Web push notifications are the new channel every site is eager to use. From retailers online stores, private shopping, travel agencies and real estate, they have proven to be the most efficient way to stay in touch and communicate with customers.
However, with its rising popularity it’s getting harder for brands to really stand out and deliver notifications that truly connect and engage subscribers. Even though web push notifications have very good opt-in rates compared to other channels (around 16,7% overall acceptance), the truth is that many users don’t click on them upon delivery.
Given the fact that users receive between 33 to 85 notifications per day, we can’t stress enough the importance of creating excellent notifications to cut through the noise and get that subscriber to click on it.
With web push notifications is not about using them just for the fun of it: brands need to optimize them in order to provide users with a great experience and get actual good results. So, this time we are going to focus on:
7 Tips to Increase Web Push Notifications Click-through Rates
1. Segment users based on their interests
The more relevant the message, the more likely users are to click on it, and targeting based on their previous behaviour is the best way to increase relevance.
Regardless of the type of online store you have, most certainly you have different categories and a range of products for different users with varied tastes. Not everyone is into the same things, which means that every sale, special offer or promotion you carry out is not going to be interesting for all of your subscribers.
For example, let’s say you have a sports e-commerce site and there’s a big soccer game between Spain and Italy coming up and you want to launch a special sale on both teams’ apparel. Instead of sending a manual web push notification campaign to ALL of your subscribers, use the segmentation feature and send it only to those that have visited or clicked on Spain or Italy soccer products.
Chances are that, if you send a notification like this to all your subscribers base, CTR is going to be very low considering that users from a sports site can be interested in many very different things, like yoga, running or tennis and only a few in something as specific as a soccer game between Spain and Italy.
In scenarios like this one, segmentation can make a huge difference in the performance of your campaigns and conversion rates.
2. Include an image
People are very visual. Including an image related to the product you are making reference to in the notification will increase the chances of users clicking on it when they automatically see the article they were interested in.
Push notifications that include an image have a 20% higher click through rate compared to those without one. There are a couple of things you should keep in mind when adding images to your web push notifications:
a) Depending on the browser and operating system, the image will be displayed differently. Notifications on Windows and Android devices will always show the image, while notifications on MacOS won’t include one. Some of Fribiz clients have opted for the alternative to include the product image in the place where the brands’ logo will normally appear. This way they guarantee that the product image is always visible regardless of the operating system.
b) A 1.5 : 1 width-height ratio is ideal for images. If you use other sizes it will be cropped and won’t be displayed optimally. Sometimes it happens that the product image from the web has a different ratio and it doesn’t display properly in the notification.
3. Use emojis
Frizbit offers its clients ready to use templates for their automated web push notifications campaigns. These templates include two versions so clients can implement A/B testing if they wish to.
Version A is plain text, while version B includes emojis customised to fit the brand’s industry. In cases where clients run A/B tests to try out which option performs the best, B version with emojis always wins the race.
Web push notifications that include emojis have a click through rate 15% higher than those with just text. Of course, you should be careful and thoughtful about which emojis you are going to add and make sure they are pertinent with the subject of your notification.
Using emojis is a very easy way to give your messages a little something extra to help them stand out, catch the users’ attention and increase CTRs.
4.Activate the Require Interaction feature for your notifications
By default web push notifications are shown to users for only 10 seconds, and then they disappear. What if the user is super concentrated on a task and doesn’t even notice the notification before it goes away? Or maybe they left the browser open and moved away from the computer. Or in some cases, there’s not even enough time to read the message before it disappears.
Taking this into account, the best option is to make sure the notification sticks until the user sees it and decides to click on it, or to close it. This is the best way to guarantee that they will see the notification when it’s delivered.
Frizbit offers this feature that ensures a higher click through rate on your notifications.
A triggered notification is sent to users as a response to a specific individual action they completed on the website. For example when a user adds a product to his cart and then leaves the site without completing a purchase, you can set up a notification that gets triggered by this action and delivered to the user after a certain period of time.
You can set up as many scenarios to trigger notifications as you wish. At Frizbit we recommend 4 different ones that cover the entire shopping journey for a traditional e-commerce site:
Depending on the industry and type of products you sell, you can also include:
Because these triggered notifications are completely based on individual behaviour, they are extremely relevant for the user that receives it. They contain information of interest for them which highly increases click through rate.
6. Create urgency
Appealing to a sense of urgency is no new trick, but it works. One of the easiest strategies to increase any campaign click through rate is to tell users that they have to act “right now” or they will miss out on something really good.
The way to do it with web push notifications is by making use of the Title, Description and CTA to add text that emphasizes the fact that the offer is available for limited time or limited stock. You can use words like: now, last minutes, few units or hurry.
You can also include emojis that appeal to that sense of urgency and also make the notifications more visually attractive.
7. Perform A/B Testing
After some time when you start getting data on the performance of your campaigns, you can go ahead and introduce A/B testing and test different variables through time until you get the perfect combination that works the best for your business and offers your customers the best experience possible.
Frizbit’s A/B testing features allows you to try different versions of the same notification and change as many parameters as you wish. You can also segment the audience and send each version to specific percentages.
Doing this will eliminate the guesswork about what type of messages perform the best thanks to the data collected during the time you run the test. Ultimately you will know your audience a lot better and be able to adapt and design messages that truly connect with them.
Other factors that affect web push notifications click through rates
Even though there are many things that can be directly done to optimize campaigns, there also are a lot of external factors that can affect web push notifications performance like:
Type of industry
Customer’s relationship with the brand
These are all tips on how to increase web push notifications click through rates but the best advice we can give you is to always test your ideas. Start out with what you think is best and try it out.
If you want to learn more about web push notifications:
Web push notifications are the new retargeting channel any website can benefit from. Maybe you are used to communicating with your customer via emails, social media or even by phone, but have you been introduced to the power of direct, hyper-personalised messaging via web push notifications? Keep reading and let us tell you
Why and how can the travel industry benefit from web push notifications
Web push notifications allow websites to communicate with visitors using behaviour-based messages without requiring any type of personal data, even when they have left the site. Users that visit just need to accept (or opt-in) to become subscribers and start receiving notifications on their browsers or their mobile devices.
The combination of all these characteristics make web push notifications the best channel to reach subscribers and encourage them to return to the website and complete an action, whether fill out a form or complete a hotel or flight booking.
Everyone knows that planning a trip can be a bit stressful. There are way too many options regarding airlines, flight schedules and all bookings processes. It takes people a lot of time, research and comparison before making a decision and here’s where web push notifications come in handy for the travel industry.
This channel has the power to make the entire process a lot easier for people planning a trip and for travel companies to increase customer engagement, satisfaction and boost revenue.
By using a web push notifications platform that allows automation, the use of dynamic parameters and hyper-personalisation, any website from the travel industry can greatly benefit from this channel.
Let’s dive into how to boost your travel site marketing strategy with web push notifications
Recover lost reservations
By using automated sequences of web push notifications, you can create campaigns that are triggered by user behaviour on your site. This means that when users search for a trip destination, accommodation or a specific tour booking but leave the site without completing it, a message will be delivered encouraging them to come back and finish the booking.
Thanks to dynamic parameters and behavioral recognition, this strategy is great to connect with users with highly relevant information. The notification sent can include details such as name of the destination, price, airline, hotel name, specifics about accommodation and pretty much anything you wish that’s available from your site. As a result of receiving such detailed and personalised information, customers are more likely to engage with the notification, resulting in higher CTRs and conversion rates.
With this type of notifications, customers will land directly on the booking page, as if it was an abandoned cart from an e-commerce site, making it even easier to push them down the final stage of the marketing funnel.
Itinerary updates and changes
Remember that customers today want personalised experiences and catered services. If you can offer them that, you will be steps ahead of your competitors and one way to do so is to maintain a flow of communication with relevant information.
If there are changes on your customer’s travel itinerary you need to use all communication channels available to get that message across, making sure it reaches its destination on time. Web push notifications are the best way to do so.
Email might be the most common channel to communicate with customers, however it is not the fastest or most effective one. Web push notifications can reach them on both mobile and desktop even if they are not visiting your site and they will be grateful that you sent them urgent information.
You can send these types of notifications by using the segmentation feature of the platform. There you can choose exactly which subscribers you want to communicate changes and updates about specific destinations or bookings.
This strategy is very useful during this pandemic times in which every country constantly changes the entry requirements (PCR tests, vaccines certificates). If a certain destination updated the type of document travelers need to enter, you can send them a web push notification informing them about the changes so they can be prepared.
Advertise travel deals, sales and special offers
We’ve been talking about automated web push notifications as a great strategy to stay in touch with customers. But there also are manual or bulk web push notifications. These types of campaigns are sent to all subscribers’ databases since they are not behavioural-triggered.
Manual web push notifications are great to communicate special deals, offers or promotions that are time sensitive or limited. If you have a special offer coming up with discounted flights, accommodation or tours, you can send a bulk notification to let customers know about it! This is a great strategy to generate lots of traffic very quickly.
If you want to be more specific, you can also use segmentation here and target users based on their interests. For example, if you are having a sale on Mediterranean Cruises, you might want to send a notification to users that previously searched for cruise vacations to alert them about the sale.
It’s a wonderful strategy for users that still are at the first stages of the funnel and still haven’t decided on a specific destination or made any reservation intent. This will not only help you get more bookings, it will help customers benefit from discounted travel plans and they will certainly appreciate it.
Travel plan reminders
Traveling involves a lot of important information. Once a user has already made a reservation, you can use web push notifications to remind them of their travel details, like flight departures, delays or hotel check-in hours.
These are the types of messages that users appreciate and value the most. Web push notifications have the great quality of immediacy, so you can rely on them to guarantee important information gets delivered.
By applying these strategies, you enhance user experience. They will feel the process was smooth and safe and will increase the chances of them repeating and booking their next trip with you.
You can send and schedule manual web push notifications to alert users about price drops. If a user was browsing your site looking for interesting traveling plans and leaves without completing a booking, a great strategy to bring them back is to communicate price drops on destinations they expressed interest in.
Maybe a great hotel announced an offer, or a flight is selling the last seat at a discounted price. Let users interested know about these great deals and leverage that information to close the deal.
When sending manual notifications about price drops, always remember to include a call to action button with a sense of urgency. Tell users that the offer is for limited time only, or that there are only a few seats left with the special price.
Web push notifications for all the travel industry are a must!
The travel industry is a universe within itself. There are tons of agencies, airlines, accommodation finders sites, car rentals and more that a user can browse when planning a trip and all of them can benefit from the inclusion of this channel in their marketing strategy.
Web push notifications can help travel websites connect with users by offering a better user experience with hyper-personalisation. If you have been relying on traditional emails to communicate with your customers, you are definitely missing out.
The real estate industry is no stranger to unexpected and intense fluctuations. Ups and downs are very common and especially during the last year with Covid-19 pandemic causing major economic uncertainty. Stay-at-home orders and job losses are a couple of reasons why people stopped looking for new homes.
