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. 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 are browsing in incognito mode
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 are browsing in incognito mode
The incognito mode of the browsers is specially designed not to leave any kind of trace. That is, when you browse in this mode, no information about your activity is saved in the browser and all data is also deleted at the moment the window is closed. That is why if you are in incognito mode you will not receive web push notifications.
2. 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
3. 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. .
4. 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.
5. 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.
February is a very short month. With only 28 days, there seems not to be enough time for things to change in the digital marketing world. However, there are some remarkable events to take note of and we have gathered the most important digital marketing insights and updates from February 2021 just for you.
Digital Marketing Insights and Updates from February 2021
Search Marketing Updates
Responsive search ads now the default in Google ads
Responsive search ads are ads adaptable to show more text and relevant information to customers. When creating one, you can enter multiple descriptions and headlines that Google will automatically test with different combinations and, in time, learn which ones perform better. The goal is to discover what type of messages adapts better to customer’s searches and ultimately improve the performance of your paid search ad campaigns.
Google recommends to have at least one responsive search ad per ad group. Very recently, they announced that they’re making responsive search ads now the default in Google ads, based on how promising result are:
Using machine learning, responsive search ads automatically identify the best combination of headlines and descriptions to deliver the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions. – Sylvanus Bent, Product Manager, Google Ads
Google claims that Covid-19 pandemic has changed the way consumers conduct online searches, thus accelerating the need to change how those results are presented to them. According to Google responsive search ads (RSAs) are the answer to that need and they can offer much better results for businesses.
They have shared a list of best practices to optimise RSAs as much as possible:
Use Ad strength when writing headlines and descriptions to understand the effectiveness of your ads.
Take advantage of location insertion and countdown customizers to show ads that are relevant and meaningful.
Use Smart Bidding and broad match keywords.
Review cross-campaign asset reporting to understand which creative assets resonate most with your customers.
New association functionality added to Search Console
Google also announced they’ve added a new association functionality to Search Console that will allow to connect a Search Console property with another Google property such as Analytics, a Youtube channel or a Google Chrome Web Store.
This new feature allows sites to access and unlock other functions:
Google Analytics: View your Search Console data, such as organic search queries, in your Google Analytics property.
Google Ads account: View the paid and organic report in Google Ads.
YouTube channel: Link your videos to your associated website.
Play Console app: Use App Indexing.
Actions Console project: Verify your brand and enable cross-platform functionality.
Chrome Web Store account: Publish apps and extensions to the Chrome Web Store on behalf of your site.
The association features depend on the association type and you can access them through the Association Page via the settings menu in your Search Console account.
2. Marketing Tech Updates
Microsoft announced limited access to neural text speech AI
The Microsoft Custom Neural Voice text-to-speech AI allows developers to create custom synthetic voices. The recently announced limited access to this technology.
The Custom Neural Voice is a Text-to-Speech (TTS) feature of Speech in Azure Cognitive Services that allows users to create a one-of-a-kind customized synthetic voice for their brand. – Azure Microsoft
The neural speech AI has many possible applications for different brands and industries that can benefit both customers and businesses. Chatbots, voice assistants, audio books, online learning and translations can take advantage of this technology and improve customer experience by customising their synthetic voices.
The technology consists of three main components that improve results: text analyser, neural acoustic model, and neural vocoder. These three elements work together to reduce by 50% pronunciation errors and optimise workflow.
Interested brands must apply and be approved by Microsoft to access it. “Alternatively, developers can add text-to-speech (TTS) capabilities to their apps quickly by creating an Azure Speech instance and selecting from a rich choice of over 200 voices” stated de Microsoft announcement.
Magento released Magento Commerce 2.4.2 for Digital E-commerce Growth
Magento recognizes the importance of digital businesses, especially since 2020 and the migration of many stores to a digital environment. That’s why they keep focusing on offering their customers the best service and experience possible.
Early this month Magento released Magento Commerce 2.4.2 along with security-only patches 2.3.6-p1 and 2.4.1-p1 that focus on enhancing performance and increasing security.
Magento Commerce 2.4.2 assists merchants in maximizing their opportunities with enhancements to B2B purchase approvals, expanded PWA and GraphQL support, and improvements to the Page Builder and Media Gallery performance and developer experience.
