This presentation was presented at Growth Marketing Barcelona Meetup in February 2020 by Ata Gür, Co-founder and CEO of Frizbit.com. He introduces you to the new digital marketing channel 'web push notifications' (a.k.a. browser push notifications) and explains the best practices on how to use them. You can watch the live video of this presentation on https://www.youtube.com/watch?v=FBrEIQ4cZNM Having worked specifically on web push notifications for 4 years, he is one of the unique marketers in the world having a comprehensive know-how on this channel and he will reveal his best practices on this channel, which he learned while working with more than hundreds of websites. He shared also some of the case studies with their customers, showed use cases for different industries and finally he did a live demo on a sample ecommerce website. Who should watch see this presentation? Web push notifications is still a new channel in digital marketing world and not many people are aware of them, neither its use cases nor its best practices. Anybody who would like to learn how to start using it in an optimal way should watch this presentation. From digital marketers to CRM managers from startup founders to product managers, whoever is working on digital marketing or user journeys to increase conversions and revenue on their website should watch. What do you get out of it? You will learn the following, at the end of the workshop: - The 'Funnel', why 'Retention' - What are web push notifications? How does it work? - How it differs from other marketing channels such as retargeting ads, app push notifications, emails, etc.? - How to use it as a user retention channel to bring customers back alongwith other channels? - How effective and profitable are they compared to other marketing channels? - How to automate them? How to personalise them? How to get the most out of them? - How to use them as an automated retargeting channel without ads at B2C? - How to use them within your marketing automation workflows at B2B? - Results of their case studies based on the experiments at existing customers - Use cases in different industries from e-commerce to travel, from classified to SaaS. Speaker: Ata GUR He also co-founded and mentored multiple startups. In his last role before his last startup, he was the head of digital marketing at a large e-commerce company in Turkey. He managed a team of 6 people, many third parties and an annual annual budget of €2M. As his last startup, he co-founded Frizbit, a marketing tech startup based in Barcelona, which is currently incubated by Barcelona Activa. He also taught Digital Marketing and SEO a few years at Master's programs as a part-time lecturer.

3. Join our Growth Marke0ng
Barcelona Meetup group
h"p://bit.ly/Growth-Meetup
Join our Growth Marke0ng
Experts LinkedIn group
h"p://bit.ly/Growth-Experts

4. Ata GÜR
Educa?on:
• ’11 Boğaziçi Uni, B.Sc. Industrial Engineering
• ’13 Özyeğin Uni, M.A. Entrepreneurship
Work Experience:
• 9+ years of experience in digital marke0ng at
agencies, startups & e-commerce
• Last job: Head of Digital Marke0ng at Kliksa,
managed €2M of online marke0ng budget
Currently:
• Co-founder at Frizbit, marke0ng tech startup
incubated by Barcelona Ac0va
• In Barcelona since 2017, Startup Bootcamp BCN

5. Frizbit is a marke?ng automa?on pla_orm
for transac0onal internet companies
bringing customers back
via automated & personalised retarge?ng campaigns
WHATSAPP
THE FASHION HOUSE
Jane, the last units of the red high heels, size 36
in our stocks.. Complete your order now!
MESSAGES
THE FASHION HOUSE
Jane, the last units of the red high heels, size 36
in our stocks.. Complete your order now!
The Fashion House
Jane, your red high heels?
The last units of the size 36. Hurry up!
Web Push
SMS
Email
WhatsApp
We are running out of them, buy now!
Jane, still looking for red high heels?
thefashionhouse.com

6. - The ‘Funnel’
- Why ‘Reten0on’?
- Overview of reten0on channels
- What are web push no0fica0ons?
- How do web push no0fica0ons work?
- Short history of web push
- Why to use push no0fica0ons
- How to use them as an automated retarge0ng channel?
- Use cases of push no0fica0ons
- Cri0cal mistakes
- Chrome v80 Update
- GDPR
- Case studies from exis0ng customers
- Live demo at an example e-commerce
Agenda

7. AARRR - Pirate Metrics

8. New Users
Why User Reten5on is Important?
Conversion Rate
2.4%
Source: hhp://www.businessinsider.com/e-commerce-report-shows-returning-customers-are-more-valuable-than-new-ones-2016-3
Returning Users
Conversion Rate
4.5%
Returning users have double conversion rates.
Effec?ve reten?on is the key to increase the revenues.
But how to bring customers back?

