How To Optimize Your Conversion Funnel With Push Notifications
Your Conversion Funnel is simply an elaborate roadmap that you create for your potential customers. It is visualized as a funnel since customers churn out at every stage. As a marketer, it is your duty to guide the prospects through this funnel, and reduce the churn rate (dropping off) of customers.
However, if you think about it further, it should ideally be called a Conversion Pretzel instead of a conversion funnel. With the abundance of easily accessible content, consumers are overwhelmed with this excess of information. There is no chronological flow to follow, and the traditional siloed marketing approach won’t quite work. Since every customer thinks differently, it is important to loop every stage together, and a convoluted pretzel-shaped customer roadmap makes a lot more sense.
In this article, you will learn about how you can incorporate Web Push Notifications to the various stages of your conversion funnel (or conversion pretzel, if you may). There are multiple stages that need to be taken into account for a proper marketing strategy:
But, why Push Notifications in particular?
There is a multitude of marketing channels out there, with new ways and campaigns to reach out to your customer. But how can you set yourself apart from the masses and interact with users who are distracted by choice? How do you reach out to your customers in real-time and tailor each conversation? How can you automate engagement with your audience through every stage of the conversion funnel? The answer is – through Web Push Notifications.
Web Push Notifications are tiny clickable prompts with snackable information, which appear at a corner of your browser. These notifications are sent in real-time, and have a high delivery rate. With Push Notifications, you can interact with users who aren’t even on your website, but just on their browsers. It is an ideal medium to make sure your users keep coming back to your website. In fact, you don’t even need their contact details to communicate with them. All you need is their permission or ‘opt-in’.
As of 2016, Google Chrome had about 2 billion installs among active users across desktop and mobile.
Everybody uses a browser, on their desktops as well as phones; this is where Push Notifications come in handy. It is an incredible marketing automation tool with a wide reach. Unfortunately, despite being in its nascent stage, people have already started finding Push Notifications spammy and annoying. This is because mass broadcasting a notification is grossly ineffective and irrelevant. The success of Push is based on delivering contextually relevant content to the right audience at the right time, without spamming the user.
Perfect Push Notification Strategy = Personalization + Optimum timing + Acceptable Frequency + Crisp Content Copy
With this article, you will be able to use Push Notifications to its full potential, through every stage of the conversion funnel, and increase your conversion rate significantly. Let’s begin.
Web Push Notifications can work seamlessly with your overall marketing strategy, and also help you reduce your Customer Acquisition Cost. As the term suggests, Customer Acquisition Cost is the cost incurred by a company to acquire prospects, and it includes your marketing and sales costs. With Push Notifications, you can easily establish a connection with your potential customers, once they are on your page.
But, Push Notifications don’t work in a vacuum. Your other mediums of marketing are important too, since they have a direct impact on the performance of your notifications. The prerequisite to any Push Notification strategy is to get visitors to your webpage, and this is where you require the help of other marketing channels.
The Rudiments of a Good Push Notification Strategy
1. Work on your content. Make sure you write the content according to your target audience. Know what questions your ideal audience is asking, and put out content that answers them. You can also use visuals to make your content more comprehensible. Any amount of advertising won’t help much, if the content is not good itself.
2. Work on your website and make it search engine friendly. Delve deep into Search Engine Optimization, and improve your Page Rank. Although it will definitely take you months to get this right, this is essential to drive more traffic to your page organically.
3. Leverage your email marketing strategy. If you have a good number of email subscribers, you can even embed a link of your triggered webpage in your email newsletters, and redirect your email subscribers to a page where they can opt-in to receive Push Notifications.
4. Represent your brand on multiple social media platforms, and build an engaged audience. You can then provide a link to your page with the opt-in trigger in your profile’s bio, as well as run other marketing campaigns and advertisements.
5. Finally, once the potential visitor actually comes to your webpage, you can trigger a perfectly placed opt-in.
Getting that Opt-in
If a potential customer visits your website, that means you have built up their interest in your product, service, or content. We are spoilt for a lot of choices, so you need to make sure that you keep the visitor’s interests into consideration. You need to provide them with something valuable, like guides, offers, freebies, etc. You can’t expect to monetize anytime soon, so work hard towards building their trust.
Now, set an opt-in trigger which provides a clear value proposition. Unfortunately, you can’t really play around with your opt-in prompt much, but you surely can experiment with its placement and trigger intent. Make sure you don’t spam the visitor by setting of the trigger the second they land on your page. Give them a minute or two to look around after the page loads, and convince them to convert from a visitor to a subscriber.
Push Notifications boost your engagement, and help you improve your conversion rates. Once the visitor has opted in to be a subscriber, you can send them real-time notifications with new content, offers, discounts and more. Push Notifications can make customer engagement completely frictionless, since pretty much every component contributes to increasing engagement rates.
Once you add a CTA button(s), it will naturally increase the click rate, and consequently boost user engagement. A CTA button nudges the user to take a particular action. But with VWO Engage, you can give your subscribers much more choice. You can add not one, but two CTA buttons, and redirect the user to three different pages, with one single notification.
