Discover web push notifications

  • Share   
web_pus-notifications_browser

Discover web push notifications

1024 536 Dialog Insight

In a reality where businesses must adopt an omnichannel strategy, and where many channels are already saturated, it becomes necessary to think of new ways to reach your users. Web push notifications are therefore an excellent alternative to connect with your users directly, a new channel that is far from saturated. It is also very rare to see emerging channels that deliver impactful results, right from the start, as is the case with web push notifications.

They appeared in 2015 on Chrome and although now available on multiple browsers, they continue to impress marketers. Some companies claim to have a 10x registration rate, which is more effective than any other channel!

You do not use it? Discover them here, since you should install them quickly.

 

What is a web push notification?

A web push is a short alert message sent in real time when your subscribers are using a web browser. They must first activate it on the same browser to receive them. You have probably already seen the opt-in alert as shown in the picture below. By clicking on allow, you subscribe to a company’s contact list and allow it to send you messages.

This is a much simpler and unambiguous way of obtaining consent than a standard form used for other channels. This is one less obstacle to the subscription, which is why the subscription rate is higher than most other channels.

The main benefit of web push notification is that the recipient does not need to have an open browser page to receive alerts. By remembering that browsers are installed on both mobile and computer, the registrant receives them everywhere! You do not miss any opportunity to reach your subscribers. Thus, the click rate of a web push campaign is often very high and you ensure recurring traffic, which contributes to a better ROI.

Let’s now go through the elements that make up a web push notification.

Web push notification

The title is the most important part of your message. Since the number of characters is limited, take the time to write a short and catchy title that encourages people to click directly. Creating a sense of urgency is a good way to do it.

The message matches your value proposition. It should, therefore, be complementary to your title and explain the benefits of clicking on the notification. The text should be short, convincing and straightforward. It must also reflect the content of the landing page to which you are directing your contact.

You should also always add your company logo in your web push notifications to create an identity reminder in the minds of users.

Inserting an image into your web push notification makes your message more attractive. Even if it is optional, it helps to get a better click rate. Moreover, it allows you to distinguish yourself from the competitors. The suggested image size for web push notifications is 360 x 240 px.

However, be careful not to put an image simply because you have the option. It must be added to support your message and add value to your communication. Embedding a bad image can make the user confused and in some cases, it can direct attention away from the message.

Finally, you must make it clear to the user what to do. That’s why adding a call to action at the end of your message is important. The goal is always to click so choose a catchy CTA that gives the taste to know more. Direct your contacts to a relevant landing page related to your campaign. So, you will not miss any opportunity.

Bonus little trick: Using emojis in your web push notifications makes the thing more personal. According to a study, inserting emojis in your messages would increase the conversion rate of web push notifications by 85%.

 

There are 3 types of web push notification:

1.Notifications based on alerts

They are generated by the company to inform users of a new activity. It can be a new blog post, a new flash sale, an exclusive offer, etc.

2. Trigger-based notifications

They are triggered by an action performed by the user. For example, an article abandoned in a shopping cart, a visitor has visited several times a particular article, so he receives a notification to announce a price drop for this article, or to warn that an item is back in stock. Several options are possible here.

3. Notifications based on the segmentation

These notifications are sent to a group with similar characteristics such as gender, age, location, shopping habits, etc. Because this form of notification is highly targeted, it can really increase your clickthrough rate.

 

At the content level, web push notifications adapt to different marketing goals of an organization. They can re-engage a contact, share discounts, share important news, and more (see image below for an example). They also go very well with other ways of distributing the various contents of an organization (e-mails, social media, SMS, etc.).

In fact, web push notifications are perfect for:

  • Short and urgent messages
  • Add a new channel to your omnichannel strategy
  • Send re-engagement messages
  • Encourage your new prospects to finish your onboarding process
  • Companies that do not have a mobile app

They also fit very well in different contexts:

  • Alert of the latest news
  • Abandoned shopping cart campaign
  • New blog post
  • Event Notification
  • Reminder of appointments

In short, these small and timely pop-ups are a great way to connect with prospects, subscribers and existing customers!

 

Is it for B2B or B2C?

I have the impression that web push notifications are perceived as a marketing tactic specific to B2C. However, it is not the case! They can benefit to all organizations, if they identify the when and the what of those alerts.

First of all, I must mention the importance of frequency at the level of web push. Several studies published online show that it is the most important thing to watch for. Indeed, the ” soft spot ” at the sending level is not easy to find. Unlike e-mail or mobile notifications, people are not ready to receive alerts every day. Even less if they are sent more than once a day! However, an alert placed at a convenient time in the customer journey can be very rewarding.

Organizations must also define great content. Information with very small added value ​​for the individual is not worth it in a web push. Keep them for your social media or your newsletter.

Thus, for B2B, information related to webinars, web content, events in person, the arrival of new products (and much more!) can be put forward. They are definitely interesting for the customer. On the other hand, avoid alerts about more general news, such as announcing a new large account or winning an award in your industry. While important to your business, they will not affect the behavior of the person receiving them.

