Notifications are an essential part of the mobile experience. Today’s mobile consumers are well accustomed to receiving and consuming multiple forms of content in brief snackable mobile moments.
With the arrival of web push, marketers now must consider how best to interact and engage with their consumers via the mobile and desktop web. This is a whole new ball game. Considering that 67% of consumers turn to the web first to search for valuable information, it is critical for brands not to appear intrusive or provide irrelevant content to their audience.
This can easily result in a flood of opt-outs. With this in mind, we have gathered together some valuable pointers to help guide you on the path to success.
1. Use a Call to Action
Having a clear call to Action in your web push notifications may seem like Advertising 101, but it’s easy to get wrong. The call to action should create demand and spark engagement. It should also directly link to an appropriate landing page or product page. Always use multivariate testing to identify the call to action with the most impact.
2. Deliver Relevant Content
Providing relevant content to your target customer will measurably drive engagement and website conversions. Sending an avid sports and business reader web push notifications relating to updates on lifestyle and entertainment – categories they never read – will only serve to drive them away. Keep in mind that 74% of online consumers get frustrated with content that they consider irrelevant.
Consumers have now come to expect a degree of personalisation in their interactions with brands. Within the xtremepush platform, you can select key target segments and customise your browser push notifications by several factors including language, location, browsing history and the customer’s individual stage in the path to purchase.
4. Leverage an omni-channel approach
Connect data on your customers across channels from mobile to web analytics to obtain deep insights into your customers’ browsing patterns and behaviour. An omni-channel approach can be especially effective when retargeting. A mobile web push notification can deeplink back to a customer’s shopping cart within an ecommerce app, for example, allowing you to target users who have failed to complete a purchase while providing a seamless user journey.
5. Timing is key
When choosing the optimal time to send out your web pushes, consider the audience’s time of day, day of the week/month and what might interest them most then. Generally you should stick to sending updates between 7am and 10pm. The one exception to this would be live updates on breaking news.
6. Keep it short and sweet
The 70-character browser push notification limit helps with this, but you don’t always have to fill all 70 characters if you don’t need them.
7. Track results and optimise
Always measure the effectiveness of your web push notification campaigns. Experiment and see live results to optimise your strategy for your audiences.
xtremepush are the first mobile marketing company in Europe to offer Web Push as part of our end-to-end Mobile Marketing solution. Now brands can deliver relevant and personalised messaging to their web customers through their mobile or desktop website, exactly like a native app.
Using web push notifications, you can provide a host of new experiences, from real-time communication to live updates on breaking news. With one easy opt-in, you can reach and engage your web customers with notifications that look and feel like regular app updates, even after they have left the website.
To find out more about Web Push Notifications, please contact us directly.