Tag: automated web push notifications

How to Use Web Push Notifications for B2B

Web push notifications are short, immediate and highly personalised messages delivered to users through their browser after agreeing or subscribing to receive them. This channel is quickly gaining popularity amongst e-commerce sites due to its inherent characteristics and benefits:

  • No 3rd party cookies required
  • No personal data from users required
  • They reach users from desktop and mobile devices
  • Messages get delivered even when users leave the website

Additionally, platforms like Frizbit offer the possibility to reach users through their entire journey by creating automated sequences of messages for each step of the marketing funnel based on individual user behaviour. 

You can easily see why web push notifications are becoming the number one marketing tool preferred by online store owners and digital marketers to engage with their customers and bring them back to the site to finish a transaction. 

Despite being recognized as most effective and profitable for e-commerce, this new channel has applications for all types of websites including B2B. One of the things that make web push notifications so great is that they can be personalised to adapt to any business, from tailoring the message to adjusting timings, languages and sequences, this is the most versatile digital marketing channel you can get. 

How to Use Web Push Notifications for B2B

Digital marketing strategies for B2B don’t usually differ so much from B2C, the main difference is that B2B processes last longer than in B2C businesses. This presents a different challenge for marketers because they need to find ways to keep audiences interested during longer periods of time. 

The traditional way to do so has always been by sending emails with interesting and relevant content with the objective of finally achieving conversion. However, with the saturation of content on the Internet it is getting harder to cut through the noise of thousands of messages daily and actually make an impact. 

Bottom line, customer engagement is key for B2B businesses to succeed and increase their lead conversions and web push notifications are a great channel to interact with customers and create a hyper-personalised experience. 

  • Reach Anonymous Users and Turn Them Into Leads

As we mentioned before, web push notifications don’t require any type of personal data to reach users after they leave the website. When a person visits your site for the first time, if they have enabled the channel, they will be shown a browser based prompt asking them if they wish to allow web push notifications.

Web Push Notifications for B2B

If they leave without taking any further action, you can re-engage them via web push notifications after a certain period of time you decide is best. Since you can customise the notifications as much as you want, you can decide which page you want subscribers to go to when they click on the notification.

This is a great opportunity to redirect them to a page with super useful information you think will tilt the balance in your favor and also peak their interest. For example you can offer them a trial period or present them with a special discount for first time customers as an exchange for them filling in a form and leaving their contact details such as email address or phone number.

How to Use Web Push Notifications for B2B

This is a great strategy to turnt anonymous visitors into leads so you can contact them later and give them your full pitch. This is not possible to do with any other channel. With retargeting ads you won’t know for sure if your message got delivered, maybe you have competitors who are paying more than you so your ad is never shown and you lose that visitor for good. 

  • Re-engage Dormant Users

Through some stages of the marketing funnel, people are browsing around a lot of pages looking for information. They jump from one site to another investigating and searching around and this might go on for some time while they decide to move forward with the process. 

Web push notifications are a great channel to target people during these stages when they think and research and maybe lose the information from your site as they stumble into other similar solutions.

Web Push Notifications for B2B

You can send manual web push notifications campaigns sharing information they might find valuable to bring them back to your site or, at least, maintain your solution on their top of mind so they keep it as a valid option. You can send notifications about:

  • New features
  • Updates about your solution
  • New downloadables such as whitepapers
  • Use Recurring Web Push Notifications

One of the most important stages of the marketing funnel is the “loyalty” and “advocacy” which, sadly, often gets overlooked. B2B businesses should invest time and effort in keeping their customers engaged even after they have converted. 

Since this implies “spending” resources after the goal was achieved and extending the work beyond the main objective, its importance is diminished. But businesses need to understand that the best customers are recurring customers and the way to keep them coming back is to offer them an engaging post-purchase experience. 

If you are a provider, you can do this by sending automated recurring web push notifications alerting them that it is time to repeat their order, for example. These types of messages keep customers engaged and offer the feeling that you care about them and appreciate their business.

Web Push Notifications for B2B

 

  • Sequences for Lead Nurturing

Once you have established the journey your customers go through when visiting your business site, you can create a sequence of automated web push notifications to keep in touch with them after they leave your site without converting. 

You can send them hyper-personalised messages that will show on the screen of their desktop or mobile devices to re-engage them and bring them back to your site. Segmentation and automation will allow you to reach specific audiences based on their individual behaviour, targeting their specific needs.

Web Push Notifications for B2B

You can recommend them services or products that fit their requirements based on their most recently viewed category or products. Remember that the objective is to maintain a flow of communication with regular contact by providing useful information that ultimately leads to a conversion. 

To sum up…

We hope these tips allow you to understand the applications of web push notifications for B2B. This channel offers online businesses a world of opportunities, you just need to strategize and find the right mix that works best for you and your audience.

Sending web push notifications to prospects or customers will increase your return rate and help you grow your business. Remember that the important thing is to keep your solution present in their minds throughout time as a valid option to solve and fulfill their own business needs and requirements. 

If you found this information interesting, you will surely also like: 

7 Tips to Increase Web Push Notifications Click Through Rate

Web push notifications are the new channel every site is eager to use. From retailers online stores, private shopping, travel agencies and real estate, they have proven to be the most efficient way to stay in touch and communicate with customers. 

However, with its rising popularity it’s getting harder for brands to really stand out and deliver notifications that truly connect and engage subscribers. Even though web push notifications have very good opt-in rates compared to other channels (around 16,7%  overall acceptance), the truth is that many users don’t click on them upon delivery.

Given the fact that users receive between 33 to 85 notifications per day, we can’t stress enough the importance of creating excellent notifications to cut through the noise and get that subscriber to click on it. 

