5 minutes Read
Web Push notifications: Use Cases for your Website
As a marketer, it’s your holy duty to stay up-to-date with advancements in the industry. So, I am assuming that by now, you have already read a lot about the new technology in town – Web Push notifications.
For my non-marketer lads out there, I’ll quickly cover up what web push notifications exactly are.
Have you been seeing these lately? These are called website push notifications.
To define it, web push notifications are clickable messages which any website can send to its subscribers at their browsers, instantly and in real time. They are similar to mobile push notifications except that they can be send to any device (mobile, desktop, tablets etc) and you don’t need to have an app for this.
You can use these notifications to
- Convert your one-time website visitors to returning visitors,
- Your visitors into subscribers,
- Your subscribers into leads and,
- Your leads into customers.
Web push notifications are easy to set up and implement – it’s a simple 2-step process:
- Opt-in message: Whenever a user enters the website, he is shown a triggered opt in box asking for permission to send him notifications. (Like the one in the image above)
- Send notifications: Once a user clicks on “Allow”, he is added to the website’s list of subscribers. The website can now send the notifications that will be delivered at each of these subscriber’s browsers in real time.
When the subscriber will click on these notifications, he will be redirected to the URL mentioned at the time of creating these notifications.
This new technology has been seeing tremendous results in terms of Click through rates and opt in rates. Can you guess the reason, why?
- One, because they don’t take E-mail Id’s or any other personal information of the users. Visitors can subscribe/unsubscribe to websites with a simple click.
- These messages are delivered in real time. So, even if the user is offline at the time of delivery of these notifications, the user will see them the moment they open their browsers.
- You don’t need an app for this..tada!
By now, you should already be planning your web push campaigns in your head.
Let me help you out there. I’ll try to enlighten you with some ways for which you can use web push technology.
- Are you a regular blogger who wants to distribute content to your audience? You should use web push notifications.
- Are you a blogging website which publishes and updates content daily? You should use web push notifications
- Are you an E-commerce website who wants to update your customers about the new product that just got added? You should use web push notifications
- Are you an online marketer who is sick tired of sending Emails and hopelessly waiting for them to open? Then, you should definitely be using website push notifications!
The ways to use web push notifications which I mentioned above are too obvious for anyone who deals in Content marketing or social media marketing.
- Sending and promoting your recent blogs
- Sending offers and deals to your customers
- Sending old well performing content
- Sending special festive discounts and deals, etc
Let’s look at other few ways where you can use these notifications:
Time Bound Offers and Deals
Most Ecommerce websites schedule their discounts and special deal campaigns from time to time. Also, to spread this information to its users, a variety of platforms are used – Emails, social media updates, paid campaigns, on site banners and so on. But, if you actually look at it carefully, all these actions depend on the user’s actions. Only when the user opens their Email/social media walls/your website, can you expect them to leverage the deals.
Let’s say you are an Ecommerce business and you have to notify your users of the sale that will end in the next 5 hours. In this scenario, you cannot really rely on Emails or updates/posts on your social media walls.
Unlike these channels, web push notifications would deliver the same message to the subscriber in real time, triggering a quicker response.
Similarly, if you’re running a live podcast and want to encourage users to take part in it, you can send out a notification immediately.
The instant nature of web push notifications makes it a great platform to deliver time sensitive informations.
You can also use these notifications to create urgency:
“Limited Time Offer – 50% OFF sale ends in the next 2 hours”
2. Send personalized messages to segmented visitors
This is especially very useful for SaaS and Ecommerce websites who can send personalized messages to its visitors depending on the various data points.
Let me explain this to you with an example. Suppose, the user just visited your product page and did not go on the purchase page. At this moment, you can send him a notification offering a special deal on the same product (say, 10% off). This will encourage the user to go back to your web page and purchase the product.
Now, let’s say the user went to the pricing page but didn’t complete the payment. You can now segment these users and offer them some pricing discount (say 300 off in paying online). Again, this discount can trigger the user to complete the transaction.
This is one of my favorite features of web push notifications. You can schedule and customize your notifications to get delivered immediately after a person bounces off a particular page.
3. Send subtle reminders to customers about online abandoned carts
Again, a bliss for the Ecommerce industry. Web push notifications can go a long way in recovering customer’s buried and abandoned carts.
It might happen that the customer after selecting the products and going to the purchase product decide to compare the price of the same product on different websites and forgot about it. In such cases, sending out a web push notification can be a subtle reminder to the users.
You can send this notification, say, 20 minutes after the visitor bounced off the checkout page. This can effectively remind the user of the incomplete transaction and can lead to an actual purchase.
You can create a message on somewhere these lines:
Hey! The 2 items in your cart are calling out to you. Take them along.
4. Recommend to buy related products
This is basically Upselling and cross-selling. It requires heavy and deep segmentation of your users, but trust me, it’s all worth the efforts.
The users have to be put into different buckets depending on their purchase history and behavioral data to send personalized and targeted recommendations of products.
For example, if a user just bought iPhone 7 from your website, you can send out a notification to him about the discounted rates of tempered glass or back covers.
This way you can also build a personal and trustful relation with the users.
5. Schedule RSS-to-Push Blog updates
Most bloggers have RSS-to-Email implemented on their website. This process basically sends an automated Email to its subscriber every time a new post goes live.
Instead of automating the Emails, you can set automated push notification whenever a new piece of content is released. Since these messages are delivered in real time and can be accessed with a simple click, the open rate is far much better than Emails.
6. Taking Feedbacks
Let’s face it, Email feedback campaigns don’t really give great results. No one has the time to open their Emails especially to write a feedback. In fact that there are chances that the person wouldn’t even their feedback Emails.
As you know, the opt in rate of web push notifications is almost 10 times to that of Emails. Getting feedbacks via web push hence gives much more valuable results.
Also, these notifications are delivered even when the user is not on the website. Hence, the feedbacks are much more objective than on-site feedbacks because of the absence of recency bias.
This is it from my end! How do you use web push notifications? We’d love to hear from you in the comments below.
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