Real Estate Marketing
Is no secret that innovation and adoption of new technologies is key to success in any business. But if there has ever been a time when this is essential, it is now for the real estate industry. A seamless digital marketing strategy that integrates the newest channels plays a big role in growing the business and catching the attention of potential clients.
Keep in mind that 92% of buyers use the internet to begin their house hunting, according to a study from the National Association of Realtors. This means that having a strong online presence that simplifies communication between buyers and sellers can make a huge difference to the success of the business.
Web Push Notifications for Real Estate Marketing
Web push notifications are the new retargeting without ads channel that allows sites to engage subscribers without any type of personal data through their entire customer journey. With the use of dynamic parameters it’s possible to send hyper-personalised relevant messages based on an individual’s behaviour.
In this example of a web push notification for real estate using dynamic parameters you can see:
Image of the apartment.
Specific details about the characteristics of the listing, such as the number of bedrooms and bathroom and size in square meters.
City/Area of the listing
Even though web push notifications are more common for e-commerce sites, the truth is that this is an amazing retargeting channel for any type of industry. Real estate marketing can greatly benefit from the advantages of using them:
Generate more leads from anonymous users: web push notifications don’t require any type of personal data such as email addresses from users. They just need to click “Allow” in the opt-in prompt from the browser to become a subscriber and start receiving them. This means that, by collecting subscribers, you’re creating an additional database of users you can contact later without the need of them filling out any form or sharing their information.
Reach users when they’re not on your site: this channel has the power to reach subscribers when they have left the web and are browsing any other site.
Reach through desktop and mobile: web push notifications can reach users on both desktop and mobile without the need of installing an app.
Direct communication: unlike emails, when using web push notifications you can communicate with users in real time. You don’t have to wait for them to check their inboxes in order to get the message across: as soon as they open their browsers the notification will be delivered.
Now that you know how you can benefit, let’s talk in depth about how to boost your real estate marketing strategy with web push notifications.
First things first: Identify you user’s journey and define events in your site
The success behind any digital marketing strategy is planning. Before you start designing your messages and setting up your web push notifications campaigns, you must have determined different scenarios that trigger the messages based on users’ behaviour on your site.
In order to do this you must have a very clear understanding of your business marketing funnel. What’s the process users go through from the moment they enter your web for the first time until they reach conversion? What stages do they experience?
The sequence of messages you create for your automated web push notifications campaign is directly tied to every action and step users take while browsing your website. That’s why it’s so important that you have complete knowledge of how the decision making process goes for your target audience and how you can engage with them in every stage.
It could look something like this, for example:
Initial visit to the real estate website: user enters the site for the first time
Chooses a location: country, city, neighborhood
Selects a listing category: could be apartments, houses, offices
Applies a series of filters: price, size, number of bedrooms/bathrooms
Viewing of a specific listing page
Finally filling out a contact form requesting more information
If you determine that these could be the steps users go through when browsing for a listing, you can easily determine that you need to use automated web push notifications campaigns that are triggered by each and one of these events. If a user leaves, before going to the next one, he/she will receive a notification with the objective of pushing them down the funnel.
Create sequences of messages with automated notifications
Once you’ve defined your triggering scenarios, you can go to the next step and create a sequence of automated web push notifications for each one: homepage visited, category viewed, listing viewed, form filled out. The objective is to keep the communication flowing through a period of time that helps maintain the interest and lead to the conversion.
With a platform like Frizbit you can define as many scenarios you want with as many sequences as you consider appropriate. A combination of 5 events with 3 sequences each, would be ideal to show great results. You can schedule them to be delivered after the amount of time you see fit, for example: 1 day, 3 days and 7 days after the event if the user still doesn’t convert.
In real estate it’s a great strategy to appeal to a sense of urgency that the listing is going to be taken by someone else who is also interested, and sequences of automated web push notifications are a great way to do just that. Let’s jump right into some specific examples for every scenario:
Practical use cases of web push notification for real estate:
a) Retargeting based on City/Area
This would be one of the first things a user would do when browsing a real estate site. After entering the web, users will choose a category to start looking for options that interest them. This category could be a location for example, a country, city or more specifically, a neighborhood.
If users browse through a listing category and then leave the site without going any further with their search, you can retarget them via web push notifications reminding them about the listings in that city or area. A category can also include a type of listing.
b) Retargeting based on filters
Once users decide the category they want to browse, they’ll start applying filters to get the result that meet their needs the best. Parameters such as:
Number of bedrooms
Number of bathrooms
All can be used to later send hyper-personalised messages via web push notifications to inform them about new listings with the same specifics. The main benefit of using these parameters is that they appeal exactly to what users searched for: they have already expressed interest in this information and will be appreciative of getting a reminder suited to their needs.
c) Retargeting based on listing viewed
Once a user clicks on a listing and visits its page, but then leaves the site without going any further with the process, you can send a web push notification with said information encouraging the user to come back a schedule a visit.
This message can include all the details about the listing the users liked, increasing its relevance and value.
d) Schedule a visit
This would be the equivalent of a cart abandonment recovery message from an e-commerce site. You can send a web push notification to users that visit a page listing but leave the site without filling in a form to schedule a visit.
e) Similar Listings Recommendation
Additionally to being able to create scenarios and sequences of messages with automated web push notifications campaigns for every step of the user’s journey, you can also create campaigns with recommendations.
Once a user has visited and showed interest in a specific listing, adding filters for every characteristic, you can use this information to create an automated campaign that sends notifications after a period of time you decide if the user doesn’t convert.
When people are looking for a new home, they want to keep posted about new listings that they might like. Going online every single day to check all the sites for new opportunities can be very exhausting. By sending web push notifications with recommendations, you’ll save a lot of time and effort to your subscribers,they will appreciate it and you’ll generate a lot of new visits and leads.
f) Favorites reminders
When people search classified pages, they look at a lot of different options before finding the one they like. That’s why these types of pages always have a “favorite” bookmark option to save the listing in a separate category.
With automated web push notifications campaigns you can use this information to send hyper-personalised reminders to users who have added a listing to their favorites. You can send reminders encouraging them to schedule a visit as soon as possible appealing to a sense of urgency that someone else is going to take it off the market.
Tips and strategies to improve your campaigns:
1. Send bulk campaigns to announce new listings and price drops
Manual web push notification campaigns are sent to all the subscribers list, unlike automated ones that are delivered based on individual user behaviour and triggered by events on the site. That’s why they’re the best channel to communicate important information you don’t want anyone to miss out on.
Bulk campaigns can be sent immediately or scheduled to a specific date and time. This feature comes in hand when you want to plan ahead and make sure you communicate any update in a timely manner, even if you’re out of the office
Specifically for the real estate industry that’s constantly changing with new listings and price drops that subscribers surely don’t want to miss, manual web push notifications become an invaluable asset. You can send bulk campaigns every week to alert users updating them about all that’s new.
Additionally, these types of campaigns are great quick traffic generators. Even though their objective resembles a lot to the objective of newsletters, in this case you don’t need to rely on users checking their inboxes on time to learn about important and time-sensitive information.
Massive web push notifications campaigns reach users on time and get them to go back to the website encouraging them to take action immediately.
2. Use segmentation
If you choose the right web push notifications service provider, you’ll have the chance to use a lot of features that will help you make the best possible campaigns. One of them is segmentation.
By segmenting users you’ll have the ability to send them super relevant information that specifically suits them, which ultimately will improve the performance of your campaigns and improve overall user experience. You can use segmentation for:
Localization: if there’s an industry that revolves around localization is real estate. If you target users by country, city or neighborhood you can send them extremely relevant information about new listings in their area as soon as they become available.
Listing type: you can identify users by the type of listing they want: if they are looking to buy or to rent, for example. Then, you can target them with a notification letting them know about new listings that might interest them that have the same features. This can also be applied with other characteristics like size, number of bedrooms or bathrooms.
3. Choose the right service provider
Keep in mind that before getting into specifics about campaigns, sequences and strategies the first thing you need to do is to choose the right web push notifications provider for your business. This is the most important step because depending on the provider you select, you’ll have more or less features to play with, amongst other things.
Here’s a list of the most important ones you should keep an eye out for:
Ownership and subscriber portability
Campaign automation by triggering events
Campaigns tracking and improvement: segmentations, A/B testing, scheduling
Customer support and account management
Make sure you’re clear about what type of notifications campaigns you want to send and make a list of which features are the most important for you and your business. Is it important to be able to send automated notifications? Do you want additional features such as A/B testing capabilities?
Ask yourself as many questions as possible,as the type of web push notifications strategy you are looking to implement and then search for the right service provider that offers a solution suitable to your needs.
Real estate marketing, classifieds and web push notifications
Web push notifications are reigning in the e-commerce world bringing customers back, recovering abandoned carts and more. But the potential they have for other industries, like real estate and classified pages, is boundless.
You can notify subscribers about new listings, price drops, let them know about new opportunities in a specific area they are interested in and include all sorts of details related to their searches. Keep in mind that, since web push notifications are so versatile and adaptable to any type of site, you can use all of these strategies for classified platforms as well.
Web push notifications are quickly changing the way online businesses approach retargeting strategies. This channel allows sites to reach anonymous users in real time encouraging them to visit once more and complete a conversion while engaging with highly relevant content.
The value they present is undeniable, especially when looking forward to a digital marketing landscape without third-party cookies. Even though web push notifications are a fairly new channel still unknown for many marketers, the ones that have tried them are seeing an exponential increase on their revenue and amazing ROAS results.
With the rise of web push notifications as an essential part of digital marketing strategies, hundreds of companies have emerged or added them to their portfolio services. Conducting a quick online search will serve you with many (many) options making it very difficult to choose a provider. We are here to lend a helping hand and let you know:
How to choose the best web push notifications service
If web push notifications have piqued your interest but you’re not quite sure where to start, we have put together a list of the most important features you should focus on when looking for a web push notification service:
Subscriber ownership & portability
Data Security and GDPR compliance
Let’s dive a little deeper on each of these features.
1. Subscriber portability and subscriber ownership
Subscriber portability is something that gets overseen a lot. Once you sign with a web push notification provider and implement, you’ll start collecting subscribers every day. What happens, if for whatever reason, maybe a price increase or a lack of needed features you decide you want to change provider and you can’t take with you all of your subscribers with you?
No matter what happens you should be able to switch providers and not lose all the subscribers you’ve gathered and nurtured from day one. You need to discuss this, read the small letters and make sure your subscribers belong to you and not to your service provider.
What happens in many cases is that a lot of web push notifications service providers use a subdomain of their property to collect the subscribers. This means that every time users enter your site and click on “allow” to opt-in to your web push notifications, they get redirected to a subdomain that belongs to the provider who becomes the owner of the data when they accept.
