Call it a heuristic bias, but this is the truth – Browser push notifications are becoming increasingly important for digital marketers. A few years ago, email marketing was the king. Today, the scenario is different. Email marketing is struggling to maintain its relevance and significance. According to MailChimp, conversion rates across various industries are anywhere between 2% and 3%. This unfortunate state of affairs has forced digital marketers to distance themselves from email lists and embrace web push notifications.
Digital marketers are using browser push notifications for
- Customer Acquisition
- Customer Engagement and
- Customer Re-engagement
It’s important to identify and monitor the values of KPIs (Key Performance Indicators) to assess the effectiveness of website push notifications.
Here are 7 key metrics to optimize your web push notifications campaign:
Metric #1: CTR- Click-Through Rate:
This metric is common for emails and web push notifications. For emails, there is another metric called Open Rate which is usually monitored.
Click-through rate is a function of two variables:
- Number of clicks you received on your notification
- Number of subscribers you sent the notification to
If CTR stands at 10%, it implies that your notification was sent to 100 subscribers and only 10 subscribers clicked on the notification.
Website push notifications have higher click-through rates than email lists since the former are opted in by those who genuinely have interest in your business/product and service offerings /news.
So what does this metric tell you about website push notifications? Well, this metric lets you toy with different types of browser push notifications and evaluate the response rate of subscribers.
Digital marketers should focus on that particular type of notifications which have high CTR. The higher the CTR, the better the push notification is.
Metric #2: Revenue from Push Notifications:
Revenue is a function of lead generation. The higher the number of leads, the better the revenue earned is. Conversion of casual visitors to leads depends to a very large extent on the design of your landing page.
The message on your landing page should be in sync with the message conveyed by the push notification. Otherwise, the bounce rate increases.
Here is an example – Let’s say, you own a MOOC website like Udemy and your website push notifications promote a limited time discount on C++ course. A few college students may click on the notification. The notification directs them to a landing page.
Womp! There’s no discount on the course. The messages don’t sync. Your audiences will leave your website and avow to not return again!
Metric #3: Time Spent on a Web Page:
Driving traffic to web pages is important. But is that the sole purpose of push notifications? If that’s the only purpose, what’s the difference between a click-bait and a push notification?
If a push notification is driving traffic to a web page, the bounce rate of the web page through that notification or type of notification should be closely monitored. The average time spent on each and every page should be calculated.
Heat maps should be used to understand what your visitors are exactly looking for on your web page.
Metric #4: Delivery time of Web Push Notifications:
Re-engagement is all about timing. Marketing the right product at the right time to the right customer through the right type of push notification is extremely important.
Is the push notification being delivered at the right time to your prospects? If yes, what’s the impact? If not, what’s causing the delay?
Metric #5: Churn Rate:
Why do people prefer website push notifications over email lists? People don’t like to share their contact information such as email address, name etc. The incidence of spam is very high in case of email marketing.
If your push notifications aren’t delivering any value or if your campaigns are irrelevant with little context, subscribers may think of unsubscribing to your push notifications. If the churn rate is very high, there is a huge gap between customer expectation and customer experience.
Metric #6: Opt-in Rate:
Opt-in rate is a function of two variables:
- Number of people who subscribe to your website push notifications
- Number of people who visit your website
If the opt-in rate is 5%, it implies that 100 people visited your website and 5 people subscribed to your website push notifications
Opt-in rate helps you check if your website is providing recurring value to your audiences. In other words, you will be able to find an answer to this question- Am I giving my audiences a reason or two to visit my website?
If you are running an online store, you can always trigger an opt-in whenever a prospect views items that are presently out of stock. The key is to make a promise that you shall notify him/her as soon as the stock arrives.
Metric #7: Number of notifications sent
Many digital marketers think that this metric is of not much importance. Contrary to popular perception, this metric is also important.
There are many businesses which believe in sending emails daily. For instance, retail brokerage firms send everyday emails about stock market trends, tips and tricks. There are certain businesses which believe in sending emails twice a week. The number of emails sent varies from one business to another.
The same holds true for browser push notifications. It’s important to monitor the number of emails being sent vs corresponding responses.
Curious to learn more about web push notification metrics? Keep watching this space for further insights. Our best wishes are with you and your venture. Cheers!
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