The update includes improvements to:
B2B capabilities for purchase approvals
Faster time to market
Several enhancements to platform quality
3. Social Media Updates
Twitter develops “Spaces” a competitor for Clubhouse app
If by now you don’t know what Clubhouse is, I’m sorry to tell you that you’re living under a rock. The popular only-voice based app has been causing a bit of a stir in the social media world. It’s gaining popularity and subscribers by the second and everyone wants to get invited.
No wonder competitors are starting to raise and Twitter has rolled out Spaces. This new feature allows Twitter users to create audio-only chat rooms with up to 10 speakers at a time with no limit on number of participants. To create a Space, the users has to long press the compose icon and tap a new Spaces button that will show on the far left.
The user that creates the room gets to decide who has permission to speak, choosing from everyone, people you follow or specific individuals. Spaces requires users’ permission to access the microphone and it will activate automatically as soon as the “Start your Space” button is clicked.
To this moment, this new feature is only available for a small group of iOS users while Twitter gathers feedback from users. They claim that soon, Spaces will be available for more people and for Android devices as well.
LinkedIn is developing a new freelance marketplace
As an effort to help professionals face the working crisis created by Covid-19 pandemic, LinkedIn is rolling out a new Freelancers Marketplace. The objective is to help professional freelancers and businesses to find each other, connect and work together.
LinkedIn’s network counts with over 740 million users and the new Freelancers Marketplace will compete with similar websites like Upwork, Freelancer of Fiverr. It will count with a digital wallet through which businesses can pay professionals, facilitating the transactions and offering some type of insurance to all parties.
The general opinion is that this is a very smart move from LinkedIn as it will revalue the platform for many professionals. Due to the pandemic, this new feature could open the door to professional freelancers to work from home to any part of the world and for businesses to find the perfect candidate for the job anywhere around the globe.
Instagram to launch multi-participant live stream
Digital meetings and e-gatherings have never been so popular (and necessary) as they have since last year. The appearance of softwares that allows groups of people to join video chats is on the rise and, so far, Instagram has been a little behind on the run, until now.
Earlier February, Instagram Chief Adam Mosseri, revealed that the popular social media platform was working on a multi-participant live stream feature to be launched at the end of the month.
“We have been working on live groups – finally. […] We’re releasing the ability to go live with more than one other person, so with up to four other people, in the next couple of weeks, which we’re really excited about.”
Instagram has been working on this feature for a while now. Since last December they rolled out a version in India as an attempt to capitalize on the ban on TikTok. They had very promising results with a rise of 60% of views.
While there’s still no official date for the new multi-participant live stream release on Instagram, from what we’ve read, it doesn’t seem like we will have to wait much longer.
If you’re interested in digital marketing trends, tips and updates keep track of our blog:
Bidcom, an online retailer leader in consumer electronics, partnered with Frizbit to implement a retargeting strategy to recover abandoned carts. With a masterful combination of automated behavioural email and hyper personalised web push notifications campaigns, they managed to bring back 15% of their subscribers and reach a ROAS of 37x with a cost per session as low as 0,04€.
Bidcom Success Story!
We have put together a complete and comprehensive Case Study of Bidcom’s success working with Frizbit. We get into details on the challenge the client was facing, their needs, expectations and how Frizbit’s platform presented a new, top-notch digital marketing retargeting strategy as a solution.
Email marketing has always been the favorite marketing channel to reach users and tackle the major issue online stores face: abandoned carts. Frizbit wanted to integrate this channel to Bidcom’s strategy to offer the best result possible. Behavioural automated emails offer a high level of personalisation by including relevant information like user name, product name, price and image.
However, to create a bullet proof abandoned cart recovery strategy, automated web push notifications were the key ingredient. This new channel offered Bidcom the possibility to reach and engage visitors that didn’t fill any form or completed any type of registration on both desktop and mobile.
Bidcom is now retargeting even anonymous visitors through the entire shopping funnel with highly relevant messages that enhance user experience, focusing on cart abandonment recovery.
The integration process is very simple as Frizbit’s team takes care of implementing via Google Tag Manager. With the ready-to-use templates, in just one day, clients can start sending campaigns as soon as they want, or they can choose to customise the messages, designs and timings to fit the brand’s identity as much as they desire.
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!
