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.
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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.
Nearly 90% of your website visitors are anonymous. Moreover, you have spent a substantial amount of time and resources in acquiring these visitors 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 these 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 play a vital role in engaging and converting those anonymous visitors into your first-time buyers and repeat customers and drive business revenue. Here’s an example of how Mister Aladin, - Indonesia’s leading OTA, was able to garner ROI from web push notifications and managed to convert its anonymous website visitors into paid customers. Mister Aladin deployed triggered web push notifications (notifications are shown only to new website visitors) targeting visitors with a discount voucher for any booking completed on the site. The voucher was claimed by nearly 16% of the anonymous website who went on to complete a booking on the site, thereby converting them into buyers. Key campaign stats: CTR: 16%
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 popular reason is “customers unexpectedly walk away from their computer.” While there is not much you can do to prevent someone from walking away, you need to find a way to engage them when they are back to their computer. Using web push notifications, you can target these cart/ website abandoners urging them to come back and complete a purchase - even when they have closed the website! Further, you can entice them with discounts or offers to boost the chances of completing a 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%
“Not found what they were looking for/ does not work correctly,” is the second most popular 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 to complete a transaction. Here’s an example of how one of the world’s leading telecom providers achieved ROI from web push notifications by getting people back to their site. In this example, a web push campaign was set up targeting customers who for reasons unknown were unable to complete a mobile recharge via the website. The mobile recharge and bill payment campaigns generated a healthy 18% CTR and a 14% conversion rate. Key campaign stats: CTR: 18% | CVR: 14%
Sometimes 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%
Advertising revenues for digital publishers grew 18% year over year during 2014-15 and looking at the trend it is set to grow further. Growing revenue from digital ad sources means publishers are looking to increase visitors and engagement on their website. Web push notifications help marketers achieve this by driving repeat visitors to the website while attracting new subscribers simultaneously. 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
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 book a consultation - for a fee. Though web push notifications are not driving consultations directly, the revenue potential from the traffic driven to the content on the site is huge. Thus, Lybrate was able to achieve ROI from web push notifications. In the case of Lybrate, web push notification campaigns received a CTR of 23%. Web push notifications not only help 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%
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