9. of the users abandon the website
during their journey without conversion!
Home
Page
Purchase
97,6%
52%
100%
0%
85%
34%
15%
50%
25%
75%
Users
Category
Page
Product
Page
Cart
48% 15% 66% 85%
Why User Reten5on is Important?

10. Overview of Reten5on Channels
E-mail SMS
Retarge0ng Ads
Social Media
App Push No0fica0ons Web Push No0fica0ons
Last Rooms in Barcelona!
Hotels are getting busy for your trip
between 25 - 28 Feb. Book Now!
frizbit.com

11. Apps
(on Mobile)
High Engagement Rate
via Push No0fica0on
Websites
(on Desktop & Mobile)
No Comparable Solu0on
in the past
Push No?fica?ons

12. 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 subscrip?on-based
online reten?on channel for websites
What is a Web Push No5fica5on?
Jane, Still Looking for Red Shoes?
We are running out of red shoes, buy now…
frizbit.com
Latest Brexit Negotiations
How the EU could renegotiate the
Brexit deal
Read Article Now!
Last Rooms in Barcelona!
Hotels are getting busy for your trip
between 25 - 28 Feb. Book Now!
frizbit.com
frizbit.com
Jane, Still Looking for Red Shoes?
We are running out of red shoes, buy
now…
frizbit.com
Latest Brexit Negotiations
How the EU could renegotiate the
Brexit deal
Last Rooms in Barcelona!
Hotels are getting busy for your trip
between 25 - 28 Feb. Book Now!

13. How Web Push No5fica5ons Work
demo.frizbit.com wants to
Build a new subscriber base with one-click opt-in
Opt-in -> Create -> Target -> Engage -> Measure

14. How Web Push No5fica5ons Work
Opt-in -> Create -> Target -> Engage -> Measure
Create no?fica?ons in few seconds

15. How Web Push No5fica5ons Work
Opt-in -> Create -> Target -> Engage -> Measure
Select your target subscribers

16. No0fica0ons are
delivered in real-?me even
when they are NOT on your website
Jane, Still Looking for Red Shoes?
We are running out of red shoes, buy now…
frizbit.com
Jane, Still Looking for Red Shoes?
We are running out of red shoes, buy now…
frizbit.com
Right Message
Right Customer
Right Time
How Web Push No5fica5ons Work
Opt-in -> Create -> Target -> Engage -> Measure

17. How Web Push No5fica5ons Work
Opt-in -> Create -> Target -> Engage -> Measure
Check your metrics & op?mize

18. History of Web Push No?fica?ons
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 No0fica0ons became a new channel for websites
to re-engage with their users.
for all Windows 10+ desktop
Since April 2018

19. Anatomy of a Web Push No5fica5on

20. Emails
2.3%
8.5%
Click Rate
Emails
5%
Opt-in Rate
2% Web Push
No?fica?ons
Web Push
No?fica?ons
Reach Rate
Facebook
6%
99%
Web Push
No?fica?ons
Source: Sumo Source: Mailchimp Source: Ogilvy
x2.5 x4 x16
Why to Use Push No5fica5ons?
1. Most Engaging Reten?on Channel for Websites

21. App PushWeb Push
Email SMS
Engage with
REGISTERED Users
Engage with
ANONYMOUS Users
Why to Use Push No5fica5ons?
2. Capability to Retain Not-Registered Users

22. 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
~75% of global browsing audience
Why to Use Push No5fica5ons?
3. Reach Both Mobile & Desktop Users without Having an App
Microsor Edge for Windows 10+
Microsor Edge for Windows 10+

23. 1. Freemium / Free Trial
2. Lower Monthly Fee Compared to Email Marke0ng
3. No Extra Cost Charged per Message
4. No Onboarding Fee
5. No Forced Yearly Contracts
Why to Use Push No5fica5ons?
4. Free to Start & Cost Effec?ve

24. 5-min
Setup
Why to Use Push No5fica5ons?
5. Easy to Setup & Build a Subscriber Base
{.js}
10-min
Installa0on
1-click
Opt-in

25. Why to Use Push No5fica5ons?
6. Highly Time Efficient
Concise &
Quick to Write
Short Response
Time
Automate to
Save Time

26. Why to Use Push No?fica?ons?
7. GDPR-Friendly

27. Create behavioural retarge0ng campaigns to bring customers back,
at each stage they abandon their customer journey
Recovered
Home
Page
52%
100%
0%
85%
34%
15%
50%
25%
75%
Users
Category
Page
Product
Page
Cart
Category
Retarge?ng
Product
Retarge?ng
Abandoned
Cart
Periodic
Reten?on
Cross-Sell
Campaigns
Purchase
RecoveredRecoveredRecovered
Recovered
How to use Web Push No5fica5ons
as an Automated Retarge5ng Channel?

28. How to use Web Push No5fica5ons
as an Automated Retarge5ng Channel?
Define scenarios of user journey,
design templates of messages
to be populated with parameters
and to be triggered automa0cally
CAMPAIGN
IF {SCENARIO} -> THEN {CAMPAIGN}
Setup automa0on campaigns once,
drive repeat traffic & revenue
with no extra ?me spent.

29. How to use Web Push No5fica5ons
as an Automated Retarge5ng Channel?
2%
Increase
in Sales
10*%
Opt-in
Rate
x 2
Messages
in Sequence
= x 10%
Click-Through
Rate
*10% for Spain, 3-10% for Europe

30. Increase user engagement
Increase conversions
Decrease opt-out
Personalise campaigns with much more
than just sta?c user data,
use mul?ple dynamic parameters
in both text and image
How to use Web Push No5fica5ons?
Personalise the Campaigns with Dynamic Parameters

31. Communicate Every User in their Language
with Mul8-Language Support
Language = EN Language = ES
Hola, ¡cómpralo antes de que se agote!
Últimas unidades de tu articulo, en
stock. ¡Finaliza tu pedido!
frizbit.com
xHey, don't miss it while still in stock!
We are running out of your item.
Complete your purchase now!
frizbit.com
x
How to use Web Push No5fica5ons?
Personalise your Campaigns by User Language

32. USERS SIZE
with not only their Demographics or Geography
but also their User Behaviour & Intent
WHERE
OR
AND
AND
AND
Sessions in Last 7 Days 2300000
Product Page Views > 3 750000
Category = “Shoes” 50000
49000Not Purchased
City = “London” 2000
City = “Barcelona” 500
How to use Web Push No5fica5ons?
Target your Campaigns with Dynamic Segmenta5on

33. xxJane, Still Looking for Red Shoes?
We are running out of red shoes, buy now…
frizbit.com
Variant-A
75%
Send arer X hours
Variant-B
25%
Send arer Y hours
Jane, what about your red shoes?
Your outfit is incomplete without them. Buy now
frizbit.com
How to use Web Push No5fica5ons?
Op5mise your Campaigns with A/B Tes5ng

34. Add UTM tags to your campaigns to
check the performance of your
campaigns based on conversions &
revenue.
utm_source=frizbit
utm_medium=push
utm_campaign=cart-abandonment
How to use Web Push No5fica5ons?
Measure your Campaigns & Op5mise

35. How to use Web Push No5fica5ons?
Images increase CTRs by ~20%
Ac?on Bu"ons increase CTRs by ~12%
>

36. less is MORE
How to use Web Push No5fica5ons?
Find the Right Frequency for your Audience

