15 Ways Web Push Notifications Can Help Increase Your E-Commerce Conversions

Apr 5, 2017 by Kaustuva Bhattacharjee, Vizury Interactive
Web-Push-Notifications
Posted Apr 5, 2017 by Kaustuva Bhattacharjee, Vizury Interactive

With the advent of the internet revolution, the marketing channels used for advertising and targeting potential clients broadened. The rules of the game had to be according to the rules of the arena. Users could now be on the same page with you on a real time basis and that is exactly what the dexterity of the latter depended on.

Among all the channels, the scope of one surpassed all others. The user, most of the times, will access the internet through a browser and if he/she can be targeted for that platform, then half the battle would be won. Web push notifications were devised to address that necessity.

Web push notifications can be delivered anytime, on any site and with any level of personification. Segmentation reached a whole new level with this channel. User engagement including re-targeting dropped off users banked on customization of notifications.

So, if properly utilized, web push is sure to increase conversions. We have listed 15 ways of increasing your ROI. When you finish reading, maybe you can come up with even more.

1. Engage new users

Every day of the year, a plethora of brand new users descend on any e-commerce site looking for products, discounts, and offers. The moment a user lands on the landing page of any e-commerce site, it’s time to start building engagements that tie him down to a purchase. People are notoriously in a hurry these days during shopping, so the conversations have to be super-personal and relevant.

A good idea for you to tap new customers would be to float ads of the best selling products, drop-off categories — the ones that will make an attention grabbing statement and persuade the users to part with their cash.

Engage new users

2. Re-engage the inactive

As an online business owner, you might want to bring back users both long gone and still on your website or app but not doing much.

This tactic should also be extended to buyers from previous year’s holiday sale or say stock clearance sale, as they have already shown the inclination to buy from you.

There’s not a great deal of difference in the content an e-commerce site serves the wider audience and its inactive users, although identifying the right channel to interact on, is easier in the latter scenario. The content of your e-commerce site is the same for your active and inactive customers, but you can identify the right channel to interact on with the latter.

The curated content of the ads/emails an e-commerce site serves its clients should focus on updated offers and latest products giving the users a solid reason to consider giving it a second thought. Re-engage the inactive

3. Bring back category drop-off

Users that regularly frequent an e-commerce site are definitely the most important demographic, and their activity is only going to heighten during the holiday season.

You can maintain a segment for a group of users who chance upon something they like but ditch the transaction ultimately and drop off midway for a variety of reasons.

As the competition to garner sales grows, instant follow up with proper channel optimization is crucial to prod these users over the line. A marketer needs to identify the channel of communication users are most likely to encourage.

Personalization also plays a really key role here. If the user is served with a well-crafted, well-timed notification most chances are that they will be back completing their order in no time.

Bring back category drop-off

4. Offer time-sensitive deals and offers

Timing is everything in a season of sale. Speaking of well-timed, the holiday sale is the best place to promote time-sensitive offers, introducing countdowns and generating a feeling of hastiness and urgency in the customers to complete the process. They will also appeal to the wider demographic in general, subtly forcing them to make a quicker call.

Serve information about these sales — to dropped-off users, both in the form of browser or native app push notifications, encouraging them to come back quickly. This, coupled with a good offer that accounts for competitor prices and a well-chosen marketing channel based on the user’s personal preferences, makes for a compelling and powerful marketing strategy.

Offer time-sensitive deals:offers

5. Promote new product arrival

When you has successfully identified and segmented the customer base, basing on the customers’ purchase behavior and history, sending relevant product-related Web Push will quadruple the chances of augmenting sales.

For example, say a new novel of George R. R. Martin is in stock and you have records of all the book lovers stored in one segment and if he sends a notification that states, “George R. R. Martin’s Winds of Winter now in stock”, then every user will want to pick their copy at the earliest.

Promote new product arrival

6. Product page drop-off

Navigating the merchant’s site is one of the chief factors that leads to user drop-offs and this small hindrance or time-consuming affair is responsible for over a quarter of failures in getting a visitor to purchase a product.

Deep linking is linking to the specific interior page or product on an e-commerce marketer’s that the visitors are interested in (as opposed to just linking to the home page of the Merchant).
So, let’s assume a user is checking out a product and then abandons the cart right before making the purchase.

Send them a nice and sweet customized message in a browser push:

Product page drop off

By taking the visitor directly to the information that they desire, the chances of converting that visitor increase by manifold.

7. Price drop alert

When the users are spoilt for a choice of offers, they would settle for nothing but the best deal. A typical user will compare multiple fashion websites/apps before he can complete the purchase.

How do you let interested users know about the drop in prices on products they were so keen on buying? And how do you reach your audience wherever they might be to tell them about the price drop?

In this age of digital media, it is a bad idea to wait for emails to be read. You should rather look at options that are instant and can be trusted upon to reach the right set of audience.

Price Drop Alert

8. Back in stock alert

“His preferred Hugo Green 200 ml is out of stock! No point in checking any other perfume on this site” — if Margaret left your website with such a disheartening experience, adding the “out of stock” product on her wish list, do not let the feeling grow on her.

