We answer these 6 questions straightforwardly about Web Push Notification, which works without third-party cookies and at the user’s request. Here is why and how this clever ad system multiplies the ROI of sites that deploy it!
Question 1: Does this format apply to all industries?
This is indeed one of the first questions to ask yourself before starting with Web Push Notification!
Let’s not forget that the principle of this format is to attract traffic to its site. Therefore, it applies to all sectors of activity, in B2B or in B2C. Whether you sell a service or a product, it works.
Success lies in the fact of asking the Internet user on the customer’s site, if he agrees to receive offers, information, reminders, etc.
Note: It really becomes profitable when the site gets around 100,000 unique visitors.
Question 2: Is it possible to create differentiated campaigns according to customer typology?
As a reminder, copying the personal data of Internet users is prohibited. The only data that a merchant site can benefit from is the prospect’s browsing journey on the site.
For example:
- The tabs or themes on which users click;
- The products they consult, the services they seek.
Based on this feedback, we need to be proactive and boost marketing automation. Customers receive WPNs of promotional information and reminders about the products they have viewed.
To wit: in 2023, it is the end of third-party cookies by Google Chrome. This will greatly complicate the ability of e-tailers to recycle their audience!
And, the good news is that the Web Push Notification is cookieless.
This means that all Internet users who have said yes to the Web Push on their browser, will be identified when they come back to the site, whether it is the next day or a month later. This is because, the browser will alert the customer’s site that the user is visiting its pages. Thus, the e-commerce company will be able to adjust its offers. And all this, without third party cookies!
The little extra: Web Push Notifications are very easy to manage.
Question 3: Isn’t the format intrusive?
Unlike a targeting and pop-up banner campaign, the Web Push Notifications are chosen by Internet users who agree to receive them, because their messages are targeted and the content interests them.
This may seem intrusive, but it doesn’t bother the prospect who can block them at any time.
Nothing is imposed on te user, he is free to collect offers from the site on which he has given his agreement.
And, it works, because the reception system differs from the e-mail for example, which for many reasons, has all the chances of not being read:
- Due to lack of time;
- Or it probably landed in spam;
- Etc.
By observing the reports extracted from customers who use the Web Push Notification, we can see that the number of clicks that follow the reception of this message on the prospect’s desktop leads to efficiency in terms of retention.
This generates sales with the implementation of marketing automation.
Web Push Notifications are sent, for example, when the prospect has put an item in his shopping cart and has left the site to perform another task: the notification reminds him that his purchase is waiting.
To wit: the power of this process lies in the number of people who came to the site (the reach) through the Web Push Notification. The ROI is quadrupled for some of our clients. Some of our clients have achieved a return on investment that is 4 times higher than traditional retargeting campaigns, with an excellent conversion rate of around 7%.
Thus, the automated campaigns have higher conversion rates.
Question 4: At what time of day should you send your Web Push Notification and how often?
The best time to send WPNs is to be determined by the customer because only he knows best his audience and his offer:
- Who is it aimed at?
- And at what point the prospect is likely to perceive his message as something interesting.
Ideally Web Push Notifications should be pushed in the morning at breakfast time or in the evening, when the user is most likely to be available in using his device. Most of the time, customers apply the same sending timing as with email.
To know: at the beginning, the Internet user who starts receiving Web Pushes is very reactive, then the more time passes the less he reacts.
In addition to this, the dislike rate is the same at the end of the month, whether the number of notifications sent is 4 per day or 1 per month.
These 2 measured and analyzed parameters have allowed us to understand that sending notifications regularly is relevant. Because the desire to buy does not prevent!
Question 5: What types of messages can be pushed with Web Push Notification?
A good click-through rate does not necessarily mean a good conversion rate. This is why your Web Push Notifications must be optimized, with diversified contents, but above all targeted with :
- Personalized offers (and that changes everything!)
- Attractive visuals;
- New product launches;
- Promotional offers, according to the marketing and seasonal calendar;
- Ads with major themes;
- Highlighting of articles written in-house, products and offers;
- Customer support messages if you find that the user needs further assistance.
With the objective of regular publication, the Web Push also conveys educational content and informational content that interests and builds customer loyalty.
Question 6: What is the unsubscribe process and who manages it?
Unlike e-mailing where the unsubscription process is managed by the service provider, with Web Push Notification, it is the Internet user who manages his unsubscription and not the browser.
The process is simple: when the user receives the notification, a small cog wheel appears, he can unsubscribe through this.
Convinced? These 6 straightforward questions to understand why Web Push Notification optimizes the retention of a site’s audience and how it promotes its activation. They highlight the effectiveness of this marketing method, which is not experienced as an intrusion by the Internet user and which offers a clever visibility on a site’s target. Enjoy Adrenalead !