On the B2C side, discount alerts, new products, or the sale of several products are definitely interesting. Here, it’s also important not to abuse the privilege of being in touch with these individuals.

Here is an image that shows you the positioning of the web push notifications in your omnichannel strategy, to help you see more clearly:

Positionning

The difference between web notifications and web push notifications is that although both work on internet browsers, web notifications only work if the visitor is on the website. On the contrary, the web push notifications work even when the visitor navigates on another website and is done in real time.

 

Why use web push notifications?

  1. Easy to program

In fact, they require a small snippet of code that must be connected to the URL of a website. For example, Dialog Insight offers the integration of web push notifications this way. It is possible to test and modify them according to the campaigns and the needs of the organizations.

Beyond that, it’s an easy-to-use tool that works well alongside other marketing tools. For example, you are doing a B2B marketing upselling campaign for one of your high-end packages. You could create an alert on content touting the benefits of the package. It can fit into the automation sequence created for this campaign, which will include e-mail, publications, and your webinar, for example.

 

  1. Easy management of permissions

We live in an era where people are increasingly reluctant to provide their information. A phone number in store? No. Your email on a web page? Not too often. This is also part of the difficulties of a marketer. How far can we go?

What is interesting about web push notifications is that they are not intrusive with the information request. First, the person can accept or decline directly on the alert. In addition, no email address is required, which makes it possible to contact anonymous visitors who are usually shy about giving this information. This is why web push notifications have a better subscription rate than most channels.

I want to specify that even if they are unknown contacts, they are still advantageous to amass. With a good marketing tool, it is possible to mount acquisition campaigns that can pass them into the marketing and the sales funnel. This is the case of our tool, which could allow you to increase the number of contacts at the top of the funnel.

 

  1. Timely communication

Web push alerts can be planned strategically for your communications. Once well programmed, they appear according to the navigation behaviors, the location of the visitor, or according to a position in the funnel. All in real time. This is what makes a tool like Dialog Insight so ingenious in communication planning.

 

What is the impact on my SEO?

Since the appearance of web push notifications, many marketers are wondering if their use has a negative impact on their SEO … Well, the answer is no. And if they are well done, they can even have a positive impact on your ranking.

First, the fact that web push generates recurring traffic can help you on this side. Of course, you must direct your users to your website and already have a SEO strategy in place on your website.

This is also the case with several other metrics. Basically, if your web push notification is done well, that you send quality content, you will have a low bounce rate, people will stay longer on your website and they will visit more pages. These are all elements that can help your SEO in general.

Then, the implementation of web push on your website requires that it is in https. Sites that use this security measure are prioritized over others in the SEO ranking, which also benefits you.

So we can say that web push can help your SEO, provided they are well executed.

 

Tips and tricks to use web push notifications effectively

First, segment and personalize your messages according to the needs and behaviors of visitors. Do not waste a web push on something irrelevant or just by pushing any kind of information. Remember that there are different types of web notifications: transactional, educational, promotional and customer-journey related.

As mentioned above, timing is paramount. Keep in mind the routines of your customers. For example, if you target financial professionals, the web pushes sent at the opening of the stock exchange will definitely go unnoticed.

Finally, pay attention to text and images. Most browsers have a character limit on web push that ranges from 41 to 120 characters. That means you have to hit like a jab, with as few words as you can.

 

Conclusion

In conclusion, it’s true, web push notifications are becoming more and more popular with digital marketers! They are an optimal distribution mechanism for communications.

When used strategically, meaning taking into account internal data, customer behavior, and organizational needs, they can be very positive for all parties.

Dialog Insight manages, since September 18, all that is needed in relation to web push notifications. I invite you to visit our online help to find out how it works!

YOU WILL ALSO LIKE

Débutant

Vous êtes nouveau sur Dialog Insight ?

Cette formation vous apprendra les notions de base afin de pouvoir lancer vos premières campagnes et être efficace rapidement.

Contenu de la formation DÉBUTANT
Débuter avec Dialog Insight Éditer des courriels
Optimiser la livraison de courriels          Segmenter et cibler des contacts (1 de 2)
Gérer les données clients Analyser les résultats d'une campagne
Préparer une campagne  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Campagnes

Vous êtes responsable des campagnes ?

Ce parcours marketing vous aide à peaufiner vos envois et à optimiser vos résultats.

Contenu de la formation CAMPAGNES
Optimiser la livraison de courriels Personnaliser les contenus
Préparer une campagne Utiliser le marketing social
Gérer une librairie d’images Utiliser les tests A/X
Éditer des courriels Inspecter le rendu et les variantes du message
Envoyer des SMS et notifications mobiles      Analyser les résultats d'une campagne
Segmenter et cibler des contacts (1 de 2)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

1 à 1

Les stratégies de personnalisation vous attirent ?

Découvrez les étapes de mise en place d’un marketing personnalisé et ciblé ainsi que son utilisation en temps réel.

