To measure personalization success, you decide to keep track of a certain metric. But the metric tells you about the progress in weight lifting, and there is no clue about the improvement in cycling time. Without any idea of your cycling performance, you enter the race. Do you think you will win the competition?

While it’s a no-brainer that the situation and your chances of winning will be odd, this example teaches the importance of tracking the right metric. The right metric navigates you toward your goal and prevents you from getting lost on the wrong path. 

Download Free: Website Personalization Guide

Metrics measurement has the same importance when it comes to the personalization of consumer experience. Each metric has its significance and contributes differently to personalization success. Thus, it’s important to know when to track a particular metric depending on the goal.

So, let’s dive into metric measurement and its relationship to the success of a personalization campaign. We will then look at ROI tracking of personalization because a positive ROI is the ultimate aim of any business, and it decides the continuation/repetition of the campaign.

Personalization and its significance

Before going forward, let’s understand personalization and its significance in your marketing strategy.

Personalization is customizing the experience of returning users to make them feel more connected. The whole process of this customization is based on data gathered from past interactions, behavior, and customer background.

The reason personalization is so important is that it makes the customer feel special and see things of interest at different touchpoints. Thus, making the customer stay for a longer time, increasing the lifetime value of a customer, and reducing the customer acquisition cost. 

Now, let’s move on to the crucial part of measuring personalization success with the key metrics.

Key metrics to measure personalization success

Forrester conducted a survey that included 372 business decision-makers. The survey revealed that only 30% of firms have the right metrics to measure the success of their personalization program. The key metrics are equivalent to understanding your customer’s response to your digital communication effort. Some of these key metrics are as follows:

Here’s an explanation for each of the metrics –

Average revenue per user (ARPU)

It is one of the key metrics that is mainly used in the SaaS industry. This metric is tracked when you roll extensions and packages tailored for customer segments. For example, say a company offers a SaaS marketing tool with an off-page SEO analysis feature. Now, the company is rolling out an on-page SEO analyzer with a $5 increase in subscription for its loyal customer segments in the initial stages. In such a situation, tracking ARPU becomes crucial to know the effectiveness of the campaign to roll out the extension. 

An increase in the average revenue per user means that the personalized campaigns to suggest extensions and packages have successfully aligned with the customer’s needs and interests. Thus, this metric summarizes the ROI of the marketing campaigns. 

Here is the formula for ARPU calculation:

Cart abandonment

This metric combined with past customer behavior data helps understand your customers’ purchase behavior. For instance, say you have a group of regular customers that buy whenever there’s an offer discount, and in a recent buying journey, they abandoned the cart because there were no new promotions or offers. This particular behavior helps in segmenting the group as discount seekers. You can personalize the upcoming campaign with offers for this specific group and again track the cart abandonment rate to check the success of the personalization measure.

Also, sometimes due to a lack of payment options, users drop out at the last step. Thus, when you test your payment gateway page with new payment methods, tracking the abandonment rate helps in knowing their efficacy. 

So, this key metric is vital when you enrich your customer’s experience with new favorable payment methods or offers on the product. Also, this data is required for segmenting users, who can be targeted with custom digital marketing ads and communication.

The equation to calculate cart abandonment is as follows:

Churn rate

Churn rate helps you gauge the dissatisfaction in customers while using your product or service in the follow-up interaction. When you want to increase the revenue from returning users, then tracking this metric is vital.

Churn rate tracking before and after personalization helps in knowing whether the tailored experience is keeping up with customers’ expectations. 

Here is the formula for the churn rate:

Click-through rate (CTR)

A website, whether a SaaS or eCommerce platform, has multiple call-to-action buttons which guide the customer to make a decision. Tracking the CTR of these buttons is essential when the goal is to understand the effect of UI/UX on the customer’s decision. CTR tracking of buttons like add to wishlist, add to cart, read details, etc. helps pinpoint where the customer is finding ease or difficulty in navigation. 

CTR tracking in personalization becomes vital when the returning customer sees the product catalog based on interest and past purchases. Thus, tracking CTR buttons before and after personalization aids in making the UI/UX and product recommendation better, which in turn affects sales. 

The formula to calculate CTR is as follows:

Conversion rate

Conversion rate gives you a complete picture of your sales cycle and its weak points. This metric helps in testing hypotheses related to gaps and personalization measures. 

It also tells you about the impact of the product recommendation mechanism, especially when the revenue has a significant chunk from returning customers. 

