In an age and time where personalization is paramount to acquire and retain customers, both B2C and B2B industries have started to leverage the power of push against their marketing strategies. Originally associated with mobile app marketing, push messaging has come a long way.
In the last 4 years, the power of push has spread across both mobile and website channels by businesses – irrespective of size and industry – to boost customer engagement and conversion rates. eCommerce companies, specifically, rely heavily on them in a bid to capture the attention of their audience across multiple digital channels.
According to FollowAnalytics, 60% of customers opt in or give their consent to receive messages. Push notifications are highly effective for many demographics, including millennials, with about 84% of them claiming to respond to push notifications they have received.
No wonder – 70% of consumers find all types of push notifications, including order updates and location-based messages, to be valuable.
What’s a content based website?
If you search for “web push notifications” on the internet, you will find more examples of online stores applying the web push strategy to boost customer engagement, than news websites or publishing platforms.
Yes – any digital platform which doesn’t sell products or services but merely content (in any form) is called a content-based website. Inc42.com, Mashable.com and The Washington Post are a few popular examples.
A web push notification on a content website serves the purpose of providing instant information to users regarding something they are possibly interested in. Sharing sports updates, freshly published articles, or breaking news items are usually the top web push messages.
Are you looking to educate your subscribers with your content? Push messaging will help you get more people to interact with that content.
Four reasons for why content websites need web push notifications
1. To understand your target audience
It’s common sense that the success of your website relies on the audience you target or plan to interact with. You may be publishing the right content on the website, but if it is unable to fetch good traffic, then what’s the point of all the efforts put in?
Thankfully, companies like Wigzo offer tools powered by machine learning to track website visitors and to learn about their behaviour. Therefore, you can not only understand the background and preferences of your target audience but also lock down the content they want to read!
Use this data to personalize your emails while sending updates on what’s new on the website and to personalize web notifications when promoting a new blog or a news article!
2. To boost website traffic
If you have posted a new article on your website, obviously you would want maximum subscribers to read it, comment on it and share it via social media. How do you ensure this? By web push notifications, of course!
Every time, a new blog is published, your subscribers will get automatically notified via push. This way, the chances of them immediately clicking the message and going to your website to read the article increases, and so do the chances of social sharing.
According to an Oppolis Software study, digital publications that use push notifications see an increase of 102% in overall downloads as compared to publications that don’t use notifications at all!
3. To empower them with information instantly
Web push notifications give a “digital nudge” to the subscribers as soon as fresh content is posted on the website. Whether it is breaking news, stock market updates, info on sporting events, weather forecasts, election day results, etc. – your subscribers always stay updated with the latest information. Isn’t that the main aim of running a news website or blog? Yes, it is and with push notifications, it is possible to achieve that goal conveniently.
4. To reduce the inconvenience of reading emails
Okay – email marketing may not be dying but it is a hassle to open and read emails, especially, when there’s sense of urgency clouding that content piece! This “eagerness to respond” might not be visible when it comes to responding to emails in any which way.
Some studies have shown that push notifications have an opt-in rate 10 times the rate at which an average email list builds. So having a push notification subscriber list not only enables you to reach readers you otherwise wouldn’t have reached but also to reduce the lengthy process of opening an email and clicking the link to reach your website.
Brands using web push notifications for their content websites
Inc42 makes use of push messages to interact and engage with their website visitors on a regular basis. They receive an average click-through rate (CTR) of 18%. Through the web push strategy, they are able to give a boost to their average daily website visitors.
2. The Washington Post
With push notifications, the news website is able to send the most relevant messages to its reader base and educate them of the news as it’s happening. Once the readers subscribe to their push notifications, they receive breaking news alerts whether or not their browser is open.
How to create a converting web push strategy
We don’t mean to brag but Wigzo can help to drive conversions using segmentation-based, trigger-based and personalized web push notifications. This means this tool has got the brands covered from all aspects.
Personalized notifications lead to at least 25% in clickthrough rates as compared to generic notifications. And Wigzo not only believes in this but also makes sure that the messaging provided by you is super personalized for maximum conversions.