37. How to use Web Push No5fica5ons?
Use Call to Ac5on to Increase your CTR

38. How to use Web Push No5fica5ons?
Land Users on the Most Relevant Page

39. How to use Web Push No5fica5ons?
Make use of Emojis

40. How to use Web Push No5fica5ons?
Use Coupon Codes at the Beginning

41. Na?ve Opt-in No?fy Box +
Na?ve Opt-in
Event-Based
How to use Web Push No5fica5ons?
Decide on the Best Opt-in Type for you

42. Christmas Sale Is Here!
TIMING:
WHEN
There is a new offer, promo0on, update
Time to claim your 50% Christmas discount
and start saving!
thefashionhouse.com
Push No5fica5on Scenarios
Seasonal Campaigns
Manual Campaign

43. Push No5fica5on Scenarios
The Secret of Scents Collection
Discover the new Perfume Collection of Massimo
Dutti!
massimodutti.com
GO TO THE SHOP
DISCOVER THE SCENTS
Thanks for subscribing!
You can use coupon code “WELCOME10"
for a 10% discount in your first purchase!
thefashionhouse.com
DISCOVER THE COLLECTION
REDEEM "WELCOME10”
Welcome to the club!
Be the first to find out about our new arrivals,
exclusive benefits, events & trends.
thefashionhouse.com
Welcome
Push Subscrip?on ✓
TIMING:
IF
a user does [Opt-in]
THEN
send immediately
FOR:
• Any company

44. Push No5fica5on Scenarios
The Secret of Scents Collection
Discover the new Perfume Collection of Massimo
Dutti!
massimodutti.com
GO TO THE SHOP
DISCOVER THE SCENTS
NICO, still looking for PERFUMES?
Discover our latest products in our
PERFUMES category!
thefashionhouse.com
DISCOVER THE COLLECTION
BROWSE NOW!
MARIA, still looking for COATS?
Discover our latest products in our COATS
collection!
thefashionhouse.com
Category Retarge5ng
Category View ✓ -> Product View ✘
TIMING:
IF
a user does [CategoryView] event
AND
does NOT do [ProductView] event
THEN
send 1st message arer 1 hour
send 2nd message arer 1 day
….
FOR:
• Any transac0onal company

45. Push No5fica5on Scenarios
The Secret of Scents Collection
Discover the new Perfume Collection of Massimo
Dutti!
massimodutti.com
GO TO THE SHOP
DISCOVER THE SCENTS
JOHN, don't miss it while still in stock!
We are running out of PACO RABANNE
ONE MILLION. Complete purchase now!
thefashionhouse.com
DISCOVER THE COLLECTION
BUY NOW!
Personalise your book!
Psst! You can do magic in a few minutes to
your book “The Little Prince”
thefashionhouse.com
Product Retarge5ng
Product View ✓ -> Add to Cart ✘
TIMING:
IF
a user does [ProductView] event
AND
does NOT do [AddToCart] event
THEN
send 1st message arer 1 hour
send 2nd message arer 1 day
….
FOR:
• Any transac0onal company
CLEAR

46. Push No5fica5on Scenarios
Cart Abandonment
Add to Cart ✓ -> Purchase ✘
TIMING:
IF
a user does [AddtoCart] event
AND
does NOT do [Purchase] event
THEN
send 1st message arer 1 hour
send 2nd message arer 1 day
….
FOR:
• Any transac0onal company
The Secret of Scents Collection
Discover the new Perfume Collection of Massimo
Dutti!
massimodutti.com
GO TO THE SHOP
DISCOVER THE SCENTS
JANE, you forgot something back!
RED ALDO HIGH HEELS are waiting for
you. Complete your purchase now!
thefashionhouse.com
DISCOVER THE COLLECTION
BUY NOW!
JANE, your SHOES are waiting!
We are running out of your size. Order
before it is too late!
thefashionhouse.com