A/B testing is a great method to help you determine in which direction to go with your marketing strategy. Its objective is to shade some light on what type of content resonates with your target audience in each stage of the funnel, by reducing the guesswork on what specific elements will make people want to make that click and convert.
What is A/B testing?
To conduct A/B testing campaigns, you need to run two versions of one single piece of content: the same piece with one variable changed. Then, you choose a percentage of your audience to show each version to, and analyze which of them performs better during a specific time period.
For example, let’s pretend you want to send a manual web push notification campaign alerting users about a special summer sale. You’ve done your research on how to increase click-through rates of your notifications, and you have the gut feeling that you should add emojis to your message.
Instead of going with your instinct on this, run an A/B test. Send one notification with emojis to 50% of your subscribers, and the same notification (same image, copy and CTA) to the other 50%, but without any emojis. When you analyze the results of the campaign, you’ll know if your audience interacts more with web push notifications that include emojis or not.
This information provided by the testing, will work for you to design future messages that appeal more to your audience. If you already know they click more on notifications that include emojis, you’ll translate that result to your next campaigns by always adding emojis. After that, you can test other variables, like CTA messages, tone of the communication or images.
You can perform A/B testing to every digital marketing strategy you want: website, landing pages, emails, text messages, ads and web push notifications. Trying out different images, copies and layouts with split tests will provide you with valuable insights to optimize your marketing efforts.
Conducting successful A/B testing can translate into a direct improvement of conversion rates. By identifying which elements are the most effective ones, and then combining them in one strategy, you’ll see an increase in CTRs and audience engagement.
How to conduct successful A/B testing
1. Know your audience
This is fundamental information and the most basic step to cover when planning any type of marketing strategy, including A/B testing. Before starting any type of test, you better take into consideration a minimum of basic demographic information about your audience:
When you have and manage basic, but rich data like this, you can plan the A/B test more accurately. Having insights and understanding the needs of the people you’re talking to, will give you information about how to conduct the test more effectively: what goal you should measure and which variables to change and try out to get the results you’re looking for.
If you’re thinking about skipping this step because, either way, the test will give you information on what works, don’t. It might seem like gathering this information is an extra and unnecessary effort, but it’ll help you run a more precise A/B testing and even save time in the long run.
2. Define your goals
Kudos if your immediate answer to this was: increase my sales. At the end of the day that’s the main goal of all digital marketing campaigns. However, your A/B testing objective is different, even if the ultimate goal of optimizing your strategies is to increase your revenue. You have to think more detailed here: what do you want to achieve by running an A/B test?
To get more newsletter signups?
Turn visitors into customers?
To get more form submissions?
Each one of these goals would translate into a different type of A/B testing. All of the channels you use in your digital marketing mix have their own characteristics, properties and final objectives. A landing page has very different elements than an email, a web push notification or an SMS, and each of them its own variables:
When you have a very clear vision of what you want to achieve by running an A/B test, you’ll know exactly what strategy and channel to conduct it in. Even though you can perform tests on everything you want (web, landing, email) is best if you begin by focusing your efforts on one at a time.
3. Create a hypothesis to test
By this point you have a clear view of the purpose for your A/B testing and have decided which, of all your digital marketing channels, is the best to begin with. It’s time to choose exactly which variable you want to test. Based on the previous work about your buyer persona and goals, you can now determine a hypothesis and choose the element of your communication that’s going to impact the most towards the achievement of the objectives.
To create your hypothesis, you have to identify the needs of your target audience, compare them with the objectives of your business and try to minimize the distance between both. There are reasons why your users are not converting and this is when you start to think how to resolve the issues stopping them from doing it.
For example, the problem might be that your call to action is not clear and your audience doesn’t know what’s the next step. Maybe the offer is not attractive enough, or the message is getting lost in translation due to an unclear copy.
4. Choose the element to test
When you know your audience and analyse each element on its own, you can start creating hypotheses to test, which will lead you to the selection of the element to try. The one you select to conduct the A/B testing, has its own inherent variables.
You have to break it down into tiny pieces and choose the component you’re going to change and try out. For example, if you have chosen to test your CTA, now you have to select between its parts:
It’s normal to run several A/B tests before making a final decision. If you contrast element A against B, after getting your first results, you can then leave A and use something else for B. This is a process that takes time and you have to be patient.
