Persuasive vs. Push Notifications: What are the differences?
The Rise of Notifications
2018 is predicted to be the year of artificial intelligence. The technological advances have allowed businesses and marketers to have access to great amount of information regarding online behaviour. They not only possess more personalised consumer information, allowing them to better tailor their offers and products to the needs of their audience, but online platforms can also keep track of the supply of products and sales cycles.
This means that there are new and innovative ways in which consumers can be nudged to make decisions. Two of those ways are persuasive and push notification. This article aims to explain what they are and the important ways in which they differ.
What are they?
Push notifications are a way to facilitate immediate communication with your users. They allow engagement with your customers and provide information that they might find useful without spamming them with tiresomely long emails.
Push notifications function by popping on your users’ screen and requiring them to take immediate action by interrupting their activity. Your users can click and interact with them.
They are a form of retargeting as the user does not need to be on your website in order to receive your notification. This means that they can be received without permission or a warning. The service works on both computers and smartphones.
Push notifications usually follow certain requirements such as a word limit and are less wordy than emails or SMS. One of the advantages of push notifications is that they are often free of charge. Nonetheless, it is important that users are only provided with useful information or they might be prompted to unsubscribe or ignore future communications.
Reasons to Use push notifications:
- Increase revenue and generate leads
- Engage more frequently with your audience
- Reach your users directly
Convertize’s Persuasive Notifications
Persuasive notifications are similar to push notifications in that they are a way of communicating with a user, except rather than simply providing information, they often urge the user to action. For example, they might use a low stock notification to prompt the user to buy the product they are viewing.
Unlike push notifications, persuasive notifications pop up only when the user is already on your website. They do not require their permission in order to appear. Persuasive notifications use live data from your platform to inform about products, thereby urging quick action and increasing your revenue.
For example, by highlighting how many people are currently viewing a certain product a sense of “urgency” is created, and customers feel compelled to buy the product before it goes out of stock. Another common psychological principle used is that of “scarcity”. A persuasive notification using the scarcity principle might say, for example, “there are only two copies of this book left”. Again, subtly prompting your customers to take quicker action.
Reasons to use Persuasive notifications
- Speed up the purchasing cycle
- Maximise engagement
- Boost conversions
Here’s how they might help John:
John feels he is burning out at work lately and is secretly dreaming to go away on a holiday for a few days. He spends his free time browsing the pages of travel websites, and wondering whether he can afford it.
It all changed when his favourite travel website began to use persuasive notifications. One Monday morning, John logs in and before he even had clicked on his favourite destination- the Maldives a persuasive notification popped up to inform him that there was only a limited time offer of -25% on all deals!
This got John interested and he clicked on it. He began to feel a bit nervous when he saw that 44 other users are currently looking at the same hotel and his dream holiday. If they could take a holiday, why couldn’t he?? What made him make a decision and book his holiday, however, was when a little green balloon appeared to let him know that in that particular hotel there were only 3 spaces left. He could not take the risk of missing out.
Thanks to the persuasive notifications used by booking.com John had the best holiday of his life, one that he will always remember.
How do they work?
In order to use the persuasive notifications feature, you insert a special piece of code into your notification message. This code is provided to you by the platform that you are using. At Convertize we offer a small code snippet into your webpage and Convertize automatically replaces the code with the dynamic value that you push through the snippet. To find out more about how it is done, click here.
We offer customisable notifications tailored specifically to your industry. For example: Retail, eCommerce, Travel, Blogs & News.
Smart Persuasion starts here!
Convertize.io offers Behavioral Messaging, Personalisation, A/B Testing & Optimization for eCommerce, Travel and Saas websites