You must track this key metric for personalization when you see a stream of traffic but lowering/ stagnant sales and if you are testing new features for a custom experience.

Here is how you can calculate the conversion rate:

Customer lifetime value (CLV)

CLV is tracked when the long-term association is in view with multiple transactions between a customer and the company. Personalization success monitoring with this key metric determines whether the experience was as per customers’ needs. You track it not just for one campaign but for a larger picture.

The formula for CLV measurement is as follows:

Download Free: Website Personalization Guide

Increase in average order value

This metric is essential when you want to improve cross-selling, subscriptions, and related course sales. The success of the personalized products section on the webpage is known through this metric.

One example is Bear Mattress, which utilized VWO to redesign the cross-sell flow and personalize the recommendation based on purchase behavior history. The goal to increase order value and key metric tracking helped them increase revenue by 16%. 

An increase in average order value is calculated as follows:

User progress and usage

A metric that is the heart of eLearning website analytics, you must measure it after the personalization of study material and courses for the user. It helps validate hypotheses for personalized course recommendations.

The formula to measure user progress and usage:

Now, that we know the importance of metric tracking in personalization success, let’s move on to an overview of the ROI of personalization measurement. Personalization is worthy only when it positively contributes to the ROI.

Keeping a check on the ROI of your personalization campaign

There is no doubt that personalization increases revenue. As per Deloitte, Starbucks once carried out a personalization campaign that included 400k personalized messages. The campaign saw a threefold increase in the offer redemption.

ROI from personalization must be checked on a dashboard with pre and post-personalization campaign results rather than in silos. To check ROI, go through the Conversion Rate, ARPU, and Average Order Value of the control group to whom you showed the personalization campaign and compare it with your previous data.

Also, it’s necessary to monitor human resource involvement, third-party tool usage, and disruption (if any) in the regular flow of work while measuring the ROI. 

In the end, to improve the ROI of the personalization program, the foundation needs to be strong. This means you must have a robust data strategy that fills all the gaps and creates a strong visual of the consumer journey.

Measuring personalization success with VWO

VWO Personalize makes personalization easy and effective. It helps you trigger unique experiences for specific audiences at the right place and time by – 

1. Leveraging visitor data 
2. Prompting experiences via triggers that are based on visitors’ persona or events like when one refreshes a page
3. Helping you create experiences via the visual editor without relying on developers each time 

With VWO Personalize, you can track how your personalization campaigns impact the conversion rate for the metrics associated with the campaigns. Our platform allows you to track the following goals:

1. Page Visits 
2. Form Submits 
3. Clicks on Link 
4. Clicks on Element(s) 
5. Revenue 
6. Custom Conversion 
7. Engagement

The VWO Personalize report dashboard shows real-time conversions and is easy to read, which assists in better business decisions. The ongoing personalization journeys can be optimized based on report observations.  

Conclusion

The true potential of personalization is unlocked with the right metric tracking. It’s like becoming a pro in bike racing, measuring your cycling performance each time, analyzing faults, and making more personalized efforts to grab the competition trophy, while your competition is still measuring weight lifts or making efforts without any analysis.

In the growing business competition, your trophy is a loyal consumer base, and personalization measured with the right metric is your effort. Metric tracking will help you personalize and become the true server to a loyal consumer base. 

Let VWO Personalize become a partner in your journey, and it will do the heavy lifting of bringing you accurate reports on your key metrics. Also, create 1000s of consumer journeys, run A/B tests, create variations with an easy-to-use visual editor, measure ROI, and get behavior insights on a single dashboard. Grab a free demo for all the VWO features and capabilities including personalization.

Download Free: Conversion Rate Optimization Guide

Since email marketing strategies can be such a hit or miss depending on the execution, the quality of the leads and email list, and plenty of other factors, it becomes imperative to meticulously optimize your email campaigns for maximum email marketing conversion rate. Following these tips can help you boost your email click-through rate and meet your conversion goal: 

Always Use A Landing Page

Don’t just send people to your website and expect the magic to happen. A good email marketing campaign should be tightly bonded with a relevant landing page. This will vary for different types of emails. For instance, abandonment emails should ideally lead the person to where he left his cart. When email recipients arrive at this page, it should be clear what you expect them to do. This will significantly reduce the bounce rate on your landing pages.