If you don’t carefully read the Terms and Conditions of your provider, you might end up in this position. All the subscribers you asked permission to send web push notifications, won´t belong to your website, they’ll belong to your service provider website.
So if in the future you wish to change platforms, you will lose all your subscribers and have to start from scratch, asking already subscribed users to opt-in again which could very easily damage your opt-in rates and your overall web push notifications campaign performance.
Custom Subdomain Opt-in Web Push Notification
Native Opt-in Web Push Notification Example
The easiest way to make sure this is not happening to you is to check you’re collecting subscribers via native opt-in. This is the browser prompt used to ask users to allow web push notifications. If your provider installed a custom opt-in prompt the chances of them registering subscribers under a subdomain of their ownership is higher. Take into consideration that native opt-ins have 3 times higher opt-in rates than custom ones. This is extremely important for the success of your web push notifications strategy.
2. Data Security and GDPR compliance
Even though web push notifications are GDPR compliant by nature, you still need to make sure that your service provider aligns with all regulations and keeps the data of your subscribers safe. This includes, not only abiying to the General Data Protection Regulation, but also storing the data in highly secure servers.
Check that your provider complies with GDPR even for subscribers who are outside the European Union and that you are the owner of all the data. This protects, not only your subscribers, but you as well ensuring that no one can share or sell your information to a third party that could even be your direct competitor.
3. Automated web push notifications by triggered-events
Automated web push notifications are the ones sent automatically. They’re triggered by a specific action from users on the site based on predefined events. You can create as many events as you wish but here are the most common and important ones that you should always include in your sequences:
Category retargeting: a push notification sent to users that visit a Category Page but leave the website without taking any further action.
Product retargeting: a push notification that’s sent to users that visit a Product Page and exit the web without continuing forward.
Cart abandonment recovery: a web push notification sent to subscribers who add a product to their virtual shopping cart and abandon the site without completing a purchase.
This is the basic sequence you should implement when using web push notifications. You can personalise it as much as you want depending on your type of business and industry and create additional ones that fit your specific marketing funnel and help users convert.
It’s important that you check what type of scenarios, triggered events and sequence automation personalisation each web push notification vendor provides before choosing one.
The next feature you want to keep an eye out for is the level of personalisation offered by the provider. Today’s users are looking for content and experience tailored to their wants and needs. Sending impersonal, pre-made messages just won’t cut it.
Hyper-personalisation is key when it comes to creating effective web push notification campaigns. Besides customising the messages with emojis and an appealing text make sure your provider offers the use of dynamic parameters.
By using dynamic parameters your web push notifications can include very specific and relevant information such as product image, product name, user name, price and even brand. Dynamic parameters pull the information directly from the site and include it in the message of the notifications which, not only saves a lot of time and effort on campaign creation but also makes the notification hyper-personalised for the user.
Segmentation is essential to any marketing effort. The success of any campaign can rely on knowing who the target audience is and addressing the message properly to them. Is the same case when it comes to web push notifications.
Before deciding on a provider check what segmentation parameters they offer within the platform. The most basic ones should cover:
Of course, depending on the web push notification service there are many more possibilities. In addition to all the mentioned above, Frizbit allows to target users by behaviour, life cycle and user actions and the possibility to include them or exclude them of a specific campaign.
Scheduling is a basic feature any provider must offer. It allows you to design and create a web push notification campaign and choose a date and time to send it automatically for you at a later time.
By scheduling a campaign you make sure to always stay in touch with your subscribers even if you’re out of the office or maybe too busy to send it manually. A great strategy is to check the calendar, plan ahead and schedule your web push notifications campaigns with enough time. This will help you be super time efficient and to make sure you don’t miss communicating any important sales or events from your site.
That’s why it’s so important to make sure the provider you choose offers scheduling features within the platform.
7. A/B Testing
When it comes to any digital marketing effort it’s not easy to get right with the first attempt. Even though you might have a lot of insight about your target audience and have crafted and designed a web push notification campaign based on that information, it’s possible you don’t get the results you were expecting.
Frizbit A/B Testing
That’s why A/B testing is so important and you need to make sure your service provider includes this feature. By gathering information on the performance of previous campaigns, you can make small changes and try-out different versions of the same notifications to test which one does better and, little by little, improve your campaigns to make them the best they can be.
8. Customer support
Whether you’re familiar or not with web push notifications, is of utmost importance that your provider offers you impeccable customer support before and during your contract with them. During the decision making process you´re surely to have a lot of questions you need to clarify and this gives you the perfect opportunity to measure providers by requesting all types of information from them and evaluating their response.
The most common doubts that your provider should solve at first are:
What’s the implementation and integration process like
How do I install web push notifications?
How long does it take to start sending web push notifications
What’s the average opt-in rate for web push notifications
Asking these questions and listening to how the provider answers them will give you important information about the type of service they offer. The best advice we can offer is that you choose a provider that offers a trial period.
This way you can both test the performance of the platform, how it works, what kind of results you can expect long term and the type of support you get during said period: are they solving your issues properly?. Familiarizing with the tool and the provider is key to the success of your web push notifications campaigns.
Frizbit offers all new clients a trial period of one month with all features available for testing while providing customised support during the entire journey.
9. Pricing plans
There are as many pricing plan models available, as web push notifications providers. This is where you have to do your homework and research the option that really suits your business needs, size, industry and growth prevision.
Most providers offer subscriber-based pricing. This translates to you paying for the amount of opt-ins you get. These plans seem very appealing because they start with very low costs and seem very profitable. However, you have to think long term, taking into consideration that you cannot migrate all of your push notification subscribers.
In a subscriber-based pricing you could start paying 100€ for 5,000 subscribers, which seems nice. But as you continue to grow your database, each time you’ll pay more and more: if you reach 50,000 you’ll pay 250€, then 5,000€ for 150,000 and so on and on. The price is always going to scale through time becoming more and more expensive as you grow.
Other options offer to pay per click, or amount of notifications sent. But what makes the most sense is that you go for a provider that offers you peace of mind with a pricing plan based on your monthly web traffic with unlimited subscribers and unlimited notifications. This is the best way to have your costs fixed for the future, instead of always inflating prices.
When choosing a web push notifications service provider…
If you’re considering adding web push notifications as a new retargeting channel to engage with your customers, you’re already on the right path to improving user experience with amazing results. We hope this guide on how to choose the right web push notification service helps you make the right decision and select the provider that suits all of your needs.
If you are looking for the only provider which complies with all these above-mentioned criteria, contact Frizbit right away!
If you have any more doubts or just want to learn more about web push notifications, make sure you check out:
Over the past years ecommerce and online shopping have become essential for any retail brand. Not only because of the exponential growth of Internet interactions, but more specifically due to Covid-19 pandemic during 2020-2021.
The number of digital buyers keeps increasing every year, making it indispensable for businesses to have an online selling presence: “In 2020, over two billion people purchased goods or services online, and during the same year, e-retail sales surpassed 4.2 trillion U.S. dollars worldwide.” . Statista
While most brands choose the road of traditional e-commerce, others bet for exclusivity with private shopping sites.
What are Private Shopping Sites?
Private shopping sites are e-commerce websites that offer very high discounts for short periods of time, and users must register to access them. These private sales last for a limited period of time, that’s usually between 2 to 6 days. People are required to become members by leaving their email address to buy, and in some cases even to gain access to see the sales.
These sites normally buy the excess stock and merchandise directly from brands and designers to sell them at a much lower price. Private shopping e-commerce thrives on the premise of exclusivity, making it attractive for both consumers, who get amazing deals, and brands who rather sell their products here than in discount stores.
Some examples of popular private shopping sites in Europe are:
The marketing strategy focuses on getting people’s emails addresses to later send emails every time there’s a new sale or one is close to ending. This model works based on the sense of urgency created by the limited time duration of each offer.
Even though private shopping has always focused their marketing efforts in emails, a combination of manual and automated web push notifications open a world of possibilities worth examining.
How to use web push notifications for private shopping
Web push notifications are a new digital marketing channel that allows sites to connect with users with personalised messages without requiring email or phone number. Let’s talk more in detail about web push notifications strategies for private shopping:
1. Welcome web push notifications
When users first visit a site that has enabled web push notifications, they will receive a prompt asking them if they want to Allow or Block them. Once they accept them, the first notification that’s usually delivered is a welcome message. For private shopping sites there are two scenarios:
a) Web push notification to get more email subscriber: Users that visit the site for the first time but don’t register with their email address (non-registered users)
This is the first scenario in which visitors accept the web push notifications, but don’t become members of the site by sharing their emails. For this case you can send a first push notification asking them to join the shopping club and become a member by signing up so they don’t miss any special sale.
For this specific case it’s recommended to automate a sequence of notifications to be sent:
5 seconds after the opt-in,
1 day after the opt-in,
1 week after the opt-in,
IF the subscribers still hasn’t registered
b) Web push notifications to generate additional visits: Users that visit the site and sign up with their email address (registered users)
The second scenario focuses on visitors that accept web push notifications and also complete a registration with their email address to become members. In this case, you can send a “welcome” web push notification inviting them to check out the special sales of the week. This message it’s usually sent 5 seconds after the opt-in.
⏰ 5 seconds
2. Announce new offers via manual web push notifications to generate new leads
With manual web push notifications you can send bulk messages to all subscribers announcing new sales or communicating any type of information you think might be interesting and useful. They have the same objective as email newsletter but with added perks only web push notifications have like:
Instant traffic generation
Reach both email registered and non-registered users
a) Non-registered users: users that didn’t register with their email address, won’t have any means of learning about new sales unless they visit the web regularly. If you send them manual web push notifications informing about new offers that might attract them, you can get them back to your site and convert them into leads.
b) Registered users: by reaching out to users that registered with their email address, you can generate instant visits to your website. Web push notifications appear instantly on users’ screen as soon as they open their browsers which means you don’t have to count on people checking their inbox to learn about new sales and going back to your site.
3. Web push notifications for offer retargeting
This channel allows the creation of scenarios that trigger a message based on user behaviour. Private shopping sites can define a scenario that automatically sends a notification when a user expresses interest in an offer by clicking on it.
In this case, if a subscriber accesses a sale, but leaves the site without visiting a product page or going through with a purchase, he/she will receive a notification as a reminder of the offer and the time left until it finishes.
Private shopping sites can exploit the sense of urgency of the sales by creating a web push notification that makes reference to how much time is left and bring subscribers back as soon as possible.
Note that you can design automated web push notifications sequences for every event that users complete on the site, just like we explained earlier in the scenario of a channel destined to gain more email subscribers.
This means you can set up a flow of messages for this specific event. You can send one first notification 1 hour after a user clicked on an offer and left the site, another 1 day after and a final one 3 days later.
4. Web push notifications for product retargeting
Continuing with the flow of messages following users’ journeys on the site, you can create another sequence to connect with all those who visit a Product Page, but leave without completing a purchase. The sequence would look something like this:
You can define the timing of these notifications as you wish. However, based on the results of our clients, we recommend a frequency of:
The first notification to be sent 1 hour after, IF the user visits the Product Page, THEN leaves without adding to cart.
