Customer journey made better with web push communication - success stories

On our blog, we’ve shared many good ideas, how-tos, and rules of the thumb for utilizing web push communication in e-stores and general e-commerce-based companies. This time, we’d like to give the stage to our clients. 

Let’s walk through the stories of PushPushGo clients of the past and present to see how they managed to improve their customer experience and grow.

Welcome, dear user! 

Getting users to sign up for push notifications is a first step to building a relationship. And we mean one that can lead to more shopping, upsells, participating in loyalty programmes and staying with the brand for longer. 

There’s a wide variety of sign-up forms to use. And if that’s your fancy, you can even expand on the personalization by using the Topics setting. But the main question remains: how long does it take to build a user base? 

Your mileage may vary, depending on your user base, the offer, and settings you employ. A few years ago, Beosport introduced the web push channel just before Black Friday. It soon turned out to be a great decision. The e-store rapidly grew its subscriber base in the busiest time of the year, earning an additional 2,000 EUR just a month after the implementation. 

That’s not the only example of fast growth and obvious gains. As Vjekoslav Vnučec, Performance Specialist at PEVEX, stated: 

We saw the first results and improvements after two weeks of use.

Mass campaigns for better KPI 

Mass campaigns are the bread and butter for every marketing strategy - whether we’re talking about ad campaigns, newsletters, or social media posts. With web push, their preparation takes just a few short minutes and allows for instantaneous delivery. 

The most important aspect of sending mass web push campaigns is the matter of frequency. In 2023, Serbian ePlaneta sent on average six campaigns per month. Two years later, we still see that the retailer’s strategy works great, bringing some of the best CTR results in the industry. 

Mass campaigns work the best when they carry a message that captures the attention of every potential customer: free shipping, huge discounts, and time-limited offers. 

Automation for everything

Personalization of e-commerce communication is the key for building closer relationships and boosting the loyalty factor. 

Across all our clients’ projects and e-stores and through the years, the top-performing automations are: 

• Abandoned cart

• Last viewed products

• Welcome message

The key seems to be to create a perfect tandem of mass and personalized communication. As our clients at Mi-Home put it:

Our strategy is based on sending no more than 2-3 pushes per week, mostly during the evening hours, when traffic to the site is highest. On top of that, there are various push automation campaigns, set with a maximum limit of one display per day per subscriber. We try not to 'spam' our customers, but to give them the most important information from the Xiaomi world.

Tymoteusz Wiśniowski,

Project Owner at Mi-Home

Result-based strategy

Be sure you keep up with the analytics and check for KPI measures. First, there’s data gathered in PushPushGo’s analytics panel. Then, compare and contrast push results with other ROI measures you use. 

For example, while implementing push notifications, home&you used the following metrics to assess the success of their marketing campaigns: 

• specified assumed daily subscriber growth - after two months,

• specified assumed value of conversion rate - after three months,

• specified minimum number of transactions per sending, including their value (in PLN) - after four months.

Unsurprisingly, the company achieved them within the intended timeframe. 

Beyond web push - going mobile 

As customers gravitate towards mobile shopping, mobile apps are on the rise. With the m-commerce on the rise, bringing customers directly to the application becomes a key challenge. 

PushPushGo can accompany you in this next step of the journey - as we did in the case of 4F. 

The development of native app push capabilities indicates that it will be a valuable communication tool in the coming years. Through push notifications, we have the opportunity to communicate with users and build engagement within the application. Additionally, as a marketing tool, push notifications contribute to tightening the sales funnel. By expanding app push with marketing automation scenarios, we have access to a personalized array of possibilities. However, it is important to remember that, like any communication channel, attention should be given to additional factors such as differences between mobile devices and software system settings.

Jonasz Gajewski, Digital & Mobile Lead Architect @ OTCF S.A.

Keeping up with the trends 

Web and mobile push remain popular channels to build retention and improve sales in the e-commerce industry. But as the times change, so do the ways we interact with brands and stores online. That’s why we highly recommend our report about web push performance in 2024, with all the fresh data, insights, and predictions for the coming months. 

And if you’re ready to take it one step further, see PushPushGo to introduce not only push notifications but onsite messages, pop-ups, and WhatsApp channels. Contact us.