How push notifications generated more than 200,000 sessions for Websites Are Us blogs – WAU
Understand how push notifications generated more than 25,000 leads for Websites Are Us blogs.
In the past few years, we’ve watched push notifications leave our tablets and phones to fight for space on desktop devices.
And not without reason! Outside the mobile universe, these notifications gain even more power: once accepted, they can help you take the user back to your site, or even promote lightning promotions and special events.
These benefits caught the attention of our Marketing team, but the push notifications they only won our hearts after we were able to develop specific advertising tactics for this channel and built a routine around it.
If you want to understand how these tools work and how Websites Are Us uses this channel on a daily basis, come with me!
The beginning of everything
Our blog has been using a push notification tool since September 2017. At that time, it was our Marketing manager, Clara Borges, who discovered that this feature was becoming well known abroad and deserved a chance here.
Four months later, our base already had approximately 8 thousand subscribers and generated leads and withdrawals. The problem is that the tool charged dollars and, with the exponential growth of our blog, the resource became more and more expensive.
We knew that push notifications were a good channel, but we needed a better solution to our London reality.
Until one day, in my virtual wanderings, I came across this scene:
I searched for the company PushNews on Google and I was super excited: in addition to triggering notifications, the tool also collected emails ?!
I signed up for a 14-day test and, a few hours later, I received an email from Oskar Lima, Customer Success from there, asking me if I had any questions.
We started talking and I found out that the PushNews crowd is a fan of WAU (one more point for them! Lol). Rapport done, I went for what I was most interested in: where’s the email capture functionality?
To my sadness, it was still in beta and few customers had access. But Oskar promised that if we closed a deal, we would have access to everything!
The negotiation was intense. Getting started with PushNews had several positive points: tool in London, price in reais and my dear email capture feature.
Despite this, this exchange had a very serious problem: we would lose all the base gained in the foreign tool (and that number was already close to 10,000 users!).
For those who don’t know, push notification tools work with users’ browsers. This way, people don’t have to download or install anything. Just click on the opt-in button to receive an ID and be identified by the trigger tool. For this reason, the bases are usually “attached” to the tools on which they were built.
It took many studies and spreadsheets, but Clara and I managed to prove that, in the long run, the exchange was worth (and a lot!) Worthwhile. And that’s how we became PushNews customers.
Getting into the habit
We installed the tool on the main WAU blogs: the one you are reading, the Websites Are Us Community and the WAU LATAM Blog.
Thanks to the trial period, I was already more familiar with PushNews and managed to train the people responsible for each blog to take care of their respective disclosures.
The deal was to focus on sharing landing pages to attract new leads and raises. The titles needed to be very short and, whenever possible, with an emoji to get more attention.
In July 2018, with a new quarter starting, I decided to do a more in-depth analysis of the numbers acquired by the tool and discovered some interesting things.
In just 6 months, the guys here on this blog managed to generate 27,860 sessions between posts and landing pages.
As the focus was on disseminating rich materials, we also generated 5,532 downloads, that is, leads!
Ah! And my dear e-mail capture feature left nothing to be desired: 7,278 subscribers to our newsletter.
The LATAM team also made good numbers:
Despite this, the Community team had not put much faith in the tool. And I had very shy numbers to share:
With this information in hand, I decided to make a presentation to share with the team and encourage the use of the tool.
It was at this time that Oskar, our CS at PushNews, contacted me to tell them a great news: the tool was going to become native, which, translating into simpler terms, means abandoning the double opt-in and gaining new subscribers with a single click!
Although double opt-in is a highly recommended good practice (especially when it comes to email marketing), abandoning it meant exponentially increasing our subscriber base, which translates into more traffic and leads.
We decided to join the update and follow the numbers.
Push notification masters
With the single opt-in version installed – and the excitement generated by my previous presentation – our numbers soared!
Our team has made push disclosures a routine.
And, as the results were fast, we started to disclose much more than landing pages, expanding the content mix for videos, events, partner materials and everything that could be relevant to our base.
