Browser Push Notifications For Ecommerce Websites

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The growth of ecommerce has been nothing short of phenomenal over the past few years. The total retail ecommerce sales was around $1.3 trillion in 2014, and it is expected to grow to $4.1 trillion in 2021. In other words, the total ecommerce sales revenue would be more than three times in only half a decade.

Thus, if you are in ecommerce sector, the potential to scale up your business is much, if you do it right. By doing it right, I mean to say that you need to optimize everything about your business in order to make more sales and generate more revenue. Therefore, along with providing quality products to your users, you must be able to communicate about them in the right manner.

Communicating to your users include promotion of your products, announcing special offers, increase the trust factor in your products, reduce the cart abandonment issues, and much more. Additionally, you need to send in these communications in a manner that increases the user engagement and conversions.

The burning issue of Ecommerce websites

Before we look to find the right communication channels in ecommerce marketing, let us understand the psychology of users shopping online. Purchasing products online is much more convenient for users due to the cost of product, logistical issues, and quality of products among many other reasons.

However, there is an issue that every marketer in ecommerce segment faces. Your users visit your website and look at products depending on many factors. Sometimes they even add a few to the cart. But, when you thought they were this close to buying something- well, they drop off.

Moreover, there have been occasions when you run a promotion or a sale on your website and send out marketing communications to your users to inform them. However, you see that there have been very low interactions by the users as they do not readily engages with them or remain unaware of the communications. 

The first few times it happened or the activities of the first few users must have been really disheartening. However, when 98% of your users do not convert  - you wonder why? Subsequently, you start thinking of ways to reach these users and try to bring them back to complete their purchases.

Browser Push Notifications for Ecommerce Websites: Communication channels 

E-Commerce Marketers today are equipped with multiple tools to re-engage their website users such as emails, display ads, Facebook ads. Moreover, each of these channels have their own set of advantages and perform within their prescribed boundaries.

Let us take an example to understand the situation more clearly. Suppose you have a user named Kate, and you decided to send some marketing communication to her. Now, Kate must look up promotional emails in her Gmail Inbox to read your message. Let’s think about this honestly - how often will she actually open the emails and read them? 

Let’s suppose you send the communication through some other channel. Here, she will have to browse another website/ log-in to Facebook before you can show her some meaningful ads. Again Facebook and Display are paid channels - maybe your marketing budgets just shrunk last month. What happens then?

What if there was a channel that did not need the user to log-in anywhere, yet they are available for receiving a marketing communication? What if, this channel could reach users like emails do, while personalizing your conversations like display ads at the same time so that the engagement of the users increases?

Well, if you think that thinking about such kind of channels is a fantasy, you are wrong. Let us introduce Browser Push Notifications for E commerce websites, which includes the exact features mentioned earlier. You would definitely be interested in it, right? So without keeping you waiting much let’s have a brief look at what browser push notifications are, and what purpose does it serve.

Browser Push Notifications for Ecommerce Websites

Browser push notifications or BPNs are notifications sent directly from the server to the user's browser. These notifications or messages can be delivered even if the user is not accessing or active on your website. In addition, the users do not need to install any third party app, or log in to any website, thus making the message visibility simple.

These notifications become more interesting as you can personalize them according to your target users. You can also show relevant product recommendations to every user. Further, you could include product images, description, price and CTAs to make the message more interactive.

Want to know how BPNs look like. The below image shows how a Browser Push Notification looks on desktop and mobile - yes they work with mobile website too.

You can think of multiple ways to use them and achieve your marketing goals across the purchase cycle. For example, you could recommend frequently bought categories to new users and help them with product discovery. Or you could retarget product/cart drop-offs.

With loyalty discounts you could bring back an old customer who's been inactive lately. With Push Notifications for ecommerce websites added to your tool-kit, you can Engage, Convert and Grow your website users and eventually sales.

By now you must be wondering, if something's so good, it must be difficult to implement and use. Turns out, its not. Insert a JavaScript code on your website, encourage your website users to subscribe to these notifications and you're ready to roll.

Still curious? Drop me a line at marketing@vizury.com and let's talk.

Akshatha Kamath

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