The second notification to be sent 1 day after, IF the user visits the Product Page, THEN leaves without adding to cart, OR doesn’t click notification #1.
The third notification to be sent 3 days after, IF the user visits the Product Page, THEN leaves without adding to cart, OR doesn’t click notification #2.
Automated product retargeting web push notifications are a great strategy to maintain communication going and keep the brand on people’s top of mind.
5. Web push notifications for cart abandonment recovery
The last step a user takes before purchasing is adding the product to their cart, and the online retail sector has an average of 84.51 percent shopping cart abandonment rate. Which means that it is imperative for online stores to have some sort of strategy in place to tackle this issue.
There are a trillion techniques out there specifically designed for cart abandonment recovery. Web push notifications have proven their worth as very effective channel to do so and are in the running with SMS and cart abandonment emails with one huge advantage:
Web push notifications don’t require users to share personal information such as their email or phone number
For this last step of the user journey you can create a sequence of messages with the objective to reach subscribers and bring them back to the website to finish the purchase of a product they added to their cart and forgot about:
6. Web push notifications for post-purchase reminders
One of the main advantages of private shopping sites is the frequency they are updated. These types of sites have new products and new sales every week which opens the door to a more consistent communication with customers.
Even though the previous sequences are the recommended ones for any ecommerce website, it is possible to create as many automated notifications sequences as wanted. However, in the case of private shopping we do recommend adding one additional flow given the fact of how frequently the content is updated: Purchase Reminder Notifications.
For this sequence you can also define a waiting time to send that suits your strategy in the best possible way. The timings we suggest are:
Post-purchase reminder #1:14 days
Post-purchase reminder #2: 28 days
Post-purchase reminder #3: 60 days
Remember that retaining customers is far more profitable than acquiring new ones. That’s why it is so important to design a special strategy that focuses on reaching out to customers that have already purchased, encouraging them to repeat.
Private shopping sites are becoming more and more popular and it’s easy to stumble into one when searching to buy big brands at low costs. The communication strategy for these online stores focuses on continuous communication with users through email to share weekly updates regarding new sales.
By default email has always been the one and only channel that has shown to adapt the business model of private shopping sites. But not anymore. There’s a new channel that’s here to stay and become the perfect match for online private sales: web push notifications.
They present a world of possibilities to engage with customers through their entire shopping journey. With a specific sequence for every stage of the marketing funnel, web push notifications offer private sales websites the opportunity to connect with customers in real time, with hyper-personalised messages in both desktop and mobile.
No other channel can do this. If you work with any type of private shopping site and, so far, you have based your digital marketing strategy around email, take us up on this one and dive into the web push notifications world. You won’t regret it.
If you need further reasons, make sure you also read:
There are many channels available to include in the digital marketing mix to accomplish this purpose. Social media platforms have become the top choice for many brands to connect and engage with users. They offer many possibilities, are very versatile and people spend lots of time there. According to Statista, “As of 2019 and 2020, the average daily social media usage of internet users worldwide amounted to 145 minutes per day, up from 142 minutes in the previous year.”
No wonder most brands seek to have a strong presence on, at least a couple of social media platforms. However, building a follower base and cutting through the noise in these channels nowadays is a daunting task. Social media is great to engage with users but has become a jungle of content in which everyone wants to stand out from the crowd. Actually reaching people, getting their attention and urging them to take action is an uphill battle. That’s why social media platforms are almost obliging you to use their ads to even reach your own followers.
That’s why it’s so important to don’t rely on just one channel to achieve your goals. In this case, we want to talk about how to mix and match social media retargeting with web push notifications retargeting strategies. Combining multiple channels and creating a multi channel marketing strategy can do marvelous things for your online business.
But first, let’s take a look at some stats (considering paid posts for social media not exclusive for retargeting):
Cookies required for retargeting
Web push notifications
Depends on CPM
Depends on CPM
Depends on CPM
Depends on CPM
With info from Q1 2020 Paid Media Benchmark Report – https://www.adstage.io/
*It’s an estimate, because push notifications are not based on bidding. Amount calculated based on the average of millions of web push notifications sent by Frizbit’s clients
Now, let’s break down a little bit more and talk about the benefits of each channel specifically.
Social Media Retargeting
Social media platforms offer a pathway to reintroduce a product to a user. If someone visited your site and liked something, you can retarget him/her through social media and offer a special incentive, like a discount, to encourage him/her to come back and finish a purchase.
By placing a cookie on users when they visit the site, it’s possible to show them an ad on social media platforms, like Facebook or Instagram when they’re browsing later on. These ads offer many possibilities for brands, making it easier to create engaging content like videos, photos or image carousels.
Social media ad campaigns allow brands to work with all kinds of budget, segment the audience based on location, likes, interests, gender and age and choose daily spent on a period of time. Setting up social media retargeting ad campaigns is very simple and doesn’t add a lot of workload, once you have already designed the pieces you want to use. However, optimizing them and making them as best as possible, involves a great deal of analysis and time.
These platforms also allow brands to connect with customers through organic non-paid content. However, as time passes, it’s getting harder and harder to get non-promoted posts to reach people. According to Hootsuite “On Facebook, the average reach of an organic page post hovers around 5.20%. That means roughly one in every 19 fans sees the page’s non-promoted content.” So when it comes to social media retargeting strategies, paid posts are the way to go.
Benefits of social media retargeting
Brand awareness: as we mentioned earlier people spend a lot of time of their days on social media and everyone has at least one social media account. In 2020, over 3.6 billion people were using social media worldwide, according to Statista. As this number is expected to increase over the next few years, having a social media presence increases the chances for brands to be present in their consumers’ minds.
Availability: nowadays there’s practically one social media for every interest, taste and demographic. We have LinkedIn for business and professional relationships, Twitter for news and world-events, Facebook and Instagram for entertainment, Tik-tok for younger audiences and now even only-audio chat rooms with Clubhouse. Every time a user accesses one of these platforms they do it during a time they’re open minded to consume said type of content. This makes it a golden opportunity for brands to try and connect with them when they’re available to engage with the content.
Versatility: continuing with the previous thought, every social media platform offers a different and versatile way to create retargeting content. Videos, photos, reels, stories and influencer marketing offer a range of different possibilities for brands to create engaging content.
Adaptability: one of the main advantages of social media retargeting is that you can do a lot with little money investment. Social media allows you to set up campaigns with even just 1 euro a day and reach around 15,000 people and have complete control of the amount spent. This makes it ideal for new business, entrepreneurs and small companies to reach a lot of people with very little budget.
Web Push Notifications Retargeting
Web push notifications are a very pretty new digital marketing retargeting channel. When users visit a site that has enabled them, it’s possible to send them messages relevant to the actions they took while browsing, inviting them to come back once more.
By asking users to accept and subscribe to web push notifications (opt-in), it’s possible to send them a hyper-personalized message based on their behaviour when they are browsing online later on. This channel offers brands the opportunity to reach non-registered users on both mobile and desktop with engaging messages.
Depending on the provider you work with, web push notifications allow you to segment the audience with all types of demographic data and use dynamic parameters to make the message as relevant as it can be. The setup of the campaigns only needs to be done the first time and then everything basically runs on autopilot. This means there’s not any extra workload that needs to be done through time.
One of the main attractions of web push notifications is their reach. Unlike social media, this channel has a deliverability of 100%. If users opt-in, the next time they open up the browser, it’s guaranteed that they’ll receive the message. With web push notifications you don’t have to fight against social media algorithms that almost randomly choose whether to show or not your post. With web push your message will be delivered.
Benefits of Automated Web Push Notifications Retargeting
A message for every step of the funnel: web notifications are set up to be triggered by events you define on your site: category viewed, product viewed, product added to cart or any other you wish. This means you’ll have multiple opportunities to connect with users that leave without completing an action with a specific message related to the step of the shopping process where they abandoned the site.
Hyper-personalised messages: web push notifications are 100% based on user behaviour. If someone who accepted them visits your site and takes any action that triggers a notification, he/she will receive a message containing the image, product name, brand and even price of the article. You can also put your own brand’s personality to the notification by adding emojis and customizing the text.
Guaranteed deliverability: as we mentioned before, web push notifications have a deliverability rate of 100%. These messages are browser based which means that, as soon as a user opens its browser, the notification will be delivered. They also work for both mobile and desktop. With one campaign you can reach users on any device they own.
Time efficient: web push notifications automated campaigns only need to be configured one first time. Frizbit offers its clients ready-to-use templates that allow brands to start sending messages right away as soon as the implementation is done. Of course, you can customise said templates as much as you want and modify them through time as well, but it’s not something that needs to be optimised and analysed on a regular basis in order to achieve great results.
No CPM/CPC cost: when using web push notifications as a retargeting channel with Frizbit, you don’t have to worry about CPM and CPC costs like in the case of social media promoted posts. With automated web push notifications you have unlimited messages to send, with no costs for impressions or clicks.
What retargeting strategy should I use for my online business?
Social media platforms and web push notifications are inherently very different channels. Nonetheless, both of them are used by big and small brands in the pursuit of reaching and engaging with users with retargeting strategies.
When it comes to planning a digital marketing strategy to retain users, the ideal scenario is to combine channels. In this case both social media and web push notifications, present very clear and unique characteristics that can greatly complement each other in a well-thought communications plan.
There are many big brands and online businesses that invest a lot of their budgets on working with social media ads agencies to promote their products and services. Most of these companies haven’t considered including web push notifications campaigns in their marketing strategy because they don’t even know the benefits of this new retargeting channel.
If you would like to try it out, get in touch with us and we would gladly introduce you to the world of retargeting with automated web push notifications campaigns.
Since we got your attention, you might also like to read:
Cart abandonment recovery is the biggest issue e-commerce sites face every day. According to Statista on a study including different industries, for March 2020 an average of 88.05% of online orders were left behind without completion. Specifically, the online retail sector has an average of 84.51 percent shopping cart abandonment rate.
Since it represents a huge leak of sales, it’s one of the most (if not the most) important problems to tackle if you own or run any type of online store. There are many reasons why customers abandon their shopping carts. Before we go into detail on how to mitigate this issue, let’s point out some of the:
Main reasons shoppers abandon carts:
Unexpected costs in shipping or taxes
Confusing checkout process
Online “window shopping”
Found a better deal on another site
If you want to implement cart abandonment recovery strategies, there are many techniques you can apply as for today and start getting results. Even though all users are different, with their own likes, dislikes and needs, there are some similarities and commonplaces to be identified within the segments and come up with a strategic approach that offers the right solutions.
Cart Abandonment Recovery Strategies
1. Use retargeting channels strategies
Marketers are very lucky. Yes, cart abandonment is a big issue for online stores, but there’s a wide variety of channels and marketing tools to use and tackle the problem from all angles with a tailor made strategy that fits your needs and fulfill customer’s expectations. One of the most important moves to make is to implement retargeting strategies.
