Everyday billions of people worldwide are searching for answers to questions on their phones or mobile devices. On the other side of the fence, organizations, publishers, and brands host thousands of pages on their websites, creating specific resources and content that can answer their audience’s questions. With great SEO content, brands can attract visitors, who having found the answers to their questions, get a great experience from their content.
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However, organic acquisition can go one of two ways. If your content is on the money and the search engines have done their job properly, you could attract new visitors who may then go on to bookmark your site, or better still, convert via your call-to-action (CTA). On the other hand, if someone hits your website and the product or information doesn’t give them the answers they were looking for, then the high bounce rate you’re experiencing is not your fault. Unless your entire website is highly optimized for SEO but delivers no real value to your audience, in which case, it’s time to click elsewhere.
What does success look like and how do you measure it?
If someone clicks on your site to find the answer to their question, spends a good amount of time browsing your content, and then finally converts, that shows your content is working and this should be what all brands are striving to achieve – a common, frictionless path to purchase. But, what did they search for? What’s the monthly search volume for that term? Where do you rank?
If you delve into your web analytics, most likely your Google Analytics, you can use timeframe analysis, keyword checking, and referral tracking to get answers to these questions. Similarly, you can analyze search volumes with keyword planners to get an estimated search volume. Also, analyzing how much traffic you get in time periods versus your ranking will help you make solid predictions about where to focus your efforts.
Once you’ve used this technique to optimize your organic acquisition strategy, your next area of focus should be retention. Putting our converted audience to one side, we obsess over the perfect CTA placement to increase conversions, however, there is a variety of tactics to capture first-party data, thus enabling retention. Here are a few suggestions:
Web push notifications
Upland Localytics is a mobile app marketing and analytics software that enables you to initiate a request to opt into web notifications. It can also push notifications in bulk, personalized sends, or following a specific action.
These are all highly effective when looking to increase the return rate of an anonymous visitor. When used correctly, web push notifications will bring more users back to the site, increase their session duration, and improve your bottom line. However, if used incorrectly, they will increase your bounce rate and negatively impact the user experience.
Once you’ve enabled notifications from your site, it is important to start slowly and capture additional data over time to improve your personalization. Furthermore, once your users have given their consent to be notified by you in the future, you need to find out how, when, and what to send them. You need to ensure your notifications are relevant to them so sending them something which is linked to what they searched for or viewed is a foolproof choice. In that moment, providing them the opportunity to add their name, location, likes, and dislikes will be critical to how you notify them in the future and to ensure that the notifications they receive are personalized.
You should also ask how often they wish to receive notifications from you. This will help you not only establish a powerful, real-time channel to communicate with them but, also ensure you don’t over-communicate with them and cause message fatigue.
At Upland Localytics, our customers make best use of web push tactics by providing nett new visitors with a barrier-less page (i.e. no web push notification) to enable them to freely view and engage with the site. Then, the notification request is triggered on the second visit to encourage data capture.
Another effective tactic is popup notifications. In the same way as above, these can be timed and used to encourage conversions. By offering the right content or by giving your audience a reason to submit their data, you can increase your chance of achieving your goals, whether that be growing your database, building brand awareness, or engaging your audience.
Your database is one of, if not the most important tool in your marketing toolbox, and the superior the quality of your database, the superior the quality of your results. That’s why continually working to grow your customer database is a key element of effective marketing.
Upland Second Street is a digital promotions software designed to help businesses grow their database and increase revenue through digital promotions such as giveaways, polls, surveys, contests, and more. These are extremely valuable methods of growing your database and developing rich consumer profiles, both of which are necessary components of implementing web push notifications effectively.