Welcome Drip Push Notifications
These are the first set of automated notifications that you send to your new subscribers. It is a stepping stone to building a rapport, and give them a reason to remember you. This feature cuts down your efforts by allowing you to set welcome messages in the form of notifications, and automate the whole onboarding process. Sign up now, give it a try, and nail user engagement with Welcome Drip Push Notifications.
Big Hero Images and Thumbnails
Enrich your Push Notifications, and make them more clickable by using visuals. With visuals, you can not only add context, but also build emotional connections with your subscribers. The Psychology of Visuals will help you improve engagement, and boost retention. Use banner images and logos to tell stories, increase brand recall, convey messages, encourage clicks, and more.
Segment your Audience with Segment Creator
Push Notifications perform much better if you tailor the communication for every user. This is called Personalization. A single marketing campaign cannot work for the masses, so you can use the Segment Creator to categorize your audience according to their demographics, behaviour, activities, devices, etc., and make your Push Notifications much more engaging on a personal level.
With this feature, you can now create predefined campaigns, and each campaign can have multiple notifications working towards a single goal. It is practically impossible to send out notifications to each subscriber manually. Now, with every user action, you can provoke a set of notifications using audience segmentation, and create campaigns to send contextually relevant Push Notifications to all your subscribers.
Engaging users the first time is comparatively easy, but keeping them engaged throughout the user journey is what requires a good strategy. Once the subscriber has read your article, bought a product, or taken a trial of your software, they have no reason to come to your page again. With the cornucopia of apps and softwares available, they might just forget they ever subscribed to your product or service. This is where Push Notifications can help you.
Push Notifications are highly effective in re-engaging and retaining your subscribers. Since users bounce off from any website sooner or later, Push Notifications help in keeping them active. As a tool, it is not limited to helping you in reducing the churn, but it also aids in increasing a user’s Lifetime value. Push Notifications work out for every industry, and here are some ways in which they can be used.
Re-engage Users After Their First Purchase (For the eCommerce Industry)
Spoilt for choice, the subscriber can look for what every website has to offer, and then make a purchasing choice. But, with Segment Creator, you can bring the subscriber back with a simple message, by sending price drop alerts or recommending them products with the help of their wish list, browsing history and purchase history. Now that you know what the users prefer, it’s easy to get them back.
Share New Articles with Your Subscribers (For Bloggers, News and Media Websites)
Once the visitor reads any of your articles, there are little to no chances that they will come back to read more without subscribing to newsletters or Push Notifications. But, you can always recommend articles to your readers on the basis of the last article they read, liked, or shared.
Retain your Students Using Gamification (For Online Learning Industry)
Gamification is an effective technique to engage and retain your customers, especially in Online Learning.It can also be used to improve the learning experience. With gamified Push Notifications, you can also reduce the churn rate.
Monetization is basically converting your sales and marketing approaches into revenue. You have been working towards this throughout the whole conversion funnel. It works hand-in-hand with Customer Engagement and Retention, and Push Notifications is an ideal vehicle for monetization. By sending out relevant Push Notifications, you can use your existing subscriber base, and further, enhance the lifetime value of each subscriber.
Upselling can be defined as the efforts made to drive your current customers towards upgrades, or add-on features, and deriving more value out of them. This will help you in making a more profitable sale, as well as increase the Average Order Value(AOV). It is all about making suggestions and maximising your sales.
For example, in terms of SaaS products, you can add to your revenue by recommending higher plans at discounts.
You can send Push Notifications to the existing user-base, and with the data you have collected, you can promote new products, apps, etc. Convincing users from one product to try another product, is comparatively easy. Naturally, these users are easier to retain in the long-run. Cross-selling gives your users more value, and helps maximise your relationship with them.
For instance, Amazon boosts its AOV with their recommendation system by encouraging customers to purchase more, and recommending other products which are frequently bought together.
Save more with VWO Engage
Did you know that VWO Engage charges you for fewer subscribers than you actually have? It doesn’t charge you for the dormant subscribers, and we call this Ghosting. Using statistics, we can predict which subscriber will never receive notifications. These subscribers are marked as ghosts, and treated as unsubscribes (and these are the subscribers you don’t pay for).
Despite being marked as ghosts, VWO Engage constantly attempts at delivering a message to these subscribers. As soon as the message is delivered, we un-ghost the subscriber, and you won’t pay for them until there is an impression or a click.
It isn’t all about monetization. You need to create a memorable experience for your customers, and delight them with small gestures. Every Push Notification doesn’t need to be sent with a quid pro quo, but you can keep the existing customers happy by establishing a stronger bond with them.
Thank your customers by sending them exclusive content, special discount, etc. Make them feel special and create a holistic customer-centric strategy which includes post-monetization interactions. This will improve your brand image, thanks to word of mouth. Happy customers are the best advocates for your product or service.
You can also ask them for feedback and testimonials. Once you show these testimonials on your website, it helps you build trust for your potential customers. This will indirectly help you in acquisition, and ergo, completes your conversion funnel.
It isn’t necessary that the potential customer has to go through all the stages in a linear flow. Some customers might just convert within the first step, and some might just churn out to never come back. It is only sensible to be prepared for every possible reaction, precisely why it is less of a conversion funnel, and more of a conversion pretzel. Just keep experimenting with Push Notifications, and better your overall marketing strategy.