Instead, as a customer-centric online retailer, send her a WPN as soon as the specific product is back in stock.

There are chances that the user would have already bought the product from some other e-commerce site or has selected an alternate product.

However, letting them know that you care for their choices, is paramount.

Moreover, some users are loyal to some particular websites, in which case, they may not have bought the product elsewhere and would indeed be thrilled to receive a timely and relevant WPN from the particular e-commerce site.

Back in stock alert

9. Retarget cart drop-off

One of the most common customer behaviors is to browse through a category of products, shortlist a few and then leave the cart as is.

The reasons for such user behaviors might vary from multi-tasking at work, attending calls and meetings, getting distracted by various communications, logging out of an online website or just running low on cash.

Although it is disappointing to see a potential buyer drop off the site at the last minute, you can take some proactive steps through Web Push to convince these users to make the purchase.
Reminding users about the products, they had initially shown intent to purchase, gives you an opportunity to recover the lost sales.

Couple it with a discount coupon and more than half your battle is won.

Retarget cart drop off

10. Reward loyalty

While sending Web Push to website subscribers is indispensable, right time, relevance and personalization are equally crucial.

Studies show that the “read-rate” of messages during weekdays is almost 65% higher than on weekends.

Also, it has been analyzed that users have a higher tendency to respond to messages received from 12 noon to 5 p.m.

Therefore, sending actionable Web Push at the optimal time will help achieve better ROI.
Similarly, tailored messages for customers result in a surge in sales figures.

For instance, if Jovita receives a message, which reads, “Hi Jovita, Thanks for being loyal to our brand. We have given a credit of $10 towards your next shopping”, it not only comes across as a useful reminder but also as a gesture showing your one-on-one attention to the customer.

Reward loyalty

Sending web push on festive occasions or on birthdays are also effective.

For example, a message saying “Happy birthday, Jeff. Use NIKE20 to avail flat 20% off on any Nike shoes today” on your customer’s birthday is a well-thought-out marketing strategy.

In addition to all these, you should always remember to respect and reward the most loyal customers from time to time through some best price offers, latest product information, or some special coupon codes.

Happy birthday jeff web push

11. Recommend the best products

Remember the last time when you were confused about a particular product and did not know which one to go with. Now imagine, if an e-commerce site could help you out with a recommendation, a feature that you were looking for in the product. Wouldn’t have that been helpful?

In e-commerce marketing, product recommendations act as both an ad and broadcast of information. And if you customize it according to the user’s requirements, it acuminates another strategy — user engagement.

Recommend the best products

12. Upselling and cross-selling

Upselling and cross-selling based on a customer’s past purchases is a great way to get repeat purchases. Knowing how to effectively insist customers upgrade the product or associated product when they are on the platform.

When the seller encourages the customer to spend more than he or she had originally planned to, that kind of selling is called upselling. It’s also known as “add-on sales” and “bundle sales”.

Cross selling means to sell a different product to an existing customer. Both require high levels of 1:1 personalization of browser push messages.

Upselling and cross-selling

13. Order delivery alert

Looking at when the order is going to arrive is one of the best pleasures a man can afford in his mostly busy and mundane life. To take that fun away from customers is like telling a six-year-old that Santa is not real.

Sending order delivery alert to the user is important even more for keeping the customer informed about when and where the product is supposed to arrive. Although a great channel for user engagement, this also keeps the user informed that you care.

Order delivery alert

14. Customer feedback on product delivery

Gaining insights on ways to improve the business is one of the most intrinsic practices required to sustain it over a long period of time. Almost all e-commerce websites ask the customer for a feedback these days after the product delivery.

Sending browser push notifications to customers for filling in/sending the feedback on product delivery is a well thought-out marketing strategy as it lets the customer know how much you value the feedback. Sending such notifications to customers is one of the best ways to do a superb branding of the e-commerce site to the customer.

Customer feedback on product delivery

15. Engage more customers with your brand

To keep the users engaged with a brand is a skill hard to master. But, once learned, it helps you achieve maximum conversions with minimum ad spends. The trick lies in telling stories sometimes rather than selling — honest stories of brand origin and history, interesting reads about why / how a new segment was included in a brand, blog post about how a brand can be used in more ways than one, etc. etc.

In the e-commerce industry, half the job is considered done if you are able to get the customer on board. Notifications like these entice the user to escape to a world of their favorite brands and brand stories and take user engagement to the very next level.

Engage more customers with your brand

***

If you want to get push notifications in your Ecwid store and website to boost your sales and revenue, Vizury will assist you in enabling them. The implementation is a piece of cake since all it takes is a simple Javascript code. Here’s a comprehensive document on how this works for your perusal.

About The Author
Kaustuva Bhattacharjee is a Content Marketer at Vizury Interactive. Vizury helps e-commerce companies to boost up their sales with new marketing tools like web push notifications. You can reach out to him at kaustuva.bhattacharjee@vizury.com.

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