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How to use push notifications for content apps

Push notifications are the bread and butter of the mobile commerce menage. But if your app is one that deals with dynamic content, and uses images, videos or even maps as a crucial tool to interact with the user, then it might need something more to boost engagement rates.

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iOS 10: The E-Commerce Marketers Guide to Push Notifications

This article was originally published at mobileFOMO.

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Are 90% of App users ignoring your Push Notifications? Something’s BROKEN!

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Mobile App Marketers in the Commerce vertical have warmed up to Push Notifications because of 2 important reasons:

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How Push notifications can enhance Pokemon Go

A bit late to the bandwagon, but we’re finally trotting out the obligatory Pokemon Go blog. With a marketing twist, of course.

The digital age sees things go viral every couple of hours for no reason, but this trend seems to be here to stay. For the uninformed, Pokemon Go is a game by Niantic studios that comes with a social prerequisite; you actually need to go out and walk about to progress in the game. Already better than crushing rows of jellybean, you say. We hear you. Picking up similar ideas and methods from their previous augmented reality game Ingress, Pokemon Go allows you to walk around catching your favorite canonical critters in places you encounter in real life (yes we do mean that there is a ponyta running about in your neighborhood park).
In fact, the game is yet to be released in several major Asian and European countries but has still generated more downloads in a week than Tinder did in nearly 4 years. That is just phenomenal.  Reducing stoic adults worldwide to a giggling mass fan boys, the game has also made sure people are actually getting a bit of exercise and spreading goodwill in the process. Win-win, surely.
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                                                image source: game rant
But, for all its popularity, what can the app do better from a customer contentment angle to interact and make the user experience better?
After a few nights of catching growlithes and pledging allegiances, we noticed a few places where the app is missing openings to re-engage with users via Push messages and keep them hooked. I mean, we’re self confessed fans, but sometimes we all need a little PUSH,
Push alerts on the GO – Ok the game is fun, but who wants to walk around literally peering into the phone all the time? I know I’d rather multitask, catching pokemon on the go while walking my dog or something.  But right now, you need to keep your app open at all times to get alerted. This basically means once I turn off the app, or the phone automatically changes screens in my pocket like it annoyingly tends to do, I’m completely disconnected from the game, even if I’m literally walking through a horde of pokemon on my route.
Right now I use a touchlock app to counter this issue, but there really needs to be an option where the game can be allowed to run in the background. This is where dynamic push messages can come in handy, since the user won’t actually be looking at the screen in such instances. Sending out short buzzes as and when they walk into a Pokemon will do quite nicely indeed. If they chose to have the tracking mode on during a previous futile hunt, a carousel push alerting them that the particular pokemon has respawned nearby would definitely bring them back to the app.
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                        image source: independent.co.uk
Update Pokedex after crashAs you would expect from a game with overwhelmingly positive virality, the app keeps crashing quite a bit. This is especially frustrating, especially since it tends to happen right after you’ve caught a Pokemon, and you have no idea whether it broke free
In such cases, a push message if the app crashes, along the lines of ‘The Pokemon you caught was successfully added to your Pokedex‘ with a relevant image/silhouette will go a long way in re-engaging the exasperated user and persuading him to come back to the app. 
Team recruit Pushes – Now, this is an interesting one. We’re not going to bore you with the details of the teams that are available, or recommend the one we think you should pick (let’s just say it’s a real shame if you pick Valor or Instinct). But, this is certainly an area where the app would benefit from dynamic Push messages in quite a few ways. The obvious one is to gather your location and send you data on other users of the same faction near you and where they’re located (which is useful since you take down and defend what is called a Pokemon ‘gym’ with members of your own faction against the other two). I know that people right now are collaborating on social media networks for this purpose, so an in-built sidebar that lets them do this, and corresponding Push notifications for this, will be incredibly useful.
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                                                 image source: magiquiz
Gym notifications – Remember the gyms we talked about earlier? Right now, there’s no way for you to know if one of yours is being taken over by someone from a rival faction if you’re away from the app. You won’t have the slightest idea you’ve lost control of the territory and that your Pokemon has returned to you, until you actually go back to the app and check your Pokedex. A relevant Push notification would be extremely handy to react quickly when your defeated Pokemon is waiting to be healed.
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                                       image source: pastamagazine