47. Push No5fica5on Scenarios
Repeat Order Reminder
Purchase ✓ -> New Purchase ✘
TIMING:
IF
user does [Purchase]
AND
does NOT do [Purchase] again
THEN
send arer 2 weeks.
….
FOR:
• Any transac0onal company with
repeated orders.
¿Te estás quedando sin agua?
NACHO, haz tu nuevo pedido y te
entregamos agua a tu domicilio :)
fontvellaencasa.es
The Secret of Scents Collection
Discover the new Perfume Collection of Massimo
Dutti!
massimodutti.com
GO TO THE SHOP
DISCOVER THE SCENTS
🍺 No beer left at home?
Order online again and have it delivered to
home SUMMER TORP BUNDLE!
beerwulf.com
DISCOVER THE COLLECTION
CHEERS!

48. Push No5fica5on Scenarios
The Secret of Scents Collection
Discover the new Perfume Collection of Massimo
Dutti!
massimodutti.com
GO TO THE SHOP
DISCOVER THE SCENTS
ALEX, we missed you!
That’s why we would like you to come back
and enjoy 10% off in your next purchase
thefashionhouse.com
DISCOVER THE COLLECTION
REDEEM THE OFFER!
LIDIA, we missed you!
Discover our latest products and promotions
now!
thefashionhouse.com
Periodic Reten5on
Session ✓ -> New Session ✘
TIMING:
IF
Last [Session] > 30 days
THEN
send immediately
….

49. Push No5fica5on Scenarios
Sequences
for Lead Nurturing & Onboarding
Push No?fica?on 1
Push No?fica?on 2
Push No?fica?on 3

50. Integrate Easily
via our pre-built plugins
in just one click
via our JavaScript code
with full control
tailored to your needs

51. This data collected includes: End Users’ mobile adver7sing iden7fiers, such as Apple
IDFAs and Android Adver7sing iden7fiers; End Users’ email addresses End Users’ IP
address, device push token, precise loca7on (e.g., GPS-level) data, network informa7on,
language, 7me zone, product preferences, and privacy preferences. The Par7es shall
jointly own the SDK Informa7on, and each Party shall be en7tled (without further
compensa7on to the other) to use, share, market, license, sell, store, and otherwise
exploit the SDK Informa7on to the maximum extent permiPed by law, which shall
include using the SDK Informa7on for cross-app, cross-device, and other interest-based
adver7sing, analy7cs and market research.
Cri?cal Mistakes About Push No?fica?ons
1. Free vs Paid

52. Cri?cal Mistakes About Push No?fica?ons
2. Collect Subscribers Under your own Domain,
Definitely not under the Sub-Domain of your Service Provider

53. Cri?cal Mistakes About Push No?fica?ons
With Automa0on no
extra 0me spent for
each no0fica0on sent
Hi {Jane}
Personalisa0on increases
engagement, decreases
opt-out rate
Accommoda0on in
{Barcelona} for
{26 Feb - 2 Mar}?
Segmenta0on &
Retarge0ng boosts
revenue & traffic
3. Choose a Provider with Dynamic Personalisa?on &
Automa?on Capabili?es

54. Cri?cal Mistakes About Push No?fica?ons
4. Developing an In-House Push No?fica?ons Solu?on
is more Costly than you Think!
• Allocate the 0me and effort of your valuable IT resources
• Later start collec0ng subscribers
• Under-perform compared to your compe0tors
• Not cost-effec0ve to develop for other browsers.
• Not feasible to develop state-of-the-art capabili0es

55. Google Chrome v80 Update
to Block Spam Web Push No5fica5ons
1. Websites with
Low Opt-in & High Block
Rates
2. Websites abusing web
push no0fica0ons
(Low CTR & Opt-out Rates)

56. A0cco is not just a workspace,
it is an innova0ve ecosystem for startups and entrepreneurs where projects grow.
Crea0vity, collabora0on, and experimenta0on are the key to keeping your business evolving.
We accompany you on the road to building connec0ons, genera0ng.
Hosted by

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