There are many things one requires to make their business successful – Timely scaling and consistent growth.
And the crux of it all lies in the right kind of marketing. Now, there are numerous ways that one can use creatively to promote their brand and build their business.
But one tactic that checks out all the properties of a good marketing strategy, because it is,
- Urgently actionable
- Timely scheduled
Push notifications can be used in the form of Web-based and App-based. And while app-based notifications can be easily managed, web-based ones might get a little tricky to work with.
So in this article, we will focus on web-based push notifications and see how you can make them work effectively in your favor with the help of these tips.
One of the most fundamental properties of Web or browser push notifications is that they require initial permission from the users, unlike app-based notifications which can be activated as soon as the user downloads an application.
In the case of Browser notifications, one can opt for them in two ways:
- The “hard-asks”: These kinds of permission boxes consist of a simple message that asks to “show notifications”. It has two buttons below it that give the users an option to “Allow” or “Block” notifications.
Unless the user clicks on the “Allow” button, your website will not be able to send them Push Notifications at all.
- The “soft-asks”: A “soft-ask” is when the dialogue box or the opt-in form asking for permission is designed to be a little more engaging. Generally, these notifications are made to explain its benefits in an intriguing way. Also, the CTA attached with this kind of permission form does not strictly ask the user to “allow”. Rather, they are more specifically action-oriented buttons that might say, “Yes, I would like to know more”.
Noticeably, using such CTAs in the first person is also an effective tactic of making an advertisement more personal for users.
After deciding the language and style in with your would like to pop-up your opt-in form to a visitor, it vital to fix an ideal wait time for doing so as well.
- Time-based opt-ins: When a visitor lands on your website, if you immediately bombard them with pop-ups, then it is highly likely that they inadvertently click on the negative option. This is to simply get rid of the pop-ups and move on to check out the website.
Only when a user has had the time to understand what kind of value are you offering through your content can they be sure if they want to continue with it or not.
Therefore, it is ideal to set up a timer to display the opt-in form. This can be made to be triggered by the amount of time a user is active on your website, which is directly proportional to the level of interest they have in your content.
- Action-based Opt-ins: Instead of scheduling a time-based opt-in, you can also set specific user activities as a trigger for the permission form. For instance, if a visitor searches for or reads an article, then you can say with much confidence that they are interested. And showing them a form to subscribe to your monthly article at those moments makes it more likely for them to respond positively.
Time, frequency, and user behavior
Till here, the strategy was to engage your visitors enough for them to agree to receive push notifications. However, as easy it is for them to subscribe to your website, it is to subscribe as well (making the unsubscribe option fairly accessible is excellent customer service).
So, when it comes to setting up the time and frequency of web push notifications, the key is to find a soft spot that neither overwhelms nor is irrelevant. This is because even though push notifications are a great way of cracking down personalized marketing, it also has a tendency of becoming a SPAM.
In fact, according to Pushcrew’s recent report, around 45% of the users experience being spammed by push notifications because of wrong timing. And, at the same time, around 75% of the users are plagued with a high frequency of these notifications.
In order to set up the perfect mix of time and frequency, there are some crucial factors that you must keep in mind:
- The difference in time zones.
- The engagement level of each user.
- The most potent time brackets of the day – when the user activity is at a peak.
- How often the user clicks on pushes sent from your website through past behavior analysis.
- What is their page bounce rate on your website?
If you are still not convinced about limiting the frequency of your pushes, consider this – Every web push notification from your side posses a possible of unsubscription as well.
The power of creativity
Any browser push notifications guide would tell you that creativity is essential in creating push notification. So making full use of copy and images is the only way for you to stand out and engage more users.
So, your job is to juxtapose the three elements of push notifications, title, description, and CTA, in the most effective way possible. You can also use images as well to make it more powerful.
Ideally, two kinds of images together are highly effective in web push notification – the company logo and an additional optional image that supports the cause of the copy.
According to a research conducted by HBS, close to 95% of overall purchases decisions are made instantly and subconsciously. Thus, appealing to the right emotions in your users is crucial for the success of your push notifications.
If implemented in the right way, web push notifications can be highly effective in improving the conversion rate of your website and expand your audience. All you have to do is keep in mind the points mentioned above and write the most attractive copy.