5. Document you results
If you’re running an A/B testing, your purpose is to learn what works best and apply that new knowledge towards the achievement of your business goals. The only way to get there is to document all the process and the outcomes of the trials. If you skip this part, don’t even bother on doing an A/B testing.
The documentation can be as simple or complex as you like. The most basic metrics you should keep track depend on what element and variables you decided to test. Keep in mind that, even if you’re testing the CTA, the results of this process might lead to insights on your entire campaign that you can later apply to your overall strategy.
If by testing the performance of the call to action, you discover that your audience prefers straightforward communication, you can use that information to create new hypotheses to run further tests on the rest of your strategy. That’s why documentation is so important.
It’s true that planning and running A/B tests sounds like an awful lot of work and that might be a little discouraging. You can keep relying on your marketer instincts if you want, but the truth is that the most successful marketing strategies imply a lot of investigation, testing, analysis and ongoing learning on what works best.
A/B testing is a great method to reduce the guesswork and create strategies that actually offer results and help you achieve your business goals. We’ve summed up the most important and basic aspects to keep in mind to conduct successful A/B testing and going from beginner to pro.
If you want to convey A/B tests on on-site content and landing pages, there are many free or affordable tools such as Google Optimize, Optimizely or Unbounce, for example. On the other hand, if you are looking to conduct A/B tests on communication channels, such as emails, push notifications or SMS, you’d need to use marketing automation platforms like Frizbit, which includes A/B testing capabilities embedded in their campaigns. Since it allows so much personalisation, you can test out different versions of each element of your email, web push notification or sms, segment the audience and choose exactly how to split the test.
Either you’re a hopeless romantic or a lone wolf, Valentine’s Day is just around the corner and it’s kind of hard to miss it. If you’re planning to stay at home binge-watching Netflix, or having a super romantic dinner, no one says you can’t benefit from amazing deals and offers.
And if you’re a digital marketing professional, you can’t let the romantic holiday just pass you by, whether or not you like the fuzzy-love scenario, or not. For 2018, Valentine’s day was reported to be the 4th largest shopping day of the year after winter holidays, back to school, & Mother’s Day according to Microsoft Bing. If you add to this the fact that online shopping has exponentially increased the last year due to Covid-19 pandemic, is a date that can’t go unnoticed.
As professional marketers, we are well aware of the vast extent of Valentine’s Day marketing strategies out there. From boosting loyalty programs, 2×1 sales to social media contests there’s a lot to choose from. But the most important thing is how we communicate those promotions, offers and special sales to our customers. Having amazing Valentine’s Day sales on your online store wont do the trick if no one hears about them.
How to use Web Push Notifications to boost your Valentine’s Day Marketing Strategy
1. Create a themed landing page to direct your subscribers
We’ve mentioned before how important it is to send subscribers to the right landing page after they click on the notification. When running a Valentine’s Day holiday campaign you can seize the opportunity to theme your landing page according to the season. It’s important that you portray a consistent look and feel throughout the entire Valentine’s Day campaign.
Make it clear to the subscribers that you’re presenting something special for this date and that they don’t want to miss out what you’ve got to offer. You might want to create a unique Valentine’s Day landing page where you showcase a curated group of products with limited discounts. Remember that a lot of people conduct their shopping online at the last minute and can be very indecisive. Organizing your deals in one page and making it easy for shoppers will be something they appreciate.
2. Create a Valentine’s Day web push notification calendar
Most digital marketing professionals agree that Valentine’s Day marketing communication should start late January or early February. This means, you’ll have around 15 to 20 days before the love holiday to begin communicating with your subscribers.
You can design a web push notifications communications calendar with different messages and timings to communicate with your subscribers throughout the weeks and days preceding Valentine’s Day. Sending different notifications manually that alert them about the upcoming date and let them know they can start shopping, or at least browsing your site for gift ideas is a great way to increase retention and conversions.
Here’s an example of web push notifications sequence for the previous weeks, days and hours before February 14th. Each one includes an alert of the time left to make a purchase, suggestions of products the subscriber might like and even a cart abandonment reminder.
– 7 DAYS
– 2 DAYS
This way, you’ll have increased traffic to your online store and the opportunity to conduct automated web push notification retargeting campaigns closer to Valentine’s Day to all those subscribers that clicked the alert notification and viewed products on your site or already added them to their shopping carts.
