Web push notifications are one of the most effective ways to target prospects who are showing interest now and bringing them back to your website, converting them into paying customers of your products or services.
The Strengths and Weaknesses of Retargeting Ads
There are many options for advertisers today, and when it comes to trying to reach people who have recently visited your website, one of the most popular approaches is the use of retargeting.
The most common form of retargeting is a method whereby banner ads for your product are shown to your visitor at sites they visit on the web after they have left your site. This retargeting could continue for a number of hours or days, depending on how you have your retargeting program budgeted and configured.
However, as powerful as this ability is – it still has its limitations.
One of the most typical limitations is, this former visitor of your website typically sees the same ad, or a variation of it, as they travel around the web.
While this method can and does work, it lacks one thing that would make it more effective: Personalization.
But because the viewer continually sees the same ad or its variations, after a while they can begin to ignore these ads. One reason is, in general, web visitors are increasingly ignoring banner ads altogether. Add to that, these retargeting ads can be somewhat generic and they don't "up" immediacy factor. They don't speak directly to the consumer in a way that might prompt them to take action, that is – to make a purchase.
Retargeting with Personalized Web Push Notifications More Effective
Using web push notifications, also called browser notifications, offers one thing your typical retargeting ad lacks: the ability to personalize the message to a specific viewer or segment of subscribers.
Web push notifications are extremely powerful for a number of reasons, including:
- Real-time delivery
- Ability to reach your viewer no matter what website they are visiting
- Can include a thumbnail image and a clickable link
- The message displayed at the top of the browser window above content, interrupting your viewer with a "breaking news" type of announcement
Web push notification retargeting vs. typical retargeting
Let's look at the difference in using typical banner ad retargeting methods versus the numerous ways you can use web push notifications. Retargeting with web push notifications can be used for after site visits, shopping cart abandonment or wishlist items.
Typical retargeting example
Let's suppose that a visitor came to your site and looked at a specific product.
In the typical method of retargeting, a banner ad will keep showing a generic message and picture of the product. However, the prospect has already looked at the product. This ad simply serves as a reminder of the product to the prospect. These reminders may continue for hours or days, but they don't extend beyond this basic task.
These ads aren't doing the job of trying to entice and engage the prospect into action – again, they are only giving your prospect reminders.
Then there is the fact that these ads are usually static banner images, which means that your prospect may be ignoring them altogether or they may be falling within their "learned blind spot," meaning – viewer may have already trained themselves to avoid even looking at any and all banner ads.
Example of web push notification retargeting
Retargeting with web push notifications is a completely different ballgame. Here's an example…
Suppose a visitor came to your site and looked at a particular product or service. Perhaps the visitor even compared different models and price points for that product or service. Let's give this comparison a generic name for our example such as "standard" vs. "deluxe."
But your visitor ended dropping off from your site without making a purchase.
Using Web push notifications, as your prospect moves on to other websites, you can target this prospect with a message and an offer specifically aimed at that product or service.
You can send that prospect a message such as: "Deluxe now available at the cost of standard. Hurry, this offer ends in 24 hours!"
Rather than having a static, generic banner as your retargeting device – you now have a very specific offer, aimed at that prospect's specific product or service of interest. Additionally, you've been able to include immediacy and scarcity into the deal, by enticing your prospect to take action within a specific timeframe to avoid missing out.
Rather than simply showing your prospect a banner ad that reminds him they were interested in that product, you've taken it much further by giving them a specific offer they can only get if they hurry.
Retargeting for abandoned shopping carts
According to some studies, on average, 67% of items in online shopping carts are abandoned.
As you should be able to deduce from the above example, the same type of approach can be used for retargeting visitors who have placed items in your shopping cart without completing their purchase.
With web push notifications, you can offer people who abandon their shopping carts limited time discount or discount codes as a way to prompt them to complete their purchase.
These notifications can be automated to be sent at a specific time interval after shopping cart abandonment. You can set general discount percentages or dollar amounts in your messages.
You can even set automation for a series of messages to go out at various time intervals. The discount offers at those time intervals can vary as well.
For example, 24 hours after shopping cart abandonment, you can offer them a 10% discount for completing the purchase. After 48 hours, another message is sent offering them 20 percent off. After 72 hours, a "final offer" discount message is sent with a "last chance 30% discount."
The next iteration of web push notification retargeting is wish lists. Just as you would do with abandoned shopping carts, you can send discount offers for items in your customers' wish list.
In addition to offering discounts, you can also include messages about why purchasing the item they have on their wish list is a good idea. You might include excerpts of reviews or testimonials while including links to the same.
In short, you can use many things that might prompt your prospect to think more about the product, whether it be problem-solving, quality, popularity, demand, etc.
- The most common method of retargeting website visitors is through the use of (typically static) banner ads that appear to your prospect on various other websites they visit as they travel across the Internet.
- Typical retargeting banner ads show the same ad or its minor variations and are somewhat generic as they lack the ability to be personalized to each individual prospect.
- Retargeting with web push notifications allows you to send personalized messages to your prospects wherever they are on the web in real-time, with a thumbnail image and clickable link.
- Personalized web push notification messages can offer unique incentives to each individual to encourage that person to make a purchase around their specific product or service of interest.
- Personalized web push messages can be used in retargeting people who have abandoned their shopping carts with individualized incentives, such as a discount, to encourage them to complete their purchase.
- Web push notifications can also be personalized to specific items in an individual's wish list, offering them justifications for making the purchase, whether by mentioning reviews, testimonials, other information or making discount offers.