Web push notifications are considered as new and high converting marketing channel that can significantly increase sales for online businesses. And even though the adaptation of web push is expanding rapidly amongst online business, there still are a lot of misconceptions about the technology. It is time to finally confront the most common ones.
Push notifications can sometimes be perceived as an intrusive way of communication by those who know little about the technology itself and how to use it correctly.
There are numerous reasons why website visitors choose not to receive push notifications. Most commonly, website visitors ignore or block invitation because they assume that notifications will be:
– Sent too frequently;
– Communicate irrelevant information;
– Used for promotional purposes only.
Businesses are encouraged to develop such push communication strategies that do not ruin user experience and overall image of the brand. In the end, it is not that users do not want to receive push notifications, they do not want to receive useless ones.
Marketers who have not previously worked with website push notifications are usually fast to judge that they are difficult to implement, which is not entirely true.
According to conversion rate optimization service providers, push notification engagement rates differ from industry to industry. Usually, higher engagement rates are reached by websites with high-frequency users. In other words, websites that are visited on daily basis or are part of users’ daily routine. Take a look at the data presented in a graph below.
Depending on the traffic of a website, these statistics can translate into a direct line of communication with tens of thousands of customers within weeks or months. As subscriber list is growing with time, web push notification becomes one of the primary ways of reaching out to customers in an unobstructed way.
Another thing that proves web push notifications can bring significant conversion results is that it has a wide reach across internet users. While mobile push can only reach only those mobile users who have a device with that particular app on it, web push can reach a prospect through any device that has a browser. Website push notifications are now supported by Chrome, Safari and Firefox browsers. Combined together these browsers take about 73% of all market share, which means that web push notifications can reach 7 out 10 internet users.
However, it is not enough to reach a subscriber. Make sure you direct your customers and prospects to correct landing pages where they could find what they’ve been promised. If conversion rates are not improving even if CTR is reasonably good, consider investing time in redesigning your page or consult UX design agency to get a professional advice.
Push notifications can be divided into two distinctive categories: mobile push notifications and website push notifications.
Mobile push notifications are sent to users through an application. It means that if you want to start sending notifications but your business does not have an app, you might need some help from mobile app development agency to create one.
Website push notifications on the other hand, are delivered to users through a browser. And it is enough to have a website with HTTPS protocol to start delivering push messages to your clients and prospects.
Just like app user does not have to be on an app to receive mobile push notifications, website visitor does not have to be on a website to receive web push notifications.
Website push notification engagement with website visitor is purely dependent on one’s decision whether he accepts or declines the invitation to receive push notifications in the first place when he visits the website.
Once the visitors accepts the invitation to receive push notifications, website can send him push messages whether he has a browser open or not. Push notifications are delivered to subscriber’s desktop or other device at any time he is connected to the internet.
Website push notifications are inevitably going to become one of the most popular ways for website owners to communicate with clients if it hasn’t yet. And as recognition of this communication channel is expanding rapidly, it is important to have a right understanding of not only what push notifications are how they work but also what results can they bring to those who choose to implement and use them.This is a guest post by Giedre Sulcinskaite, Head Of Customer Relations at MaxTraffic.