 

So what do you think? You can write to marketing@vizury.com with your thoughts and opinions. For now, we’ll leave you with a heartwarming story on how people are using the game to make sick kids happy. And, remember, you gotta catch ’em all!
Read More:

 

How not to sign up for an incomplete digital technology – a 5 point checklist for enterprise marketers

When I was young, I enjoyed riding my bicycle for hours. When I grew-up, I observed a mechanic repair my bicycle one day. Thereafter, everyday I would spend some time fixing things on the bike myself. Well many times, the repairs were not needed 🙂 As I grew up a little more, I found that I enjoyed fixing the bike more than I did riding it. Let me blame the additional knowledge and curiosity I had developed subconsciously in the technical aspects of the bike for that.

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Do you really need a marketing cloud platform?

Sometimes in the pursuit of finding excellence or achieving results, we find ourselves under pressure to adopt products and force fit them into the existing ecosystem. Top it with the insensitive B2B marketing (much like the Big Short movie) where no one genuinely cares about the win-win situation, but everyone is out there to push their product/service down your throat.

The Marketing Cloud is massive as a concept, and if executed right can achieve great results. But the question you need to ask yourself is – what value is it going to bring to your business in terms of revenue dollars? I thought I’d try and be the devil’s advocate here and ask some questions. It is in this regard that you as a marketer need to carefully evaluate these questions before adopting a complex product such as the marketing cloud:

1) Does your business require one-to-one customer communication?

A typical marketing cloud sales executive will push his case that it’s important to communicate with your customer effectively. Depending on your business, you can leverage marketing tools to reach out to your customers through a weekly email, a generic push notification, latest information through browser notification, or a focused display marketing campaign to reach a wider audience. The question you need to ask yourself here is that – what value is a marketing cloud going to bring to me that these tools can’t?

2) Does your business have a large customer base?

If your business is in the B2B space, then you probably might be having a relatively smaller customer base. While you might need to harness traffic as each user visiting your website might be a potential lead, you can do this with a CRM solution which is cost effective. A marketing cloud product might complicate things and cloud your judgment of the right metrics and measurement goals. Is it worth the effort and time you spend on it?

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3) Volume of data (customer data, transaction data, product level data)

If your business is small, or does not deal with a large no. of products or does not have a huge customer base generating voluminous transaction data, then you probably could do without a marketing cloud platform. While marketing cloud is great at analyzing data and help you mine customer level information, you can always use simple BI tools such as SAS to discover hidden patterns and make the best use of them.

4)  Marketing at scale

We are always pushed to reach scale. Immediately. But does that really work? At whatever scale your business might be, and whatever be the targets you are chasing, it’s more than important to get the marketing basics right. It’s very important in today’s time that the free or almost free channels are properly implemented. So before you try the fancy stuff, get the right help to make the most of your free channels:

  • SEO – in the long run, optimizing your content (website, blog, landing pages, etc.) will help you meet your RoI goals which might get skewed by other paid channels
  • Content / Website Interaction – once a customer lands on one of your many digital touch points, ensure that you have enough and the right content to help them get clarity. Also, ensure that the website is neatly structured and takes lead at right stages so as to keep them engaged
  • Social media profile – Ensure that free social media profile is created on all relevant platforms (Twitter, FB, LinkedIn, Instagram, Pinterest, Snapchat, Google+, etc.) and is always up to date with right information.

5) Marketing + IT know-how

Ask some of the companies which tried deploying SAP solutions in the 2000s and they will have stories to tell. Marketing cloud, like SAP is a set of complex modules which is not easy to integrate and implement. It is therefore critical to assess the house before deciding to invest on one. One has to get in touch with key-stakeholders and get their points of view  on platforms like these. What is also critical is to perceive challenge versus resistance. A lot of times, people and systems are resistant to change. So one needs to clearly evaluate such scenarios to ensure there is alignment in terms of people and process to be able to successfully implement it.

Successful businesses are built on sound and fundamental principles. We at Vizury always take a consultative approach and work with you to understand how Vizury Engage, our Growth Marketing Platform can add value to your business, and what are the 5 steps that need to be taken before you implement the product. What we also do is take a modular approach to the marketing cloud and help you implement pieces which can rapidly generate measurable results while we as a team work on long term objectives.