With web push notifications is not about using them just for the fun of it: brands need to optimize them in order to provide users with a great experience and get actual good results. So, this time we are going to focus on:

7 Tips to Increase Web Push Notifications Click-through Rates

1. Segment users based on their interests

The more relevant the message, the more likely users are to click on it, and targeting based on their previous behaviour is the best way to increase relevance.

Increase Web Push Notifications Click Through Rate

Regardless of the type of online store you have, most certainly you have different categories and a range of products for different users with varied tastes. Not everyone is into the same things, which means that every sale, special offer or promotion you carry out is not going to be interesting for all of your subscribers.

For example, let’s say you have a sports e-commerce site and there’s a big soccer game between Spain and Italy coming up and you want to launch a special sale on both teams’ apparel. Instead of sending a manual web push notification campaign to ALL of your subscribers, use the segmentation feature and send it only to those that have visited or clicked on Spain or Italy soccer products.

How to Increase Web Push Notifications CTR

Chances are that, if you send a notification like this to all your subscribers base, CTR is going to be very low considering that users from a sports site can be interested in many very different things, like yoga, running or tennis and only a few in something as specific as a soccer game between Spain and Italy. 

In scenarios like this one, segmentation can make a huge difference in the performance of your campaigns and conversion rates. 

2. Include an image

People are very visual. Including an image related to the product you are making reference to in the notification will increase the chances of users clicking on it when they automatically see the article they were interested in.

Tips to Increase Web Push Notifications Click Through Rate

Push notifications that include an image have a 20% higher click through rate compared to those without one. There are a couple of things you should keep in mind when adding images to your web push notifications:

a) Depending on the browser and operating system, the image will be displayed differently. Notifications on Windows and Android devices will always show the image, while notifications on MacOS won’t include one. Some of Fribiz clients have opted for the alternative to include the product image in the place where the brands’ logo will normally appear. This way they guarantee that the product image is always visible regardless of the operating system.

Increase Web Push Notification CTR

b) A 1.5 : 1 width-height ratio is ideal for images. If you use other sizes it will be cropped and won’t be displayed optimally. Sometimes it happens that the product image from the web has a different ratio and it doesn’t display properly in the notification.

3. Use emojis

Frizbit offers its clients ready to use templates for their automated web push notifications campaigns. These templates include two versions so clients can implement A/B testing if they wish to. 

Version A is plain text, while version B includes emojis customised to fit the brand’s industry. In cases where clients run A/B tests to try out which option performs the best, B version with emojis always wins the race.

Web Push Notification Cart Abandonment

Web push notifications that include emojis have a click through rate 15% higher than those with just text. Of course, you should be careful and thoughtful about which emojis you are going to add and make sure they are pertinent with the subject of your notification. 

Using emojis is a very easy way to give your messages a little something extra to help them stand out, catch the users’ attention and increase CTRs. 

 4. Activate the Require Interaction feature for your notifications

By default web push notifications are shown to users for only 10 seconds, and then they disappear. What if the user is super concentrated on a task and doesn’t even notice the notification before it goes away? Or maybe they left the browser open and moved away from the computer. Or in some cases, there’s not even enough time to read the message before it disappears.

Require Interaction Web Push Notification

Taking this into account, the best option is to make sure the notification sticks until the user sees it and decides to click on it, or to close it. This is the best way to guarantee that they will see the notification when it’s delivered. 

Frizbit offers this feature that ensures a higher click through rate on your notifications. 

5. Send automated behaviour-triggered notifications

A triggered notification is sent to users as a response to a specific individual action they completed on the website. For example when a user adds a product to his cart and then leaves the site without completing a purchase, you can set up a notification that gets triggered by this action and delivered to the user after a certain period of time. 

You can set up as many scenarios to trigger notifications as you wish. At Frizbit we recommend 4 different ones that cover the entire shopping journey for a traditional e-commerce site: 

  • Subscription
  • Category Retargeting
  • Product Retargeting
  • Cart Abandonment

Category Retargeting Web Push Notification

Product Retargeting Web Push Notification

Cart Abandonment Web Push Notification

Depending on the industry and type of products you sell, you can also include:

  • Post Purchase
  • Monthly Reminders

Because these triggered notifications are completely based on individual behaviour, they are extremely relevant for the user that receives it. They contain information of interest for them which highly increases click through rate. 

6. Create urgency

Appealing to a sense of urgency is no new trick, but it works. One of the easiest strategies to increase any campaign click through rate is to tell users that they have to act “right now” or they will miss out on something really good.

Increase Web Push Notification CTR

 

The way to do it with web push notifications is by making use of the Title, Description and CTA to add text that emphasizes the fact that the offer is available for limited time or limited stock. You can use words like: now, last minutes, few units or hurry.

You can also include emojis that appeal to that sense of urgency and also make the notifications more visually attractive. 

7. Perform A/B Testing

After some time when you start getting data on the performance of your campaigns, you can go ahead and introduce A/B testing and test different variables through time until you get the perfect combination that works the best for your business and offers your customers the best experience possible.

Web Push Notification A/B Testing

Frizbit’s A/B testing features allows you to try different versions of the same notification and change as many parameters as you wish. You can also segment the audience and send each version to specific percentages.

Doing this will eliminate the guesswork about what type of messages perform the best thanks to the data collected during the time you run the test. Ultimately you will know your audience a lot better and be able to adapt and design messages that truly connect with them. 

Other factors that affect web push notifications click through rates

Even though there are many things that can be directly done to optimize campaigns, there also are a lot of external factors that can affect web push notifications performance like:

  • Type of industry
  • Incentives offered
  • Customer’s relationship with the brand

These are all tips on how to increase web push notifications click through rates but the best advice we can give you is to always test your ideas. Start out with what you think is best and try it out. 

If you want to learn more about web push notifications: