Biz Tips: 7 Surprising Facts About Web Push Notifications

Biz Tips: 7 Surprising Facts About Web Push Notifications


7 Surprising Facts About Web Push Notifications

If you’ve been around the web long enough, chances are you’ve encountered one of those little pop-ups containing a short message asking for your permission to allow or block notifications from a specific website.

These are called “web push notifications,” and you’d do well to pay more attention to them.

For starters, web push notifications are proving to be one of the most profitable tools in the modern marketer’s arsenal. While most digital marketers already know this for a fact, many still have misconceptions about how push messages work.

If you want to use push notifications to your advantage in your marketing efforts, there are several key facts you need to know about the technology beforehand.

1. It’s a higher converting marketing tool than you think

A recent survey of 1,200 individuals conducted by Responsys shows that 70% of adults enabled push notifications from their favorite brands’ apps. The click-rate can go up to even 25% for special promotions.

If these figures are anything to go by, there’s no question that push notifications can positively impact your business’s bottom line.

It’s not in the least surprising. After all, compared to email, push doesn’t require users to go through numerous hoops to subscribe. Just click “Allow” upon receiving the prompt and you’re good to go.

2. You don’t have to worry about privacy

Web push notifications are permission-based, meaning you have to opt-in before you can start receiving them. The Web Push Protocol uses Google API, providing the assurance that the user’s privacy is upheld and protected at all times. Better yet, unlike with emails, web push subscriptions can’t be resold nor shared with third parties.

3. It’s a great tool for reducing cart abandonment

Did you know that 67.45% of users visiting e-commerce websites abandon their shopping cart before the point of purchase?

Abandoned shopping carts aren’t necessarily a bad thing. In fact, they offer a golden marketing opportunity. After all, they involve users who have already shown interest in what your website has to offer.

Through push notifications, your website can provide the “push” needed to entice visitors to finally make the purchase. In fact, push messages have up to 10 times higher returns over email. This only goes to show how the real-time nature and higher viewability of push notifications directly impact customers’ purchasing behavior.

4. Users don’t have to be on a website to receive notifications

You can receive real-time updates any time you’re on the internet the moment you opt in to receive push notifications from a website, whether you are on their website or not. It’s the perfect marketing tool to nudge users to return to your website.

5. They increase reader engagement significantly

Push messages provide websites numerous opportunities to have a dialogue with their readers. A push notification, after all, is a piece of information in itself, thus inviting readers to read a more in-depth account of that information.

To drive engagement and retain subscribers in the long run, notifications need to be timely, relevant, and accurate. Desirée Shoe, the digital editor of The New York Times, says that push messaging selected pieces of content to showcase their journalistic pedigree has spiked the publication’s reader engagement.

6. They retain customers far more effectively than email

The impact of high customer engagement on retention can’t be emphasized enough.

It’s worth noting that existing customers are 50% more likely to purchase new products compared to new customers. By re-engaging these customers via push notifications, you can redirect them to your website store with minimal effort.

7. The push is instrumental in promoting your “Flash Sale”

Push messages convey a sense of urgency that emails can’t hope to match. They are more “real-time” and immediate, thus enticing shoppers to respond immediately to a flash sale, rather than postponing it to a later date only to forget about it. It’s pretty simple to create push messages, either you decide to use a web push notification tool like Maxtraffic (or any other) or create them manually (here is a guide for that, but it takes some knowledge about Javascript to pull it off). Here’s an example of how you can promote sale with web push:

By using push notifications to bring your readers into your sales page, you’re also encouraging them to explore more of what your brand has to offer, which could lead to repeat purchases. Don’t be afraid to experiment with your push messages and see what works best for you.

There are no two ways about it: if you want to sustain the growth of your business, you have to integrate web push notifications in your digital marketing strategy. Your competitors are likely using them already, and you have to get in the game if you want to keep up or gain the competitive advantage.

What’s your opinion about web push notifications? Do you find them helpful and engaging or not? Let me know!

7 Surprising Facts About Web Push Notifications was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by highlighting and responding to this story.

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