Countering E-Commerce Drop Off with Browser Notifications
Marketing technology company Vizury is jumping on the push notification bandwagon, releasing a solution for users of its Engage Commerce platform.
Browser Push Notifications are highly personalized messages delivered to the individual based on the user’s behavior on a website. The notifications are dynamic, clickable, and link to the page (in the case of an e-commerce merchant, a product page) on the brand website.
“We believe that personalized engagements help brands connect with, retain and ultimately grow conversions. Browser Push Notifications bring brands closer to their audiences and help them stay connected, even after users have dropped off their website,” states Chetan Kulkarni, Co-Founder and CEO of Vizury.
In addition to the obvious benefits of such an approach (push notifications have viewability rates which often exceed 70 percent), the Browser Push Notification feature from Vizury also combines the power of browser retargeting and real-time personalization, enabling e-Commerce marketers to execute targeted retention campaigns for website users. The Engage Commerce platform suggests several possible use cases for brands including product discovery, price-drop alerts, retargeting, and re-engagement of lapsed users.
“The advantage with Browser Notifications is that a personalized message can be sent directly to the user’s browser, to remind him or her of a pending purchase. Considering 98 percent of users drop off from e-Commerce websites without completing a purchase, Browser Push Notifications are the perfect solution to re-engage high-value drop-offs. We have observed click-through rates of up to 7 percent when browser notifications are personalized. This feature piqued a great deal of interest at the eTail East Conference last month,” adds Chetan.