You might have planned brilliant campaigns to target your user base. However, how have been you faring so far? Have you been able to reach your goals within the time? Or, is there still scope for optimization? No matter what marketing channel you use, keeping a track of campaign performance is a must. Unless you clearly know where you are falling short, and the areas where your campaign is giving the desired results, how will you ever learn and grow? That’s where KPIs and push notification analytics come in.
Web push notification analytics and performance metrics
A number of eCommerce merchants are making the shift to web push notifications, and not without strong reasons. With Shopify and tools like PushOwl making it really slick to install and run web push notifications for their store, these merchants have no reason to not add web push to their marketing arsenal. If you too are an eCommerce store owner thinking about starting with your first push notification campaign, begin the right way – by defining your metrics for push notification analytics.
This is defined as the number of people who ‘agreed’ to receiving push notifications from your website out of the total number of people who visited your website. So, if 10 out of 100 people who visited your website subscribed to push notifications, the opt-in rate is 10%.
For any eCommerce store, it is important to have a good user base that has an intent to keep informed about your products, offers, services, etc. Your web push notification campaigns will prove cost-effective only if your target audience approves of being engaged with you through this channel. People ‘agreeing’ to receive notifications from you means that the value or offer that your store is providing them with is a good reason for them to revisit.
A practical tip to increase opt-in rates: Be careful about the time when you show an onsite ‘popup’ to prompt your shoppers to subscribe to notifications. No one likes to be instantly asked to subscribe as soon as he or she lands on the website. Give them time to browse, look around, and familiarize with your offerings. When some time has elapsed and the user has browsed a few pages on your website you can gently nudge him to opt-in. Along with the browser prompt, you can also show a hint screen/overlay to your visitor. This is displayed right next to the browser prompt. This won’t appear too pushy, yet get the job done when it comes to grabbing attention.
And, because the user has spent some time online browsing your products he or she would be clear whether to opt-in or not.
Ps. The catchier your message is while asking them to opt-in, the higher are the conversions. But remember that the value you offer should be clear.
Push notification impression rate
What’s the use of getting people to opt-in when they aren’t even viewing your alerts? Push notification impressions or impression rates show how ‘active’ your subscribers are. No one wants to keep sending messages or alerts that are being ignored. It would just mean a complete waste of time, money, and effort. If no one is viewing your message, there is going to be no further engagement.
A practical tip to improve impression rates: If your online store has a global customer base, planning your web push notification campaigns can be tricky. While some might receive it during the day, the others could be receiving the message at night – by which time, maybe your campaign is no longer valid.
That’s where using Smart Delivery comes in. It uses machine learning to understand when your subscribers are the most active and likely to engage with your push notifications. Using this data, it breaks down your campaign over a 24 hour period, instead of sending it to everyone in one go. This ensures that your message reaches a subscriber at the right time and gets you more engagement, and conversions. Read more about it here.
One of the most critical metrics in your push notification analytics arsenal is the click-through rate on your notifications. As a shopper you want your shoppers to click the ‘CTA’ in your alert/message. This is when the real engagement starts happening.
Defined as the total number of clicks gained from the total number of impressions on your notification, Click-through rate depicts that the user really liked what you are offering and is willing to further explore what’s in it for him.
Again, the gap between the total number of clicks and the total number of views should be the least possible. Online stores have seen a CTR of almost 13% with PushOwl. Check out some of the success stories here.
The main challenge here is that even though you have nailed the timing of your web push notification, and think that your copy too is quite interesting, you still might end up with just a handful of click-throughs. That’s where comparing the performance of your campaigns and testing comes into play.
Compare your campaign with another campaign that performed better. For some stores, campaigns with 2 buttons perform better while for others, adding a hero images does the trick.
A practical tip to increase click-through rates: Use segmentation for personalization. Based on their activity or inactivity, you can create web push notification campaigns that are targeted at nudging an action out of them – it could be to make a purchase or to simply wishlist products.
Additional tip – Introduce time-sensitivity in your offers with the “Do a Flash Sale” feature. For example, a 24-hour price slash on an item that a user has added-to-cart will definitely get you click-throughs on your notifications. It might as well mean a successful sale.
Revenue from push notifications
The ultimate goal for running any campaign using any marketing channel is to maximize revenue out of it. A function of lead generation, higher revenue comes by increasing the number of leads that you generate. Once a user has clicked the CTA on your notification copy, he or she is directed to the landing page.
The offer, design, appeal, and the overall experience that the product page provides the user with is largely responsible for whether the user will ‘convert’ and generate revenue for your business or not.
Let’s say, you own an eCommerce store and a user clicks to open your notification that promotes a time-sensitive discount on electronic products. When the user lands on the ‘electronic products’ category from this notification, it depends on his further experience with your website whether he will proceed further down the sales funnel or not. If the landing page is cluttered and doesn’t clearly highlight the discounted products the visitor will quite possibly bounce-off.
If, on the other hand, you just direct him to a separate landing page that displays all discounted products only, you are more likely to generate revenue from your push notification campaign.
A practical tip to increase revenue from web push: Fine-tune your messaging with your landing page design. It’s important. And, by fine-tuning we don’t just mean consistency in branding and design appeal. Consider this: you are running a limited time discount and have sent out coupon codes using push notifications. Your shopper clicks on the notification and is directed to the landing page.
Since you have sent the shopper to a landing page with discounted products, they quickly make the purchase, successfully converting from a subscriber to a customer. These little details matter. Keep things in sync and under check.
Opt-in rate for push notification is high. That’s because people generally don’t like to share information like email id, contact number, etc., with marketers. You don’t need to share any such information when opting in for push notifications. However, opt-in rates are not a complete measure of the efficiency of push notifications that you are running.
To know whether people are actually finding any value in your notifications take a look at your churn rate. If your push notifications are failing to interest and engage people they will unsubscribe. A high churn rate means you need to re-think your web push notification strategy.
A practical tip to reduce churn rate: There is a lot to be done here. However, begin with making push notifications feel ‘non-intrusive’. Don’t bombard your users with five notifications every single day.
A single notification from your store is enough to maintain brand recall and fetch engagement. Another important tip is to send out more behaviorally triggered notifications, such as abandoned cart reminders, back-in-stock notifications, etc.
Wrapping it up
Keeping a track of the return that you are getting from your investment on push notifications will help you identify areas of revision. All the metrics that we’ve discussed in this post are key to understanding your campaign performance. However, there are some micro metrics in push notification analytics that you can keep a tab on to improve results from your web push notification campaigns.