The following table shows an estimate of how each channel performs for cart abandonment recovery strategies. The numbers where measured for a average e-commerce site.
Opt-in rate: The op-in rate shows how many visitors subscribe to each channel.
% of subscribers in sequence: the % of subscribers in sequence makes reference to how many of those subscribers can be reached by the respective channel.
Number of messages in sequence: when it comes to the number of messages in the sequence, it shows how many messages where designed to include as a series.
CTR: is the click-trough rate for each channel, it show how many subscribers who received the messages clicked on it.
Conversion rate: how many subscribers who received the messages and clicked on it, finished a purchase.
Increase in sales: how much revenue said channel generated for the site.
% Of Subscribers in Sequence
# Of Messages in Sequence
Increase in Sales
Email – Cart Abandonment
SMS – Cart Abandonment
Web Push – Cart Abandonment
Web Push – Full Funnel
Users that have reached the checkout stage of the shopping funnel are easier to convert than visitors or potential customers. There’s no reason not to make the biggest effort on this step.
You have three main channels available for cart abandonment recovery and recover lost sales while retaining users: automated web push notifications, emails and SMS.
Cart abandonment recovery automated Web Push Notifications
Web push notifications are messages sent through browsers to, either mobile or desktop, to subscribers that opt-in to receive them. They’re delivered the moment users open the browser and start navigating online, indistinctly of the site or page they’re on at the moment.
Automated web push notifications allow to send users automatic messages related to the step of the shopping journey they were on the moment they left the site. For example, when users put an item in the basket, but abandon the web without completing the order, they will receive an automated web push notification reminding them about the product they left behind.
You can recover lost sales from abandoned carts by sending automated notifications to users who left products in their basket but didn’t complete the purchase. You can schedule a sequence of messages to be delivered after certain amounts of time, like 1 hour, 1 day and 3 days after the user abandoned its shopping cart.
The most engaging feature about using this channel to recapture lost customers, is that you don’t need any type of personal data from them. Unlike email or SMS, you can retarget visitors and anonymous users with web push notifications and bring them back to your site so they can finish their purchase.
Cart abandonment recovery emails
Cart abandonment email might be the strategy online stores use the most to tackle this issue. When using automated emails, they’re automatically sent to users that left the site on some step of the checkout process without completing a purchase after they added products to their cart.
Frizbit allows you to set up automated behavioural emails to recover abandoned carts. The configuration process only needs to be done once, so implementing this strategy won’t represent a continuous effort or add to your normal workload.
Recovering abandoned carts emails should be as highly customised as possible. When users identify and relate to the content of the message, click-through and conversion rates increase significantly which translates to a recovery of lost sales and an increase in your revenue.
This strategy has always been so popular, because it has presented a direct communication with users by contacting them through their email accounts. The downside is that, in order to do so, you need people to share with you their personal information and they don’t always do that. So, basically, if a user leaves the site before reaching the part of the checkout process where they’re supposed to submit their email address, you lose that user for good.
Even though cart abandonment emails have always presented encouraging results for online stores, combining them in a strategy that also includes automated web push notifications will help you optimize your strategy and take it to the next level. Keep in mind that with emails, you can only reach those people that registered, while losing visitors and anonymous users. Adding an additional channel, that allows you to communicate with all visitors might be what your strategy is missing.
You can check out our Success Story with Bidcom, an online retailer in consumer electronics that uses a combination of Frizbit’s automated behavioural emails and web push notifications campaign to recover abandoned carts.
Cart abandonment recovery SMS
SMS cart abandonment are messages sent to users that left a site during some step of the checkout process after adding a product to their basket. They work with the same principle of cart abandonment emails, but instead of receiving the message in the inboxes, users receive them on their mobile devices.
The format of SMS presents a great opportunity for online stores, since the information is delivered directly to the hands of the user through their phones, which makes it a very direct form of communication. Everyone has their mobiles nearby and constantly checks them during the day. Unlike emails, with SMS you don’t have to wait for users to go and check their inboxes to get the message.
They are also highly customisable as well, and can include user name, product name, category name, brand or pretty much anything you wish to highlight about the article. This helps by making the message more relevant and harder to ignore by the user.
However, the way it happens with emails, you need users to provide information: their phone number. If people are already reluctant to share their email address, this unwillingness increases a lot when it comes to sharing much more personal information like their personal number. If they don’t, you’ll lose them as well.
Create a multichannel cart abandonment recovery strategy
There are multiple roads you can take to deal with cart abandonment: optimizing the web experience, using retargeting emails, sms or web push notifications. The way we see it, the real solution for this issue is to combine all of them in a well-planned retargeting strategy.
FYI, we’re not saying that you should harass your users with messages while you follow and stalk them through every possible channel. What we’re saying is that you need design and execute a multichannel cart abandonment strategy in a way each channel complements the other.
Create a strategy thought out like a service you’re providing your customers. You want to bring them back to finish their purchases and recover lost carts in a way they feel they’re also gaining something. You can use each channel available in a different way, with different types of messages, different frequencies and segmenting by users by creating a flow of messages.
Remember to always make the message as relevant as possible by using the dynamic fields available such as user name, product name, image, price or any information you see fit. The most important thing you need to keep in mind when designing your multichannel cart abandonment strategy is to use the frequency cap parameter so you can regulate the time periods your messages are delivered.
This is especially important if you work with different providers for each channel. You’ll have to coordinate the time frames in which you want each message to be delivered so they don’t clash with each other. For example, if the recovery cart email is sent after one hour, you’ll have to change the web push notification timing to be sent after two hours. If the user clicks on the email and completes a purchase, that event will be fulfilled, hence cancelling the web push notification automatically.
If you work with the same provider for web push, emails and SMS, this won’t present a problem or extra work. Frizbit allows cross-platform event triggering coordination, meaning that if a user clicks on the cart abandonment recovery notification, the email and the SMS won’t be sent and so on.
Additional Tips to Reduce Cart Abandonment Rates
1. Optimize your site
When we talk about cart abandonment issues, we’re referring to the last step of the shopping funnel. So why are we even mentioning the quality of the site as an important element here? Simple: user experience from top to bottom.
Simplify the journey as much as you can. A lot of users abandon carts because of a confusing, complex navigation. The more clicks you put them through, the higher the chances that they leave before completing a purchase. The ideal number here is up to three clicks. To get there, make sure you organize your products in different, identifiable categories with names that clearly describe what’s in them.
Create engaging informative product pages
Remember that before any user even thinks about adding a product to the basket, they browse through your site. They get a feeling from what they see, from the homepage to the product page. You want to focus on creating an engaging experience for them that also presents all the information they might need to know before making a decision.
Include product visuals that portray as best as possible the characteristics of the article: photos from different angles, videos, details. When shopping online, customers don’t get to touch, smell or experience the product in any physical way, and that can be a huge barrier to the shopping process. Reduce it by adding as much visual and descriptive information as you can.
Reduce loading times
Long loading times can greatly affect cart abandonment rates. Keep in mind that people get easily bored and distracted when browsing online. If you make them wait too long to go through checkout after finally deciding to shop for a product on your site, you can very easily lose them.
This risk is even bigger for mobile users who already present higher cart abandonment rates as they are. Bottom line, if your site is slow, users will abandon. The checkout page is the step where you want to boost your site’s loading time as much as possible. Making the shopping journey easy and fast in this stage is crucial for customers to complete their purchase and avoid cart abandonment.
2. Increase site trust
As we mentioned before, one of the main reasons for cart abandonment is a lack of trust in the shopping process. Even though by now most of us are extremely used to shopping online and we do it all the time, there are still a lot of barriers regarding the level of trust on online transactions.
You’re asking people that don’t know you from anything to trust you, not just with personal information, like email or phone number, but with very private and sensitive credit card and bank account details. It’s your job to increase the level of trust. You can do it by:
Displaying logos of security companies your work with: One study done by Actual Insights found that, on average, 61% of people did not buy because a trust logo was no were to be found on the site, and over 75% said they didn’t buy because they didn’t recognize the logos used.
Including social proof: If you also let users know that others have purchased products from you and had a great experience doing so, you might tilt the balance in your favor. It’s all about adding valuable information that reduces hesitation by increasing trust leves of your site.
Avoiding to request unnecessary information: nobody likes to share their personal details on the internet. Especially if you don’t know what they’re going to be used for, so refrain yourself from asking people to fill endless forms with personal data. If possible, create a “guest checkout” option that doesn’t require users to create a profile on your site.
3. Be honest about your prices!
Unexpected and hidden additional charges in the checkout page is the biggest reason customers leave without completing a purchase. 56% of shoppers claimed to have abandoned their cart because extra rates were not mentioned before.
To lower this stat, be as transparent as possible from the get go. Make sure to display shipping rates and tax charges as clearly as you can so people can see it and don’t be surprised when they’re about to click that final “complete purchase” button.
You can add a shipping calculator where customers can introduce their addresses and learn how much it will cost them. Another option is to offer free shipping when a certain basket price is met. This way, not only will the costs be clear, it will be an extra incentive for customers to maybe spend a little more on your site.
You can reduce cart abandonment rates dramatically if you plan and execute a seamless retargeting strategy. If you want to request a one month demo period to try it out on your site, let us know by clicking here, we’ll be happy to help.
If you own an online business and have implemented web push notifications as a digital marketing channel to connect with customers, you want to make sure everything is in order and that they’re actually working. You might realize that you don’t receive on one of your devices or browsers and that’s why you should read this article.
Troubleshooting with web push notifications is not that uncommon considering how new this channel is and many people know very little about it. So we have developed a troubleshooting guide to help you solve any problem you might be facing and to make sure your web push notifications are working properly.
Why am I not getting web push notifications?
Web push notifications work differently for every device and browser. You can read more extensively about it on our Web Push Notifications Bible. However, we are going to list the most common troubleshooting issues you might encounter and how to fix them for every device, browser and operating system and explain each one in detail:
You haven’t allowed them
You have all push notifications blocked by default on your browser
You have an extension such as an ad blocker which blocks receiving push notifications
You have reset the settings of the browser, that’s why the service worker is removed
You have them blocked by default on your operating system
You have enabled “do not disturb” mode on your OS.
Why you’re not getting web push notifications
1. You haven’t allowed notifications from the site
If you are a user and you visit a website that has enabled push notifications, you’ll receive an opt-in prompt asking you to allow or block them. If you click “block”, you won’t receive any type of notification from that site, and you won’t be asked again to accept them. In this case you have to:
1. Go to the lock icon on the top to the left of the address bar
2. Click on it and you’ll see that you have the web push notifications blocked
3. Click on the drop down menu that shows “blocked” and change it to “allow” and refresh the page
2. You have all push notifications blocked by default on your browser
If you tried the previous solution and you’re still not getting web push notifications, the problem might be that you have them blocked by default on your browser. To fix this problem you have to:
1. Open and click the three dots located at the right top side of the browser
2. Go to Settings
3. Type “notifications” in the search bar located at the top of the page
4. A list of options will be displayed, click on “site settings”
5. Scroll down until you see the “notifications” option and click on it to open the configurations panel
6. Make sure the toggle bar that says “Sites may ask you if you want them to send you notifications” is enabled to allow your browser to ask you for the notification permission from the websites that are using them!
