Push for eCommerce

How to use push notifications for eCommerce stores.

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OneSignal's Customer Success Manager, Eyra Dzakuma, gives an overview of how you can use push notifications for your eCommerce store! Learn about how powerful features like data tagging, segments, and abandoned cart recovery can change the way you convert customers. The transcript of the webinar can be found below.

Introduction

[00:05]

Eyra: All right. Thank you guys for joining our OneSignal webinar on Push Notifications for E-Commerce. We'll go ahead and get started. Thank you so much for joining us today.

First, my name is Eyra Dzakuma. I'm a Customer Success Manager here at OneSignal. I help most of our top tier or advanced clients strategize on how best to use push notifications to achieve their business goals.

As a quick agenda, we're going to give you a quick overview for some specific points for how to use push for e-commerce businesses specifically. And then actually, after we've ran over everything, we'll hop right into the OneSignal platform to do a quick walkthrough. And then we'll save some time at the end for some live Q and A as well. So let's get to it.

Using Personalized Notifications

Push Notifications for E-Commerce. Just to level set, e-commerce or electronic commerce refers to the buying and selling of products online or over the internet. As most of you probably know, the main focus for an e-commerce business is to drive more sales. It's all about revenue. For push notifications to be effective for an e-commerce business, they do need to focus on increasing sales and driving traffic. Those are the key things that we're going to be focusing on today.

To do that, one of the main tenants that we'll want to focus on is Personalized Notifications. In order to increase sales and traffic by grouping or targeting users is exactly what we want to do. In order to group or target them, we recommend doing it by interest, behavior, specific actions they take on your site and/or even location.

So the best way to group your subscribers is by segments and data tags. It's two-fold. Segments is essentially basically a group of users based on data collected and sent to OneSignal. Data tags are actually custom data attributes assigned to your OneSignal users that you send to OneSignal.

As you can see here in this example over here on the right, a personalized notification could look something like this. It says, "George, the sofa you looked at is still in stock and on sale until tomorrow." The great thing is, this notification is being personalized based on a visit to a specific page that your subscriber or user had already been to, and then sending them almost a reminder. You were here, you saw something you liked, let's come back. So, that's great to increase traffic and actually drive them to hopefully purchase this particular product.

Continuing on with personalized notifications, some specific examples, as I mentioned, these kinds of customer-based segmentation is actually going to be key to providing your users with relevant offers or discounts that will hopefully increase your sales.

What we've highlighted here are simple interest based groupings for your notifications. Some examples, you can actually group your users by the specific page that they actually subscribe to your push notifications on. You can group them by the specific pages that they visited on your site. For instance, this might be by category.

And then next, even the specific items they've purchased in the past is also a great way to group your users for notifications. And finally, user actions. I'm sure all of you have quite a few specific call to actions on your website. You can actually use those call to actions by whether people click or remind if an item is out of stock, you can use these as a way to group them as well.

Abandoned Cart Notifications

Next, after personalized notifications, we definitely want to focus on Abandoned Cart Notifications. These are definitely going to be key for an e-commerce business in terms of driving sales specifically. An Abandoned Cart Notification is essentially just a notification that reminds customers about items they left in their shopping cart. These notifications can directly increase your revenue.

And once set up, you can actually use OneSignal to automatically send customized abandoned cart notifications to users when they've left items in their cart. The cool thing is, we can even use some time-bound operators to do this after a certain time, so after an hour, two hours a day, whatever might work best for you and your business. But as you can see here on the right, an abandoned cart notification looks something simple like, "We've saved your items for you. The green love seat is still in your cart."

[05:27]

So those are the focuses that we're going to do today. Again, we're going to focus on personalized messages, abandoned cart notifications, all geared towards driving revenue and also increasing traffic.

For set up abandoned cart notifications, I wanted to quickly go over the setup steps first, before we hop into the platform. The first thing you're going to do is add abandoned cart code to your site. OneSignal provides you with this code directly in our documentation. This allows you to collect cart details in the form of tags, such as product item, product name, product image, et cetera.

Next after that, you'll add or set up an abandoned cart segment so that you can actually track those abandoned cart users specifically. Again, we just want to make sure we group them so that we can send specific targeted notifications to those subscribers.

Third, you're going to actually just create your abandoned cart notification message.

And then fourth, we'll actually want to set up automated abandoned cart messages. You don't have to do this, but we recommend it because this way, once it's set, you can forget it. You can use OneSignal to actually do all of these abandoned cart notifications send out automatically. Perfect.

Now that we've covered everything, let's go ahead and jump through to the OneSignal platform to go through all of what we just reviewed here today.

Personalized Notifications and Abandoned Cart Notifications via OneSignal

I'm going to go ahead and go to... This is just our demo site here with OneSignal. As you can see, we have our dashboard, but I wanted to review quickly. We're going to go to Audience and then we're going to go to Segments. Again, segments are a key to part of the message personalization.

