Presentation at Growth Hacking Istanbul conference on November 7th, 2018 presented by Ata Gur, who is Co-Founder & CEO of Frizbit, explaining the best practices regarding the use of web push notifications.

1. HOW TO USE
(AND HOW NOT TO USE)
PUSH NOTIFICATIONS ON WEBSITES
AS A GROWTH CHANNEL
Growth Hacking Istanbul
November 7th, 2018

2. Ata GÜR
Education:
’11 Boğaziçi Uni, B.Sc. Industrial Engineering
’13 Özyeğin Uni, M.A. Entrepreneurship
Work Experience:
7+ years of Work Experience in Digital Marketing
at Agency, Startup, Freelance & E-commerce
Last job: Head of Digital Marketing at Kliksa
Currently:
Co-Founder & CEO at Frizbit

3. is a marketing automation tool
providing web push notifications
increases traffic & revenue
by
bringing customers back
to the websites
on mobile & desktop

4. - The Funnel
- Why Retention?
- Overview of Retention Channels
- What are Push Notifications?
- How do Web Push Notifications work?
- Short History of Web Push
- Why to Use Push Notifications
- How to & How Not to Use
- Use Cases of Push Notifications
- Critical Mistakes
- GDPR
Agenda

5. 01. AWARENESS
Get people to visit you
02. ACQUISITION
How do users find you?
03. ACTIVATION
Users good first experience?
04. RETENTION
Do users come back?
05. REVENUE
Do users spend money?
06. REFERRAL
Do users tell others?
The Funnel

6. AARRR - Pirate Metrics

7. New Visitors
Marketing in Internet Companies
Conversion Rate
2.4%
Source: http://www.businessinsider.com/e-commerce-report-shows-returning-customers-are-more-valuable-than-new-ones-2016-3
Returning Visitors
Conversion Rate
4.5%

8. Retention Channels
E-mail SMS Retargeting Ads
Social Media App Push Notifications Website Push Notifications

9. Mobile Apps
High Engagement Rate
via Push Notification
Websites
(on Desktop & Mobile)
No Comparable Solution
in the past
?
Push Notifications on Mobile Apps

10. A text or rich media message
sent by the website,
via web browsers,
once the user opts-in to receive them
to the desktop or mobile device
even when user is not on the website.
The new subscription-based
online retention channel for websites
Push Notifications
on Websites

11. Step 0 (Optional)
How does it work?
Easy subscription
Get permission from your users to send notifications

12. Step 1
How does it work?
Easy subscription
Get permission from your users to send notifications

13. Step 2
How does it work?
Create & Preview Notifications

14. Step 3
How does it work?
even when your users are
NOT on your website
Notification is Sent

15. Short History of Web Push Notifications
for mac
Since June 2013, v.7
for all desktop & android
Since April 2015, v.42
for all desktop & android
Since October 2014, v.44
for all desktop & android
Since January 2016, v.44
Web Push Notifications is a new marketing channel for websites
to re-engage with their visitors.
for all Windows 10+ desktop
Since April 2018

16. Emails
2%
8%
Click Rate
Emails
6%
Opt-in Rate
2% Web Push
Notifications
Web Push
Notifications
Reach Rate
Facebook
6%
99%
Web Push
Notifications
Source: Sumo Source: Mailchimp Source: Ogilvy
x3 x4 x16
Why to Use Push Notifications?
1. Most Engaging Retention Channel for Websites

17. 1. Freemium / Free Trial
2. Lower Monthly Fee Compared to Email Marketing
3. No Extra Cost Charged per Message
4. No Onboarding Fee
5. No Forced Yearly Contracts
Why to Use Push Notifications?
2. Free to Start & Cost Effective

18. 5-min
Setup
Why to Use Push Notifications?
3. Easy to Setup & Build a Subscriber Base
{.js}
10-min
Installation
3-sec
Opt-in

19. Why to Use Push Notifications?
4. Highly Time Efficient
Concise &
Quick to
Write
Short
Response
Time
Automate
to Save
Time

20. Google Chrome for All Desktops Google Chrome for Android
Mozilla Firefox for All Desktops
Safari for Mac
Opera for All Desktops
Mozilla Firefox for Android
Opera for Android
~74% of global browsing audience
Why to Use Push Notifications?
5. Reach Both Mobile & Desktop Users without Having an App
Microsoft Edge for Windows 10+
Microsoft Edge for Windows 10+

21. How to Use Push Notifications?
Frequency
less is MORE

22. How to Use Push Notifications?
Call to Action

23. How to Use Push Notifications?
Best Landing Page

24. How to Use Push Notifications?
Use Rich, Get Rich
>

25. How to Use Push Notifications?
Better Copy
… COUPON123

26. •Triggering Rule Set
•Ask Later Rule Set
•Appearance
•Text content
•Image content
How to Use Push Notifications?
Subscription