A notifications calendar it’s also a great strategy to increase brand awareness with subscribers that haven’t visited your e-commerce in some time, and a way to keep in touch with those last minute shoppers. Letting them know you’ll be having special Valentine’s Day sales will keep you on their top of mind and tilt the balance in your favor when it comes to the actual holiday shopping moment.
3. Retarget subscribers that interacted with the Valentine’s Day landing page
After sending the manual web push notifications according to your communication calendar alerting subscribers about the upcoming love holiday, you’ll get insights on click-through rates and their activity within the landing page you sent them to. Knowing which subscribers clicked on that message and which products caught their attention, will allow you to target them specifically with new automated notifications. They have already expressed their interest in the Valentine’s Day sales you’re having, but maybe they need a little extra incentive.
Segment your subscribers based on their activity and their interaction in the site. Users that converted the first time, are more likely to complete a transaction if you send them another notification suggesting a product, informing about a sale, applying a general up-sell strategy or reminding them about an abandoned cart. Sometimes people need a reminder or help deciding, especially when dealing with stressful shopping dates like Valentine’s Day.
4. Dress up your notifications
If there’s a moment to use color, lots of emojis and humor, this is it. Customise all the elements of the web push notification to match Valentine’s Day. Make sure subscribers know there’s something different going on by just glancing at it. You can change the icon of your company logo during the first two weeks of February, adding some Valentine’s Day details! Include bright shades of red and pink in your images, heart and love emojis to accompany the text, and even change the tone of your communication a little bit.
You can use more fun copies and be a little more playful. The perfect way to nail your Valentine’s Day message is to run A/B testing. Platforms like Frizbit allow you to design variations of the same web push notification in order to try them out and see which one works best. Get inspired and bring out the romantic in you!
5. Show your subscribers some love!
Valentine’s Day is the perfect holiday to let your subscribers know how much you appreciate them. Send a special web push notification with a unique offer or discount they can use in their next purchase, even after the holiday has passed. If you’d like, you could segment this for the users who have purchased in the past 2 weeks to award them about being thoughtful on Valentine’s Day, or if you have so much love to share, send it to all your subscribers! 🙂
This is a very nice gesture that shows customers you value their business. It won’t cost you much and it can have great repercussions for your brand by increasing client’s loyalty, brand awareness and web push notification retention rates, lowering opt-out or churn rates.
6. Use cross and up-sell techniques
People tend to go all out on Valentine’s Day, so it’s the perfect moment to apply some old, but effective traditional marketing techniques like cross-sell and up-sell. You can send automated web push notifications to all those shoppers that already bought a product from your site with a nice suggestion on another one that complements it.
Maybe a subscriber left an abandoned cart with a product in it. You can seize the opportunity to send a notification suggesting a different article that another user liked better, instead of the one in his cart. It’s all about helping shoppers to make the best decision possible por this unique and special date.
When it comes to important holidays like Valentine’s Days, there are so many digital marketing strategies to choose from that it’s easy to lose focus on simple details like how to effectively communicate them to our audience.
You only have a few days to get your message across and attract as many people to your site as possible. Manual and automated web push notifications campaigns are the ideal channel to do so:
You can highly customise the messages to carry the Valentine’s Day spirit
It’s a direct communication in real time channel based on user’s behaviour
You can engage with visitors and turn them into subscribers
It’s already been a whole month of 2021. We lived a very different holiday season with restrictions due to Covid pandemic, and most of us did all of our holiday shopping online for the first time. Online sales skyrocketed in December 2020, reaching records with over a 30% increase spent.
This means, digital marketing professionals have to analyse and adjust their strategies to keep up with this fast growing pace. Being up to date with the latest digital marketing news and trends is completely essential. January 2021 has arrived with a lot of interesting updates and we’re here to sum them up for you.
Digital marketing insights and updates from January 2021
1. Search Marketing Updates
New look and feel for Google Search on mobile devices
Mobile users account for approximately half of world wide web traffic and the number keeps going up. Each year, more people use mobile devices to browse the Internet and, being as user-centered as always, Google is focused on improving their experience as much as possible and launched an update to the design and interface of mobile Search.
The new look is aimed to offer an easier to read interface with a cleaner design. “We wanted to take a step back to simplify a bit so people could find what they’re looking for faster and more easily,” says Google’s designer Aileen Cheng.