There are a few that I wanted to highlight. As I mentioned, you can target based specifically on user subscription or what pages they visited. If we hop in actually to our documentation here to segment or auto segment or auto add tags by subscription page, we actually provide you with the documentation on how to do this. It's a simple code here that you can add to your site as well as for maybe segmenting by page visit. This just allows, again, users to do things by category. So this one, we also provide you with the code.

Once you've added that to your site, you'll be able to go back into All Users and see the tags getting added automatically. For instance, just in this demo account, you can see that there's food, funny, maybe people are interested in health. These are just categories that people are interested in on our demo site that you can then use to actually segment or group and target your subscribers by. I was saying, some easy, quick wins are doing it by page visits or by subscription page, like what page on your site they subscribed by. It's an easy way to add categories.

But again, if you all have specific categories already on your site, we would recommend adding those as tags. So then from here, you can actually go to Segments and create a new segment and maybe actually combine like session count. So let's do the session count is... We want to do anybody that's greater than three sessions and also add the user tag filter of 'health exists'. So that way, you're getting... maybe this would be something that we would call 'Engaged Health Category Subscribers'.

You can see that we have 27 people estimated in this demo count. But this is a great way so that you can start sending notifications specifically around health or whatever that topic category might be to then increase your traffic and hopefully get them back to your site for purchasing actually products or goods that you're selling. That's the first example just in terms of doing some highly specific segmentation here. Okay

[10:24]

And then I was actually reviewing setting up an abandoned cart notification. I think that's definitely going to be key. So what we'll do there is, I was referring to this actual documentation that we have called Abandoned Cart. You see here, these are some of the steps that I reviewed in the presentation. It's just add abandoned cart code. On this documentation, again, we provide you with the specific code here. Some of the key tags you'll see our cart update, product name, and product image.

Once you've added this code to your site, again, these tags will then start getting added automatically within OneSignal. From there, the next step after adding the code is actually just creating an abandoned cart segment. So we'll walk through that. I'm just going to label this 'Abandoned Cart'. We'll do it 'Abandoned Cart 2' just so we get an example. Again, you'll click on user tag, and you'll type in 'cart update', because remember that was a specific tag you see here.

So as an example, we'll do 'cart update'. I like to do time elapsed is greater than 3,600 seconds. So this 3,600 seconds is basically an hour. It's equivalent to an hour. This way, anyone that gets an item added to their cart, that's been in their cart for more than an hour, they would be filtered in this segment and that's who we'd want to target.

I'll go ahead and click Create to save it. As you can see here, if we go to the next page, you can see that our segment is here. I was highlighting one segment that we also have, that you can do for abandoned cart notifications is actually just doing cart update exists, so that's anyone that has the tag, and actually combining that with the last session filter. So, that would be anybody that's been on your site within the last hour and added an item to the cart, but hadn't moved through the purchase. That would be who you would be filtering for the segment. So those are just two options of how to segment after you have added this abandoned cart code to your site. Okay.

Once that is done, what we'll want to do is actually just go to Users. So Messages, I had created a message. We can do another quick one.

So again, we'll want to select... oops, sorry. I didn't mean to jump in there. Just meant to ex out the default. So what we'll want to do is select our abandoned cart 2 as audience, say, "Hey Cool Cat." And we'll use this cat emoji. And we'll do 'Your', and then we'll type in 'product_name'. And then we type... It's basically what we call tags substitution, but this way, the actual tag for that product name will get entered into the message.

So as you saw again, we're just referring back to that specific tag product name. The reason I add the default is because, just in case an item, maybe you don't have the product name on your site, we still want it to say, at least your item is waiting for you. So, that's what that does.

And then finally, we can actually add the product_image. Again, this is an image tag substitution. We're just pulling the product image from this code again for these automatic tags. Finally, I was saying that we want to make sure that this goes to... This is our GitHub. We want to make sure this goes to the checkout page. The launch URL for your abandoned cart notification should be going to the checkout page specifically, just to make sure that whatever your checkout page is or if it's the cart page, we want to send your subscriber or user there, so that when they click that notification, they'll be more apt to actually just purchase the item directly because you're making it easy in sending them to the last step of what they need to do. Okay.

Q&A

[15:07]

Speaker: Can I make a question?

Eyra: Sure.

Speaker: This launch URL is only for websites or for mobile apps too?

Eyra: Yup. You can do it for a mobile web too. It can be for iOS and Android as well.

Speaker: And if the user clicks the push notification, he's redirected to the exact point inside the mobile web.

Eyra: That is correct. That's what we'd want. That's correct. Yup.

Speaker: Okay, great.

Eyra: Yeah. You just got to make sure. Obviously, for every site or app, it might be different, but as long as you're putting in that specific page, it should work.

Speaker: I saw that the app is sending to OneSignal that a product was added to cart, but it seems that the product was bought, because how does OneSignal know that the product wasn't bought?

