Web Push Campaign Strategies that work best with Browse Abandonment
Browser Abandonment happens after a person leaves a website after browsing a category or a product page, without making any purchase. If you have the right marketing campaigns you can recover the users who are just browsing the site and abandoning. There are many tools for an e-commerce website to target the browser abandonment users. However, with Push Notification, you can target them in real time, directly on their browser.
As compared to cart abandonment push notification campaign, the browse abandonment automation campaign is closer to top of the funnel, as shown below, and hence will impact a much large set of your customers.
Historically you needed an email address to reach out to users, but with web push, your reach is much higher as you can reach out customers who are web push customers but never gave an email address. We see opt-in rates of as high as 20% vs email subscription rates of upto 5%, which shows now with Web Push you can reach 4x more subscribers and all of a sudden this campaign can become very impactful for an E-commerce store.
How do you define 'Browse Abandonment' for your site?
One of the fundamental questions in this campaign design is how to define the set of eligible customers, so that it is large enough, but also targeted enough with high purchase intent, so that they don't get unhappy with your push notifications.
You might consider some of the commonly used parameters like
- Added the product to Wishlist
- Looked at the same product more than 2 times
- Browsed more than 3 products in the same category
- Searched the site for a specific product
- Stayed on site for at least 3 minutes.
Identifying the Duration and Frequency of Your Web Push Notifications
Once you have defined this criterion, next you need to think about if you want to reach out to these customers one time, multiple times and till how many days after browse abandonment.
A good way to design this would be to look at marketing research on –
- How many days is my customer in the market after searching before making the purchase?
- If it is a low-value high-frequency purchase item like say a Jeans pant, then they would likely be making the decision rather quickly, and you may benefit from more frequent notifications for next 2 days.
- If it is a high value, low-frequency purchase, your goal could be to convert them into the lead so that they can give their phone number, so that you can
Once you have identified the type of campaign you want to run, the next is to set up the series of notifications. To do that, first, you need to identify the root cause of your browse abandonment. If you can do a research and find out the topmost 3 or 4 reasons user would abandon your site after product search, then addressing those concerns becomes part of the web push notification campaign.
You can send 1 notification for each concern they are likely to have in an effort to alleviate their concern, and thus get them to buy. In case of high-value items, the goal may be to get them on a phone so that a phone representative can convert them at a higher rate.
Here are some notifications types you could be sending to them in a sequence:
- Basic Reminder Notification: Given the number of distractions we have while doing several of our tasks, it may be that the customer was pulled into some other activity while he was in the middle of researching a product to purchase. Hence, firstly we can try to remind the user that they were browsing this product and they may like to check them out again. You can use urgency also to have the users consider purchasing your product.
- Product Availability or Size of the product – Did the product you offer comes in various Sizes or different variations. Did the customer happen to browse on a color or a size that was unavailable in your product at that time? If we have the customer browsing behavior then you can send out a push notification when the size becomes available.
- Custom Coupon Code or Offer: You can offer your customer a coupon code or offer as an incentive to complete the purchase. But be sure to do it for select customers only. If you do to all the customers who abandon they may get too used to seeing the discount and may abandon the browsing of the product to avail the discount.
- Cross – Sell Notification: Based on what customer browsed you can offer them different product variation or an associated product. Example: You may want to buy an accessory with the new mobile phone if you just bought it. Cross-sell notifications cast a wide net, and even if the customer has already purchased the product elsewhere, can help you increase the conversion rate.
- Price Guarantee or No Hidden Costs: You may want to reinforce with the user that there are no hidden costs or extra charges over what was shown to them. Do you offer any price guarantee for your product? If yes, then this is a great message to reinforce via push notifications.
- Real-Time Customer support: For an ecommerce website or any other platform striving hard to retain the user, the simplest and easiest way is to have the right customer care support. If the queries and doubts of the users are attended on time, then the chances of them returning back to your website are high. If you offer real-time customer support, you can send a notification that offers the customer a free consultation on product purchase, and then you can land the users directly on the Live Customer Support chat.
Once you have identified the push notifications you would send out to your customers, then you can look at implementing this in PushEngage. Here is a quick summary of how you would implement this in PushEngage.
- Log on to your PushEngage Dashboard.
- Go To Automation -> Browse Abandonment -> Create. Give a name to the campaign like "Browse Abandonment".
- The condition to trigger Browse Abandonment Notifications are pre-selected. The Browse Abandonment Campaign will send Web Push Notification to subscribers who have browsed products but didn't Add To Cart.
- Trigger Limit: Trigger Limit is the number of times you want to send notifications to users. If you want to send 2 notification per subscriber in a day, then set it to 2.
- Browse Abandonment Notification Creation: You can create series of web push notifications to be sent at a specific time. Set delay between each notification.
This will send two notifications. Click on submit and launch
- Integrating the Code: You have to integrate the code on your website to get started. The code has two part:
a) Browse: check your dashboard for the same
b) Add To Cart: check your dashboard for the same
You can send the above code to your developer to integrate on your website.
That is it and you will be all ready to engage with your customers who Browsed a product several times and did not take action. Remember this is a bigger set of audience, and you have the ability to make a bigger impact in this campaign. Try out the web push notification service from PushEngage and enable browse abandonment feature.