Web Notification can help in tackling user’s drop-offs.
March 2, 2017
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It doesn't matter what you sell online, what marketing channels you optimize, or even how much your turnover is. It doesn't matter if your online business is a money spinning venture, with your products flying off the shelves with alarming regularity, especially with the holiday season in full swing.
The simple fact is this : You're potentially losing out on more money than you're making. To be more precise, only 2% and 3% of your home and product page visitors respectively actually go ahead and find something they like. Of the ones that do, just 18% go through with the actual transaction and add to your coffers.
In fact, a study by Baymard institute, who specialize in E-commerce research, estimates that online retailers are losing sales from upto 68% of their website visitors, and this is just the average figure from a total of 34 sources. The actual number specific to your website could be anywhere upto 75-80%. See the complete breakdown here.
That's right! For every visitor that goes through with a purchase on your site, there are 4 more standing behind them shaking their heads and going 'Almost bought that today. Almost'. Enough bad news for the day? Let's get down to the actual details then.
Whenever a user so much as lands on your page, he is a potential customer. He might just be bored at work and clueless about how he ended up there, but that doesn't matter. A freebie browser and a customer you cleverly drew to your site with ads are the same in terms of the sales they're capable of giving you.
Basically, every tiny bit counts. And, while the 'just looking around' guy cannot be reasoned with in terms of marketing tactics. there's no excuse if you're letting a user who's initiated the shopping process slip through the net.
Let's look at how this can happen, thanks to a elaborately pieced together analysis by Shopify and Wordplay.
So there you have it. Although people ditch their transactions midway over a variety of reasons, ranging from the logical (sudden urge to re-evaluate of their actual financial status, with one eye on Thanksgiving and Christmas, no doubt) to the downright absurd (a sudden realization midway that they left their stove on), we'll pick one of the most common ones that is easily solved with a couple of perfectly timed push notifications.
Annoying checkout chain
Ah yes, the real pantomime villain is the annoyingly long and excruciatingly painful chain of events building upto the actual purchase, the digital equivalent of standing at a long checkout line at the supermarket while the person before you starts chatting to the cashier about the previous night's football game.
Right from irrelevant popouts insisting they buy random stuff to the countless lines in the checkout form, it's impossible to get from picking a product to completing the transaction on the website in one piece.
Remember, the shoppers are not on your site to hear about the various brilliant holiday deals you might have (Save this for the app or web notification campaign you run to get them to your site in the first place Pre-Transaction, if you will) or to check out the other stuff you house in your inventory (Save this for post-transaction follow ups).
Neither of this information should be crammed into their feed during the actual checkout chain, or you risk driving them away.
While the permanent solution is obviously correcting the flawed design, this is a classic scenario where browser push notifications, especially those of the rich media variety, can come in handy.
The personalized web notification/carousels that pop up on the customer's browser are deep linked straight to the product page, rather than take him/her through a series of roundabout steps to find the item of interest.
By reducing the number of steps required to complete the purchase, you cater to the constant tab-flicking mentality people have while browsing. As a bonus, a browser push notification with a vibrant image is more likely to get people interested than a drab text web notification anyway.
Of course, the same procedure holds true for a rich media push notification of the native app variety as well, the ones you get from the e-commerce apps on your phone
Carrying on from the fact that lengthy checkouts can be exasperating, even the ones patient enough to endure this test and plough on resolutely tend to give up when presented with unnecessary and out-of-context information requests that keep interrupting what your potential customers actually want to do.
Although most of this information may be required from a business point of view, it is a good idea to wait for the perfect time to request data. For instance, prompting for location access with a web notification right before the customer is about to fill in the address details manually makes it more likely that the user will acquiesce, rather than feel exasperated and terminate the transaction halfway. The same logic applies to credit card information/registration. Much like the web notification themselves, it's important to time the whole thing right.
Despite your best efforts, people are going to be people, get bored at the slightest chance, and leave the loop without coming back for a quite a while. The onus is on you to target them with personalized, well-timed push notifications to persuade them to complete the intended purchase.
Remember the post-transaction follow ups we discussed in the previous point? The same logic applies here, only you're sending them timely reminders of their potential purchase rather than related products.
We can personally vouch for the fact that quite a few of our clients here at Vizury have seen upto one fourth, or 25%, of users return to complete their transactions when prompted with relevant web push notification reminders. Here's a look at the whole table, where the percentages indicate the number of returning users to the respective pages they dropped off from.
The two key things to remember while personalizing these reminders are
1. Channel optimization
Instead of employing the outdated methods of targeting the user whenever (and wherever) he surfaces online, the trend is to crunch data to figure out the one or two channels he/she is most likely to view the ad on. This could be a native push notification, email retargeting or even browser push notifications, a channel quickly growing in popularity. More than being a money saving strategy, which is a huge advantage by itself, this also lets you target your users across channels on the one he/she is most likely to respond favorably, increasing the chances of getting him to come back and complete the purchase.
2. Crafting the message
Once you've figured out where to interact with the user, next in line is the actual message and the various degrees of personalization that goes with it. Right from personalizing time zones to including relevant text and images in the push notifications, it is a painstakingly challenging process to get through to the user on a personal level and convince him to fulfill the purchase. Here's a push notification from an app on the user's phone reminding him of products in his cart.
Got any more tips that can help brands reduce drop offs? Why not share them with the world by leaving a comment below, or write to us at email@example.com.