Landing pages are also your opportunity to offer incentives such as deals and ungated content, which can help you convert faster. They also offer the chance for personalization and for converting email subscribers for a specific or targeted offer. If your email directs readers to a generic site that doesn’t deliver a tailored experience or has nothing specific to offer, they’re not going to be enticed. You don’t have long to grab them with an offer before they inevitably click away.

Create A Persuasive Subject Line

It’s important to get creative when thinking of a subject line so as to ensure that it isn’t just clickbait, but persuasive enough to encourage readers to open your email. You want to appeal to their curiosity when the email lands in their inbox, otherwise there’s every chance they might skip to the one that catches their eye. 

Always be specific and direct with your customers, and never overpromise. Keep subject lines short, and try to use human psychology to come up with actionable, trigger words that make readers click. 
This article offers a great guide to creating a subject line to encourage opens. It discusses the need to avoid spammy words like “make money” or “winner”. It also highlights how you can use emojis to evoke an emotional response and pop out in an email inbox.

Use Visuals To Grab And Retain Attention

Visuals can be vital to your email campaign. People respond incredibly well to visuals, and they are proven to significantly improve engagement and average conversion rate. In fact, a study has shown that adding images to any communication can result in a 650% higher engagement rate than text-only posts which is much higher than the average email conversion rates.

Take your chance to catch the eye both in the email itself and within the landing page. You can experiment with emojis, stock photos, illustrations, GIFs, and more. And you don’t need someone to generate these for you as you can get them for free from online image banks. Alternatively, there are also free tools available that can help you create stunning graphics. 

Below is a brilliant example of an email that provides a clear call to action and also makes use of appealing visuals to convey the desired message. 

Different colors evoke different emotions and can help convey your brand message effectively. Do you want to instill excitement among your readers? Colors such as red can create this buzz. Do you want to give the feeling of elegance to your email? You should use colors such as white and black. 
Color psychology is important to your visuals; get more insights on how color choices can help you increase conversion!

Download Free: Conversion Rate Optimization Guide

Use An Effective Call To Action

While it sounds obvious; the importance of clearly stating what you want your readers to do can’t be stressed enough. People respond to calls to action; it adds a level of clarity and encourages them to go through with a purchase or at least move further down the sales funnel. 

Make sure your CTA is powerful, clear, short, and actionable. Apart from this, personalized CTAs have proven to improve conversions by over 200%. So, dig a little deeper, and customize your CTAs based on parameters such as your readers’ location, interests, demographics, etc. to grab readers’ attention and get them to take the desired action. Here’s an example of a CTA that truly stands out:

Create A Sense of Urgency And Scarcity

This is one of the oldest techniques in the book. Creating a sense of urgency can help you convert better by encouraging readers to take action quickly. For instance, if you are offering a particular deal, you can have it for a limited time and add a countdown clock in your email to emphasize the urgency.

Scarcity is another great trick. If you’re using a promotion, why not offer a discount code which only the first 100 customers get to use? These methods give people the feeling that they are getting an exclusive offer while encouraging fast action.

Take a look at the below example. The messages ‘Online Only’ and ‘Hurry, ends Wednesday’ create a sense of urgency as well as the exclusivity that drives readers to go ahead and make their purchase quickly. 

Make Your Emails Personal

If you collect customer data that help you know them better, you can send them more relevant emails that they would readily open and enjoy reading. You can target your readers based on their location, demographics, interests, whether they are a prospect or loyalist, and many other parameters that can help you tailor your email content better. 

This can be as simple as having someone’s name appear in the email. People feel more connected to a brand when it addresses them as a person, and hence are more likely to respond. 

Below is a snippet from an email from Just Eat, that uses a customer’s name to draw their attention.

Focus On The Frequency Of Emails

People often get annoyed and tend to unsubscribe if they are constantly receiving promotional emails. Therefore, getting the frequency right is essential to engage with your audience and maximize conversions while keeping the unsubscribe rate within control. 

This article talks about how different the ideal email frequencies can be when it comes to different industries and also highlights the various factors that can help you decide the ideal one for your business.  Since there is no ‘One size fits all’ solution, you need to base your email frequency on factors such as the goal of your campaign, your customer purchase lifecycle, your audience segmentation, industry best practices, etc. All you need to ensure is that your emails add value while achieving your campaign goal.The frequency of your emails is something you can A/B test to figure out what works best for your conversions.

