With the arrival of web push, marketers now must consider how best to interact and engage with their consumers via the mobile and desktop web.
Notifications are an essential part of the mobile experience. Today’s mobile consumers are well accustomed to receiving and consuming multiple forms of content in brief snackable mobile moments.
This is a whole new ball game. Considering that 67% of consumers turn to the web first to search for valuable information, it is critical for brands not to appear intrusive or provide irrelevant content to their audience.
This can easily result in a flood of opt-outs. With this in mind, we have gathered together some valuable pointers to help guide you on the path to success.
1. Include a call to action in your web push notifications
Having a clear call to Action in your web push notifications may seem like Advertising 101, but it’s easy to get wrong. The call to action should create demand and spark engagement. It should also directly link to an appropriate landing page or product page. Always use multivariate testing to identify the call to action with the most impact.
2. Deliver relevant content in EVERY web push notification
Providing relevant content to your target customer will measurably drive engagement and website conversions. Sending an avid sports and business reader web push notifications relating to updates on lifestyle and entertainment – categories they never read – will only serve to drive them away. Keep in mind that 74% of online consumers get frustrated with content that they consider irrelevant. Intelligent segmentation is vital, ensuring that the right froup of users is targeted.
3. Personalisation is key
Consumers have now come to expect a degree of personalisation in their interactions with brands. Within the Xtremepush platform, you can select key target segments and customise your browser push notifications by several factors including language, location, browsing history and the customer’s individual stage in the path to purchase.
4. Take an omni-channel approach
Connect data on your customers across channels from mobile to web analytics to obtain deep insights into your customers’ browsing patterns and behaviour. An omni-channel approach can be especially effective when retargeting. An eCommerce brand’s mobile web push notification can deeplink back to a customer’s shopping cart within their app, for example, allowing you to target users who have failed to complete a purchase while providing a seamless user journey.
5. Timing is everything with a web push
When choosing the optimal time to send out your web pushes, consider the audience’s time of day, day of the week/month and what might interest them most then. Generally you should stick to sending updates between 7am and 10pm. The one exception to this would be live updates on breaking news.
6. Keep it short and sweet
The 70-character browser push notification limit helps with this, but you don’t always have to fill all 70 characters if you don’t need them.
State your offer, make it exciting and leave it as that. Remember, it’s the personalisation and segmentation that is going to drive the biggest results.
7. Track results and optimise continuously
Always measure the effectiveness of your web push notification campaigns. Experiment and see live results to optimise your strategy for your audiences. A/B testing your campaigns is crucial too, as the marginal improvements build up over time.
Enhancing your current web push notifications
Are you concerned that your web push campaigns are underperforming? It could be the fault of your current service provider.
Talk to our experts todays to learn more about the Xtremepush web push solution and why it’s driving significant results for brands across every vertical.
Xtremepush is the complete digital engagement platform, purpose-built for multichannel marketing. It empowers brands to deliver personalised, relevant and real-time messages across email, web browser, mobile app, sms and social messengers.
The platform is completely modular and combines enterprise-grade analytics with a full suite of campaign and automation tools. This provides brands with accessible and actionable data, enabling them to unify the silos, create dynamic customer experiences and execute core business goals at speed and scale.
Xtrempush was named in the 2019 Garnter Magic Quadrant for Mobile Marketing Platforms. Read that report here.