Five months later, I was happy to note that the base here of the blog went from 4,484 active users (in August 2018) to the incredible 39,917 users at the end of January 2019! An increase of 890%.
And it was through this super base that we were able to generate 55,943 sessions between landing pages and blog posts. And note that this number does not include sessions generated for YouTube videos, events and partner content!
The LATAM blog was not left behind either!
Although the “brothers” did not like the newsletter subscription functionality (totaling only 2,101 new emails between August and January), they accessed a lot of content, generating 85,652 sessions in the same period.
Look at the Google Analytics graph:
And here is a consolidated number:
But the most notorious case in this second analysis was certainly that of the Community team.
After seeing the number of sessions and leads that colleagues were winning, Dimitri Vieira (editor in chief of the blog) and his team decided to give a push on PushNews:
They went from 547 sessions between April and August 2018 to 54,071 between September and January 2019!
It is no coincidence that the Google Analytics graph was super sharp:
Sensational results, isn’t it?
And that is why I will now tell you some of the tactics of each team!
Push in practice
Here at WAU, each blog has an audience and a specific objective.
The one you are reading is focused on the London market; the Spanish blog aims to attract the LATAM public; and the Community blog is 100% dedicated to attracting freelance professionals.
And it is because of these differences that each of them use PushNews in a different way.
In the flagship of WAU, we fire push notifications from Sunday to Friday!
They tend to be very short and are always accompanied by some emoji. In addition, the links are of the most varied: blog posts, landing pages, YouTube videos and partner sites.
Times vary according to the day of the week and / or purpose of the message. Usually, we invest in the hours after lunch, which is when the crowd is still heating up the pace of work.
On Sundays, we invest in more “light” content at the end of the day, when that pre-Monday beat hits:
WAU Blog – ES
Our Spanish blog was made to attract Latin American companies, that is, it receives visitors who are in very different time zones.
Colombia, Peru, Chile, Uruguay, Argentina, Mexico and even Spain are frequent names in our Google Analytics “Sessions by country” report.
Despite this, we do not customize schedules according to the time zone of each country. This would even be possible, but we believe that all the effort involved in this task would not bring equally significant benefits.
Because of this, the strategy here was to take the peak times signaled by Google Analytics and invest in them.
In addition, we usually schedule 2 pushes a day, but we set it up so that one “erases the other”, so that no user with the computer off receives a combo of 2 or more messages when going online.
Otherwise, we follow the same style of the blog in London: short notifications and emojis.
Freelance Immersion of the Websites Are Us Community
Here I would like to share a more specific case.
In the last quarter of the year, Dimitri Vieira had a very big challenge: generating leads for our community of freelancers even with people thinking about Christmas and holidays.
Anticipating this issue, he decided to bring together specialists such as Vitor Peçanha, Murilo Leal and Laís Schulz (among others) to create a specific course for content producers. The content was divided into a series of webinars and earned the name of Freelance Immersion.
Dimitri publicized these webinars through pop-ups on the blog, WAU Convert banners, emails, posts on WAU’s social networks and his personal profile, a referral contest and… push notifications!
This last channel was responsible for 10% of the total subscribers, that is, approximately 600 people.
This was possible because the Community team made specific and punctual disclosures, for example, 10 minutes before the webinars started, they triggered a notification to the entire push subscriber base.
The messages used mental triggers of urgency and authority, in addition to giving a brief explanation on the subject that would be discussed in the day’s webinar.
They had, on average, 100 clicks each. Although the number is low, it is worth remembering that these messages were scheduled to be delivered within 1 hour after the shot.
That is, if a subscriber to the notifications had their computer turned off during that time interval, they would not see the notification afterwards.
This practice helps to not saturate the user and keep the message fresh and relevant for the moment.
As you can see, push notifications are a great channel to spread the content of a company. When used with strategy and consistency, they can generate significant results!
And, if you felt inspired to try the PushNews tool, I leave here a link that gives complete and free access to the tool during the first 30 days!
Take a test and tell me the results!