Check Open Rates And Email Deliverability

Email addresses that have been collected don’t necessarily have value. If an email address isn’t in use, you may as well remove it from your database as there is no chance of it leading to any positive outcome. All it will be doing is skewing your campaign results. Smart email validation services can crawl the internet and data from email providers to see if the address on your list is active and in use.

Another figure to pay close attention to is the open rate. If your campaign has a high open-rate, but a low conversion rate, it could be time to tweak your email design and copy.

Split Test All Important Elements

Split testing is your best friend as a marketer. It is your opportunity to compare and figure out what works for your readers and business. You can split test elements as simple as the graphics on your landing page or within an email, or the way you have worded your CTA. If one variation is getting you a significantly higher conversion rate than the other, you’ll be sure about implementing the change. 

So, draw data-backed hypotheses, run effective tests, and use the insights you collect to optimize your email marketing campaigns for conversions. Split testing allows you to understand what works for your specific mailing list and whittle down your marketing efforts.

Optimize Your Campaigns For Mobile

More than 50% of emails are now opened on mobile devices. If your emails are not optimized for a responsive design, you could be missing out on engaging with over half of your audience. 

If you don’t optimize for mobile viewing, you can see why people might click away. Text can become difficult to read, and things can be formatted incorrectly, which makes your email look unprofessional.

The image below shows how responsive design can make it easier to see the content, with no awkward squinting to see the smaller text. 

With these handy tips, you are all geared up to optimize your email marketing campaigns for conversions, So, get the ball rolling, and create delightful emails that engage better and convert faster. 

Also, get more insights on how to uplift your email marketing conversion in this webinar:

What is click-through rate?

Click-through rate (CTR) is a metric, shown as a percentage, that measures how many people clicked your ad to visit a website or landing page.

Why are click-through rates important?

For paid ads on Facebook, Google AdWords, and other advertising platforms, the click-through rate directly influences an ad’s Quality Score or Relevance Score.

Download Free: Conversion Rate Optimization Guide

However, note that high click-through rates aren’t always a positive sign. If your ad fails to target the right keywords, or your ad copy, landing page, or offering isn’t helpful or relevant to a visitor, you may end up spending a lot of money on ads that don’t impact your bottom line. The key is to test every element intended to bring you conversions.

Therefore, start spending time in conducting keyword research that will ensure every paid ad is relevant to your ideal customer or target audience.

What’s the formula for calculating click-through rates?

To calculate the click-through rate on a paid ad, divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).

For example, let’s say your ad generated 100 clicks and was seen by 2,000 people during its campaign. 

CTR = 100 (Clicks) ÷ 2,000 (Impressions) = 0.05  x 100 (percentage) = 5% CTR

Pro Tip: Don’t forget to multiply your result by 100 to save some extra time calculating the percentage.

Calculating click-through rates isn’t exclusive to performance marketing channels such as Google Ads.

Say, I want to know how many people visit my website’s homepage after reading one of my blog posts. 

In this case, I’ll look at the click-through rate, which will tell me how many people clicked the link to my website from my blog post, out of the total number of visitors to the blog post.

People Who Click Website from Blog Post/Total Number of Blog Post Visitors x 100 = Click-through Rate

But what about conversion rate and how does it compare to click-throughs?

What is conversion rate?

Conversion rate is a metric, shown as a percentage that displays how many website visitors and app visitors complete an action out of the total number of visitors.

Why are conversion rates important?

For many marketers and entrepreneurs, conversion rates are the most important metric to monitor frequently, because it directly impacts their business’ overall sales and revenue.

Chris Keller from Bizible reinforces this idea and goes so far as to outline 3 reasons why website conversions are more important than web traffic. 

Firstly, Keller argues that more traffic doesn’t necessarily mean you’ll see a spike in sales. 

This can be the result of several issues:
– Attracting the wrong kind of traffic by targeting wrong keywords
– Having website content which isn’t related to your products and services
– Broken lead gen forms or conversion flows.

Secondly, Keller argues that it is significantly easier and takes less time to increase web conversions than it is to increase web traffic.

That’s why it is important to know about the art of conversion marketing.

Finally, Keller’s last point is that prioritizing CRO (Conversion Rate Optimization), before optimizing web traffic—instead of the other way around—would have a greater impact on your business’ ROI and profitability.

How do you calculate conversion rates?

To calculate Conversion Rate, divide the total number of visitors to your website or landing page by the number of goals completed.

Pro Tip: You can multiply this result by 100 to save some extra time calculating the percentage.  