7. There’s a second toggle bar that says “Use unobtrusive prompts (block pop-up notifications to avoid interruptions)”. Make sure you have it enabled as well so the opt-in box to ask you for push notification permission is visible just below the bell icon on the address bar as a box. .
3. You have an extension such as an ad blocker which can prevent receiving push notifications
With the overwhelming amount of internet advertisement out there, there are an equal amount of browser extensions with the sole objective of blocking them. There are hundreds of ad blockers users install to get rid of ads and have a peaceful navigation where they can focus on the content that really interests them.
Major and the most popular ones like Adblocks, uBlock Origin, or Ghostery don’t block web push notifications. However, with the rise of this alternative digital marketing channel to get in touch with users that usually block ads, or don’t share personal information with webs, some of the new ad blockers specifically designed for blocking web push notifications are rising and new blocking features added to existing ones.
If you have installed an adblock extension to your browser, check the two previous steps and if you are still not receiving web push notifications, go to your extensions, search for the ad blocker and enable them.
4. You have reset the settings of the browser, that’s why the service worker is removed
In this case I can speak from personal experience. One day I realized that I wasn’t receiving web push notifications from a lot of sites I subscribed to. When I checked, it turned out that on the intent of eliminating a malware installed on my browser I erased all of my browser settings and restored them to default. This caused me to lose all of opt-ins to web push notifications.
To check if this is what’s happening in your case, you need to go to your browser and visit a page in which you were already subscribed. Make a right click anywhere on the site and hit “inspect”. A tab will open with several options, choose “applications¨ and click on “Service Worker” on the left panel. If there’s nothing there, you’ll now know what’s causing you not to receive web push notifications.
The solution here is very simple: go back to the sites you want and subscribe again by clicking “allow¨ when the opt-in prompt is shown.
If doing this still didn’t work, go to inspect element storage and “clear site data” which will delete all the settings for this site and when you refresh, you’ll start as a new clean user and that should do the trick.
5. You have them blocked by default on your operating system
If you have followed these steps so far and still have problems, the issue might come down to your operating system blocking web push notifications by default. The process to check this depends on your OS, so we´re going to talk you through how to do it on MacOS, Windows and Android.
Why am I not getting web push notifications on MacOS?
Go to System Preferences by clicking on the apple at the top left corner of your device.
Click on “Notifications” and here you’ll get a list of every software that uses any type of notifications of some sort. You have to look out for two things here:
a) Do not disturb mode: The first thing you have to check is if you have enabled the “do not disturb” mode. If you have, this will automatically block any type of notification. And there are other options here, for example you can select not to get notifications if you’re sharing your screen or during certain hours of the day. Make sure your setting adjusts exactly to what you want.
b) Browser notifications: you can select each browser you use from the list of softwares displayed to the left. Select the one you want to check for permissions, and make sure all the options are marked to receive notifications.
Why am I not getting web push notifications on Windows?
1. Select the Start or Windows button, and then click Settings
2. Go to System > Notifications and actions
3. Do any of the following:
Choose the quick actions you’ll see in the action center.
Turn notifications, banners, and sounds on or off for some or all notification senders.
Choose whether to see notifications on the lock screen.
Choose whether to see notifications when you’re duplicating your screen.
Why am I not getting web push notifications on Android?
a) Open your Android device Settings
b) Scroll down and go to Applications and Notifications
c) You’ll get a list of all applications, select your browser
d) Click on the “notifications” tab
e) Make sure the toggle bar is enabled to allow receiving notifications
f) You can also select one by one the site you wish to allow or block by marking the checkbox.
Silent mode: Android devices have a “do not disturb” mode and a “no distractions” mode. If you have enabled either of these, you won’t receive any notifications.
Unofficial apps or OS: Since you might already know, Android stopped supporting Huawei devices. This has caused many unofficial alternatives to come out and a lot of people install them on their mobile devices. If you use one of these versions or apps, most certainly web push notifications won’t show on your device.
We hope these tips will help you enable web push notifications so you don’t miss out on any news, update or launch from your favourite websites!
Since you’re already here, if you feel like reading a bit more, make sure you check out:
If you own an online store or work on any branch of the digital marketing environment, you know and value the importance of advertising on the web to reach potential customers and bring back visitors. Nowadays, there are many platforms, media, channels and strategies to do so, but one of the most popular is definitely retargeting.
What is retargeting?
Retargeting is a digital marketing strategy used by online stores to bring back customers that visited a site but didn’t convert, whether completing a purchase, subscribed or filled a form. Even though retargeting is mainly known for ads, There are many possibilities within the retargeting scenario other than: ads:, email, sms and web push notifications.
What are retargeting ads?
One of the most popular strategies is retargeting ads. When a user visits a site, they usually get a cookie or a pixel that tracks their behaviour on the webpage. After they leave, said cookie helps brands follow the user and show ads related to the category or product they expressed interest in the site, with the objective of bringing them back and completing a conversion.
This strategy doesn’t require users to fill forms or leave any type of information such as email or phone number, since their actions are tracked based on browser and not personal data. However, for the residents in the EU, they should have allowed cookies first.
One of the main benefits of retargeting ads is that they are directed to users that have already expressed interest in your brand and products, hence increasing the conversion rates probabilities. It’s always easier to re-engage with people that already visited the site because of an own, genuine interest than by targeting potential customers that haven’t even heard of your brand before. That’s why retargeting ads have become such a popular and powerful tool.
Should I use retargeting ads for my website?
Even though they have a well-deserved reputation, retargeting ads also have some downsides to take under consideration before deciding to use them as a part of your digital marketing mix.
Reach: One of the main advantages of using retargeting ads is that they allow you to reach almost everybody who allows cookies anywhere on the web. After a user visits your web, it practically doesn’t matter where they’re browsing next, either a blog or media website, social media or any other type of web page who shows ads open to ad exchange. If you’re using retargeting ads campaigns, you can reach them very easily and invite them to go back to your website. Consider that, even if you don’t get a conversion, by using this channel your brand will be on the top of mind of your target audience.
People use ad blockers: Users tend to feel harassed and can find retargeting ads creepy because of the “following around” sensation they cause. According to Statista “In 2019, roughly 25.8 percent of internet users were blocking advertising on their connected devices” and that number is expected to continue growing in time. The overwhelming amount of advertisements displayed on websites, make navigation uncomfortable for users who ultimately decide to install ad block extensions in their browsers. This means that a bunch of the budget destined to online ads is lost and the message never reaches potential customers.
Dependence on deliverability: consider that people who don’t use ad blockers, are bombarded with ads on every website they visit. They are used to seeing a lot of advertisements and it’s very easy to overlook them to just focus on the content they actually want to see. On top of that, for users to come across that ad you put so much love into, they have to navigate a web site that belongs that reaches your display network, which minimizes the probability of the ad fulfilling its function.
Uplift in sales: you can reach up to a 10% uplift with retargeting ads if you choose your bid targeting properly. If you bid higher, you generate more sales while being less profitable, or if you want to be more profitable you bid less and you reach less people and uplift will be more limited. The point with using this strategy is to re-engage with users that have already visited your site and have expressed interest in your product or service. Since you already got their attention once, it’s much easier to obtain a conversion with them, translating into an uplift of your sales.
Profitability: are retargeting ads profitable? The short and simple answer here is it depends. You have to keep in mind that it mainly depends on your CPC and ROAS objectives and also the quality of your campaign, your audience segmentation. The higher CPC you bid, you get more impressions but your ROAS decreases and vice versa. When retargeting the right audience you can see a great increase in conversion and end up with a great ROI. But one of the most important factors when it comes to using retargeting ads, is that you’re bidding against your direct competitors and if their CPC bids are higher, your ad won’t get the impressions that you expect.
Retargeting the wrong audience: If you don’t do the integration properly using the “tracking pixel”, you could be losing money by reaching a customer that already bought a product because retargeting ads are not behaviour based. When users enter your site and you leave a cookie on them, if they directly decide to purchase a product on that first visit, they’re going to get an ad later. Not only will you waste your budget by displaying an ad that’s going nowhere, your brand’s reputation will be negatively affected by appearing intrusive and irrelevant.
Additional workload: depending on the platform you’re working with, your retargeting ads might need to be updated frequently, if you keep showing the exact same ad, with the same message and images to your potential customers, they’ll get bored. You need to dedicate time into designing and creating different versions of the ad that you want to display periodically so users don’t get used to seeing them or bored by them. This translates into an additional workload for you.
Is there an alternative to retargeting ads?
The brightside is that technology is offering marketers new, innovative ways to re-engage online visitors. The direct and best alternative to retargeting ads campaigns are automated web push notifications. They also don’t require users to provide any type of personal information, are browser based and take the lead when it comes to personalisation and reach.
Ad blockers don’t affect them: ad blocker extensions don’t block or affect web push notifications in any way. When a subscriber opts-in and consents to receiving them, the message will always be delivered when users open their browsers, on both mobile or desktop, and start navigating any site. Web push notifications have a much higher acceptance than retargeting ads, especially because you give people the choice to allow or block them and opt-out whenever they want to: you put them in control so they don’t find them creepy or inappropriate. Some extensions can block them.
The right message to the right person at the right time: automated web push notifications allow you to create message sequences based on individual consumer behaviour. These messages are triggered by events the users complete on your website. For example, if a user browses a product page but doesn’t add the article to the basket, he will receive a retargeting web push notification as a reminder to continue with the shopping process. This triggered notification won’t be sent if the user ads the product to the cart and so on: one event excludes the other. This automation guarantees that users will receive the right message with a high level of personalisation that retargeting ads don’t allow.
Guaranteed deliverability: one of the biggest advantages of web push notifications is their reachability. Users who opt-in receive them on both desktop and mobile devices, regardless of the website they’re navigating on. Unlike retargeting ads, web push notifications are shown on any website, not the publishers or a network display one. This guarantees that your message comes across every time. As another benefit, when it comes to retargeting ads, as we mentioned before, it’s very easy for them to get lost in a jungle of ads displayed on a site. This will never be a problem with web push notifications, as they’ll appear on a corner of the screen (on desktop) or a regular app notification on mobile devices. Users just won’t miss them.
