Features, Benefits and Myths about Web Push Notification
Gone are the days of the traditional mediums of communication. In today’s era everything happens online, from all kinds of chats to shopping anything from A to Z (literally), to even getting uniquely identified. Resultantly, all businesses whether traditional or disruptive started taking it to the digital medium. Without a need to say, a new channel of marketing originated – the internet and one of the most sought after marketing methods used by marketers today is Web Push Notifications. Even today, desktop usage accounts for almost half of the internet usage globally. Web Push notifications help businesses reach out to this large chunk of audience. Essentially, a Web Push is a clickable message sent by a website to its subscribers’ browser. The work quite similar to Push Notifications, the only exception being – they can be accessed on all electronic devices i.e. desktops, laptops, mobile phones, tablets, etc.
To give a deeper insight on the workings and efficiency of Web Push notifications, following are a couple of data backed examples we found super exciting and hence thought of sharing with you all. In Africa, Jumia – a popular online store for Africans which had a whopping 65% of customer base shopping through mobiles employed web push notifications to counter the issue of Cart Abandonment. The result was a 9X conversion of abandoned carts compared to the traditional email technique and a CTR that went up to 38%.Another very interesting case from the banking industry – HDFC bank used Web Push notifications in India in order to remarket their products and increase their subscriber base. They got results that were simply astonishing. A 15X CTR compared to email, 3.5X conversion rate compared to email and around 100K subscribers within 8 weeks of the launch of the campaign.
As with most new innovative solutions, there are some common myths about Web Push Notifications among people. Let’s debunk a few
1. Web Push Notifications are difficult to – This belief among marketers largely stems from their ignorance about latest digital marketing products available in the market that make integrating Web Push Notifications in your campaign a breeze. All you need to do is to subscribe to one of these products, pay a nominal amount and begin using them.
2. People do not wish to receive Web Push Notifications – Some marketers feel that Web Push Notifications are intrusive & unwanted. People are wary of web push notifications because they expect to receive them too often, get irrelevant information and receive promotional messages only. If marketers take cognizance of these facts and develop a push communication strategy without ruining the user experience, they will not have to worry about their acceptance.
3. Web Push Notifications do not bring any significant conversion results – Conversion rates vary depending on the industry in question. In the finance industry, average conversion rates are about 30%, in gambling about 15% and in e-commerce about 10%. These are not small figures. Clearly, there is no point to question their effectiveness.
As an obvious result, Web Push Notifications are gaining popularity among modern day marketers quickly and are one of the most effective ways of communicating with prospects and customers. They are also an important component of most Cross Channel Marketing Automation Platforms. If a proper Push notification strategy is implemented by brands, they can come up with significantly positive results that improve not only their brand presence but online sales too. Clearly, Web Push notification is a disrupting marketing channel in today’s age. And we at ValueFirst are super excited at the launch of this feature, even in our cross channel marketing automation product – Infinito. Yes you heard it right! Infinito now supports Web Push Notifications and it’s ever more exciting! For more information on web push or Infinito, reach out to us on email@example.com