Web push is a relatively new and very effective method of communication with customers. Concise messages are displayed to web browser users on computers and mobile devices as rectangular windows in a bottom right, or sometimes upper right corner of the screen. Web push notification may contain graphics, title, short text and obviously a link. What should you know about web push?
The statement is supported with figures. Owing to cooperation with almost all major browsers and mobile platforms, web push notifications can be sent to exceptionally broad group of recipients – around 80% of all internet users!
Moreover, they represent a pretty fresh form of communication, from users’ perspective, and are unintrusive, which gives them advantage over traditional newsletters that many users are already tired with. Simultaneously, statistical figures demonstrate that web push notifications are on average 30 times more frequently clicked by users than emails. In addition, around 20% of messages are clicked. These are sufficient arguments to consider this form of communication in one’s business.
Simplicity and effectiveness of web push let us use the method in many various ways. Obviously, what comes to the fore is sales where advanced targeting is a web push asset. Therefore, we treat a consumer in an individual way, sending them information on selected products and services, offering e.g. dedicated discounts or informing about availability of product that they previously failed to buy. Moreover, we can perform effective cross-selling. Besides, web push notifications are ideal when dealing with abandoned carts. Owing to web push it’s fairly easy to build a brand image. Owing to this tool we distribute marketing content, inspirations or tutorials.
As is true for newsletters, in order to send web push notification, we need to get consent. However, in this case the process is quite simple. Opting-in is not expressed by filling in a form, even a simple one where you just need to enter and confirm your email address. A person who opts in to receive web push notifications only needs to visit our website and confirm accepting this form of communication with a single click. The tool is active also for anonymous contacts, while web push notifications appear after having left the webpage, provided that the subscriber’s browser is on! It’s not important what program our potential client is currently working in, whether it’s Excel, Word or Outlook – if their browser is on (and doesn’t have to be active at a given time), web push notifications will be displayed.
Owing to web push, we don’t only boost sales through single messages and their conversion, but we also collect valuable information, so we get to know our customers better.
What data are we able to gather owing to web push notifications? Among others information on the number of visits, browsed offers, as well as value and kind of purchases made so far. Hence, the tool supports the analysis of user engagement on the website and allows for creating customer segmentation by their behaviour or buying habits. Moreover, the process is fully automated. This way, subsequent web push notifications with discounts, offering and other buying incentives reach exactly the customers they are targeted at. Hence, we save costs and gain higher conversion rate, because we eliminate e.g. users who only browse products, but are not accustomed to buying them.
It has been recently evidenced that obtaining a new customer is on average 6-7 times more expensive than keeping the existing one. Therefore, a loyal consumer is like a treasure, and in order to encourage them to stay, it’s worth conducting after-sales service and check customer satisfaction. We can efficiently use web push notifications for that purpose. How?
Customers are quite reluctant to fill in after-sales surveys, but they are much eager to answer concise questions. A single web push notification allows for interaction with a recipient, when it includes a question and a few responses to choose from. Such action may turn out to be a very beneficial long-term investment that prevents from losing customers going to competitors, reminding them of our brand at the same time.