Get in touch at marketing@vizury.com to know what exactly needs to be done when it comes to implementing a marketing cloud product.

E-commerce hacks: Holiday season tips and tricks

Here’s a stat marketers are just not ready for : Only around 2% of the people who land on your website go on to make a purchase and fulfill their transaction cycle. That’s a ridiculously low conversion whichever way you look at it, even if the absolute value of this 2% runs into millions depending on your actual traffic.
But that doesn’t mean you should be resigned to letting the rest of the 98% slip through your fingers, does it? Of course, there’s the logical argument that some of these are just casual drifters who have no idea why they even showed up there, and aren’t going to be charmed into a purchase no matter what. But for every guy like this, there are 10 more who are just looking for that little bit extra in order to be persuaded to carry on and make a purchase.
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This is especially true of holiday season, with people flitting from one website to another in search of the best deal. It’s routine for people to spend a huge wad of cash with little cause during this time, and the numbers back that up. A whopping 56 billion dollars were spend during holiday season last year, and that’s just in the United States., and that’s counting just desktop e-commerce transactions. Mobile transactions added a further 13 billion to e commerce coffers, putting the total sum at a mind boggling 70 billion dollars.
Scaling it down to your own online retail store, imagine what you stand to gain for every percentage increase in the aforementioned low conversion rate. This is where a little effort from your side is going to make an exponential difference.
Unique Users
No two shoppers are ever the same, and this creates a big need for persona-specific category-specific marketing campaigns tailored around a particular user’s tastes, behavior and online shopping history. By tapping into insightful data from their activity, and using it to optimize your re targeting strategies, these numbers are definitely going to look better and your holiday sales are going to skyrocket. The best re targeting campaigns tend to be extremely user specific and hyper personal, and meets the user halfway on the communication channel of his preference, be it e-mail, push notifications or social media. These campaigns also take into account the stage at which the user finds himself on the shopping life cycle, and use that as another key criteria to fashion the notifications served to him.
Ultimately though, each notification you send out is an art in itself, and requires more thought put into it than simply following the rulebook. The exact scenario has to be carefully evaluated and accounted for, justifying the content and timing of the notification you’re sending out. This is especially true in the case of holiday season, when people are admittedly spoilt for choice with the wide range of options they have to choose from.

THE COMPREHENSIVE GUIDE- Web Push Notifications for E-Commerce

This eBook tells you how to use Web Push Notifications to win new customers and retain existing ones.