27. •Segment
•Key Value (E-mail, etc.)
•Location
•Browser
•Operating System
•Device Type
How to Use Push Notifications?
Target

28. •Subscribers
•Opt-out
•CTR
How to Use Push Notifications?
Check Your Metrics & Optimize

29. IF
A user adds a product to
her basket and leaves the
website without a purchase
THEN
After ‘1’ hour, Frizbit sends a
personalised notification to
remind purchase automatically
IF
A user visits ‘3’ pages from
category ‘International’ within
the last ‘7’ days.
THEN
Frizbit sends a notification
about latest article about
category ‘International’
automatically
E-Commerce
Digital
Media
How to Use Push Notifications?
Automate & Personalize

30. Suitable for:
E-Commerce
Retail
Travel
Entertainment
Sample Use Cases
SEASONAL CAMPAIGNS
How did you find your experience?
Write a review about your purchase,
so that we can improve our services.
TIMING:
Any time there is a new campaign
available

31. Suitable for:
Media & Blogs
Entertainment
Sample Use Cases
ENGAGEMENT BY POSTS
TIMING:
Any time there is a new post available
SEGMENT:
National News

32. Suitable for:
E-Commerce
Retail
Travel
Sample Use Cases
CART ABANDONMENT
IF
Added to cart = Red Aldo High Heel Shoe
AND
Purchase <= 0
UNTIL
Time Passed <= 24 HOURS

33. Suitable for:
E-Commerce
Retail / Brands
Travel
B2B
SaaS
SMEs
Sample Use Cases
RETARGETING
IF
Product Pages Viewed > 3
AND
Product Category = Red Shoes
AND
Purchase <= 0

34. Suitable for:
E-Commerce
Retail / Brands
Travel
Media & Blogs
Entertainment
B2B
SaaS
SMEs
Sample Use Cases
RETENTION
IF
Segment = Premium
AND
Time Since Last Visit > 1 Month
We missed you, Roger!
We missed you, Roger!
Browse the latest deals for Xmas now
Browse the latest deals for Xmas now

35. Suitable for:
E-Commerce
Retail / Brands
Travel
B2B
SaaS
Sample Use Cases
ENGAGEMENT
IF
Days Since Conversion > 1 Week
AND
Conversion Count > 1
How did you find your experience?
Write a review about your purchase,
so that we can improve our services.
How did you find your experience?
Write a review about your purchase,
so that we can improve our services.
Write A Review!

36. This data collected includes: End Users’ mobile advertising identifiers, such as
Apple IDFAs and Android Advertising identifiers; End Users’ email addresses End
Users’ IP address, device push token, precise location (e.g., GPS-level) data,
network information, language, time zone, product preferences, and privacy
preferences. The Parties shall jointly own the SDK Information, and each Party
shall be entitled (without further compensation to the other) to use, share,
market, license, sell, store, and otherwise exploit the SDK Information to the
maximum extent permitted by law, which shall include using the SDK
Information for cross-app, cross-device, and other interest-based advertising,
analytics and market research.
Critical Mistakes About Push Notifications
1. Free vs Paid

37. Critical Mistakes About Push Notifications
2. Collect Subscribers Under your own Domain,
Definitely not under the Sub-Domain of your Service Provider
HTTP HTTPS Partly HTTPS
+

38. Critical Mistakes About Push Notifications
3. Don’t Get Blocked by All Your Future Returning Users
by Directly Requesting Native Subscription
Native Opt-in Box Notify Box Custom Button

39. Critical Mistakes About Push Notifications
With Automation no
extra time spent for
each notification sent
Hi {Jane}
Personalisation increases
engagement, decreases
opt-out rate
Accommodation in
{Barcelona} for
{26 Feb - 2 Mar}?
Segmentation &
Retargeting boosts
revenue & traffic
4. Choose a Solution Providing Dynamic Personalisation & Automation
Capabilities

40. Critical Mistakes About Push Notifications
5. Developing an In-House Push Notifications Solution
is more Costly than You Think!
• Allocate the time and effort of your valuable IT resources
• Later start collecting subscribers
• Under-perform compared to your competitors
• Not cost-effective to develop for other browsers.
• Not feasible to develop state-of-the-art capabilities

41. Why to Use Push Notifications?
GDPR

42. Why to Use Push Notifications?
GDPR

43. Extended Free TrialFreemium Private Beta
For Growth Hacking Istanbul

44. @ata_gur
/in/atagur
@atagur
@frizbitpush
/company/frizbit
@frizbit
ata@frizbit.com contact@frizbit.com
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