Automation reduces workload: the setup process of the campaigns has to be done just one time only. Service platforms like Frizbit take care of the integration process in just a day and hand over ready-to-use templates that clients can customise as much as they want. This means that you won’t have to be creating, designing and changing your campaigns constantly to keep it interesting for your potential customers. Web push notifications by Frizbit include dynamic parameters that fill in automatically to make the message as personalised and relevant as it can be by adding user name, product name, brand and images and more. There’s no other retargeting channel that allows as much customisation as web push notifications do.
Should I use retargeting ads or automated retargeting web push notifications?
To sum up, the truth is that a great digital marketing strategy includes a mix of channels combined to get the best results and achieve objectives the most efficient way possible. Retargeting ads and web push notifications can easily coexist in the same online strategy. However, the pros and cons of each channel are very clear.
Ultimately the decision will have to be based on your industry, type of products and budget. Between both channels, web push notifications have shown to offer greater results in terms of ROAS, click-through rates and conversion rates.
You are welcome to read our clients success stories and see for yourself what an automated web push notification retargeting campaign can do for your online business.
Definition (what are they, what are they used for, where are they shown and in which formats)
What’s the difference between web push and mobile push notifications?
What’s the difference between pop-ups and web push notifications?
What elements compose a web push notification?
What operating systems do they work on?
What browsers support web push notifications?
What devices support web push notifications?
How do web push notifications work?
Manual web push notifications
Automated web push notifications by Frizbit
Why should I use web push notifications on my website?
Retention of anonymous users
Reach users outside of the website
Desktops and mobile reach without having and app
Quick traffic generator
Are web push notifications effective?
High opt-in rate
How much can you increase revenue?
How do I send web push notifications from my website?
How to install web push notifications
What metrics should I track to optimize my web push notification campaign?
How to measure web push notifications performance
Metrics to keep track of
Are web push notifications GDPR compliant?
What makes a good web push notification?
How to choose a web push notification service provider?
1. What are Web Push Notifications?
Web push notifications are clickable messages sent by a website and appear on the screen of a user’s device, even if the website is closed and the user hasn’t filled any type of registration form. It is the latest and a very powerful digital channel for websites to re-engage and communicate with subscribers who opt-in to receive them, providing useful/interesting information.
What are web push notifications used for?
They’re used as a direct communication channel to keep users informed about news, promotions, abandoned products on their shopping carts or general information and updates. Web push notifications can be installed on any website: e-commerce, newspapers, blogs or magazines and their purpose is to entice users to return to the site and complete an specific action.
Where do web push notifications appear?
The format and position of web push notifications changes depending on the operative system, browser and device they appear on. They slide on the top right corner on Mac devices, on the bottom right corner on Windows devices , and on mobile they appear in the same way to a regular push notification from an app.
Windows Desktop Web Push Notification
Android Mobile Web Push Notification
What’s the difference between web and mobile push notifications?
Mobile push notifications are messages sent by an app that is installed on a mobile device or tablet. In order to receive them, users need to give permission and they’re shown on the screen of the device, no matter if the user is actively on that app or not.
Web push notifications are simply the website version of the app push notifications. They are messages sent by a website and delivered through browsers even when the users are not on that website, to both mobile and desktop devices.
The first time a user accesses a notifications-enabled website, users will be asked if they would like to to allow or block them by a browser permission prompt, just like apps would ask their users to allow notifications.
What’s the difference between pop-ups and web push notifications?
A pop-up is a message that suddenly shows-up on a website over the content while the user is currently navigating on it. The majority of them show-up as soon as a user lands on the page. In some cases they can be activated based on users’ actions, such as a click, scrolling down, spending a specific time period or closing a window (exit intent pop-ups).
Web Push Notification
Pop-ups can appear both on desktop and mobile, and are typically used for advertisement with the purpose of directing the user’s attention to a specific message in the site they’re visiting. User experience is usually diminished by these types of messages as they’re considered intrusive and annoying.
Web push notifications differ from pop-ups mainly because they’re shown on the screen of the user not necessarily within the browser window even if the user is not on the website, while pop-ups can only be shown within the browser window when the user is actively browsing on that website.
What elements compose a web push notification?
Web push notifications are composed of various elements that conform their anatomy. They include: icon, headline, description, call to action button, a large image and the page url from where it’s being sent. All the elements are modifiable for each notification, you can change the icon, image, text, CTA for each one if you wish to.
Icon: The icon is usually the logo of the brand. Its position inside the notification varies between different OS and browsers, but is always visible. The icon has to be a square image preferably at least 256 x 256 px.
Tips and insights: if you use your logo, you can adapt the design to match the season or a holiday!
Headline: The headline is the first text line of the notification. It usually appears in bold letters as an attempt to catch the user’s attention in most of the browsers & OS’s. The length of the visible area varies between 43 to 69 characters depending on different OS and browsers
Tips and insights: use the most appealing words at the first 43 characters of your content to make sure it’s visible regardless of the OS and browser.
Description: The description is the textual content that follows the headline and it’s used to offer a more detailed explanation. The length of the visible area varies between 50 to 136 characters depending on the OS and browser.
Tips and insights: use the most appealing words at the first 50 characters of your content to make sure it’s visible in all OS and browsers. Personalise the content using the dynamic parameters in this section as it has more area which can accommodate longer values of parameters
Large Image (Optional): An image that complements the message, it should be descriptive and appealing. It’s only visible on Google Chrome, Windows and Android OS.
Tips and insights:push notifications with images have a 20% higher CTR, according to A/B testing conducted by several Frizbit clients. The ideal ratio of the image to make it visible on all OS and devices is 2×1 horizontal, minimum size being 512 x 256 px and recommended size being 1024 x 512 px. You can read more about the ideal size and resolution for rich web push notifications here.
Page URL: Is the domain of the website that’s sending the notification, the one the user subscribed to. The subscriber can be directed to any destination URL, it doesn’t necessarily have to be the same domain.
Tips and insights: send subscribers to a page as close to the lower end of the shopping funnel as possible. This will increase the possibility of conversion. Don’t forget to add UTM tags to track the traffic coming from each different push notification campaign
Action button (Optional): Action buttons (you can have up to two) are optional buttons which can be used as call to action to tell users what you want them to do, what action is expected from them. Its visibility also varies depending on OS and device. It is possible to define a distinct URL to action buttons, other than the main URL of the notification.
Tips and insights: be precise on the CTA (Call to Action), tell the subscribers exactly what you want them to do: finish your purchase, book now. Don’t forget to add UTM tags to track the traffic coming from each different push notification campaign.
Even though all web push notifications include the same elements, how they’re shown will depend on the browser, operating system and device. Some will include the image, some won’t and the visibility of the text and action buttons will vary as well.
All the elements can be highly customised with personalised text, images and even emojis. If you make use of the dynamic parameters, you can include even more specific information such as category name, product name, product image, product price and user name to make the message as relevant as possible for each user, making them feel that you’re talking directly to them.
What operating systems support web push notifications?
Web push notifications are supported by all major operating systems, except iOS. Windows, Android, MacOS work properly with web push while iOS doesn’t support them by default.
Chrome Android Web Push Notification
Chrome MacOS Web Push Notification
Chrome Windows Web Push Notification
Firefox Android Web Push Notification
Firefox MacOS Web Push Notification
Firefox Windows Web Push Notification
Safari MacOS Web Push Notification
What browsers support web push notifications?
All major browsers, Google Chrome, Safari, Firefox, Opera and Microsoft Edge support web push notifications, except Internet Explorer.
What devices support web push notifications?
Web push notifications are shown on desktop, mobile and tablets even if the user has left the website. Their appearance and where they’re shown will vary depending on the operating system of the device.
2. How do web push notifications work?
From the publisher’s perspective
Web push notifications work for any kind of website. Any brand or business that owns a website can configure and send web push notifications very easily. No mobile app is required to do so, and the implementation is fairly simple by adding a small piece of code from a web push notification service platform to their site. We explain the process with more detail ahead in this article.
From the user’s perspective
Web push notifications is a permission based marketing channel, which means that it can be only sent to a user if they allow a website to do so. In order to start receiving web push notifications all a user needs to do is basically to opt-in (give permission to that particular website to send push notifications) and become a subscriber. This can be done by two ways:
Native opt-in: is the browsers’ default prompt to ask users their permission to subscribe to the web push notifications channel. It includes a non-customizable text and uses the language settings chosen by the user. It triggers when a user visits a site for the first time and they have to click “allow” or “block”.
Custom opt-in: is a form of opt-in which shows first a pop-up that can be customized with the website’s branding that also appears the first time a user visits the site. It offers the possibility to personalise the message and include the logo of the brand. It can be shown on the top middle of the screen and after clicking “allow” on, it triggers the browsers’ opt-in prompt, in which the user must give permission again to become a subscriber. The downside of using a custom opt-in, is that it requires two clicks from users in order to actually allow the notifications and this results in a 3x decreased opt-in rate.
Opt-out: How to disable web push notifications?
When it comes to this channel, the users have complete control over them. In order to unsubscribe from web push notifications, subscribers just need to access their browser settings panel, look for the notifications option, find the website they would like to opt-out and select “block”. The process may vary a little depending on the browser you use, for details you can check these articles:
There are two types of web push notifications: manual and automated. Depending on the service provider you choose, you’ll have more options regarding the type of messages you can send. The difference between them is their triggering mechanism:
Manual (bulk) push notifications: manual web push notifications are used to send manually a massive communication to all or a segment of users informing about special discounts, promotions, time sensitive sales or new products. They could be understood as the push notification equivalent to email newsletters. You can send messages regarding:
New blog post
Automated (triggered) push notifications: automated notifications are highly personalised messages sent to users based specifically on their individual behaviour on the site. They’re designed and scheduled to be sent automatically in predetermined time frames after a user completes an action. You can define as many scenarios as you wish to trigger an automated web push notification, depending what type of site you have:
E-commerce: you can define events that send a message to users for every step of the funnel. Ex. Cart Abandonment, Product Retargeting, Category Retargeting.
Travel: you can define events to trigger notifications to recover lost reservations of the users that didn’t complete the booking or to improve the UX of the trip. Ex. Last Seats for a specific destination, last available room, check-in, boarding, luggage reminders.
B2B/SaaS: you can generate more leads by sending a sequence of web push notifications to nurture leads that visited a page but dind’t complete a sign up.
Real Estate: you can generate more leads and interactions by communicating with users about a listing they have viewed but didn’t engage with it or recommending similar properties or announce them about new listings.
Why should I use web push notifications on my website?
Web push notifications present a direct and real-time communication channel with users. Subscribers receive the message when they’re online, which highly increases the chances of interaction within minutes of the notification being sent. There’s no other digital marketing channel that has this inherent power that web push notifications have.
Engage anonymous users
The main reason web push notifications are becoming so popular amongst marketers, is because it is a unique channel to retain users that didn’t leave any personal information on the website. To become a subscriber, a user has to simply click “allow” on the opt-in prompt without filling any form, sharing their email address or any other type of personal data. This presents a major opportunity for businesses to create a flow of communication with users that might never decide to drop their email.
