Tuesday, 15 November 2016

How To Get More Sales From Existing Traffic Using Website Push Notifications

Two weeks (2) Ago; I wrote an article On - How To Increase Your Sales Using a Win/Loss Strategy

As marketers, we all know the importance of driving traffic to our websites. More traffic means more page views, more add-to-carts and consequently, more sales (at least, that’s what we hope!). To that end, we employ a variety of strategies and channels — AdWords, social media campaigns, making our website SEO-friendly, etc.

However, the question arises whether going through all this investment in time and money in order to get new traffic is worth it.

According to an analysis of 18000+ small and medium eCommerce sites, return traffic to eCommerce sites dramatically outperforms new traffic in terms of both time spent on the site (2.52 minutes for new visitors vs. 5.52 minutes for returning visitors) as well as number of pages viewed per visit (3.88 pages for new visitors vs. 5.55 pages for returning visitors).

The research results also say that return visitors are more likely to purchase and promote your website to others. All this suggests that, instead of putting all your efforts into attracting new traffic, eCommerce websites might find it more useful to develop strategies to engage their existing traffic.

In this article, I’m going to talk about 4 ways you can get more sales from your existing traffic using the new user engagement channel everyone’s talking about — website push notifications.

A quick intro: Website push notifications are clickable messages that websites can send to their subscribers. These work on desktops, mobiles and tablets. These notifications arrive in real-time i.e. even if the site is closed.

Let’s start with the 4 tips to increase sales from existing traffic with website push notifications!

1. Notify existing users of a special discount/sale

All kinds of eCommerce websites have discount and sale campaigns. It is a quick and effective way to increase sales volume and also makes for more loyal customers. The problem with this is how to spread this information about discounts, coupon codes and sales to your users. Some of the ways that eCommerce marketers typically employ are email, social media, paid campaigns, on-site advertising etc.

However, these are not enough if you want to attract enough eyes on your shiny new deal. For one, most of them require an initial effort on the part of the internet user (checking their email, browsing social media, searching for something related to you on Google etc.) For time-bound offers, such as “50% off for the next 5 days”, where it is critical that people get to know this information in real-time, using the above channels often means that a large part of your audience gets to know about the deal only after it has expired.

In such cases, browser push notifications is your savior. These messages come in real-time and require no initial effort on the user’s part (all it needs is an internet connection). Furthermore, it encourages an instant response on the part of the user. This gives it a leg up when it comes to promoting instant deals.

2. Deliver personalized offers based on on-site behavior

Delivering personalized offers based on website behavior is a great way to get lost visitors back. For example, if a user has spent a few minutes on a particular product page, send a push notification saying that a 20% discount is available on the product for the next 60 minutes.

Or, if the user has bounced off after browsing some latest award-winning movies, direct him via notification to the Oscar Best Picture winner of last year.

This is one of the best use cases for browser push notifications in the eCommerce industry since the notifications can be set up in such a way that they are sent immediately after the user drops off the page.

This makes it more useful than other channels, since there is no delay between the bounce and the message and, consequently, the user is more likely to come back to the website.

3. Send a reminder to recover abandoned carts

Abandoned carts is the bane of the eCommerce world. This is something all eCommerce websites are familiar with. According to a study done by the Baymard Institute, 2 out of 3 carts are abandoned on average.

One way eCommerce players can recover abandoned carts is by sending a push notification to the user. There are a couple of reasons why this is likely to work better than other channels.

Firstly, if the customer has bounced off the checkout page to compare the price on other websites, he/she may actually forget about the cart once they are done comparing.

A push notification, say, 15 minutes after the abandonment may serve to remind the customer of the cart and lead to an actual purchase (of course, this is subject to the act of comparing the prices actually coming out in favor of your website).

Secondly, the customer may have abandoned the cart due to getting distracted by something during the checkout process. In this case, a push notifications circumvents the distraction and leads to the purchase going through.

4. Suggest additional products to get repeat purchases

Suggesting additional products based on a customer’s past purchases is a great way to get repeat purchases from your customers. This can be done via push notifications by segmenting your subscribers into various buckets based on their past purchases and sending them very relevant, very targeted recommendation through a push notification on their web browser.

Using push notifications like this requires high degree of segmentation (the narrower your segments are, the more targeted stuff you can send). However, if done smartly, you will be able to collect a ton of loyalty from your existing customers who will start trusting you to curate products for them and then send them notifications about those products without them having to do anything.

You can also go further and collect feedback about your products on this basis (if you have a low click rate on the recommendations notification, maybe the user wasn’t all that satisfied with the original purchase).

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That’s it from my side! What other purposes are you using website push notifications for? Sound off in the comments section below.

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