ROAD iD captures organic traffic and increases sales using highly visible web push notifications

Sports Safety
Use Case
Search Optimization
Abandoned Cart Recovery

Thanks to web push notifications, ROAD iD is able to turn traffic into subscribers and nudge them to buy. Orders placed through web push notifications have a 14% increase in AOV, assuring the brand that web push subscribers have a higher intent to buy.


20 years ago, Edward Wimmer was training for his first marathon when his father expressed concern for his safety, insisting that he carries some form of identification in case he has an accident. Unfortunately, his concern became reality when Edward had a close encounter with a truck during a run.

After this incident, the father-son duo was inspired to start ROAD iD in their leaky basement, aiming to save lives and make a difference in the world. Today, ROAD iD has grown tremendously over the past two decades, impacting over 4M lives, fueling adventure, and providing peace of mind, one iD at a time.

Road iD and PushOwl at a glance

✅ 37X ROI

🙌 133K subscribers

📈 2.7% of all orders placed are generated via web push

😍 33% of orders placed via web push are from first-time customers

🚀 14% increase in AOV for orders placed via web push


When selling highly niched items, every visit to your e-commerce site is an opportunity to sell. ROAD iD has a lot of traffic flowing onto their e-commerce site. While many customers opt-in to subscribe to additional messaging, some online consumers seek out ways to stay connected with a brand without sharing their personal details or fully committing to the constant flow of information via email or text.

With this in mind, ROAD iD began seeking out an alternative option that would bridge the gap in communication while still connecting with potential customers through its playful messaging.

As an ecommerce company, we rely on online [marketing]. We don’t have a store where shoppers can walk into on a day-to-day basis. So, it’s all about communicating with the customer onsite, organically, which is where web push comes in.

Kelly Conklin
Messaging Strategist, ROAD iD



Since it doesn’t require any personal details to subscribe, web push allows ROAD iD to capture subscribers that email, SMS, and Facebook Messenger can’t. ROAD iD then engages these shoppers with instant and highly visible web push promotions. They send promotions about their flash sales and limited edition products, generating more interest in what they sell and bringing subscribers back to their store to shop instantly.

On some mornings, you might wake up and find five or six emails from different brands who want you to come by and shop their sale. But with web push, there isn’t as much competition. You’re not going to get 20 push notifications in a row from multiple companies. So, with web push, we can get creative with what we're saying, how we say it, even giving the customer more options to respond [using buttons].

Since they use multiple channels to promote their offers and products, ROAD iD first plans a promotion by aligning its core messaging, creating a brief, and visualizing its first look. They then adapt that messaging for specific channels, based on the dimensions required for the design assets as well as the different elements that each channel provides.

For web push specifically, ROAD iD experiments with its copy, keeping it fun and playful. They also use the buttons within their web push notification to lead subscribers to different product pages, customizing their buying journey on-site.

To engage their subscribers and get them to notice their campaigns better, the brand also uses smart delivery, a feature that sends the notification to subscribers during their active hours.

Personalization, simplified

Besides promotions about their sale and limited-edition products, the brand also sends targeted messages to segmented audiences. With segmentation, ROAD iD is able to target specific customers based on events that would be relevant to them, sending these promotions during the specific subscriber group's active timezone.

For Boxing Day, for instance, ROAD iD sent out a web push campaign to subscribers from Australia, Canada, UK, and New Zealand, countries that recognize and celebrate the holiday. This way, the brand is able to resonate with their shoppers better while ensuring that they don’t alienate those who don’t celebrate the holiday.

For ROAD iD, segmentation is key to helping them reach the right customers.

Revenue on autopilot

📈 10.3% CTR for abandoned cart notifications

🚀 36.05 USD AOV for carts recovered

😍 7.79% CTR for browse abandonment notifications

Just like other merchants, automated web push notifications drive high returns for ROAD iD, recovering abandoned browsers and carts through a sequence of 2 or 3 notifications. Since these flows are easy to set up and run on their own, ROAD iD is able to effortlessly re-engage shoppers without having to manually reach out to each of them.


Web push marketing gives ROAD iD the opportunity to tap into organic traffic and get them to subscribe without asking them to leave their personal details. Once subscribed, these customers can be notified about new products, sales, and even products they showed interest in through a really short and quick message that takes shoppers back to the store with a click.

Capturing organic traffic as subscribers and turning them into customers is crucial for such a niche brand. ROAD iD uses PushOwl to sell more, achieving a 37x ROI using web push notifications.

Our brand is still a small business and web push allows us to reach out to a wider audience. You can’t downplay the organic traffic that we get on our site— that’s the way we’re being discovered. So, when that organic traffic comes in, they like what we sell and are more open to being notified. So, that’s a big deal. Web push enables us to talk to these customers later on and helps us continue to expand who we are as a brand.

Kelly Conklin
Messaging Strategist, ROAD iD