effective strategies which will reap benefits for push notifications

Increase engagement with your APP users and drive conversions

For marketers, one of the hardest parts of the job is how fast things move. Customer preferences and behaviors are always changing, and the marketing tools and tactics that brands use to reach them keep changing, too.In the the present economy we never met a marketer that doesn’t dream of responding faster.

Using technology is a great way to move fast and engage a massive audience, particularly if it builds upon other technology that everyone is already familiar with. Work on mobile marketing automation and would argue that web push is a technology that can help. While still new and relatively unproven, its potential for early adopters is clear.

The What And Why Of Web Push Notifications

Just as traditional push notifications let marketers reach mobile users when they’re not using the app, web push notifications allow you to send outreach to web visitors even if their browser isn’t open. That makes web push a powerful tool for keeping your web audience engaged — and for re-engaging visitors who have stopped visiting. It can also support a more valuable product experience by keeping users informed about new content, or updating them about the status of an order.

And because Chrome, the most-used web browser, supports web push both on desktop and on Android mobile devices, this channel can reach users at home and on the go.

While native apps have become a major part of people’s digital engagement, the web hasn’t gone anywhere — it’s still a major platform. Americans spend 24% of their screen time on computers, and the time people spend on desktops has grown 37% in the last five years.

Because the web isn’t new, you probably already have the groundwork needed for web push. This means companies have a new messaging channel in their arsenal with very little additional work. It usually takes less than an hour to help clients get started with it. That's the thing about web push: You don't have to wrap your head around an entirely new technology.

The First-Mover Advantage

Although there are a number of companies working on it, including my own, web push is still new. It lets you speak directly to your web visitors beyond your website for the first time. That’s powerful. when marketers who start using web push now will see more value than those who wait.

Web push is in the same place traditional push was four years ago. Think about traditional push notifications. Over time, the number of people willing to enable push notifications from native apps has dropped to 59% on Android and 40% on iOS, in part because of marketers who misused the channel. It’s still possible to convince users to opt in if you’re strategic and thoughtful, but it’s tougher than it used to be. So brands that encourage their web audiences to enable push notifications now will likely see a higher percentage of them opt in -- which will expand the benefits of having web push notifications at all -- than brands who try later.

While you’ll need to try out web push to learn how to best reach users with this channel, there are also lessons from mobile app push that apply here, too. Getting customers to opt in for web push is a lot easier if you prime them by explaining the benefits of receiving messages (for instance, being notified when a friend messages you or a food order arrives at your door) before asking them to enable it. And while few users are overwhelmed just yet with web push, it’s still wise to control how often you’re reaching out with this channel by capping the frequency of web messages for each user so they don't get overwhelmed.

How To Use Web Messaging To Increase Conversions

Web push is a great way to nudge visitors to revisit your website and engage with your brand. But if you’re looking to increase the chances that they make a purchase or other conversion once they’re there, you should be using the full spectrum of web messaging options to lead them down the funnel. This kind of multichannel strategy works today on mobile.

Imagine sending your web audience a promotional web push. Once they’re on your site, you can leverage action-triggered, in-browser messages and a personalized news feed to sweeten the deal if they’re about to leave, or remind them about discount codes at checkout.

Some brands are already using it, leveraging one of the many marketing platforms offering this tool. For instance, Photobucket, a client of ours, used a multichannel web messaging campaign announcing free shipping and a discount on prints and posters on Cyber Monday. By following promotional emails with in-browser messages appearing one minute into each user’s post-email web session, Photobucket kept its audience focused on the promotion.

Whenever a new marketing tool emerges, there’s a temptation to wait and see how it develops. In this case studies may cost you the full potential of web push. The technology for this messaging is here and ready to use. For marketers looking to stay ahead of the curve, it's time to seize the moment.

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