New users
New users that show up suddenly on your website are the biggest challenges. These are day trippers that have probably made up their minds not to commit to a purchase before exploring tens of different websites, so your engagement messages have to be quick,precise and extremely value adding in order to convince him to go through with the purchase. Since these new users provide you little or no previous data to structure your push messages around, serve him rich media push notifications of your best selling and popular holiday products, deep linked to their product page and making it easier for him to complete the purchase. This is sure to grab his attention and persuade him to part with his cash.
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User drop-offs
Users, new or old, that are served relevant notifications and convinced to start purchasing, but drop off halfway, are the largest demographic. Unfortunately, they are also the hardest to persuade. They’ve already left your site once, and they’ve done it midway through a transaction, which pretty much makes for grim reading. Entice them back by showing them display ads of your popular products. This should include other related products in the category they were browsing in, impressing upon them the variety you have. You can also send them rich media push notifications of these products, along with a festive discount offer or price drop alert in order to give them a sweetener than will make them come back and complete their purchase.
Touching on the subject of price drop alters, they are a great option to throw around, especially during holiday season. With the majority of the online drifters simply looking for the best price, sending them timely updates of your low prices is a great way to get them to pick your site for their holiday shopping. Use rich media push notifications to send this information for app users, and browser push notifications for the equivalent browser subscribers.
But what exactly are these browser push notifications? They are the latest engagement channel to capture the imaginations of marketers, who are quickly finding out about their huge untapped potential.
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Browser push notifications
Browser push notifications are served from your website right to the subscriber’s browser, albeit with the prerequisite of him/her having to manually opt in before any notifications can be sent. This immediately presents two huge advantages
  • Removes the possibility of your users complaining about invasions of privacy, since the ball is pretty much in their court when it comes to giving websites permission to send them these notifications. They can pick and choose the ones that they think will add value, and come back to alter these settings and resubscribe/unsubscribe anytime they want.
  • Raises the bar on the quality of content that you, as a marketer, serve these users in the form of browser push notifications. With the unsubscribe process being quite simple and straightforward, the margin for error is really low. A couple of badly timed, irrelevant or intrusive messages and you’re off the subscribed list.
This makes it rather important to curate your content and come up with a strategy that encompasses the following aspects
  • Timing –  Set a ceiling on the number of push notifications sent to a particular user. This should be no more than one a day, so make sure it’s something well crafted and non generic. Too many notifications can ruin the user experience and make him unsubscribe with immediate effect. If the user has declined your opt-in invitation, wait a few days before you follow up with another request.
  • Personalization – This might seem an obvious point to make, but you’ll be surprised how many websites risk antagonizing users by sending stock, atypical browser push notifications that add little to no value to the users. In the age of data abundance and information overload, people are waking up the fact that sharing their information online makes for a more pleasant user-oriented browsing experience. This translates into an ideal opportunity to customize their experience and indulge in extensive data crunching and segmentation to provide extremely personalized push notifications to your users, making it a no brainer for them to stay subscribed to your website.
Browser push notifications offer a primary USP of catering to time sensitive scenarios, a primary requirement during holiday season. Target your customers within a short span of time of their leaving with an apt notification which impresses upon them the urgency of the festive offer you’re providing, for instance. This strategy manufactures a sense of immediacy and makes sure the customer gets involved in the purchase cycle quickly. This sort of urgency may not have been possible to generate using email or social media targeting, but the fact is browser push notifications provide a strong complementary, rather than alternative, option to other marketing channels like email.
These two channels are not only free, but also provide a potent combination in facilitating relevant, personal conversations with your users and keeping them active on your website.
Re-engaging your users
Users we discussed above, the ones that who drop off from your website, leave a trail of clues behind. They’re probably posting their holiday deals (or lack of it) on social media, or landing up on competitor websites looking for a festive offer.
Pick on his admittedly brief browsing activity and tailor your browser push notifications around this data. If he spends a couple of minutes checking out new holiday apparel on your online store but then leaves, hit him with a push message of a few of your most popular clothes with deep links that will shorten his purchase process should he decide to go ahead and buy it. Still no response? Wait for a couple of days before informing him via email or social media that you’re now offering discounts on some of the clothes he was checking out.
Getting users to come back to your site after a long hiatus is a similarly perplexing problem that can be solved using browser push notifications. Your initial push messages have to be tailored around the data gathered from the last time they interacted with your site, sending them festival discounts and product recommendations that will gradually entice them back to the website and get them to start purchasing again. Once you’ve successfully got them into the product cycle, it’s time to think about the next batch of useful browser push or email notifications, this time maybe promoting a loyalty bonus to keep them in the loop.
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With the flexibility of being able to engage both your desktop and mobile audience, browser push notifications are a boon for retailers who are yet to launch their own app but still boast a significantly large audience on their site. Their real value though, lies in their ability to be used in tandem with email and social media retargeting to create a unique customer engagement experience.
Cross channel marketing is here to stay, and the onus is on the marketer to analyse each customer on a personal basis and determine a couple of powerful channels where the ads served to him/her are likely to spur him into action and persuade him to make a purchase.
By going cross channel to engage your users on a deeply personal level and target them with useful recommendations and value adding notifications, expect to see a sizable growth in your conversion rates and overall sales during this busy and hectic holiday season.
And before you get busy with the last minute tweaks to your holiday campaigns, here’s and eBook with 7 hacks that can help you grow sales during this holiday season. We’ve included some tried and true strategies that can place your brand in fron of the right audience when it matters most.
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Browser Push Notifications: The new kid on the block

Aggressive online marketing may be routine stuff now, but it’s easy to forget how it’s relatively still in its fledgling stages. Even so, browser push notifications are pretty new to the party, the new kid on the block, and marketers are just waking up to its full potential. However, more traditional communication channels like native push notifications and email are so popular and effective that there is reasonable apprehension in looking at a completely new channel. I mean, why fix what’s not broken, right?

However, in a time when online marketing stakes have never been higher, and your competitors are looking to squeeze every ounce out of each marketing channel, overlooking one with so much potential is something that marketers can ill-afford. On top of that, browser push notifications, when used just right, can work in tandem with other channels to increase reach and visibility exponentially. Let’s delve into this a little deeper.

 

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Email and Native push notifications

When I think of brands communicating with their users via email, I immediately relate to post-transaction follow ups such as delivery details and such. They are used for other purposes as well, such as informing users about discounts, reaching out to dormant users etc, but they are at their useful best and more likely to be opened and read when they carry information the user wants to know, rather than text aimed at persuading him to buy.

An email talking about a huge discount sale will still draw users to your website, but not as effectively as a push notification. This can partly be attributed to the fact that people generally tend to perceive emails as professional and no-nonsense, and one that is not regarded as concise or relevant is likely to end up in the spam folder over time.

So what of push notifications, then? They’re a tad more efficient at getting users to come shop, so all’s well that end’s well, right?

Well, not quite

This is where a key demographic of the people you want to target are being left out. I’m referring to, of course, your users that prefer using a desktop browser for their shopping but aren’t too keen on mails telling them to check out the latest shoes cluttering up their inbox.

Browser Push notifications

Combining the visibility of emails with the brutal functional efficiency of native push notifications, browser push offers a potentially powerful tool to target all your users in one place. It is also flexible enough to accommodate various types of marketer-customer communication, right from displaying product recommendations right to real time post-purchase updates. Here are a few reasons it is so handy,

Time is a factor – Browser push notifications, to put it simply, are more ‘immediate’ than emails. Mails, in contrast, may be less fleeting and have a sense of permanency, but are usually read a few hours after they are sent out (especially true of promotional mails).

While this may not be a problem in many cases, it rules out communicating details of a flash sale, or any other sort of event that requires a quick reaction on the part of the user. Push messages, on the other hand, ensure the users take in the message right away, which is pretty important when you take into consideration that most notifications are personalized on a variety of levels including time zones, and any delay would make them redundant.

Wider reach – While push notifications are undeniably the most effective medium due to its ability to send real time, relevant information timed to a T, browser push notifications carry the same attributes, with the added advantage of being able to reach more people. With data showing desktop browsing accounts for nearly 40% of a typical user’s Internet time, it seems naive to dismiss browser push notifications, when they could be a potentially powerful channel of interaction, especially when used in tandem with native push and email re-targeting methods.

 

 

 

 

Here’s a rather more comprehensive look at browser push notifications and why your marketing game will be all the stronger for them.

 

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So what do you think? Are browser push notifications a potentially powerful marketing tool? Write back to us at marketing@vizury.com with your thoughts or leave a comment below

 

 

Learn more about browser push notifications


5 myths around Browser Push Notifications Busted

Tackling website drop-offs : Re-engage users with browser push notifications

All that you must know about Browser Push Notifications

Browser Push Notifications: The new kid on the block

Smart e-commerce hacks : Price drop alerts

Browser Push Notifications for E-Commerce

Engaging your users with browser push notifications

What NOT to do while sending out Browser Push Notifications

Email vs Browser Push : Not really apples and oranges

Are Browser Push Notifications a good fit for your business? Ask our E-Commerce ROI calculator

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Tackling website drop-offs : Re-engage users with browser push notifications

It doesn’t matter what you sell online, what marketing channels you optimize, or even how much your turnover is. It doesn’t matter if your online business is a money spinning venture, with your products flying off the shelves with alarming regularity, especially with the holiday season in full swing.
The simple fact is this : You’re potentially losing out on more money than you’re making. To be more precise, only 2% and 3% of your home and product page visitors respectively actually go ahead and find something they like. Of the ones that do, just 18% go through with the actual transaction and add to your coffers.

In fact, a study by Baymard institute, who specialize in E-commerce research, estimates that online retailers are losing sales from upto 68% of their website visitors, and this is just the average figure from a total of 34 sources. The actual number specific to your website could be anywhere upto 75-80%.

See the complete breakdown here.
That’s right! For every visitor that goes through with a purchase on your site, there are 4 more standing
behind them shaking their heads and going ‘Almost bought that today. Almost’.
Enough bad news for the day? Let’s get down to the actual details then.
Whenever a user so much as lands on your page, he is a potential customer. He might just be bored at work and clueless about how he ended up there, but that doesn’t matter. A freebie browser and a customer you cleverly drew to your site with ads are the same in terms of the sales they’re capable of giving you. Basically, every tiny bit counts. And, while the ‘just looking around‘ guy cannot be reasoned with in terms of marketing tactics. there’s no excuse if you’re letting a user who’s initiated the shopping process slip through the net.
Let’s look at how this can happen, thanks to a elaborately pieced together analysis by Shopify and Wordplay.
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So there you have it. Although people ditch their transactions midway over a variety of reasons, ranging from the logical (sudden urge to re-evaluate of their actual financial status, with one eye on Thanksgiving and Christmas, no doubt) to the downright absurd (a sudden realization midway that they left their stove on), we’ll pick one of the most common ones that is easily solved with a couple of perfectly timed push notifications.

Annoying checkout chain 

Ah yes, the real pantomime villain is the annoyingly long and excruciatingly painful chain of events building upto the actual purchase, the digital equivalent of standing at a long checkout line at the supermarket while the person before you starts chatting to the cashier about the previous night’s football game.
Right from irrelevant popouts insisting they buy random stuff to the countless lines in the checkout form, it’s impossible to get from picking a product to completing the transaction on thw website in one piece. Remember, the shoppers are not on your site to hear about the various brilliant holiday deals you might have (Save this for the push notification campaign you run to get them to your site in the first place. Pre-Transaction, if you will) or to check out the other stuff you house in your inventory (Save this for post-transaction follow ups). Neither of this information should be crammed into their feed during the actual checkout chain, or you risk driving them away.
While the permanent solution is obviously correcting the flawed design, this is a classic scenario where browser push notifications, especially those of the rich media variety, can come in handy. The personalized notification/carousels that pop up on the customer’s browser are deep linked straight to the product page, rather than take him/her through a series of roundabout steps to find the item of interest. By reducing the number of steps required to complete the purchase, you cater to the constant tab-flicking mentality people have while browsing. As a bonus, a browser push notification with a vibrant image is more likely to get people interested than a drab text notification anyway.
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Of course, the same procedure holds true for a rich media push notification of the native app variety as well, the ones you get from the e-commerce apps on your phone
Carrying on from the fact that lengthy checkouts can be exasperating, even the ones patient enough to endure this test and plough on resolutely tend to give up when presented with unnecessary and out-of-context information requests that keep interrupting what your potential customers actually want to do. Although most of this information may be required from a business point of view, it is a good idea to wait for the perfect time to request data. For instance, prompting for location access with a push notification right before the customer is about to fill in the address details manually makes it more likely that the user will acquiesce, rather than feel exasperated and terminate the transaction halfway. The same logic applies to credit card information/registration. Much like the push notifications themselves, it’s important to time the whole thing right.

Re-engage 

Despite your best efforts, people are going to be people, get bored at the slightest chance, and leave the loop without coming back for a quite a while. The onus is on you to target them with personalized, well-timed push notifications to persuade them to complete the intended purchase.
Remember the post-transaction follow ups we discussed in the previous point? The same logic applies here, only you’re sending them timely reminders of their potential purchase rather than related products. We can personally vouch for the fact that quite a few of our clients here at Vizury have seen upto one fourth, or 25%, of users return to complete their transactions when prompted with relevant push notification reminders. Here’s a look at the whole table, where the percentages indicate the number of returning users to the respective pages they dropped off from.
The two key things to remember while personalizing these reminders are
Channel optimization Instead of employing the outdated methods of targeting the user whenever (and wherever) he surfaces online, the trend is to crunch data to figure out the one or two channels he/she is most likely to view the ad on. This could be a native push notification, email retargeting or even browser push notifications, a channel quickly growing in popularity. More than being a money saving strategy, which is a huge advantage by itself, this also lets you target your users across channels on the one he/she is most likely to respond favorably, increasing the chances of getting him to come back and complete the purchase.
 
Crafting the message – Once you’ve figured out where to interact with the user, next in line is the actual message and the various degrees of personalization that goes with it. Right from personalizing time zones to including relevant text and images in the push notifications, it is a painstakingly challenging process to get through to the user on a personal level and convince him to fulfill the purchase. Here’s a push notification from an app on the user’s phone reminding him of products in his cart.
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A native app push notification on the user’s phone
Got any more tips that can help brands reduce drop offs? Why not share them with the world by leaving a comment below, or write to us at marketing@vizury.com.

