[Webinar] Supercharge your marketing with web push notifications and conversion optimization
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Get the recording of the webinar - https://goo.gl/9oGgiM Every year paid acquisition costs more. Your business has to compete for the same audience as your rivals and thereby paid acquisition channels are getting more and more expensive. However, all these expenses are worthwhile only if you can retain the customers. In this webinar on “Conversion Optimization”, we’ll demonstrate how you can use web push notifications to increase the number of returning visitors and improve conversions and customer lifetime value.
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[Webinar] Supercharge your marketing with web push notifications and conversion optimization
- 1. Supercharge your marketing with web push notifications and conversion optimization Pruthviraj Haral Sr. Product Manager, PushCrew Rahul Jain Sr. Product Manager, VWO
- 2. pushcrew.com | Introduction to Wingify - A/B testing and Conversion Optimisation platform - Web Push Notifications Some of our customers Creating products for Marketing teams
- 3. pushcrew.com | Agenda - The Problem - Web Push campaigns / PushCrew - Conversion Optimisation / VWO - Q & A - Note: Webinar recording and slide deck will be shared
- 4. pushcrew.com | The problem - A major challenge faced by most websites - visitors leaving the website without converting (Buying, Filling a form etc.) - Faced by E-commerce, Travel, Lead signup etc. - Focus on “visitors leaving without buying” i.e. Cart Abandonment - Pressing problem - Reported to be 75% abandonment rate in 2018* *Source - Baymard Institute
- 5. pushcrew.com | Intro to Web Push Notifications - Are they the same as Mobile Notifications? (No!) - Bring customers back to your website - Notifications on Desktop and Mobile - Support across Chrome, Firefox, Opera, Microsoft Edge and Safari (Mac)
- 6. pushcrew.com | - Acquisition costs are rising! Re-engaging customers is essential - Other marketing channels are saturated - No form required - Reach subscribers instantly, Expire the notifications - No app required! - High opt-in rate and click rate Why Web Push Notifications?
- 7. pushcrew.com | - The solution: Personalised campaign for customers who have abandoned a cart - Triggered Campaign - Why are triggered campaigns useful? - Highly targeted - Marketing Automation - Set and forget! - Proven to work Using Web Push Notifications for Cart Recovery
- 8. pushcrew.com | Basic Triggered Campaign Conversion rate
- 9. pushcrew.com | Boost your campaign with Personalisation Personalise your notification content - Customer name - Product name - Product image
- 10. pushcrew.com | Next steps... - Measure and Experiment ● Change different things and check the impact on conversion rate ○ Message copy (use emojis!) ○ Images ○ Timing, frequency - Segmented triggered campaigns ● Geography e.g. Campaigns in different languages ● Category e.g. “Sports”, “Jewelry”
- 11. pushcrew.com | More campaigns - Further ‘Abandonment recovery’ campaigns ● Search Abandonment (Popular campaign for Travel) ● Browse Abandonment - Welcome campaign ● Introduction to the brand, popular products, discount on first transactions - Reactivation campaigns ● Send notifications to customers who bought more than 30 days ago ○ Messages about favorite category or New arrivals
- 12. pushcrew.com | - People are clicking on your notification and landing on the cart page - Some may go ahead and purchase and some may not - Conversion Optimisation helps in understanding why people don’t convert But what if they don’t convert on the website?
- 13. pushcrew.com | Why are the visitors leaving the website? Sending the right message to bring them back to the website Give an optimized experience to the visitor On-Site Optimization
- 14. pushcrew.com | - 1 million monthly traffic - 30% bounce rate - 700k Qualified Visitors - 30% to 70% people are in market to buy - 350k Potential buyers - 7000 completed orders - 343,000 visitors is our opportunity Opportunities
- 15. pushcrew.com | What are different ways to research customers? • Quantitative Methods • Qualitative Methods • Technical • Heuristic
- 16. pushcrew.com | • Web Analytics • Conversion Funnel Tracking • Form Analytics Quantitative Methods Collecting metrics about users on how they interact and engage with your web properties
- 17. pushcrew.com | Quantitative data shows you what is happening, but why it is happening is discovered by qualitative tools.
- 18. pushcrew.com | • Heatmaps and Clickmaps • Customer Interviews • Surveys • Session Replays • Click Testing • Customer Support Interactions Qualitative Methods and so on...
