E-commerce will surpass the $1 trillion in 2021 and will represent 18.9% of global retail by 2025. Online sales will grow 4 times faster than offline sales. Faced with such strong dynamics and competition in the sector, e-commerce players must adapt to engage and re-engage their customers. The challenge of effective customer relationship management must be placed at the heart of their digital strategy. It is in a mature advertising context that Web Push Notification is making its entry and stands out from traditional means of communication due to its performance and its wide range of use for activation, engagement and customer loyalty. In this article, we will talk about the key ingredients for an effective digital strategy!
Web Push Notification, késako?
This is a small window sent directly by the browser to the operating system of the user’s device (Mobile or Desktop).
The content of a Web Push Notification takes the form of a clickable message containing a text, an image and a logo. Most often used as a communication tool to encourage the return to the site of the Internet user, this format – still relatively unknown – has many advantages that can make it a real lever to be integrated into the 2022 digital strategy of e-tailers.
How to integrate Web Push Notification at the heart of your e-commerce strategy?
Web Push Notification allows advertisers to address both their prospects and customers in real time, thus contributing to improving the overall conversion rate and traffic to their site. It allows advertisers to act directly at each stage of the customer journey on site. It becomes a real lever to act on the marketing conversion tunnel: from registration, information, customer conversion to loyalty – recommendation .
1. Building a subscriber community
Like emailing, the Web Push Notifications can allow you to build a qualified audience, attentive to your offers and products. One of the main challenges of an e-commerce site is obviously to bring the user to its site, but an equally important challenge is to qualify them and maintain a communication link with them. One of the options is subscribing to the newsletter. However, the registration rate is quite low and this does not ensure that the user receives your emails, opens them and it remains a significant expense in your marketing budget.
With the Web Push Notification, the Internet user accepts in one click to be contacted via this communication channel. This simplicity of connection makes it possible to obtain acceptance rates up to 15 times higher than a newsletter registration! The registration rate on a site via an e-mail address is between 1% and 5%, whereas with a Web Push Notification, it is 15%. Internet users are more inclined to subscribe, because unlike a classic subscription, they do not need to enter their personal data or an email address. Your brand therefore takes advantage of a fast and efficient lead generation tool to build a community of Internet users interested in your products.
2. Encouraging customer engagement
The majority of visitors to a website do not convert on the first visit. In most cases, brands therefore implement a scripted communication strategy, also known as a lead nurturing strategy, to inform, reassure and create a relationship of trust with their visitors. But in order to carry out this digital strategy However, in order to carry out this strategy, it is necessary to have a means of contacting the Internet user and to ensure the deliverability of the messages sent. According to a report, the average opening rate of an e-mailing is about 21% and the click rate is 2%, so a Web Push Notification sent in real time causes a much higher rate of engagement.
The Web Push Notification gives the opportunity to be free oneself from the problems of deliverability, spamming, unwanted mails. The advertiser can launch web notification campaigns to its subscribers to communicate about news, brand highlights and promotions without waiting for the user to navigate on its site or connect to its emails or social networks. The user receives the notification in real time directly on his computer or mobile.
This is especially convenient when you can easily set up remarketing scenarios with web push notification by communicating personalised and engaging offers based on the path of your users’ visit and their degree of involvement in their purchase path. In the case of a campaign by area of interest, the Web Push Notification is triggered according to the page of the site that a user visits. It is thus possible to push information to the user in line with his profile and interests. The capture of the user is done in real time, unlike an e-mailing which may be sent at a time when the user is not connected.
3. Communicate at the right time to promote conversion
Conversion in most cases on e-commerce sites represents the purchase of a product and is of course the main goal of any digital strategy, especially for retail sites. The most common marketing technique is to offer promotions, discounts or even free shipping through promotional codes for example.
One of the most common problems on e-commerce sites is cart abandonment (between 69% and 81% across all industries). In these cases, it is possible to follow up the user via e-mail, with a link that takes them directly to the shopping basket page for validation. Web Push Notification used in a shopping cart abandonment strategy allows you to generate a direct and customisable trigger according to the item in the shopping cart; and this without going through an intermediary tool (the email box for example) favouring much better performance. Its reach is 5 times higher than that of an e-mail.
Of course other types of marketing scenarios can be imagined: informing to its community of subscribers about the launch of its next capsule collection or the opening in real time of an awaited sale, the restocking of the product sold out in the Internet user’s size, etc. Your imagination is your only limit!
4. Encouraging feedback and loyalty
The Web Push Notification remains an ephemeral communication (because it is not stored once the user has clicked on it) and also makes it possible to encourage feedback during a purchase on your site and therefore to encourage an increase in your opinions and product ratings in a context of quality commitment and why not envisage scenarios for recommending purchased items to friends and family. Bringing your community to life and taking care to listen to it in order to develop your offer will enhance its value and make your consumers true ambassadors of your brand!
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Why use Web Push Notifications for your e-commerce site and improve your digital strategy?
- Easy to install – installation is very quick and takes only a few minutes by integrating a script on your website.
- Real-time information – the user receives a Web Push Notification when they are logged in and on their browser. The marketing reach is much greater than with a classic e-mail campaign or via an SMS campaign.
- Customisation – the Web Push Notification is fully customisable (title, text, image, CTA) according to the user, but also to the campaign.
- Increased suscription rate – sign-up takes just one click and requires no personal data, compared to emailing or SMS alerts, Web Push Notification has a much higher subscription rate.
- Features and campaigns – as with the more traditional communication channels, it is possible to create scripted campaigns for reminders, welcomes, alerts, etc.
The implementation of a digital Web Push Notification strategy for customer acquisition and loyalty has many advantages for retail sites. It is an innovative communication format that allows to conquer, transform and retain customers through a direct, customizable and anti-fraud communication. Web Push Notification respects the GDPR standards , which is essential in the current context and the regulatory changes that will occur in the coming years. Web Push Notification is now an essential communication channel for all e-commerce sites.
At Adrenalead, we build marketing solutions to grow your audience, engage your customers and optimise your digital advertising investments through Web Push Notification.
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