Consumers despise push notifications that are generic in nature or completely irrelevant to them. If they receive an email addressed to 99 other people, they will hit the “unsubscribe” button immediately or eventually and move away from any communication coming from that brand.
According to Social Times, 36% of marketers feel personalization is a big challenge. Of course – it is! Today’s consumers are spoiled for choice. There are many brands in the market that share a similar value proposition which is why it is harder to engage the consumers.
But 60% of online consumers expect businesses to approach them with a value proposition applicable to them. One of the most effective marketing tactics used today is push. The CTR of push is as high as 40% which means the probability of clicking a push message is more than that an email. B2B and B2C industries majorly include push in their business strategies.
But same is the story with push – no one likes to receive generic messages. They are annoying and irrelevant. Lack of behavioral targeting coupled with a low acceptance rate of the subscribers has made push a vulnerable medium. This is where smart segmentation steps in.
A survey by Adobe and eConsultancy states 52% of marketers consider personalized content to be a fundamental element of their online strategy. 59% of entrepreneurs reported they experienced a high ROI after personalizing their eCommerce stores.
Combine personalization and behavioral automation, and you have magic in your hands. Unfortunately, only a handful of marketers have tapped the actual potential of this mix. With segmentation, it is possible to engage different clusters of the target audience with the right content.
How does smart segmentation work?
Segmentation enables you to target different segments of your website visitors with different content based on their behavioural analysis by using already-existing data points such as demographics, keywords, purchase patterns, browsing history and ads. This helps them to determine the content that is most apt for that particular segment.
Smart segmentation makes use of behavioural targeting
To segment the consumers on the basis of their activities – both current and historical – across digital media, marketers must identify behavioural signals. According to Smart Insights, if we can fully analyze behavioural patterns it is easier to design effective marketing campaigns.
One of the features of Wigzo is its machine learning technology that allows it to track website visitors. The elements tracked are demographics, previous interactions with the brand, past purchases and conversion triggers among other things.
Once holistic user personas are created, they are targeted using custom campaigns. With machine learning, you will be always updated on what the users are looking at, what they want and how you can use the data to convert them for your business. This makes behavioural automation possible.
Brands that implemented behavioural automation
A leading eCommerce in the UAE, Awok dealt with high browser abandonment and cart abandonment rates. Wigzo identified and analyzed the website user behaviours and the products they had previously showed interest in to create one-to-one push campaigns for them.
Push not only helped Awok promote deals successfully but also grab their attention swiftly. Awok achieved a CTR of 13% in just one month using Wigzo’s push strategy. It recovered up to 19% of their abandoned carts. With push, they achieved an average CTR of 8.08%.
2) Mr. Button
This is an India-based one-stop-online-shop for men’s wardrobe essentials. As a lot of people don’t know the brand so well, the biggest challenge for Mr. Button is to consistently find ways to stay in the purview of their target market.
Mr. Button implements web push notifications and with Wigzo, they are able to keep track of online visitors. The marketing automation tool creates smart segments on the basis of the interaction of the consumer with their website.
These smart segments are created to fulfill a particular need or preference of each consumer. With Wigzo, Mr. Button executes personalized push notification campaigns that boost customer engagement with the intention of driving more sales.
3) Coupon Raja
This is one of the leading couponing websites in India. Coupon Raja initially dealt with low opt-in rates, poor engagement levels, high un-subscription rates and low CTRs on push notifications. But with Wigzo’s auto segmentation feature, Coupon Raja was able to create dynamic content suited for all kinds of user behaviours.
For instance, users visiting the Paytm page started seeing Paytm offers on their browser. Coupon Raja also dabbled into triggered push notifications and send-response messaging thanks to Wigzo. They were able to get an upper hand over the website visitors because of their proper analysis.
Over to you
Website tracking has become more important in this time and age if you want your push strategy to perform well. Remember: a happy consumer is a happy customer. Understand your target market better with the power of machine learning by Wigzo.