As re-marketing stays on top of the list, for driving valuable conversions at the lowest possible cost, came the synergistic idea of being able to send notifications bereft of the hassle of downloading applications.
And Website push notifications were born!
While you could set up your own service worker to send website push notifications, companies tend to prefer cloud messaging services like GCM (google cloud messaging) and ACM (Apple cloud messaging) for the same. GCM or ACM provides automatic queuing, support to resend message to an offline device that is registered.
For more information on setting up your own service worker or setting up GCM for Push Notifications, refer to this link.
You would require a GCM id for setting up the push notifications which will go to the manifest.json file (provided by the push notification vendor) which would then enable you to send website push notifications.
Website Push Notifications have been a hype lately but sadly have been underutilized.
While on an http website a customizable request window will open to ask if you as a user want to opt in for push notifications, you could affirm and it will take you to another pop-up window which will again ask you to do so.
The pop-up in the second step is not customizable and will appear the same for all websites.
While on https websites you have the option to avoid the first request window and can have the pop-up alone to shorten the opt-in path for push notifications.
While it is always better to establish a context for users opting in for push notifications, the request window can be used to communicate the advantages that a user will get if he subscribes to your website push notifications.
There are many players in the market which would enable you to use push notifications including; PushCrew, which has gained popularity in the recent years but lacks user friendly interface to go for advance functionality like sending notifications based on events and tags. While almost all of these companies provide this service for a cheap deal, but there is one player by the name of “One-signal”, which provides push notification service for FREE, but takes the permission to sell your website data for research purposes (which shall not be a point of concern for Startups given its for free). There are other players including intercom, izooto which are good to explore.
One such player that I have been using is “qgraph” which is a Bangalore based company, which provides advance targeting based on events set up on the website. It charges on the basis of clicks that turns out to be around 10 paise per click which I think is pretty reasonable considering the functionality provided.
As push notifications are browser-based notifications, with the help of GCM you could send notifications on any popular browsers like chrome, Mozilla firefox except Safari for which you would require an ACM key which is comparatively expensive.
There are 2 types of campaign types in push notifications; one are regular campaigns which will be sent manually to all or a segment of your opt-ins. The second one is the trigger campaigns which works automatically based on the events which you configure on your website.
Then next steps include setting up events on which you want your push notifications to fire on. You would be required to put up events in the manner described by your service provider so that their dashboard understands what a particular event means.
Configuring events can be made easy with Google Tag Manager. Using GTM you can set up custom events on specific parts of the website and send Data by pushing dataLayer to customize the push notifications dynamically. To know more about data layer please visit this link.
One example of using push notifications to boost your website remarketing is to have event placed on the checkout page of your website and on the thank you page. You can then send website push notifications to people who have reached the checkout page but didn’t go to the Thankyou page by including people whose sessions have triggered the checkout page event but didn’t trigger the event on the Thankyou page. Using Data Layer you can use login data like the name of the user and customize the notification to get better CTRs.
While website push notifications have performed excellent for me to drive people to my website. There are key questions to ask your push notification vendor before you take it onboard;
1. How far is the deliverability of the notifications guaranteed across browsers?
2. How are you charged for the notifications (can be on clicks or on successful deliveries)?
3. Do you have the option to provide 2 buttons on a single notification to take the user to different destinations based on the user input?
Considering the heavy amount of money and efforts spend in dynamic re-targeting campaigns, website push notifications are much cheaper to configure and send. Website Push Notifications drives a lot of re-marketed traffic to the website. This is particularity essential for website selling high ticket products where users don’t usually complete the checkout process in a single go and also for website which requires re-targeted traffic like Blogs or an e-commerce website.
Ending with a concern, I would say that since currently there are no strategies in place for website push notifications even from some of the major players in most industries, thus bombarding users with irrelevant notifications can eventually blind users to it which could make Website Push Notifications Drastically inefficient.