Reach both desktop and mobile without having an app
One the most attractive features of web push notifications is that they don’t require an app to function. In order to send a push notification, you just need to have a website and you can reach your subscribers on both desktop and mobile devices. This means that you don’t have to wait for users to check their emails to get the message through. Being able to reach people at any time, on any device is a unique advantage of web push notifications.
Reach users out of the website
What makes web push notifications so special is that they can reach audiences even when they’re not actively browsing your website. If a user subscribes, leaves and starts navigating any other site, they’ll still receive notifications from you. There’s currently no other direct digital marketing channel you can do this with, which adds to the list of reasons why you should use web push notifications on your website.
Generate traffic in seconds
Web push notifications is a real-time communication channel. This means users get the message the moment they’re online which inmensely increases the chances of interaction. On average, most notifications are clicked within the first hour after receiving it. For example, with manual web push notifications, you can direct lots of traffic in a very short period of time. In less than a minute after sending it, you’ll see sessions being generated on your web and users engaging with the site in real-time in your web analytics solution.
Digital and online businesses are used to working with multiple marketing tools to get their message across. Most of the time it would seem overwhelming to add one more channel to the mix. However, web push notifications is different. The campaign setup is extremely simple and you don’t have to spend a lot of time creating each message and manually sending it. Using automation you can create templates that will be sent automatically when triggered by an event you define on your site. You’ll only need to invest some time once to configure your campaigns and that’s it!
Are web push notifications effective?
The most simple and straightforward answer is YES! But let’s dig a little deeper. If used wisely it can become the most effective retargeting channel for online businesses.
High opt-in rate
Web push notifications have proven to be much more effective than other traditional channels. They have an average 3x higher opt-in rate than emails, which can easily be related to how seamless the process is. With just one click, visitors can become subscribers without handing over their email address or other personal information. Reducing the steps one person has to follow and complete to opt-in to any type of digital communication, will decrease the hesitation and make them more open minded to subscribe.
Stats have shown that web push notifications have a 4x times higher click through rate than emails. That’s a 8,5% over in comparison to the 2.4% CTR of emails. The hyper-personalisation capabilities of web push notifications, allow to significantly increase the CTRs. When people feel like you’re really talking specifically to them, it will translate into more clicks and that is one of the biggest benefits of using web push notifications.
Web push notifications present a very valuable alternative for marketers that allocate a big part of their marketing budget to retargeting ads. Most web push notification services are based on monthly fees that vary on the amount of subscribers or visits to the website. There are no extra fees for the amount of messages sent, implementation nor PPC rates involved. You can send unlimited notifications.
This makes the cost of retaining a customer very profitable. Consider that returning users that have already converted are the biggest asset to your business. Web push notifications allow you to bring them back without having to spend a large marketing budget chasing them around with expensive retargeting ads.
How much can you increase your revenue with web push notifications?
Web push notifications offer varied results depending on the industry, type of business and amount of traffic of the site. You can access our calculator and introduce a few data to estimate how much you can increase your revenue using web push notifications in just a few clicks: https://get.frizbit.com/revenue-calculator/
How do I send web push notifications from my website?
1. Upload Service Worker
The process of implementing web push notifications is very simple and can be done in any website. The first thing you have to do is to upload the Service Worker file of your provider to the root folder of your website’s domain. A Service Worker is a file that allows a browser to run functions that don’t need a web page such as sending push notifications to a user when they are not on your site.
A) Via Google Tag Manager: most web pages nowadays already use GTM and you can easily add this snippet as a tag on GTM. Besides, a web push notification service provider such as Frizbit can offer all the implementation on GTM in a few moments.
Working with a web push provider makes the process very simple, since they can take care of all the configuration, onboarding and then they hand everything over to you. After the setup is complete, you’ll instantly start collecting subscribers when they visit your site and opt-in. All that’s left is to design the notifications. Some providers, like Frizbit, will offer you templates, advice and support for the optimization of your campaigns.
How to create a web push notification?
Web push notification service providers usually have a dashboard where you can create the content of push notifications. Frizbit’s dashboard allows you to design your messages personalising with the use of all kinds of dynamic parameters and also see the changes in your design in real time for each browser and operating system. This way you have complete control and awareness of how the notification will be shown to users.
Access the dashboard, select “New” and enter a name for your campaign
Fill in the information of the title, and description and include the icon
Select the options for Google Chrome and add a large image, write the message for the call to action. You can add a second one if you wish to.
Follow the same steps for Safari
In the “Advanced Options” tab, you can set a timer and add a tag for your campaign.
Proceed to select when and how you want the notification to be delivered: right now, scheduled, recurring or event triggered.
Next, continue with the audience segmentation. Here you can select as many filters as you wish, such as language, country, type of event, browser, device and much more.
Once you’re done, you can save your design as a draft or publish immediately. The web push notification you created, will be saved on your dashboard and you can edit it later or copy it for new creations.
Remember you can perform different versions and conduct A/B testing. You can assign percentages of users to each campaign variation and see for yourself which one performs better. Use the results to optimize your notifications as much as possible and get the best results.
What metrics should I track to optimize my web push notification campaigns?
Web push notifications significantly increase user engagement and improve retention rates. There are several metrics you should keep an eye on in order to constantly improve your campaigns.
Opt-in rate: is the percentage of the unique users on your site clicking “allow” and becoming subscribers. Keeping track of this information will give you hints on where to ask users if they want to receive notifications from your site and adjust accordingly. You can place the opt-in prompt in any page you want, and trigger it by an action of the user. It’s not necessary to ask permission within the second a visitor enters the site.
Click-through rate: is the percentage of subscribers that click the notification over the total number of subscribers you sent it to. It’s so important to keep close track of this number, because it lets you know what type of notifications your subscribers are responding to. You can test different messages changing the title, image, description and CTA and analyse which ones are resulting in more clicks.
Time spent on a page: when sending a notification, you tell users what to expect when they click on it. Directing them to a good landing page that fulfills their expectations is key. That’s why you should keep track of how much time subscribers spend on a page after they click the notification. This will give you valuable insight on how the messages portrayed in the notification meets the landing’s information. If there’s no connection between the copy of the notification and the content of the page you send users to, bounce rate will increase, letting you know there’s an issue in copywriting.
Opt-out rate: shows the number of people that unsubscribed from web push notifications from your site. This is a vital metric to keep track of. Naturally your opt-in numbers should be much higher than opt-outs. If you discover that your opt-out rates are increasing over time, ring your alarm bells and start looking for the problem. In this case it’s usually related to low relevance of your notifications, or maybe you’re sending too many notifications that your subscribers perceive as spam and decide to opt-out.
Conversion rate: this is the ultimate goal of your campaign and the main metric of any type of business. This metric indicates the accomplishment of your goal, whether completed sales, signup or another type of engagement. All of the improvement efforts for other metrics should be aimed at ultimately increasing conversion rates. You can have great opt-in rate or click-through rates, but if they’re not translating into conversions, it is time to evaluate your web push notifications campaign strategy in place, identify the problem and do whatever it requires to resolve it.
You can keep track of the majority of these metrics, setting goals on Google Analytics and checking the reports that provide your web push notifications provider.
Are web push notifications GDPR compliant?
Web push notifications are GDPR compliant by nature. They present a direct communication channel with users with no personal data requirements. This means that users have to give consent to become recipients, but they don’t have to provide their name, email, phone number or any other type of personal information.
These instant alert messages are device oriented. The user is not targeted based on some personal data they share, but to their device. The subscription information is all stored in the browser, so businesses have no access to it and can’t use it or sell it in any way.
The user is the one in complete control by having access to the notifications panel, where they can easily decide to opt-out if they wish to.
What makes a good web push notification?
The best web push notifications have three attributes that bring results: they’re relevant, personal and precise. This channel offers many possibilities that can greatly benefit your online business if used correctly. If you exploit all its features with a well-thought strategy and avoid common mistakes, you’ll be a web push notification lover just like us.
A great web push notification is:
Relevant: Tracking the user’s behaviour on your site gives you all that you need in order to make the notification as relevant as possible. Define different scenarios to trigger a specific notification based on each user activity, so that the message they receive is directly linked to what they did on the site. You also want to keep in mind user segmentation. You don’t want to send a special offer on a product today, to a customer that bought it the day before. The same way you should keep in mind to send notifications about sales or special offers during the time they’re active and deactive the campaign the minute the promotion is over. Web push notifications that are highly relevant, have much higher click through rates.
Personal: Make use of all the dynamic parameters available: user name, product name, category name, image or any other available parameter to design a super personalised notification. If a user feels that you’re talking directly to him, the message will present a higher value and the user will be more enticed to engage with it. You should also contemplate language and time zone. Customize the campaign for each language and country you’re sending it to. The content of your web push notification has to appeal to each subscriber as an individual.
Specific: Great web push notifications let the subscriber know exactly what you want them to do and what they can expect when clicking that action button. Make it clear and precise with your title, message and CTA. Write the text keeping in mind how it will display on each OS and browser. Write the most important message in the title to make sure it’s always visible and make sure you link to the right landing page where your subscribers will find all you promised in the notification.
How to choose a web push notification service provider?
There are a list of features and considerations to be made when choosing a web push notification service. It’s important that you do your research and don’t jump ahead and go for the first service you find online. The main aspects you must consider are:
Customer data protection
There are many well-known free web push notifications service providers in the market. You might feel enticed to choose one of these instead of a paid one. The thing is, that free web push notifications services might sell your customer’s information, they’re “free” for a reason. When using one of these providers, you allow them to collect and sell your subscribers behavioural data, which can be purchased by your very own competitors. You have to decide which price to pay: a normal service fee or to sell subscribers personal information to third parties.
When choosing a web push notification provider, you want to make sure you collect subscribers under your own domain. Some of the providers offer you an alternative way of subscription where the users will be subscribed to a subdomain of the provider rather than the domain of the business itself. If you agree to this, all the subscribers that accept and opt-in to notifications from you, won’t belong to your website, they’ll belong to the website of your service provider. This means that, if one day, you wish to change providers for whatever reason, you’ll lose all your subscriber’s base and will have to start from scratch.
Personalisation and automation
Make sure you select a platform that offers the option of hyper-personalisation through dynamic parameters. As we mentioned before, customised notifications that include details like user name, have higher CTRs and lower opt-out rates. The same happens with automation. Notifications triggered by the behaviour of users on the website, have high relevance that translates in better engagement.
Good customer support
Whether you’re new with web push notifications, or have been using them for a while, good customer support is extremely important. You want to choose a provider that’s always going to be present if you have any doubt, concern or issue with your campaigns. Frizbit offers its clients a step by step onboarding, ready-to-send templates for your automated campaigns and consulting of any type.
When choosing a push notification provider, seek one that offers a trial period. This will help you ensure it ticks all the boxes and put you at ease with your decision. If you want to request a demo from Frizbit, click here and let us know!