The Best Push Notification Strategy for Boosting Conversions

The Best Push Notification Strategy for Boosting Conversions

Push notifications on both web and mobile are being used as customer re-engagement and communication tools. Service providers offer notification services for an array of industries for enhancing customer engagement. However, the effectiveness of the push campaign largely depends on the features of the campaign and the strategy behind it.

Moreover, creating an all-encompassing push notification strategy requires a thorough understanding of various aspects such as industry dynamics, target audience, customer preference, and customer behavior. An effective push notification campaign should strike the customers and further persuade them to initiate specific actions.

Here is a detailed overview on the aspects of a successful push notification strategy.

The Opt-In Strategy Opt-ins are responsible for existing or potential customers subscribing/non-subscribing for the web notifications. Therefore, carefully designing and implementing an opt-in strategy plays a critical role in any web push campaign. Aspects such as delays and overlays have the potential to both positively and negatively impact a web push strategy.

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Many websites often pop-up an opt-in as soon as a user opens it. This might seem annoying and intrusive to many customers. There should be a minimum delay of 10 seconds in a web push after opening the website. In addition, opt-in overlay must include a line or so, giving the user a reason to subscribe the notification.

Content Strategy The content of a push notification on both mobile and web is significant. It has the potential uplift or spoil the mood/intent of the customer. Here are a few tips:  

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The content must have a sense of urgency as it can persuade many users to act accordingly.

The tone of the content should be determined according to the customer segmentation strategy. For instance, the content can be a bit quirky or funny so that it can appeal to the majority of consumer groups i.e. young adults and mature adults.

Putting an inquisitive tone also helps. This develops a curiosity among users and pushes them to opt for the notifications. However, this does not mean tricking the customers as it attracts bad reputation for the business.

Customer Segmentation Strategy Every subscriber/user may or may not have the same reasons for subscribing the notifications.

Therefore, it is not wise to design only one marketing campaign for all the subscribers. Marketing campaigns should be designed separately for different customer segments. Targeted notifications can deliver better conversions than the untargeted ones. This is due to the approach that classifies different customers on the basis of their demographics and online behavior.

For instance, customers who put the products in their cart and do not complete the purchase tend to receive different notifications. On the other hand, customers who promptly complete the purchase receive notifications regarding the loyalty programs and special deals.

Similarly, user activity on a website can also deliver insights on their online behavior. This helps in differentiating potential customers from the rest of the crowd and send targeted notifications.

A/B Testing of Push Notifications No matter how impactful a push notification campaign is, there is always an uncertainty of underperformance or not performing at all. Here, split testing or A/B testing push notifications can be quite helpful. It will help in separating the push notifications that have the potential for delivering top performance. It can further help the push notification campaign.

Timing and Personalization Timing plays a crucial role in determining the success of a push campaign. An excellent notification sent on the wrong time can negatively impact the brand and spoil the overall strategy.

On the other hand, even the average notifications sent on the right time can deliver great results.

For instance, sending notifications to college students on daytime is worthless as students are usually in the class at this time. https://engageasap.com/

Apart from the other aspects, marketers must be aware of the personalization aspect of the push campaign. Notification depicting the online user behavior can be significantly impactful than the regular ones. Abandoned shopping cart is a classic example where notifications can be sent to the customers regarding discount or free delivery so that they complete the purchase.

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