- 19. pushcrew.com | Find Out Drop-Offs at Each Step of the Conversion Funnel
- 20. pushcrew.com | Strategy to analyze Session replays Exit PagesBounce pages Converted vs Non converted Custom data/Labels
- 21. pushcrew.com | Find conversion barriers Findability/Visitor Flow Dead links Navigation menus/Hidden elements In page funnel Engagement with content Heat & Scroll Maps
- 22. pushcrew.com | Tirecraft.com conducted an exit intent survey to understand why visitors leave and found out that non-availability of Pricing is the biggest reason I prefer to buy tires in person There was no pricing information available I want more information about the tires I cant buy the tires I want online Other Discovering visitors’ intent using Surveys
Editor's Notes
- Are we displaying customer logos here?
- POLL - Are you aware of web push notification as a marketing channel.
- High opt in rates
- At any point in the campaign, if the customer achieves the goal, they are removed from the campaign Track metrics like conversion rate i.e. customers who achieved the goal, AOV, Total revenue
- Broadly, customer research for conversion optimization can be divided into 4 categories: Quantitative, Qualitative, Technical and Heuristic. Most of you are aware of these techniques, but for the new comers in the industry, let me take a couple of minutes to explain these categories and different ways to conduct visitor research.
- Quantitative techniques are those which involves collecting metrics about users on how they interact and engage with your web properties. These metrics or numbers are later used to understand visitors behavior, and any optimization effort is expected to move these numbers in the desired direction. The most common example of quantitative techniques is gathering analytics - from simple metrics like ‘number of sessions', bounce rates, time spend on the page, to conversion focused metrics like measuring how many users clicked on CTA button or filled the demo form. If you want to optimize your website, it is important to measure such conversion focused metrics, that we call it as goals and events. These objectives define the success or failure of your optimization program. Advance practitioners also adapt conversion funnel tracking as part of quantitative research, where they track how many users are following or rather dropping from your primary pathway. For example: tracking a simple funnel from search page to product page to checkout page for ecommerce guys. Another way to collect quantitative research is Form analytics - that is understanding how users are interacting with different elements of your form. All these quantified data points are easy to interpret — and of course the data can’t lie, right? However, this approach is wrong. Absolutely wrong. That’s because our visitors are human — so no amount of statistical data we collect will ever be enough to completely explain their behavior.
- The main objective of visitor research, is to answer the question of the “why”. And using purely quantitative data, the “why” of our users’ is difficult to understand. Sometimes, users act in ways we cannot easily explain. For example, imagine you’re trying to solve the issue of high cart abandonment on your product landing page. While analytics will tell you how many of your visitors leave without completing their purchase, you will remain in the dark as why they abandoned their purchase. With qualitative tools, not only do you get to know what people think and feel about your website firsthand, you can also understand the underlying story behind the dry data. Let us look at some of the qualitative tools – the real arsenal of CRO experts.
- Qualitative techniques involve collecting visitors behavior that needs to be analyzed and understood in subjective terms. Since, there are no numbers involved, the interpretation is often limited by skills of person who analyses the qualitative data, but the data will speaks for itself. Some of the popular qualitative tools are heatmaps and clickmaps, customer interviews, surveys, session replays, click testing, Customer support interactions etc. I am assuming you already have some idea about these qualitative tools. So, I will not go into details but we will discuss the use cases of these tools at the end of the webinar. Coming to the third and forth category of visitor research is Technical and Heuristic Analysis.
- After initial process is done you can further deep dive into session replays and look at bounce pages which will tell you more about the reasons visitors are bouncing off. Then you can also look at recordings for a specific funnels. For eg We spoke about funnels that lead upto sign up. In this case we can specifically look for recordings of visitors becoming part of those funnels. Lastly you can also pull in custom data from different CRM systems or by tagging users doing a particular action to specifically look for recordings of a particular user group. A good example for it could be looking at recordings of visitors who are logged in vs visitors that are not. In the next couple of slides dinesh will talk more about use cases for different capabilities like forms , heatmaps and surveys. In the next couple of slides Dinesh will walk you through some more use cases of different research capabilities.
- One of the other important qualitative tool that is used for deriving important behavioral insights from the traffic coming on the website is Heatmaps and Scrollmaps. Heatmaps and Scrollmaps can help us in – Finding Conversion Barriers Understanding Visitor Flow and general findability of different elements on the page Making sense of Visitor engagement with Navigation Menus Finding Dead links receiving visitor attention Understanding In page funnel, and Figuring out Engagement with content.
- Finally if the efforts you invest in going through qualitative tools like heatmaps and recordings to discover the user intent do not reveal the picture clearly, you can use trigger based surveys to directly ask questions from your clients. As an example - Tirecraft.com conducted an exit intent survey to understand why visitors leave and found out that non-availability of Pricing is the biggest reason