There are five aspects that drove the redesign:
Making information the main character: Google aimed at making the information the center of attention. They want users to get the result they searched for as clearly and quickly as possible by minimizing the elements around it.
Making the text easier to read: Google decided to change fonts, make the texts larger and bolder. The goal is to make the Search results easier and faster to scan so people can understand them better.
More space: another change is that results are now shown edge-to-edge with more white space and less shadows to make it less cluttered.
Highlighting with color: Google decided to use color intentionally to guide the user’s eyesight to what’s important. Contrasting color with clean, white backgrounds helps important information stand out.
Bubblier design: all of Google’s design is aiming to roundness and they wanted to incorporate this look and feel into the new mobile Search results design interface by rounding edges of icon and images.
Google adds a “price drop” tag to search results
Google made some important changes to its Product Structured Data page that allows search rich results to display price drops. Google uses organised information taken from websites to feed content and display it in the rich results section of search. The purpose of this data is to be eligible to communicate specific information about a web site to be shown in the rich search results.
A product, for example, has “Product Structure Data” that contains information about images, reviews, shipping, price and offers. The new feature Google is implementing is called “Price Drop Appearance”, and tracks the price used for the “Offer” schema structured data within the product.
By tracking this information, Google will add the rich result “Price Drop Appearance” when detecting there’s been a price drop. According to Google this new feature is going to “Help people understand the lowest price for your product. Based on the running historical average of your product’s pricing”.
In order to be eligible for the price drop appearance, you just have to add an Offer to the Product structured data and the price has to be a specific number, not a range.
2. Marketing Tech Updates
Google’s alternative to third-party cookies available Q2 2021
As you surely know by now, Google is eliminating third-party cookies for good very soon. This effort into building a more secure internet experience for users, where privacy comes first, is creating major concerns in the digital marketing world. But Google’s not to leave marketers helpless and is currently developing a series of alternatives for third-party cookies.
This is where the Privacy Sandbox initiative comes in, and Google finally shared some insight on its development. The initial proposal was that Federated Learning of Cohorts (FLoC) would group people with similar interests without identifying them individually:
Federated Learning of Cohorts (FLoC) proposes a new way for businesses to reach people with relevant content and ads by clustering large groups of people with similar interests. This approach effectively hides individuals “in the crowd” and uses on-device processing to keep a person’s web history private on the browser. – Google Blog
Google is making this third-party cookies alternative available for advertisers to test in Q2 2021. They have been running tests already and state to have very promising results and say “advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising”.
The solution aims to provide both users, publishers and advertisers a solution that satisfies their needs by making the web a more secure environment that respects privacy over all things. Google has made a available a Whitepaper that outlines the FLoC’s principles if you want to run your own simulations.
Apple rolls out new privacy feature on iOs 14
Apple is riding the wave of an user-privacy oriented internet and it’s rolling out a new initiative with an upcoming iOS14 update. The App Tracking Transparency will require users to give their permission for apps to track their personal data across other apps or websites owned by other companies.
Every app, including the ones from Apple, will be required to ask user’s for their permission to track their activities beyond the use of the app. Users will be able to access their privacy settings at any time, see which apps have requested permission and make changes if they want to.
“Privacy means peace of mind, it means security, and it means you are in the driver’s seat when it comes to your own data,” said Craig Federighi, Apple’s senior vice president of Software Engineering.
Apps can continue tracking user’s activities as they’ve always done before, they’ll just need to ask for permission now. This iOS14 update will come early spring in March of 2021.
Google might not show teasers in web stories
We all are familiar with stories, maybe too familiar since every social media platform has added its own version: Instagram, Facebook and LinkedIn Stories, Fleets on Twitter, Whatsapp Stories and so on. Web Stories are basically the same thing, but shown in the Google Discover Tab of their mobile app.
Marketers and overall publishers have been including them on their marketing mix as additional channel to communicate and engage with their audience. However, Google has detected some “bad practices” and released an article stating that they’ll stop ranking teaser stories.
According to Google, they’ve discovered that users don’t want to see content that teases them and essentially works like ads to redirect them to other content. They say “Readers don’t like to feel forced to click through to a connected blog post to finish reading”.