Contenu de la formation 1-à-1
Créer une libraire de contenus Personnaliser selon le cycle d’achat
Développer des campagnes automatisées Segmenter et cibler des contacts (1 de 2)
Créer des scénarios déclenchés par des actions en temps réel (triggers) Segmenter et cibler des contacts (2 de 2)
Personnaliser les contenus Inspecter le rendu et les variantes d'un message
Dynamiser le contenu (ex : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Analytique

Vous cherchez à comprendre vos résultats ?

Apprenez à analyser vos résultats, à connaître vos clients et à utiliser l’intelligence d’affaires pour offrir des contenus pertinents.

Contenu de la formation ANALYTIQUE
Identifier les meilleures sources d'acquisition Évaluer le rendement
Suivre les visiteurs sur un site web Sonder la clientèle
Explorer le cycle et les intérêts de la clientèle Utiliser les tests A/X
Définir des règles de scoring et des personas Analyser les résultats d’une campagne

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

E-Commerce

Vous avez une boutique en ligne ?

Ce parcours vous aide à offrir une expérience client enrichissante à vos acheteurs et à augmenter vos revenus de ventes.

Contenu de la formation E-COMMERCE
Combiner marketing et E-Commerce Évaluer le rendement
Développer des campagnes automatisées Ajouter des données au profil du client
Personnaliser selon le cycle d’achat Créer une librairie de contenus
Dynamiser le contenu (ex. : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Génération de prospects

La génération de prospects qualifiés est un défi pour vous ?

Utilisez des stratégies web performantes pour acquérir de nouveaux prospects et augmenter vos taux de conversion.

Contenu de la formation GÉNÉRATION DE PROSPECTS
Développer des pages de destination Créer des processus d’affaires intelligents
Faire l’acquisition et la mise à jour de contacts Sonder la clientèle
Ajouter des options interactives aux formulaires Identifier les meilleures sources d’acquisition

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Admin

Vous êtes responsable de l’implantation ?

Ce parcours vous apprendra à configurer la plateforme, à gérer les utilisateurs et à synchroniser vos données.

Contenu de la formation ADMIN
Débuter avec Dialog Insight Personnaliser l’expérience utilisateur
Configurer Courriel, SMS et notifications mobiles Gérer les données clients
Développer un marketing distribué Optimiser la livraison de courriels
Définir les règles de sécurité et d’accès Ajouter des données au profil du client
Synchroniser les systèmes  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Beginner

You are a new Dialog Insight user?

This training course will show you all the basics to get you going quickly and send your first campaigns.

BEGINNER – Training outline
Get started with Dialog Insight Edit emails
Optimize email delivery Segment and target contacts (1 of 2)
Manage client data Analyze campaign results
Prepare a campaign  

Duration: 2.5h
Location: Online or onsite

Enroll me

Campaigns

You are in charge of campaigns?

This training course will help you polish your messages and optimize your results.

CAMPAIGNS – Training outline
Optimize email delivery Personalize content
Prepare a campaign Take advantage of social marketing
Manage an image library Use A/X testing
Edit emails Validate message previews and variants
Send SMS and push notifications Analyze campaign results
Segment and target contacts (1 of 2)  

Duration: 2.5h
Location : Online or onsite

Enroll me

1 to 1

You want to know all there is about personalization?

Discover how to implement a personalized and targeted marketing campaign, and how to use it real-time.

1 TO 1 – Training outline
Create a content library Personalize content based on buying cycle
Develop automated campaigns Segment and target contacts (1 of 2)
Trigger scenarios based on actions Segment and target contacts (2 of 2)
Personalize content Validate message previews and variants
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location : Online or onsite

Enroll me

Analytics

You are looking for answers in your results?

Learn how to properly analyze your results and better understand your clients in order to offer more appropriate content.

ANALYTICS – Training outline
Find the best acquisition sources Estimate ROI
Track website visitors Get client feedback
Explore client cycles and interests Use A/X testing
Define personas and scoring rules Analyze campaign results

Duration: 2.5h
Location : Online or onsite

Enroll me

E-Commerce

You have an online store?

This training course will help you offer buyers the best possible client experience, as well as increase your sales revenue.

E-COMMERCE – Training outline
Combine marketing and E-Commerce Estimate ROI
Develop automated campaigns Add data to client profiles
Personalize content based on buying cycle Create a content library
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location: Online or onsite

Enroll me

Lead Gen

Generating qualified leads is your everyday challenge?

Use efficient web strategies to acquire new leads and increase your conversion rate.

LEAD GENERATION – Training outline
Develop landing pages Create intelligent business workflows
Acquire and update contacts Get client feedback
Add interactive options to forms Find the best acquisition sources

Duration: 2.5h
Location: Online or onsite

Enroll me

Admin

You are responsible for implementation?

This training course will teach you how to configure the platform, manage users and synchronize data.

ADMIN – Training outline
Get started with Dialog Insight Personalize user experience
Configure emails, SMS and push notifications Manage client data
Develop distributed marketing Optimize email delivery
Define access and security rules Add data to client profiles
Synchronize systems  

Duration: 2.5h
Location: Online or onsite

Enroll me