What Kind Of Web Notifications Will Supercharge Your Store?
This article explains the difference between a Persuasive web notification (or, “Nudge“), a Lead Capture Form and a Push Notification. It describes how each of them can be used to supercharge an eCommerce or business website, and lists some of the best solutions in each category. Understanding how these web notifications work will help you to turn your most valuable asset into a high-converting marketplace.
What Kind of Web Notifications Will Supercharge Your Store?
- Nudges: Use Web Notifications to Persuade
- Push Notifications: Get Opt-In Access
- Lead Capture Forms: Get More Sign-Ups
The range of tools and plugins available to store owners can make it hard for you to know which solution is best. There are three main types of web notifications, each with unique advantages. In this article we will explain what makes them different, and when you should choose each one.
Push Notifications: In recent years, Push Notifications (which operate even when the related app or website is closed) have provided a way for marketers to bypass the ad-blockers and firewalls that most modern browsers provide. These messages require the user to opt-in, and are most effectively used as a way for mobile apps to provide updates.
Lead Capture Forms: Lead Capture Forms provide a way to gather email addresses from your visitors. They appear when triggered by a particular browser behaviour and invite the visitor to enter their email. These contacts can then be added to a long-term nurturing campaign.
Persuasive Notifications (Nudges): For eCommerce and business websites looking to increase their conversion rate, Persuasive Notifications (or, “Nudges”) can be used to recreate the psychology of a traditional retail experience. By communicating the same contextual information that a traditional brick-wall store would provide, you can increase the number of visitors who convert.
Persuasive notifications are a way of communicating with users and recreating the tangible experiences of a traditional shop. In doing so, organic forms of persuasion (such as Urgency and Social Proof) motivate your visitors to take action. For example, you might use a low stock notification to encourage visitors to commit to buying product. By communicating an element of scarcity, you can reduce the time that a customer spends weighing up alternatives.
Nudges only appear when someone is already on your website, so they do not require an opt-in. That means they avoid the problem of psychological reactance that more intrusive forms of communication can cause. It also means that the information you provide complements your visitors’ browsing sessions, rather than disturbing them at an inappropriate time. Persuasive web notifications use live data from your store to give your customers contextual information about products. This makes them ideal for increasing your on-site conversion rate and your overall revenue.
Persuasive Notifications In Action
Supposing your website is a travel-booking service like booking.com, and you’ve decided to use persuasive web notifications. A customer arrives on your site, interested in Mediterranean holidays. Before they have even clicked on a specific destination, a Nudge pops up telling them that there’s a limited time offer (30% off all hotel bookings in Croatia.)
This catches their interest, so they search for hotels in Dubrovnik. Another popup tells them that 44 other users are looking at the same hotel. The use of Social Proof in marketing has been shown to dramatically increase conversion rates. What is it about the Hotel Adriatic that everyone seems to love? The customer decides to take a look. Suddenly, a final notification states that there are only 3 spaces left in this hotel…
Persuasive Web Notifications: The Best Solutions
Push notifications are a way to communicate short messages and updates with your users, even when they are not on your website. They allow you to engage customers at any time, appearing on their screen and inviting them to take immediate action. By adding images and buttons, you can allow your users to click and interact with them.
Push notifications are often used as part of retargeting strategies. If a user has viewed your products but has not bought something, an unexpected notification might bring them back to your website. They can be highly personalised and respond to a user’s previous browsing sessions.
One of the advantages of push web notifications is that they are often free of charge. Nonetheless, it is important that users are only provided with useful information, or they might simply unsubscribe.
Push Web Notifications: The Best Solutions
Unlike marketing pop-ups, Lead Capture Forms do not open a new window in your user’s browser. Nor do they overwhelm visitors with distracting visuals and pushy sales copy. Lead Capture Forms appear at a particular point in your user’s browsing session, inviting them to enter some information (usually an email address) into a form field. By integrating these web notifications with your email automation software, the captured data can be sent directly to your mailing list.
The best Lead Capture Forms can be customised to match the tone and branding of your page. The performance of different types of form can be compared using in-built analytics, so you can optimise the design to maximise completion rate.
Lead Capture Forms: The Best Solutions
It is possible to apply each of these web notifications to an eCommerce or business website at the same time. However, it is important not to overwhelm your visitors with information and each additional distraction will reduce the attention that your page’s content receives. You should also consider the consistency of your branding, including your tone-of-voice. Combining two or more web notifications is only effective if both messages conform to your overall communication strategy.