With this in mind, Google shared a few dos and don’ts for optimizing Web Stories strategies and content. Being kind of a new channel, it’s understandable that we’re still discovering how to really profit from it and these tips might help with that:
Focus on creating quality content
Showcase a product and share link to where you can buy them
Tell a complete story that inspires users to dig a little deeper
Create the same story that connects to an article about the same topic, but with a different angle
Don’t tease the audience with uncompleted content they have to click-through to finish
3. Social media updates
Clubhouse: The invite-only new social media everyone is talking about
Clubhouse is a new social media platform where users share audio-only content instead of images or text posts. It was launched in 2020 by Alpha Exploration Co. and valued at $100 millions by December 2020.
BERLIN, GERMANY – JANUARY 26: The invitation-only audio-chat social networking app clubhouse is pictured on a smartphone on January 26, 2021 in Berlin, Germany. (Photo by Thomas Trutschel/Photothek via Getty Images)
It’s an invite-only platform, which means you can’t join unless an existing user sends you an invitation. The app has audio chat rooms users can join and participate, or create their own. The owner of the virtual room decides who can speak and participants can raise their hand to join the conversation.
The themes of the chat rooms vary from politics, books discussions, comedy shows, debates or simple impromptu conversations. Each person gets one invite when invited by another friend, and after a while you get 3 more. You also have to be an iPhone user, since the app is only available for iOs.
Twitter acquired newsletter platform Revue
Twitter wants to offer writers, publishers and creators new ways to share their content. They have been exploring for monetization means and newsletters have always been a valid option. With this in mind, the social media platform has acquired Revue, a Dutch startup that allows content creators to send and monetize editorial newsletters.
The main goal here is to encourage publishers to keep creating content with the incentive of monetization, while helping audiences connect with their favorite content creators.
Many established writers and publishers have built their brand on Twitter, amassing an audience that’s hungry for the next article or perspective they Tweet. Our goal is to make it easy for them to connect with their subscribers, while also helping readers better discover writers and their content.
Twitter informed that they’ll continue working with Revue as a standalone and make the platform’s pro features free for all users, while lowering the paid newsletter fee to 5%.
LinkedIn has launched a free new learning platform called LinkedIn Marketing Labs. It’s about online, on-demand video courses to teach marketing professionals how to use LinkedIn ad tools. It’s LinkedIn strategy to face the controversial and divided opinions marketers have about the effectiveness of ads within the platform.
The courses cover everything from a basic introduction to LinkedIn Ads, how to target audience, reporting and analytics.
Introduction to LinkedIn Ads
Using LinkedIn’s Ad Targeting
Reporting and Analytics for LinkedIn Ads
Building a Full-Funnel Content Marketing Strategy on LinkedIn
Using LinkedIn for Brand Awareness
Using LinkedIn for Lead Generation
The courses are curated by experts and you can tailor them to fit your own needs. Customer Marketing Manager from LinkedIn, Renee Lowe said that “there’s an art to using LinkedIn advertising tools, but there’s a science behind it as well.” She states that all marketing professionals, regardless of their knowledge of LinkedIn advertising tools, can benefit from the courses.
The courses are already available and users will be directed to the most interesting courses for them, based on the answers of a short form when accessing Marketing Labs.
We’ll keep tracking the most important digital marketing updates and insights every month! In the meantime, you might like:
Primor partnered with Frizbit to implement automated and manual web push notifications into its digital marketing strategy. By integrating this new channel, the Spanish cosmetics giant managed to bring back 16% of subscribers to their website with a 0,02€ cost per session, reaching a 36x return of advertisement investment (ROAS).
In this success story, you’ll learn how Primor managed to retarget anonymous users, outside of the site, without having an app and generate an additional six figures revenue in just one month by using web push notifications campaigns.
Frizbit’s automated web push notification campaigns present hyper-personalisation features that allow brands to deeply engage with their subscribers. Frizbit is client-oriented and focuses all the efforts on helping online businesses to send the most relevant messages as possible, resulting in high customer retention rates.
The implementation of the new channel is done in just one day. Frizbit’s highly qualified team of experts, take care of the integration process via Google Tag Manager. In a manner of hours, Primor started collecting subscribers and generating an additional database without requesting any type of personal information from users.
If you want to learn with more depth how Primor managed this success using web push notifications campaigns, download the Case Study by clicking on the following link: