What Is Push Notifications? How to optimize your conversion rate?
Remember the email notification icon that the Blackberry users used to receive at the top of their mobile screen some two decades ago? It was a simple gesture by the yesteryear mobile phone giants to inform the users of the new incoming email.
Little did anyone know, these kinds of notifications would be such a popular marketing strategy over the years. From an interesting feature in a mobile handset, push notification has become a must-have for marketers.
You must be wondering what makes push notification a go-to strategy for marketers in driving user engagement and transactions. The solution to the question is the high amount of user engagement towards the push messages.
Browser Push Notifications is emerging to be a powerful channel to drive revenue for e-commerce companies. Effectively used, this channel can drive more website traffic and contribute to overall conversion rates.
This article tells you everything about push notifications to help you out with push notification campaigns. It speaks of the measurable metrics of push notifications, global standards and ways to optimize your campaigns. As a bonus, the article also contains an example of push campaigns done right.
So without keeping you waiting, let me right away take you to it.
Push Notifications: Introduction and key components
The Push Notifications are messages that pop up on the user devices based on their online opt-ins. These messages are sent from a server directly to the user devices.
Depending on the kind of device, you can choose to send either an app push notification or a web-push notification. Each of these has different technicalities behind their functioning. However, in the end, all kind of push notifications serve the same purpose: offer periodic updates and re-engage your users with customized content.
Like every marketing campaign, you need to track the performance of push campaigns too. The success of a push notification campaign can be defined by two primary metrics – CTR and CVR.
Optimizing these two metrics to generate is the key to the growth of any brand
CTR or clickthrough rate is the number of users clicking on the notification you sent. It gives you an insight into the engagement generated by the push message. A higher CTR often signifies that people are looking to interact more with your business.
CVR or the conversion rate is much more important for a business. It is the number of people actually becoming your customers or subscribers after clicking on your push message.
Now, if you generate a high CTR but have a low CVR, then you are actually unable to convert your visitors into customers. Moreover, it could signify the lack of appeal in your messages. We suggest that you look for the reasons why your notifications are not able to convince your users yet, despite interacting with it.
As E-commerce and travel segments often use push notifications, businesses look to optimize them to generate more CTRs and CVRs. However, many a time they fail to generate a high CVR in spite of having a high CTR.
Push Notifications: Example of a highly personalized campaign
You must be wondering about the reach you can generate with an optimized CTR. According to studies, push message opt-in rate is almost 91% for Android users and 44% for iOS users. Therefore, if right mathematics is used, the number of leads that you can generate if you can optimize the CTRs is easily comprehensible.
When you send push notifications, the CTR helps you to gather information about your users. It gives you an understanding of the engagement that your messages are generating. Additionally, it provides an opportunity to optimize your messages and improve conversion rate.
Personalizing push messages can improve the CTR in these cases by offering relevant notifications to your users to increase engagement.
Recently, a highly personalized campaign was run by Vizury to find out the efficiency of CTR. The campaign compared the average CTR of the static push notification against that of a dynamic or a personalized campaign. The published notification frequency was five per user per month. The CTR for the dynamic campaign was found to be around 2X of the CTR for a static campaign.
With a standard conversion rate of 3%, the total revenue of the personalized push notification was twice to that of the static campaigns. Moreover, as the number of subscribers grows, the revenue grows too. The growth becomes more noticeable as the bucket size remains the same.
Most of the competitors of Vizury doesn’t have the dynamic push notification feature on their platform. Therefore, if you are looking to optimize your push notification campaign, you can certainly have an edge on using a personalized push campaign. As the number of subscribers increased, it was able to generate better revenues, even with similar conversion rates.
Push Notifications: Key challenges
Although push notifications improve your conversion rates and revenue, there are certain key challenges to it. These challenges often reduce the CTRs and CVRs for your push campaigns, reducing the overall ROI.
Knowing the methods to optimize your campaigns accordingly is vital for the success of your campaigns. Have a look at the following issues that often crop up while running a push campaign.
Personalization and relevance
One of the primary reasons for people subscribing to your push messages is because they find your products relevant. Personalization plays a crucial role in the acceptance of these messages by the user. When you send push notification without either relevance or personalization, people often choose to opt-out after some time. As your subscriber base reduces, your revenue starts dwindling too.
The second reason for a reduced CTR is the placement and the action words of CTAs. Most of the push notification clients don’t allow too much customization with the CTA or have a single CTA. Hence, it becomes compelling for you to continue your push campaign with made-for-all CTA, which is often not appealing to modern customers. The generic CTA is often ignored by the subscribers, thus hampering your CTRs.
While push messages can be sent any subscriber, the timing matters a lot. Imagine you send a push notification to your subscribers about a holiday trip at the middle of the night. It is natural for the subscriber to not click on it as he must be sleeping or trying to sleep.
Now suppose, you send the same message to him in the evening, when he might be relaxing a bit. The chances of the user checking out the message become higher. Although sending a relevant and personalized message is crucial, sending them at obsolete hour would do not much good.
Push Notifications: Optimization for better results
Since CTRs are crucial in increasing your revenues, the toughest challenge for marketers is to optimize them by making the messages more appealing. They often are restricted by the limited amount of customization options available with most of the push notification platforms.
Unlike most of the platforms, Vizury provides you with a platform to optimize your push marketing campaigns better. Below is a diagram showing the extent of customization of the Vizury platform.
As you can see, Vizury push notification can be customized as per four aspects. You can include the product name and its price from the search history of the subscribers. Additionally, you can include the searched product’s image in the notification.
However, an outstanding feature makes Vizury unique from other platforms i.e. the CTA buttons customizations. Unlike others, Vizury gives you an option to include two CTA buttons instead of one. Moreover, you can customize both the CTA buttons as per your liking or the intention of your subscribers.
This feature allows you to ask the user to take multiple actions using the same message, thereby optimizing the cost factor for you too. So, you can either ask your subscribers to buy the product or visit a certain page to check out more products.
Since these features help you to personalize your message to every extent according to your subscribers intent, you can expect a better engagement from your subscribers.
Along with personalized messages and customized CTAs, Vizury also allows you to time your push notification to generate maximum engagement. Subsequently, you can also expect a rise in your CTR and CVR due to increased interactions.
Have a look at the following graph to see the relation between CTR and CVR.
CTRs and CVRs are the two critical pillars of success for your push notification campaigns. If you can balance both of these, you can usually generate more revenue for your business.
However, you need to optimize your push campaigns in such a way that the balancing act doesn’t become tough. You need to take care while creating the push message, provide an optimized CTA, and send the message at the right time.
As you have seen the statistics of a dynamic push notification campaign, you know about the impact of a higher CTR. Moreover, you also learned about the techniques to optimize your push campaigns to generate a better ROI.
In the end, we would like to know about the success of your push notification campaigns. We would also like to know of the troubles or the difficulties you faced while carrying out a push campaign. Get in touch with us in case you have any queries about optimizing your campaigns.
A former metallurgical engineer, Sandip switched to be a digital marketer and writer. In Vizury, he shares his experience on retargeting and push notifications, to help entrepreneurs and marketers to improve their marketing ROI. He likes to spend his leisure reading books, watching movies, and making music. Get in touch with him on Twitter or LinkedIn.