to the customers.
However, e-commerce needs a channel to deliver the message to the customer or user of the site.
Cart abandonment is users adding products to their cart and leaving without completing the purchase of order. E-commerce sites are using abandoned cart recovery methods to re-engage with abandoned customers.
Abandoned cart emails and SMS are sent to the customers as a reminder to complete the purchase of order. Most of the email and SMS reminders end up in the inbox without being checked and thus reducing the chances of recovery.
But on the other hand, web push notification delivers the message to the customer directly irrespective of registration.
If a customer has abandoned the shopping cart, web push notifications service will push notification of reminder to the customer on the user desktop or mobile screen.
Website owners can set up automatic abandoned recovery web push notification to send the message of recovery within 24 hours of customers abandonment.
Web push notification acts as a non-intrusive and soft reminder which increases the rate of recovery by re-targeting customers.
Web push notifications to improve engagement?
We have examined an example of strategic benefit achieved by the companies with web push notification services. Let’s look at other benefits of web push notification services offer to the companies to improve the engagement.
Easy and quick implementation
Implementation of push notifications is simple. Developing and registering the site on the browsers and working through API was the generally practiced method of implementing web push notifications.
But now there are tools available to set up push notifications for the website and apps easily.
Non-interruptive marketing is the new strategic approach trending in the marketing field. Web push notification is a marketing channel with less intrusion.
Every visitor to the website decides by himself whether to receive notifications or not. As visitors themselves agreed to receive the notifications, they consider them as less interruptive, and engagement is voluntary.
Push notifications allow companies to communicate with users in real time through their websites and applications. Web push notification will channel the companies message to customers regarding the most recent trends right away.
In the online era, content publishing websites and news portals are on high demand for delivery of news as an and when something comes up. Web push notifications can be the helping hand. Whenever there is breaking news, web push notifications can deliver it instantly by pushing it on to the user’s screen even when the user is not on the website/app.
Increase conversion rates
A higher conversion rate is an indication of business growth. Visitors of the site should complete the action, whether it is filling a form or purchasing, downloading, or reading the content. The conversion rate is based on the motivation you provide to the visitor to complete the desired action. There is no such thing as 100% conversion but you will have higher conversion rates.
Push notifications don’t have any mystical way of increasing the conversion rate. But what they can do is ‘ask the user to convert’ as every other marketing method does. Push notification user engagement is simple, clear, crisp and comes with no distractions. And also, push notification sends the message to the users who have opted for the service, so the rate of conversion is high as they are already voluntarily interested in your business.
Higher opt-in rates
Opt-in for web push notifications is a one-step process. When a visitor visits the website, the subscription prompt pop-ups and the opt-in is done when the user agrees to it. Using web push notifications companies can build their marketing lists faster than email subscriptions.