 

Learn more about browser push notifications


5 myths around Browser Push Notifications Busted

Tackling website drop-offs : Re-engage users with browser push notifications

All that you must know about Browser Push Notifications

Browser Push Notifications: The new kid on the block

Smart e-commerce hacks : Price drop alerts

Browser Push Notifications for E-Commerce

Engaging your users with browser push notifications

What NOT to do while sending out Browser Push Notifications

Email vs Browser Push : Not really apples and oranges

Are Browser Push Notifications a good fit for your business? Ask our E-Commerce ROI calculator

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What we can learn from the truly nasty business over at Nasty Gal

Earlier this week, the brilliantly named online botique Nasty Gal filed for bankruptcy protection in a surprising turn of events. It has pretty much escalated at this point, with major outlets carrying the story of the company that started out as more of a trend than a sustained business model. It’s safe to say this announcement still came out of left field considering the progress the company has seen over the last few years. After all, it was just last year that Forbes has estimated that the company crossed 300million in revenue, and it was unthinkable that it could even face issues of solvency, at least not anytime soon.

Growth, Revenue and Success are sometimes mutually exclusive
Over at Vizury, we were intrigued with the general narrative that is the norm for most emerging startups while they hunt for an external windfall ; failure to manage debts, vendors and logistics, poor marketing choices or failure to push on and remaining stagnant.
In Nasty Gal’s case, even a company that raised 65million in venture capital has collapsed, offering a glimpse into the consequences of hasty short term marketing and lack of clarity when it came to picking the right marketing channel to communicate with your user base.
Stay one step ahead of the nasty lawsuits headed your way
Last year, Nasty Gal were seemingly left with eggs on their faces after taking to Instagram to announce that a Taylor Swift’s wardrobe for the Billboard Music Awards consisted of one of their Balmain jumpsuits knockoff, before people pointed out that it was the original Balmain that Swift was wearing. However, others identified a clever marketing ploy, as the very knockoffs Nasty Gal was bragging about sold out from their website within hours. Either way, it points to a brand that is not shy to talk about their practice of plagiarizing other brands and trademarked references onto their tees.
  
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                                                                                 Source: Instagram
This also represented a shift in the mindset. The decision to move away from selling vintage fashion for which they were known for, in favor of more in-the-now designs, seems a bad move in hindsight. Not only was the charm lost, but the lawsuits and general accusations of plagiarism began to pile on.
Right from Hell’s Angels, Chanel, Givenchy, Pamela Love, Moschino and Celine, it appears Nasty Gal has left no stone unturned to make sure they have knockoffs of the industry’s best designs on their site. While mass online retailers do sell these clothes in bulk, very rarely has someone crossed the line for retaining creative artistic design as per the copyright protection so much and so frequently.
Not only were Nasty Gal brash in their approach, they clearly had no strategy to tackle these lawsuits when they eventually arrived.
Pick your marketing channels wisely
While Nasty Gal exploded onto the scene big time through sheer headline grabbing social media presence, they needed something more stable in order to build up a more sustainable customer base. This is especially true of product heavy industries such as fashion e-commerce, where it’s harder to go for a long period of time without turning over sizable profits, unlike a service industry or IT space.
In an age of the consumer being spoilt for choices, businesses need to put in a lot of thought not just into what kind of ads to serve its users but also the channel of choice. Emails, push notifications and social media all have their own appeal, as does the latest trend of re targeting via browser push notifications. The trick is merely to identify the timing and tailor the content in a way that maximizes the potential of the marketing channel in its execution.
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Knowing what channel to use when is the party trick that can be used to turn the goings on around you in marketing devices, generate sales or simply imprint brand memory. An added advantage is possessing the nous to use two of three of these in tandem to amplify the effect of a particular marketing campaign. Emails and browser push notifications, for instance, are a great one-two to use during times of peak shopping such as holiday season. These need meticulous planning as they can backfire and be rendered redundant if used to the point of overkill.
Ultimately though, Nasty Gal’s meteoric rise and equally rapid demise serves as a timely reminder of the traditionally low success rate of startups (even the ones that buck the trend of a slow stable start before the windfall) and significance of a clever consistent marketing strategy for smooth sailing.