How to measure ROI from web push notifications

January 27, 2017 - 8 minutes read
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Marketing accountability has always been elusive, and it remains a challenge for web marketers even today, to identify their best sources of revenue. Tasked with the responsibility of delivering real business results from marketing spends and not some squishy metrics such as eyeballs and visibility, web marketers are now increasingly looking for answers such as ROI from marketing campaigns. In the recent past, web push notifications have emerged as a key channel to not only engage website users but also pass-on the necessary data for marketers to track ROI from web push notifications. In this post, we look at some real-life web push notification campaigns and how they played a pivotal role in driving revenue and generate ROI for online businesses.

Turn unknown visitors into first-time buyers

 
Nearly 90% of your website visitors are anonymous. Moreover, you have spent a substantial amount of time and resources in acquiring these customers and the cost of letting them go, without completing any action or transactions could prove fatal for your business. Add to this, the challenge in driving users towards their first purchase and you get a fair idea of how important converting this unknown visitors is for your business. Unfortunately, there is no way for you to reach out to these users too except via paid retargeting ads (that are spammy with questionable performance), until the recent arrival of web push notifications. Web push notifications can indeed play a vital role in engaging and converting those anonymous visitors into your first-time buyers and repeat customers for driving revenues. Here’s an example of how Mister Aladin, one of Indonesia’s top OTA, was able to trace ROI from web push notifications and managed to convert its anonymous website visitors into paid customers. Mister Aladin deployed triggered web push notifications targeting new website visitors with a discount voucher for any booking completed on the site. The web push campaign converted nearly 16% of its anonymous website visitors into first-time buyers who claimed the voucher and completed a booking. Key campaign stats: CTR: 16%

Notify users of pending purchases

 
The average rate for online cart abandonment is 67%, which doesn’t sound too healthy for businesses out there. While there are several reasons for this phenomenon, the third most reason is “customers unexpectedly walk away from their computer.” While there is not much you can do to prevent it, a solution, however, is to get users back to complete a transaction. Using web push notifications, you can target these cart abandoners urging them to come back and complete a purchase – even when they have closed the website. Even further, you can even entice them with discounts or offers to come back and complete the transaction. In this example, a leading e-commerce player saw ROI from web push notifications by reminding users of incomplete or pending transactions. The campaign resulted in an average CTR of 19.5% and a conversion rate of 6%. Key campaign stats: CTR: 19% | CVR: 6%

Help users get back on track with payments

 
web push roi“Not found what they were looking for/ does not work correctly,” is the second most reason for users to leave a website. Given that nearly 67% of the people don’t end up completing a purchase, web push notifications can be effective in getting these users back and complete a transaction. Here’s an example of how one of the world’s leading telecom providers achieved ROI from web push notifications. Web push notifications were deployed by the telecom service provider to drive incomplete transactions on their website. In this example, a web push campaign was setup to target customers who for reasons unknown were unable to complete a mobile recharge via the website. Needless to say, it worked well for them. The mobile recharge and bill payment campaigns generated a good 18% CTR and a 14% conversion rate. Key campaign stats:  CTR: 18% | CVR: 14%

Remind users of necessary transactions

 
web push roiSometimes it is a good idea to remind customers of what they can do on your website and web push notifications can come in very handy for the same reason. Here’s an example of how a leading telecom service provider saw ROI from web push notifications by reminding users of critical tasks they can accomplish on the site. In this example, the bill payment reminder campaign generated a healthy 26% CTRs while converting 14% of the users who clicked on the notification. Key campaign stats: CTR: 26% | CVR: 14%

Drive revenue by increasing website visits

 
web push roi Advertising revenues for digital publishers grew 18% year over year during 2014-15 and looking at the trend it is set to further in the coming years. Growing revenue from digital ad sources means publishers are looking to increase visitors and engagement on their website. Web push notifications helps marketers achieve this by way of driving repeat visitors to the website while attracting new subscribers. In this example, SportsCafe – a one-stop platform to the sports fans used web push notifications to drive repeat visitors to the website while attracting new subscribers. With web push notifications SportsCafe achieved up to 32% Increase in average page views, 10,000+ users driven to the site in their first 100 days, 120% Increase in time-spent from ‘web push visitors’ compared to regular visitors and a 32% click-through rate observed for web push notifications. Thus SportsCafe was able to see ROI from web push notifications by driving more traffic and relevant audience to their website. Key campaign stats: CTR: 32% | Time spent on site: 120% increase

Drive revenue with content marketing

 
web push roi Lybrate, a health-tech company is a community for doctors and medical practitioners. Through Lybrate, website visitors can learn more about fitness, treatments, general health and even book doctors appointments through the site. Lybrate uses web push notifications to drive traffic to health-related content like fitness, chronic diseases and such on their website. Each health related article is authored by a certified Doctor with whom the reader can consult for a fee. Though web push notifications are not driving consultations directly, the potential of revenue from the traffic driven to the content on the site is huge. Thus, Lybrate was able to indirectly witness ROI from web push notifications. In this example, web push notifications received a CTR of 23%. This not only helps drive digital ad revenue but also revenue from paid doctor appointments and health packages that are booked on the site. Key campaign stats: CTR: 23%

To learn more about how we can help your business drive revenue with web push notifications, get in touch with us below.

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