Push notifications are a valuable tool for increasing user engagement, and they’ve become prolific in the smartphone era as users rely on mobile applications for an ever-growing number of purposes in their day to day lives. The Apple and Android operating systems have massive application ecosystems, allowing users to install any number of applications on their smartphones. However, smartphone users don’t open every application every day, and push notifications are an effective way to increase user engagement by up to 88%.
Google Chrome is the most widely used internet browser in the world with a 65.27% market share. Even when mobile app ecosystems were using push notifications, web developers lacked such a tool. But as consumers were increasingly shifting from desktop to mobile, mobile web versions were not able to compete with app counterparts. Google Chrome introduced support for web-based push notifications in 2015 with Google Chrome version 42, allowing web developers to engage with their users in the same way that app developers can. Here are 5 different ways you can use Chrome push notifications to the advantage of your business.
User acquisition is the primary step after first gaining a prospect’s interest. It is not an easy task. A prospective user might visit your website once and leave without making a purchase. But the user still might have buying intent, and if they forget about your service, they might make a purchase elsewhere. The solution is to be present in the mind of the user with regular messages and other information. Chrome push notifications are the ideal tool for that. Even if the user visits only your website and does not download the mobile app, you can still reach the prospect with Chrome push notifications.
Lack of user engagement features was one of the main drawbacks of mobile browsers compared to apps. This changed with the introduction of Chrome push notifications, which can be used to drive traffic to your website or web application. Push notifications in Chrome help to capture users’ attention fast and refresh their memory. You can notify customers of events, special offers, new products, etc. using Chrome push notifications, which helps to increase traffic and convert more visitors into subscribers or sales.
Sustained user engagement is key for retaining customers for the long term. If customers are not using your service regularly, they are more likely to forget about your brand. As a result, your business is likely to lose these customers over time. If you have a subscription service with a monthly payment, users will remember your business when checking their credit card statements. If they haven’t used your service in a long time, they’re likely to unsubscribe. Sure, you could focus on acquiring new customers to replace those who have churned, but customer acquisition is costly – up to 7 times more costly than retaining existing customers, in fact. Increasing customer retention increases customer lifetime value (CLV) and profitability for your business.
One of the key concepts in marketing is STP, or Segmentation, Targeting, and Positioning. All customers are not the same and will not respond to the same messages the same way. What’s more, sending all notifications to all users can easily lead to alert fatigue. The good news is that you don’t have to send the same messages to all users. Segmentation is the process of dividing customers into different buckets or categories according to their demographics and interests. Chrome push notifications can be used to send different messages to different sets of customers, sending only the most relevant and timely messages to users. This targeted approach helps to boost user engagement and increase conversions while avoiding alert fatigue.
In the era of mass media, businesses had to broadcast messages with television or newspaper, and these messages had to be acceptable for the audience as a whole. But today with personal devices, brands can build different brand identities that more closely align with the interests and needs of individual customers. Communicating with individual users in a more personalized way with targeted, relevant Chrome push notifications that align with their needs and interests helps to build brand value in the minds of consumers.
Users on average install more than 80 applications on their smartphones, and all of these applications are capable of sending push notifications. Some applications send notifications constantly with irrelevant information, leading users to ignore the notifications and eventually the application. This is not the outcome developers want.
Another factor is that all notifications from the same service do not have the same priority. For a retail shop, some customers might value information about discount sales. Other users might be interested in receiving information on new product launches. Sending every user all notifications means that users are receiving notifications that aren’t always relevant to them.
The best alternative is to empower the users to determine what they want to receive. With MagicBell’s embeddable notification inbox, you can give users the ability to opt-in/out of different categories of notifications. Users will also gain the ability to change the volume for different notification categories. This ensures that users receive only the notifications that are relevant to them, enabling your business to create meaningful engagement while ensuring that your brand delivers value and remains top-of-mind.
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