It is important to note, however, that this formula will change slightly depending on the type of conversions you’re measuring.

For example, if you’re measuring the Conversion Rate of people visiting your website who turn into leads, the formula will be:

• Total Number of Leads Collected/Total Traffic to Site x 100 = Conversion Rate

Similarly, if I want to calculate how many website visitors convert into paying customers, the conversion rate formula will look like this:

• Number of Sales / Total Traffic to Site  x 100 = Conversion Rate

Finally, if I want to measure how many people subscribed to my newsletter after clicking my ad, the conversion rate formula will change to this:

Number of People Who Subscribe To My Newsletter/Total Number of People Who Clicked My Ad x 100 = Conversion Rate

Download Free: Conversion Rate Optimization Guide

Google analytics tools for tracking conversion rates and click-through rates

Google Analytics is an incredibly versatile tool that allows you to understand who your audiences are, how they behave on your website (also create heatmaps in Google Analytics), where they find out about your business (that is, traffic sources), and how they interact with your website content.

More specifically, Google Analytics allows you to set up Goals, which gives you the ability to track whenever a defined action is taken on your website (that is, the conversion rate), like form submissions or product purchases.

Look at this short video from Google on how to use Goals within Google Analytics to track your conversion rates.

You can also use Google Analytics to track impressions and your ad Click-Through Rate from your Google AdWords campaigns. Here’s a short video that explains how it works.

In addition to Google Analytics, you can use any of the following to track Conversion Rates and/or Click-Through Rates.

• Native advertising platforms (Facebook Ads Manager, Twitter Ads Manager, Google AdWords Manager Accounts)
• Third-party analytics software (Tableau, Funnel.io, Mixpanel)
• Conversion rate optimization(CRO) tools (VWO)

Conversion rate vs. Click-through rate: which one should you measure?

Digital marketers should ultimately use both the conversion rate and the click-through rate to measure the success of their marketing efforts. 

However, as Andrew Chu from MGX Copy notes, click-through rates and conversion rates affect two different marketing/sales funnel stages.

At the top of the sales funnel, the click-through rate measures what action users perform (such as clicking your ad) before they get to your website.

At the middle and bottom of the sales funnel (MOFU/BOFU), conversion rates measure actions that people take when they’re already on your website.

For example:
– Form submissions
– Ebook Downloads
– Product Purchases

And more…

As an example, let’s say I want to know how many people visited my website after seeing my Facebook ad. In this case, I would want to determine the click-through rate.

If my Facebook ad earned 100,000 impressions, and 3,500 of those people clicked my ad to visit my website, that makes my click-through rate 3.5%.

Not too bad!

Now, say I want to know how many people became email newsletter subscribers from the ones who clicked my Facebook ad. In this case, I want to measure the conversion rate.

In this case, of the 3,500 people who clicked my Facebook ad and visited my website, 40 people subscribed to my email newsletter, making the conversion rate about 1.14%.

So, which metric are you supposed to measure—conversion rate or click-through rate?

The answer depends on which stage in the marketing/sales funnel you want to optimize.

If you want to improve keyword rankings in SERP or increase traffic to the blog, then measuring and optimizing your click-through rate is ideal.

If you want to focus on growing your email newsletter subscription list, increasing the number of people who sign up for a free trial, or increasing the number of products you sell online, then focus on measuring and optimizing your website conversion rates.

6 actionable growth tactics for improving click-through rates

Here are a few quick tips that can help you improve your click-through rates:

• Conduct some consumer research on your target audience. This will give you a better understanding of what type of messaging your target audience is more likely to respond to
  
• Use keyword research tools to find specific phrases your target audience is searching for. Include negative keywords and branded keywords as well in your research
  
• Write an ad that is enticing and helps your brand stand out. Use power words that convey urgency, authority, performance, advanced technology, scarcity, or social proof
  
• Use high-quality, eye-catching photos in your ads; but make sure your images do not contain more than 20% of overlay text
  
• Make sure the copy, content, and design of your landing pages are aligned with your paid ads
  
• Have a clear and concise call-to-action that makes it clear to the viewer what they can expect after clicking your ad

For more in-depth information about these tips, look at these helpful resources:

Google AdWords tips to create highly converting search ads

Actionable growth tactics for improving conversion rates

Conversion rate optimization is all about identifying, analyzing, testing, and improving various touch points at the middle and bottom levels of the marketing/sales funnel. Here are a few quick tips on how to optimize your conversion rates.

