"Using PushCrew, we were able to deliver the most personalized experience to our users, leading to a 5x growth in engagement. The team at PushCrew is very helpful, extremely proactive and wonderful to work with!"

~ Bao Truong, Web Developer at LA Tourism

About LA Tourism

LA Tourism is the official tourism marketing organization that promotes Los Angeles as the premier destination for leisure travel, meetings and conventions. The mission of LA Tourism is to advance the prosperity of LA's tourism economy and the livelihoods that depend on it.

The organization works proudly on behalf of more than 1,100 member businesses from the area’s hospitality community and is responsible for sales and marketing efforts focused on the meetings & convention industry, domestic and international leisure travelers, travel trade and media worldwide.

They provide resources through their website to help domestic and international travelers discover great deals, know about new attractions, and find out things to do in the city.

The Use Case

Bao Truong is a Web Developer at LA Tourism and also looks after marketing for their website. He and his team were looking for a new channel that would help them engage better with their audience and increase retention for the website

One day, Bao was reading an article on Neil Patel’s blog, and he received a Web Push Notification, requesting him to subscribe to the blog. He noticed that the notification was powered by PushCrew. Intrigued to find out more about PushCrew, Bao got in touch with our Sales team.

And within a couple of days, LA Tourism signed up with PushCrew.

Recollecting the moment, Bao says, “Our very first push notification was a massive hit! We saw an astonishing click-rate of 16%. Truth be told, my team and I were a little skeptical about using Web Push Notifications for LA Tourism. We didn’t want to overwhelm our users. However, once we started using them we realised that Web Push Notification as a channel is both attention grabbing and non-invasive.”

The PushCrew Effect

Excited with their initial success, Bao decided to add personalization and make communication more relevant to their users.

He started using PushCrew’s Segmentation Feature and created user buckets based on the ‘category of pages’ that they visited. This helped him understand what his users really liked reading on LA tourism’s website and enabled him to send them targeted push notifications based on their interests.

Slaying it with Segmentation

But Bao didn’t stop there. He decided to get really, really granular.

He and his team wrote a script to pull information from articles and landing pages that their users visited and automatically stored it in their browser cookies. The script was collecting information such as --- niche categories users visited, the last article they visited, the last category they visited, how many times they visited a particular article or an article of a particular category, etc.

With all this information stored in the user’s cookies, they were now able to leverage PushCrew’s segmentation-by-cookie-value feature to put users into granular segments based on their website behavior.

Bao explains, “With this feature we’ve been able to really drill it down to the nail. For instance, now we know which visitor has visited which content piece or landing page on our website and for how many times. This makes it easier for us to identify a visitor’s interest in a particular topic and helps us send them notifications that they’re really interested in.

For instance, we can send out a push notification to a user who has visited an article about ‘New American cuisine’ 10 times versus a user who visited it only 2 times.”

LA Tourism started seeing an astounding 8x growth in their click rate after using PushCrew’s Audience Segmentation feature.

Their users were spending more time on the website and their bounce rate reduced by 43%.

The Way Ahead

Bao and his team are still working on the best frequency to send out push notifications.

They usually send not more than one push notification in a day to avoid notification fatigue and unsubscribes.

However, Bao says, “Since we’re already seeing great results with the audience segmentation feature, we’re planning on experimenting with higher push notification frequency from next month.”

Currently, the team at LA Tourism has set the opt-in requests to be displayed on all pages of their website to encourage users from their other marketing channels onto their Push Notification channel.

Tips for Push Notification Users

We asked Bao to share some push notification tips and here’s what he listed down:

  • Use emojis.
  • Tuesdays and Thursdays are great to send out notifications.
  • Use personalization, catchy headlines and crisp and clear messages.
  • LA Tourism’s push notifications receive maximum opens between 10 am to 2 pm.

However, he insists that one size does not fit all. He recommends marketers to experiment with various time slots and days to send push messages. Also, keep your audience & their time zones in mind while sending out push notifications.

Lastly, Bao adds, “Use your development team to the fullest to granularly track your users’ interest and behaviors. Also be sure to reach out to the team at PushCrew for insights and support.”

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