How to create an effective push notification

Push notifications can be a highly effective way to recover lost sales. These clickable messages are a great way to retarget customers directly to bring them back to their checkout and should be part of any multichannel sales recovery campaign. In this guide we'll look at some core strategies and best practices for creating push notifications that convert to sales. Let's get straight into it!

Just getting started with push notifications? Read our guide to get them set up in just a few clicks!

Core strategies

Let's look at some of the core strategies you can use for push notifications. Some items on this list, such as offering a discount, are of course totally optional, but these are all proven tactics that will increase the chances of your push notifications converting abandoned carts into recovered sales.

Time them well

Push notifications are highly visible on a user's device and will be seen instantly if your customer is on their device when it is sent. It is crucial to schedule notifications to send at the appropriate time. It can be very easy for a user to miss and clear notifications on a computer that were received while it was shut off. On mobile devices, clearing all notifications at once is also easy to do. Stand out by scheduling your notifications well.

Of course, you can't know exactly when your customers will be on their devices but there are some guidelines to help optimize sending times. A good strategy is to send a push notification within one hour of cart abandonment, even 10 or 15 minutes after. You customer is likely still active on their device and a gentle nudge may be all that's required to bring them back to complete their purchase. Sending a push notification 23 - 24 hours after the cart has been abandoned is another chance for optimal visibility. Odds are your customer will be using their device at the same time the next day, so you'll catch them at a time convenient for them when they are usually browsing on their phone or computer.

Use a call-to-action

You should always include a clear call-to-action with any notification and push are no exception. Let the customer know exactly what they should do once they see the notification, or else they may simply dismiss it and forget about it. Push notifications are great because all the customer needs to do is click on it to go directly to their checkout. There is no need for them to open a separate app or browser, simply clicking on that little notification that's popped up on their screen is all it takes to bring them back to your store! Try using a CTA like 'Click here' or 'Click me' to encourage this.

Use a clear CTA and create urgency

Use a command verb for your CTA and try to create a sense of urgency. Instead of hitting that 'X' or 'Close' button, entice your customer to click the notification with phrases like 'Save 10%', 'Grab this today' or 'Click here to save.' The direct and instant nature of push notifications make them powerful tools to recover lost sales, but they have a short life on the user's screen. Capitalize on this time with a compelling CTA to ensure your customer's return.

Keep it short

Character limits for push notifications vary depending on the device and browser used to display them. For example, Chrome on Windows 10 can display many more characters than Chrome on MacOS before the message is truncated. A good rule of thumb is to use less than 50 characters for the Title and 100 for the Body of your message. Use these limits to your advantage and stay focused on the message.

Add a discount

Discounts provide a great incentive for your customers to click on your push notifications. Add one automatically with Rivo's Edit discount feature on the automation dropdown. Alternatively, you can create your own in Shopify — consider adding an expiration to create a sense of urgency.

Discounts are a sure way to recover lost sales

Think about adding a discount to your second push notification only, as some customers will be responsive to your first notification sent after an hour — even without a discount. If you do add a discount make sure you clearly state the offer and how the customer can claim it — try to include it near the beginning of your copy to avoid truncation.

Use your own voice

Use your own brand's tone and style when you write your push notifications, never try to sound like someone else. Write a message that fits with your store's voice and use words that suit your product range. Feel free to get creative with your notifications. Emojis are a great way to convey tone and users respond well to them.

Use a tone that suits your brand

Above all, be friendly and conversational in your messaging. Remember, your customers seeing these notifications already have items from your store in their cart — all they need is some friendly encouragement to finish checking out.
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