As we mentioned in some of our previous posts, push notifications – web and mobile, are known to boost the engagement rates for businesses. When used in a strategic manner, marketers can not just grab the audience’s attention, but also nudge him onto a path of conversion that adds to the business goals.
In this guide, we’re going to take a look into using push notifications – both web and mobile, for eCommerce businesses and what kind of campaigns are the most effective for them to generate more sales.
Why use mobile push notifications?
According to Adweek, push notifications deliver 50% higher open rates than emails and are a default tactic for mobile apps to communicate regularly with their users. It delivers messages to users in real time and is also known to generate a higher response rate, increasing the app sessions and engagement rate.
Since push notifications give the user the choice to opt in or opt out of receiving messages, it makes them feel in control of all the business communication. Compared to SMS received from businesses – which are more forced and harder to disable, push notifications are a great marketing tactic for implementing effective personalization.
Here’s taking a look at why users download eCommerce business apps, even though the stores have their desktop websites up and running:
Why use browser push notifications?
Mobile push notifications are limited to mobile devices, but the desktop usage still accounts for 42% of the total internet time. This only goes to say that your target audience is a lot likely to interact with your business from desktops and the channel is definitely a marketing medium that is not to be skipped. This is where web push notifications come in.
Web push notifications by Wigzo help you deliver powerful and personalized real time messages to these 42% internet users. The tool is a lot handy for eCommerce stores that don’t have a mobile app yet and are aiming a higher ROI on their invested budgets.
Simply put, mobile and web push notifications are important channels for eCommerce businesses to communicate with their target market, and even initiate sales.
The top notification campaigns for eCommerce businesses
Here’s taking a look at how eCommerce businesses can implement personalized push notifications for both their mobile and desktop audience.
1. To validate the shoppers
These campaigns are aimed at nudging the visitor to login to your store in lieu of an incentive like receiving a special discount on their first purchase. This helps eCommerce businesses authenticate their shoppers as well and prevent frauds.
Most internet users are skeptical about sharing their contact information for the fear of being spammed. But for creating personalized marketing campaigns, you need him to authenticate his contact information to track his likes and dislikes. Once you have his contact information in your database, it becomes easier to target and retarget him across various digital channels to promote sales.
2. To nudge an action
Most users discover applications and stores via social channels or recommendations. Although they do sign up or download apps of these store, they tend to not make the most of them. Engaging them right away with a prompt that makes them complete an action in the app is a great way to not let them forget about your store and reduce the churn rates.
For instance, eCommerce websites and apps can encourage the users to use their search function to look for a popular range of products on their store. This makes the internet user explore the various functionalities, filters and the products offered by the store. It is important that the shopper knows he can narrow down his shopping experience based on his preferences.
3. To encourage wishlisting
Wishlists are a great way to understand what your shoppers are looking for or are interested in. This holds a lot of importance for eCommerce stores as they multiple product ranges to offer – some of which the shopper really might not be interested in.
You can use notifications to encourage the users to wishlist or save items of their choice, or run a campaign that promote curating their own look books to avail a special discount. You can also use their preference data later to create hyper target campaigns promoting the products they have added in the lists.
4. To decrease cart abandonment
According to the Baymard Institute, the average documented cart abandonment rate across the world is as high as 69%. That’s losing more than half your sales, simply because the to-be customer got distracted, did not find a delivery option that suits him, didn’t find the payment modes as per preference or he simply decided to look for other deals.
Using notifications, you can recover your abandoned carts by pushing out messages that create a sense of urgency.
For instance, if a shopper has added multiple dresses to the cart, you can send out a message in 24 hours to let him know it is a fast selling product or the discount is about to end. Sometimes, sending a message to simply remind the shopper that he has left behind some items in the cart can also boost sales and reduce the cart abandonment rates.
5. To generate location based sales
Most brands today don’t just have a website for their products, but also apps – even if they don’t have the option to purchase items from the app. The idea behind doing so is to let the shoppers browse through the latest products on the go and prompt him to sometimes simply check out the store in his vicinity.
This calls for location based notifications. The messages are based around where the user is currently to promote an ongoing sale he could be interested in.
For instance, if I know that there is a Levis store just a few kms away from the cafe I am at, and there’s a sale running, I am more likely to pay them a visit and even purchase a few things. Location based notifications increase the possibility of sales.
6. To boost customer loyalty
There are definitely going to be a few shoppers who purchase from your store and don’t come back to it as often as you’d like. Not touching base with these users might result in them choosing another store to shop from the next time.
To boost customer loyalty, you can both the push notifications to make them feel cared about. For instance, the store could offer a special sneak peek into upcoming sales and products, or offer them a special discount for being their ‘privileged customers’.
7. To generate a sense of urgency
Stimulating an emotion in internet users is the best way to make them complete an action. And one of the most effective emotion eCommerce stores can use, is that of urgency and scarcity.
Using push notifications you can alert your shoppers of products that are going out of stock pretty quickly and sales that are time bound. The fear of missing out on great deals is what will get them back to your store and increase the chances of a sale.
But an important thing to keep in mind here is that the messages you send across must be totally based on how the shopper has interacted with your store before. The more personalized and tailored your messages are, the higher are the chances of him converting on it.
So don’t let your competition takeaway your sales. Hook them before anyone else does!