Average US smartphone user receives 46 app push notifications per day
40% of web push notification senders belong to either the eCommerce or media, publishing & blogging sectors
Opt-in rates are much higher on Android devices (91.1%) than iOS (43.9%); users for the latter have to actively opt-in, while the former are automatically enrolled, say Accengage
Website push notifications or browser push notifications are clickable rich content messages sent to your device via desktop web or mobile web. They are delivered on a user’s desktop or mobile screen anytime their browser is open regardless of whether or not the user is on the website.
Push notifications are different from in-app notifications because they are sent from the websites instead of mobile apps. This creates an instant mode of automated direct communications between a website and its users. Digital marketers apply the use of push notifications to increase repeat visits, re-engagement, and user retention. Browser push notifications can only be sent to users who have opted to receive these notifications and they are supported by Firefox, Chrome, Safari, Opera, and Edge.
What Are the Common Uses of Browser Push Notifications?
Since end-users don’t have to be present on the website to receive push notifications, they are still extremely visible and also easy to respond to since they are delivered directly to the user’s device. These notifications are best used for delivering time-bound content and engage users in a timely flow of information. Some of the popular use of web push notifications include activating dormant users for offers, browse abandonment, retaining users with personalized content, re-targeting users abandoning the shopping cart, and more.
Users are not expected to install or download an application to opt-in for web push notifications, unlike native app notifications. Users can simply click on the “Allow” button on the permission prompt to subscribe to these notifications.
In order to build and engage their audience, businesses are increasingly relying on browser push notifications as a communication channel to their end-users. The main reason for this application is also to improve email marketing performance, SMS, and display ads.
Some of the most popular uses of browser push notifications are:
New content posted
Delivering sports updates and news
Weather and traffic reports
Flight check-in and connection information
Product updates, New Coupons, and Sales Alerts
Key Elements of a Browser Push Notification
A web push notification constitutes 6 key elements. They are the title, description, landing page URL, call to action buttons, icon, and banner image. It is also crucial to know that CTA and Banner Image are only available for Chrome.
Breakdown of Key Elements:
Call-to-Action Buttons – When setting up a browser push notification, you can add up to 2 CTA buttons in a notification. CTA buttons are only available for Chrome and can be used to trigger different actions such as sending out a social message, opening the dialer app, triggering the Play Store, or taking end-users to your landing page.
Website Domain – Used to send the notification.
Icon – You can add an icon to your notification such as the default bell icon and adding your logo helps users in building brand recall. The recommended icon should be 100x100px and should be less than 20kb in size. Adding an icon will let your users know when your push notifications pop up.
Banner Image – Banner size images were introduced on notifications with Chrome 56. While your push notifications should easily catch the user’s attention, adding a banner image contextual to your notification content will increase your chance of getting that user engagement and it amplifies your message by as much as 189%.
How Push Notifications Are Delivered to the End Users
Web Push Notification Service – Browsers including Google Chrome, Firefox, and Safari each have their respective notification delivery service. Google Chrome utilizes Google Cloud Messaging (currently Firebase Cloud Messaging), MDN server for Firefox, and Apple Push Notification service for Safari.
Service Worker Registration – Developer must register the service worker on the browser but this is only available for Firefox and Chrome.
User’s Subscription ID – User subscription ID is generated when a user opts-in to receive notifications from a specific website.
Additionally, you can also add an OS client library Software Development Kit to a web app for analytics purposes and extended segmentation.
How Website Push Notifications Work
Whenever you install a mobile app, you give that specific app the permission to send you push notifications on your device by default, while websites have to explicitly ask their users permission to send them push notifications. This is how web push notifications work:
Getting opt-in from visitors. As soon as someone visits the website, an opt-in box is triggered. If the visitor clicks on “Allow”, the visitor is then automatically added to your subscriber list. As soon as the visitor is added to your subscriber list, you can send them push notifications on your website. These push notifications will arrive in their devices in real-time even if the browser is closed. Clocking on the notification message will take the subscriber to the specified URL. When creating your push notification message, make sure to specify a URL.
Consider the Frequency of Your Push Messages
When sending push notifications to your subscribers, timing is all the more important. Keep in mind to take into account your subscriber’s time zone. To get yourself right into this classic mistake, you need to have a clear understanding of your subscriber’s locations and how they are spread across the globe. Given that this is definitely more complicated than sending out a notification in a single batch, this is very important to make your notifications personalized and that different kinds of notifications work at different times of the day.
Frequency when sending push notifications should be thought out properly since push notifications is a high-engagement communication channel between you and your subscribers. You need to be really careful not to annoy your subscribers/customers more notification messages than they can handle.
Segmentation Matters for Personalized Notifications
Opting out is so easy. That is why you need to categorize your subscribers into different lists. They are usually defined according to your subscriber’s preferences. One way to do this is to as them for preferences at the time of opting in. Another way to do this is to opt for behavioral segmentation. For example, putting your subscribers into different views based on their on-page activities like number of views on a particular page or type of pages viewed, etc. if your subscriber checks out books in the horror genre lately, you should mark them as someone who’s interested in that genre and send them a notification whenever a new book is published in that specific category.
Want to Learn More About How You Can Make Use of This Feature?
Would you like to know more about push notifications? If so, get in touch with our team at Digital Resource today. We have helped numerous marketers in accelerating their eCommerce visibility through strategic and up-to-date marketing trends. Contact us today so we can help you get started.