Today’s consumers are more demanding than ever and the dynamic growth of e-commerce means expectations will rise even higher. To meet these expectations, we can to keep up to date with what consumers are interested in and what gets their attention. Modern society is defined by online activities, particularly in social media. Users will willingly share events from their day on Facebook and Instagram and live-stream bits of their lives on Snapchat. This means that content that we share on these platforms has to be authentic, accessible and current. These are the three most important attributes that drive a dedicated social media strategy that addresses the changing needs and interests of consumers. Younger consumers in particular have a strong relationship with technology, follow trends and use applications to connect with brands. Marketing strategies are aimed at them most offers are made with their interests in mind.
Those born between 1980 and 2000 spend and buy the most so most brands make them their most important demographic. According to a report from IBM, this group spends about 600 billion dollars just in the U.S. annually. To get the attention of more of this market, businesses are turning to push notifications to help them stand out from the crowd. Push notifications are simple, short messages that display on screens and convey bits of information. They give businesses the power to communicate with customers in real time, when their attention is most focused. Push notifications generate sales and help to educate potential customers. They can also drive traffic to online sites.
Web push notifications are the next step
Web push notifications are among the newest channels available to marketers and they’ve quickly become an integral part of any e-marketing strategy. This isn’t surprising given that 90% of internet users are within their reach. This is why, among marketers, push notifications are referred to as email 3.0 – concise messages that go wherever your customers are. They show up at the top or in the corner of mobile screens even when users are viewing something else or when their browsers are disconnected. Every web push notification consists of permanent elements that can be personalized as needed, as shown below.
Web push notifications are becoming a standard tool for online stores because of their ability to instantly communicate with customers. A report from Microsoft, Attention Spans,tells us that we have about eight seconds on average to get a customer’s attention. The time needed to sign up for push notifications is about two seconds and included two confirmation steps. The fast, convenient nature of push notifications make them more effective that traditional email and an attractive alternative to other available tools.
Putting Web push notifications to work for you
Web push notifications add a new dimension to the execution of marketing goals. Being simple to use and easy to implement has helped to pave the way into e-commerce. They get delivered faster and more reliably than email and get read faster. They also get clicked more often since recipients react to them faster. Estimates say that push notifications reach 80%-90% of your target group and click-through rates can range from 15% to 30%. In comparison, email campaigns achieve around a 5% CTR on average, making the benefits of push notifications obvious. Furthermore, research shows that adding graphics or gifs to push notifications can boost CTRs to around 60%.
Push notifications have other advantages, too. They aren’t stopped by spam filters or plugins designed to block ads. They also deliver a full range of analytical data including number of sent messages, opened messages and other metrics. Push notifications can deliver text, graphics or a mix of both. They are great solution for any business looking to stay in touch with customers and build a community around their brand. The proper use of the potential of push notifications can have a real impact on the bottom line. Just ask mBank. They quickly realized that push notifications are an attractive alternative to SMS text messages. In fact, mBank replaced text messages with push notifications for authorizations of mobile purchases since they can deliver a higher degree of security in financial operations. “We deliver world-class safety and innovation to our clients that also allows them to make the experience more comfortable for their consumers in this mobile age. We believe that simple, easy to use mobile authorizations will inspire trust and confidence among users”, says a member of the team that implemented push notifications at mBank. Now that push notifications are active at mBank, it’s enough for customers to log in to the application and confirm or reject a transaction with one click. Push notifications are also offered through an application from ING BankMobile. They inform users about changes to debit and credit cards and other accounts. Customers can choose what kind of notifications they wish to receive.
Increasing sales with push notifications
Despite the fact that there is no one universal method that magically boosts sales and works everywhere, push notifications let businesses add a personal touch to customer service and select the moments when communications are made. Online stores use push notifications when potential customers are at some stage of a transaction that is not completed. Examples include:
- abandoning carts
- when a customer waits for a special offer or for the return of a particular product
- when a customer visits an online store for the first time and wants to learn more about it and compare things like prices, return policies, etc.
A quick analysis of these behaviors calls for a short message with the purpose of focusing attention back on the incomplete transaction. It’s important to first create segments of users based on their activities. They could be segments that define customers according to the time that has passed since they installed an application, their degree of engagement (number of site visits) or interests (products viewed). The text of the message has to be carefully crafted and focused on communicating in the language of benefits. Push notifications highlight what users stand to gain – “Use this promotional code for 15% off your first order!”. A report GetApp shows that access to promotions and discounts available only to subscribers are what drive newsletter subscriptions. Web push notifications work in a similar way, just in a different medium. Bear in mind that the effectiveness of push notifications is optimized when they are used in moderation. Being too aggressive only serves to alienate customers.
Everywhere, we can see trends in e-commerce that move toward increased utility and convenience for users. Marketing tools that depend on new technologies are ever more advanced and more effective. One of the newest, most recognized and most effective solutions that turn visitors into customers is push notifications. They have quickly become essential for communicating with customers in the mobile era due to their versatility and ease of use. Whether it’s keeping customers updates, helping them complete online purchases or getting the word out about sales promotions, web push notifications can do it all!
Check how to turn on web push notfications on your website with Synerise – read more.