Eyra: Basically, at least... The code, I will say, it sounds like you're asking more for a specific app. So this is actually just for a website, this specific code. But basically, it actually is tacking just... Basically, it's like, when it's removed, basically, this code knows when you've moved forward with actually purchasing. When a user purchases, basically the item gets removed from the cart, right? So, that's what this code is. It's detecting whether the items stay in the cart or whether it has been removed. So if they do purchase, the item gets automatically removed. And then that individual would be removed from that specific abandoned cart segment. Does that make sense?

Speaker: Yeah.

Eyra: It's basically the code. But again, you were asking a little bit for an app. We don't actually provide the specific code for abandoned cart here in an app, but it's essentially the same idea. It's basically detecting whether there's an item still in the cart or if it gets removed and/or purchased.

Speaker: Okay. So it's not in the documentation, but it exists. It can be implemented.

Eyra: That's correct. Yes. That's right. Yeah. Again, I think abandoned cart notifications, they're very key for any type of website or app where you are purchasing something. Especially in terms of driving revenue, it's just a great way to remind users to move forward with their purchase.

Speaker: Yeah.

Eyra: Yeah, no worries. Again, you don't necessarily just have to do it by abandoned cart, I think. Sometimes if you have a gaming app, there are ways to do it or to remind people to purchase based on levels or to keep playing the game. If they reach a certain level, maybe you want to send them a purchase coin notification. There are lots of things that you can do. even with these abandoned cart notifications, maybe you don't just want to do it after an hour. Maybe you even want to do a specific sale.

So this one is just reminding you your item is waiting for you, but you can also get a little bit creative and say, "We'll give you a 10% discount for the next hour if you purchase this item that is waiting in your cart." So, that's just a little bit more incentive for the individual to move forward with purchasing this product that they seemingly or you already know they're interested in since they've added it to the cart.

So I encourage you guys to just get a little creative in how you incentivize people to move forward with the purchase. It doesn't just have to be a reminder. You can offer a specific discount to purchase right away, discount within a day. or based on whether you even just know they visited a specific category or page, you can send a 20% discount on all couch or furniture items, whatever it might be.

I think the keys are abandoned cart notifications are just reminding people to finish purchases and/or also using segmentation in tags to get more personalized and target people appropriately.

Sorry again for not sharing the screen on that last part. I definitely apologize for the malfunction. I think I just got going and assumed that it was still sharing.

[20:06]

Speaker: No problem. Thanks for showing it again.

Eyra: Sure. Of course.

Speaker: Is there a way to know if the user bought the product based on the push notification, like the conversion rate of a push notification?

Eyra: Yeah. You can. Essentially, we do that mostly with your delivery stats and what we call outcomes and tracking. I think we're doing a separate webinar on that as well. But we go back to this abandoned cart segment or documentation. Again, this is basically just focused on websites. But at the very end, we actually do cart tracking. We actually provide some code for that as well. But essentially, if you have a paid account, you can also use what we call our outcomes - I'll go ahead and open this - to track the actual revenue bought as well. So, think of outcomes as event tracking or notification event tracking. This is a way to directly attribute.

You can even just sum up the outcomes. We have one here called sum. Again, it'd be like maybe around a certain discount or around all your abandoned cart notifications. You want to know how much revenue was generated. You actually can track them with what we call event tracking.

Unfortunately, I don't have enough time to get into all of that today, but definitely, we encourage you to track down. It would look something like setting up some simple code. Again, this would be maybe with whatever specific Java you might have on your site or Objective-C, but you can easily track the purchases and even the specific dollar amount, maybe for a specific item, and then count that all up and get a sum total so that you can directly say, "Hey, these notifications actually influenced us getting $1,800 in revenue or 5,000, 100,000," whatever it might be. So, that could definitely be done. That's in our delivery stats. If you are a paid client, we do have what we call, again, outcomes and tracking.

I encourage you guys to visit our documentation on this, and then hopefully, we'll actually be doing a separate webinar a little bit further on event tracking or outcomes as well.

Speaker: Okay. Abandon cart and data tags, they are a part of the free plan.

Eyra: Yes. Those are part of the free plan that you don't need to have a paid plan to utilize those that function. Yup, that's right.

Speaker: Okay.

Eyra: Perfect. Great. Well, I apologize for the malfunction and not being able to see, and I know we're a bit over, but hopefully, this was a bit helpful. What we'll do is we'll be sure to send you guys a video, this video recording afterwards, as well as some of the specific... sorry, documentation that was referenced. We'll send that to you guys afterwards. And then I always encourage you to, right here at the bottom, once you're logged into the platform, if you click this chat box, you can actually chat with us directly, our support team, or you can always just reach us at supportatonesignal.com with any questions.

Speaker: Okay, great. Thank you very much.

Eyra: Thanks, guys. Have a great one.