Why Web Browsers Push Notifications Will Outperform Other Channels
Online retail purchase is a pastime most people indulge in at some point in time. Albeit more often to browse through available products and prices than to make an actual purchase.
While users are on retailer site they add product in cart and leave the site. It becomes the responsibility of the online retailer to get these users back to their website.
Reminding such users of their abandoned cart or price alerts offers is an effective solution. But how can you do this? As a marketer, it is naturally perplexing as to which digital mode may be more successful in winning and retaining more customers. Emails? SMS?
All are fine means of communication, but what if your message is too time-sensitive and needs an immediate call to action? Web Browsers push notification is the answer to this problem. In a market full of choices, BPN is an effectual and instant communication tool between the website and the customer.
Until a couple of years back, emails, social media channels, offline advertisements, and SMS were the first choice as marketing channels.But now studies have proved that well-targeted and executed web push notification campaign has the potential to boost conversion rates, remarketing campaigns, and overall site traffic at a much higher rate than other more commonly used marketing tactics
Web Browsers Push Notification vs Emails
BPNs provide timely product updates to existing and potential customers, which is helpful especially for flash sales or limited-period offers.
The website keeps a track of visitors data and their browsing history, which lets you send personalized notifications to users.
Imagine yourself scanning through a range of Samsung smartphones on Amazon and leaving the website without making a purchase. As long as your browser is open, Amazon will make it a point to send you a BPN informing you of their best prices and inviting you to revisit their website.
When you send mass emails through email marketing, the recipients may not read and avail the particular offer. So, sharing any time-sensitive information may not be prudent.
Further, the lack of personalization on emails often results as spam. The reader may just leave a mail unread, talking about 70% discount offers, assuming it a promotional mail. In addition, emails are sent to the user’s inbox irrespective of his/her interest.
Although the mails come with an “Unsubscribe” option at the footer, seldom does an individual take the effort to go through the exit process.
On the other hand, BPNs definitely earn a brownie point as they respect the users’ decision and ask them if they want to receive product-related notifications from the website. In addition, from the perspective of coupon redemption, only 1% of customers redeem the discount coupons through email, against a whopping 30% through BPNs.
Web Browsers Push Notification vs Social Media Marketing
Social media platforms, including Facebook and Twitter, do witness several customer engagements, and compared to emails, have a better response rate. This is mainly because people spend substantial time on their social media pages.
When it comes to actual action, most social media page visitors go through the products, gather information, but do not make a consequent purchase.
Making the users reach a particular website’s social media page, and thereafter read the offers, is a Herculean task. They may be more interested in networking with their friends or posting images of their recent trip than checking out our website pages.
On the contrary, BPNs are gentle pop-ups on your screen, where you can opt to receive future notifications. There is no way you can miss out on a BPN, whether you are using a laptop or are busy on your smartphone.
BPN’s appear the same way on mobile web browsers as they appear on desktop browsers. The additional advantage is that you need not be on the website page to get a notification. Just have your web browsers open and receive or block a notification as per your choice.
Web Browsers Push Notification vs SMS
Studies reveal that 90% of phone users check SMS within the first three minutes of receiving the message. Most of the messages that are promptly checked are related to OTPs, cab booking status, and online product delivery status.
Browser push notification’s open rate also touches 90%, although not in the first three minutes. This mode of marketing is barely interfering. In addition, the costs associated with sending push notifications are very business-friendly than SMSs !!!. BPNs can be customized in terms of when and how they want to receive the notifications.
Web Browsers Push Notification vs display advertising
Display advertising is one of the effective marketing channels which is availed by large marketing budget companies. They look for a site with high traffic and with a customer base, which is similar to their target market. After paying a sum to that company, they put up their banner on the other site.
Display advertising is not a feasible option for a start-up. That’s where BPNs come in handy. The push message can be customized and sent to the entire user base.
A BPN is not only cost-effective but also ensures a low spam rate since users have opted to receive alerts. Users are not bound to download apps to receive such notifications, which makes BPN more customer-centric.
Although the above analysis makes it clear that BPN is the way forward for online marketing, there are obvious rules and practices to follow. The main thing to remember is to not go overboard with it. So, while you analyze and comprehend your users’ habits and tastes, avoid bombarding them with BPNs. After all, blocking notifications is just a click away.
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