mCommerce Insights

Push Notifications: How to Stick the Landing


The Push for Push Notifications

As you may have noticed, we’re big on push notifications. And considering the fact that push messages increase engagement by 278% in the eCommerce industry, we have good reason to be. While email is still an effective channel in terms of communicating with consumers, nothing beats the ability to offer a direct, one-touch path to purchase right from someone’s smartphone screen; a screen that’s looked at over 50 times a day.

We all know that push notifications work. What some may not know, however, is the diverse range of options you have as a marketer with this underutilized feature. Since I’m sure you ready every blog we publish, you already know what type of content to push and when to push it. Let’s talk more about what the experience should look like once they tap to your app.

Where to Land ‘em
So you’ve tested your messaging, determined an appropriate cadence and targeted the right audience. Now it’s time to decide where you want them to go inside your app. Let’s look at a few options.

If you’re looking to re-engage dormant users or make a solid first impression with new users, your standard home screen is an obvious landing zone. It’s a simple, yet strong place to start, especially if you’re leveraging a “Deal of the Day” banner or front-and-centering a new product.

If you’re looking for a more targeted approach, try using segmented push notifications to drive a particular demographic to a specific product. Again, this could serve as an opportunity to introduce something new, or as a way to suggest a specific product to a consumer who may be interested. Either way, it only requires one tap, and it brings you one step closer to a conversion.

Product with Coupon
Speaking of one step closer, using coupons in conjunction with push notifications can skyrocket conversions. If timed correctly, push messages with coupons can create a true sense of urgency, and/or severe FOMO, capitalizing on that impulsive buying behavior that apps all-to-often expose.

Add Coupon to Cart
And of course, if you don’t feel like getting all persnickety with your push messaging approach, you can always just cut right to the chase and send consumers directly to the cart, with a well-timed coupon in tow. Again, you should be creating some urgency with your message, but at the end of the day you want the experience to be seamless and the path to be clear. Doesn’t get much more clear than with a coupon waiting to be used in a consumer’s online cart.

Push it Real Good
Just as push notifications are an incredible tool for merchants, they’re a welcomed means of communication for consumers as well. It’s easy to see why push messages have such higher conversion rates than more traditional marcom channels. Why go through a lengthy email about ALL of your seasonal sales, when I can just receive a short, timely and relevant product coupon directly to my smartphone? Furthermore, being able to apply that coupon in your app with one-touch is an unbelievable shortcut in my path to purchase.

Whether you’re introducing your app to a potential customer for the first time or directing traffic toward a limited-time sale, push messaging is one of the most effective omnichannel assets that merchants have at their disposal. Request a demo below to learn more about push notifications and app marketing.

Shopgate data, 2015

Andrew Chase

Written by Andrew Chase

Marketing Communications Manager | Andrew is an experienced ecommerce marketing professional, with a background in content writing, event management and social media. Andrew is passionate about fitness training, live music, and Boston sports.


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