Top ways to provide your customers the experience they deserve with AI-backed web push notifications.
How do brands leverage AI-backed LTP segments in web push notifications?
Why does it matter?
The conventional way of providing your VIP customers with the experience you think they deserve would be offering them something thoroughly unique and aimed directly at them. Back 20 years ago, highly valued customers of a high-end store would get special Christmas gifts, new years’ baskets, coupons worth dollars or spa vouchers. You would reach them 1:1, giving off a personal sense.
Now with predictive web push notifications, brands can deliver customers who are more likely to make a purchase thoroughly personalized experiences and special offers right on their desktops, even when they are off-site. Even better, right on their mobile web browsers.
One of Insider’s most ingenious algorithms in the Predictive Suite, Likelihood to Purchase (LTP), is now live to be leveraged in web push notifications, on desktop and mobile web. What the algorithm does is to calculate a visitor’s likelihood to complete a given action. Likelihood to Purchase algorithm runs on an advanced machine learning algorithm powered by hundreds of parameters, including ones like recently viewed products, order value, visit frequency and many more. All these parameters are automatically taken into account to calculate the probability of making a purchase or booking a flight without requiring any human effort or guesswork.
Likelihood to Purchase algorithm provides predictive segments to be leveraged in a number communication channels like pop-ups, emails, ads and now the web push notifications. Using predictive segments in web push notifications empowers brands to deliver highly relevant experiences based on the future behaviour of customers.
One of Insider partners, a global fashion leader with 30 native websites globally, leveraged their “Likelihood to Purchase – High” segment in web push notifications. The brand achieved a 47% conversion rate in web push notifications while boosting their revenue.
Web push notifications are delivered directly to a user’s browser no matter what website they are viewing. Even better, Insider’s web push notifications are delivered on both desktop and mobile web, regardless of the browser the visitor is using. With its high deliverability rate and noticeable nature, web push is a powerful channel to deliver highly unique user experiences, increasing conversion rates and yielding an above-average CTR.
When web push notifications are delivered to AI-backed predictive segments, they provide brands with an unparalleled opportunity to deliver their 1:1 messages to visitors with their visitors who are more likely to make a purchase. Brands can communicate to their customers with personalized messages, eliminating the risk of going unseen or waiting for the customer’s next visit to the website.
Many online businesses are failing because of low LTV/CAC ratios. Sending web push notifications to a “Likelihood to Purchase – High” segment with personalized offers and messages will help marketers engage customers, boost retention, increase conversions and hence, the LTV. However, it is important to ensure smaller discounts are presented to visitors’ screens directly with already a high likelihood of making a purchase, not to increase CACs. Simply engaging users with 1:1 messages is a proven method to increase LTV.
Also, by sending web push notifications with personalized discounts and offers to “Likelihood to Purchase – Low” visitors marketers can use their promotion budgets wisely, which in return will increase the efficiency of their marketing spend.
With 12+ years of experience in consulting, building, and marketing technology products for clients across industries, Srikant is a product leader, storyteller, data fanatic, and UX/usability enthusiast. He often appears as a speaker on panels about personalization and optimization and has a passion for building simple solutions to complex problems, and is currently pursuing that at Insider.