• Personalize your messaging and user experiences, based on visitor behavior, preferences, or interests
  
• Don’t give up on website visitors who don’t convert right away. Keep them engaged with retargeting ads, where you can display services, products, or offers based on what they’ve shown some interest in
  
• Offer customer support throughout the buying cycle. You can offer real-time chat with a customer support representative, provide Help Center informational tutorials and troubleshooting information, or answer questions visitors may have on a dedicated FAQ page
  
• Convert website visitors into potential leads by offering free materials in exchange for their contact information. For example, you can offer a technical white paper, an instructional e-Book, data-rich infographics, or exclusive video content
  
• Give website visitors several opportunities to convert. There’s a slim chance someone will visit your website for the first time and immediately decide to make a purchase. Instead, give hesitant visitors additional opportunities to convert (also known as “micro-conversions”), like giving them a chance to sign up for your email list through a smart bar, display a limited-time offer in an exit-intent pop-up, or allowing them to subscribe to a web browser and mobile push notifications for the latest updates
  
• A/B test various elements of your landing pages, including hero images, call-to-actions, taglines, descriptions, button positioning, the format of contact forms, and others
  
• Add social proof on popular landing pages. Experiment adding customer testimonials, recognizable brands you’ve worked with, or mobile app store reviews and ratings to your website and landing pages

To further increase conversion rates of your website, check out this article on lead magnets. Lead magnets or content upgrades can be a great addition to your overall conversion rate optimization strategy.

Download Free: Push Notifications Guide

In this post, we’ll be explaining the reasons why your push notification delivery rate cannot be 100%, and what we have implemented to help you understand why your delivery rate is lower than you expected, at any point in time.

1) The browser is not open on the device

Web push notifications appear on a subscriber’s screen (on both desktops and mobile web browsers) when the browser is open for which they opted in. This means that even if your subscriber is browsing other websites, they will receive your notification real-time. But, if the browser itself is not open, they will only receive your notification when they reopen it.

2) Users clear other site data in Chrome

When users clear other site data from Chrome, the service workers are uninstalled. With this, your website won’t be able to send push notifications to that particular subscriber, resulting in a lower delivery rate.

3) The user disables background app activity

Within Operating Systems, people can switch off background refresh for apps. One reason could be to save mobile battery usage. And this can also forcefully disable the Chrome or Firefox app. This leads to the GCM neither overruling the token nor notifying the Chrome server.

4) Network problems disconnect GCM and the user

There are times when users are not connected to the internet for a long time. The reasons could be many, from being in areas without network coverage to avoiding roaming charges. When this happens, the device sends heartbeats at an interval of 28 minutes on the cell phone network and 15 minutes on WiFi (GCM’s idle socket connects an Android device to the Google servers).

If this heartbeat doesn’t reach the GCM server, Google continues to re-attempt connection. So, if the push notification user is disconnected from the internet for a long duration, GCM can neither deliver the notifications nor mark them as dormant. This can either delay the delivery of the notifications or leave them undelivered.

5) Browser app uninstalled

When a user uninstalls a browser app, GCM takes time to tag that device as non-functioning. This results in the notification being sent to the GCM, GCM attempting to send it to the device, and failing at it.

Download Free: Push Notifications Guide

6) Notification expires before reaching the end-user

If a user has either uninstalled the browser app, disabled background activity (mobile devices) or has been disconnected from the Internet for too long, and you’ve set an expiry to your notification, then chances are that the notification will not be attempted to be delivered once that specific time lapses.

Identifying these problems, we’ve established the ghosting system. In this feature, our algorithms predict and identify inactive push notification users for each VWO Engage account, that is, subscribers which will never receive your notifications due to any of the reasons stated above. This is followed by our system marking them as inactive or “ghosts”. Please remember that you won’t “lose” subscribers with this. Even after our system has marked certain subscribers as “ghosts”, we will continue to attempt delivering your messages to them, until they are marked as unsubscribed.

This way, you’re only charged for the number of active push notification subscribers in your push notification tool.

Conclusion

Push notifications are important for improving engagement with new users and to nudge existing users further in the buyer’s journey. Gaming company Ubisoft increased their CTR to 31% using push notifications. 

It is completely normal to have your push notification delivery rate less than 100%. Your CRO efforts must be inclined towards understanding and gauging the gaps to identify possible opportunities to consistently optimize your conversions.