Get More Subscribers With The Right Push Notification Opt-in Strategy [Part 2]
Here, in the second part of Opt-in Strategy Series, we will be looking at other ways of getting more subscribers through push notification opt-ins.
As we always recommend, do remember to A/B test the points given below and look at analytics to see what’s working best for your website and audience.
1.Write a succinct permission message
The message in your opt-in tells your visitors why they should subscribe to your push notifications. What this means is that the copy must clearly convey the benefits of receiving your push alerts.
Here are a few things to keep in mind when composing the opt-in copy.
i. Target audience: What kind of people are you targeting? It could be marketers, online shoppers or media professionals. Once you know who your target audience is, frame your message accordingly.
ii. Benefits of receiving push notifications: In the message copy, convey the benefits of your push notifications to the visitors. For example, online retailers, airline booking sites, hotel aggregators or even publishers can mention, in their opt-in message, the updates on discounts and offers that the subscribers can avail through your push notifications.
Remember to pay attention to the tone of your message. A funny or teasing tone is great. But, steer clear of anything that might be offensive or that may come on too strong.
iii. Frequency: Build trust by being honest about the frequency of notifications you’ll send. Make sure to tell them that you respect their privacy and that they can turn off notifications any time they want. This way, they’ll be a lot more open to receiving your alerts.
iv. Catchy headline: Grab attention with a great headline. It should convince the visitor to read the permission message further. It could be something that’s funny or powerful or anything that would persuade your target audience to subscribe to your notifications.
2. Use other communication channels to encourage subscription
Web Push Notifications are becoming omnipresent in the digital realm. And a side effect of this is that a visitor may spontaneously refuse a website to send them notifications or worse, simply ignore it.
But, when you give the right context and build anticipation about what your web push notifications will offer, you’ll see an increase in opt-ins. Hence, we reckon that you use other channels to promote details of the benefits of subscribing to push notifications. The benefits may be quick updates, discounts, or latest trends.
You may also add links or buttons within other communication channels for your subscribers to reach the opt-in landing page. Newsletters, social media and email are a few channels you can use to divert traffic to this landing page.
3. The Art of Using Buttons and Links for Opt-in
There are strategic ways you can get more subscribers by using buttons and links, specially in your other channels of communication, like emails, newsletters and reports. If you implement them wisely, you’ll see a boost in your subscriber count. Take the below example to understand this clearly.
Example: If you have a SaaS website, you may be having e-books or reports for your website users. Use this to your advantage. When a visitor wants to download the copy, set the child window to appear, that asks for permission to send them push notifications. When the visitor clicks on “Allow”, they get to simultaneously download the report AND become a subscriber.
Quick tip: Once the person completes the actions from the example above, set another page to appear that asks them to schedule a demo with your sales team.
4. Use Call-to-Action (CTA) buttons on high traffic pages
Your customers/readers are likely to land on every other page on your website, be it product pages or category pages. Homepage is where the majority of your traffic is pulled to. Hence, it’s recommended to have a plain header or footer opt-in on those pages.
Example: If you have an online retail website, tempt your visitors to subscribe to your push notifications by offering discounts, new category news, product updates or when limited edition products are back in stock. This works particularly well for your first time customers.
Quick tip: Ensure you place your CTAs on the top of your homepage, to give the best visibility. But remember to set it in a way that doesn’t cause the page to look messy or crammed.
A/B test these things specifically:
– Positioning of your CTA button.
– Color of your CTA button. It can make a huge difference.
5. Wait! Check this out before you leave : Master the Exit Intent
You’ve worked hard to bring visitors to your website. But over 90% of them exit without performing a desired task, like subscribing or buying something. This means that they have not engaged with your website sufficiently. And this in turn is a lost opportunity. But, when you apply an exit intent strategy, you’ll see more subscriptions and less bounce rate. Let’s explore this further.
Exit intent technology identifies the perfect moment when a visitor is about to leave your website and launches a popup. You can set the popup to contain a discount, voucher or an enticing offer, exclusive to new subscribers.
Example: An e-commerce website may use an exit intent popup by offering personalized recommendations with an option to sign up. This can be combined with discounts on similar products the visitor browsed. This not only cross-sells or upsells your products, but also sparks a genuine interest in your website, gives you a higher online visibility and encourages the visitor to sign up for your push notifications.
Quick tip: Sync your exit intent popup color with the page it launches on. Do this while ensuring that the copy in it is clear, short and interesting. If the exit intent is about downloading an ebook or a report, then ensure that the content of the download file is informative and relevant. Lastly, A/B test various combinations of elements like color, copy and incentive to identify which combo is giving you a unicorn of an output.
6. Make an offer they can’t refuse
Offering an incentive has been a proven and ethical way of having visitors convert to subscribers. Incentives not only convince people to sign up, but even stay engaged with your platform.
Example: Offer incentives like free ebooks, reports, podcasts, webinar invites, exclusive discounts or other lucrative giveaways. E-commerce platforms can offer coupons, discounts, daily deals or a chance to win vouchers. Airline platforms may tell visitors in their opt-in message that through push notifications, they can stay updated on flight timings, sale tickets or new destinations added to the airline list.
Quick tip: Even after a visitor becomes your push notification subscriber, focus on offering incentives that keep them subscribed to your platform and stay engaged.
7. Welcome Message: Helping them remember you and staying engaged
The last step after a visitor converts to a subscriber is to give them a rich onboarding experience with a welcome message. The message can be automated to trigger right after a visitor signs up for your push notifications. The message can be about educating the new subscriber on how to navigate about your platform, a highlight to a specific feature or simply a personalized message. This is a great way of helping your new subscribers have a seamless user experience and for your brand to engage with customers.
You may read the previous part here.