and Depth of Sessions
Overview
A global audience TV and entertainment company was looking for ways to measure the effectiveness of its push notification deployment. They wanted to know whether push notifications were actually driving more traffic to their site and whether users who received the notifications were more likely to return to the site compared to those who did not receive them.
The company approached Pushly, a leading push notification platform, to help them identify the actual lift provided by notification deployment vs the performance of users who did not receive the notification.
Challenge
The challenge was to set up a testing scenario that would help determine if it was beneficial for the company to use push notifications. The metrics that would serve as indicators of a positive outcome would be return pageviews and depth of sessions.
Approach
To determine the effectiveness of push notifications for the client, Pushly built a mechanism for hold-out testing within its platform. This enabled the global audience TV and entertainment company to divide its target audience into two groups:
- One group that received the notifications
- One group that did not receive the notifications
Pushly then reported back to the company the data at an individual test and rollup level.
Results
Through more than a dozen tests, Pushly was able to show that users who received notifications generated 121% more pageviews than those who did not receive the notifications. This result was a clear indication that leveraging push notifications allows brands to increase the return frequency and depth of sessions of the site’s users.
Conclusion
Pushly helped the global audience TV and entertainment company measure the lift provided by push notification deployment on its website via hold-out testing. The data showed that push notifications were driving more traffic to the client’s site. Users who received the notifications were more likely to return to the site and generate more pageviews with an increased depth of sessions compared to those who did not receive the notifications. This result has enabled the company to make data-driven decisions to optimize its push notification strategy to increase user engagement and drive more traffic to its site.
