The Ultimate Guide to Web Push Notifications

What are Web Push Notifications?

Web push notifications are messages sent to users on their browsers or mobiles. They are clickable and aim to engage users through relevant and contextual messages. 

The beauty of these web notifications is that they can be delivered to the user’s desktop or mobile even when the website is closed, or the user is not active on the website. Also called browser push notifications, they don’t require any contact information such as email address, mobile number, name, etc., hence can be delivered even if the user is anonymous.

Anatomy of Web Push Notification

A web push notification appears on the desktop, depending on the browser and OS. For instance, a Chrome browser on Windows will look different than a Chrome browser on a Mac. Similarly, these will vary on a Firefox browser, Safari browser, or Microsoft Edge browser on a Mac or Windows.

Here’s an example of a web push notification on Chrome browser on Windows.

There are four key elements that define a Web Push Notification.

• Title
• Description
• Landing page URL
• Icon, Banner image, Call to Action

Similarly, here’s how a web push notification looks on a Mac on Chrome.

However, not all browsers support web push notifications. Here’s an overview of the ones that support them.

Why Do You Need Web Push Notifications?

1. Better Engagement Rates

Since their significant uptake in 2019, web push notifications have shown high click-through rates (CTRs) between 5% – 15%, proving their effectiveness in last-mile communication.

2. Easy Subscription Process

Unlike native app notifications, web push notifications don’t require app downloads. Users can subscribe with a simple click on the ‘Allow’ button in the permission prompt. The advantage here is that it does not ask for any contact details, so users can subscribe anonymously as well.

3. Increased Re-engagement

Web push notifications are an effective channel for re-engaging users. They are particularly effective for those who have opted in but have yet to take action on your website. Marketers utilize them to draw users back to their websites, creating a direct channel for user engagement.

4. Declining Traditional Channels

As traditional channels like email, SMS, and display ads become less effective, web push notifications serve as a vital tool for media publishers to maintain audience engagement. This channel is more direct, and catchy and provides instant engagement opportunities.

5. Versatile Marketing Tool

Digital marketers, marketing specialists, and retargeting experts utilize web push notifications across various stages of the marketing funnel to enhance their marketing strategies and aim for better conversions.

Use Cases of Web Push Notification Across Industries

Browser or web push notifications offer a wealth of use-cases across various industries. While this post will only touch upon a few, each one presents a significant opportunity for brands to engage their audience effectively. We will highlight a selection of these use-cases that brands can readily explore to enhance their communication strategies.

ECommerce

• Cart Abandonment Notifications: Engage users who have abandoned their shopping carts by sending a well-timed notification to encourage them to complete their purchases. For instance, GIVA, a rapidly growing jewelry brand in India, utilizes web push notifications effectively to reduce cart abandonment and boost sales conversions.

• Behavior-based Offers: Customize offers based on individual user interests and behaviors. For instance, users showing interest in specific products are more likely to respond positively to related offers, increasing the likelihood of conversions.

Again, GIVA nails it by sending notifications after adding items to the wishlist section of the website

Travel and Leisure

• Flight Status Updates: Regularly inform users who have booked a flight about crucial details such as departure times, gate information, check-in procedures, and other essential updates. This ensures they are well-prepared and on schedule for their travel.

• Travel Booking Abandonment: If a user abandons a booking, sending a notification to request feedback can clarify the reasons behind their decision, such as high prices or other concerns. This approach not only provides insights into user behavior but also opens a channel for potential re-engagement.

News & Media

• Past behavior engagement: Tailor notifications based on a user’s past interactions. For instance, if a user frequently engages with notifications from the fashion category, this indicates a strong interest in that category, suggesting they are more likely to respond positively to further notifications from the same category. This targeted approach enhances relevance and increases the likelihood of user engagement.

• Live Score Updates for Sports Events: If behavioral data shows a user’s interest in a specific sport, sending notifications with live scores can greatly enhance engagement.

How to create Web Push Notifications?

Creating web push notifications takes minutes as long as you have a customer engagement platform onboarded.

These modern platforms come with no-code capabilities that make it easy to create these notifications through drag-and-drop functionality. Apart from just creating these notifications, the platform also offers capabilities such as

• Setting up campaign details
• Defining your audience
• Creating engaging content using generative AI
• Conducting A/B testing to determine the best-performing notification
• Monitoring the performance with advanced analytics and insights

6 Best Practices for Sending Solid Web Push Notifications

Well-crafted push notifications skillfully combine informative and engaging content without feeling intrusive. For marketers striving to excel in this channel, mastering impactful web push notifications can greatly enhance click rates, user engagement, retention, and overall conversions, driving substantial benefits across marketing strategies.

Here are some points to bear in mind.

1. User concise and clear messaging

Ensure your push notification copy is concise and direct, using compelling language and a clear call to action (CTA) that prompts users to engage. Craft your message to capture attention quickly and clarify the next steps vividly. An effective CTA can significantly enhance your click-through rates.

2. Personalize the message

Harness the power of personalization by customizing your web push notifications according to user preferences, behaviors, and demographics. Address users by their names and tailor content that aligns with their interests to establish a deeper connection. This personalized approach will make your notifications more engaging, capturing users’ attention and fostering ongoing engagement.

For example, FabIndia sends a personalized and engaging cart abandonment message to prompt users to complete the purchase.

3. Double-check the timing and frequency of the notifications

Analyze user behavior to identify optimal times for sending push notifications, ensuring they’re timely without being excessive. 

To prevent overwhelming users, consider setting frequency caps or using smart delivery algorithms. This approach not only enhances the effectiveness of your notifications but also maintains user satisfaction and engagement by being considerate of their experience.

4. Use rich media in your web push notifications

Enhance your web push notifications by incorporating rich media such as images, GIFs, or videos. This added visual appeal captures attention and prompts action, making your messages more engaging and distinct. Introducing fun elements through vibrant content can significantly boost user engagement.

For example, BBlunt captures this by using images of the products browsed based on past products browsed on their website. They add a personalized discount offer to entice users to click through and make a purchase.

5. Deeplink your CTAs

Incorporate deep links into your web push notifications to direct users precisely to the relevant sections within your app, enhancing their experience by minimizing friction. This method effectively provides users with a “fast pass” to their desired destination, making your website feel more intuitive and user-friendly.

6. Localize your web push notifications

Customize your web push notifications to align with the user’s language and region, ensuring that your messages are culturally appropriate and deeply resonant. By communicating in their native language and acknowledging their cultural context, you significantly strengthen connections and foster more robust relationships with your users.

For example, UAE-based Al Dawaeya has converted its message into Arabic to suit the local customer’s preferences.

Conclusion

Web push notifications can reach users directly on their devices, even when they are not actively browsing your site. This provides a unique channel for real-time engagement and re-engagement. 

These nifty little pop-ups are not just messages; they’re your brand’s secret handshake with users, popping up to say “hey” even when they’re not on your site.

By integrating these notifications into your marketing toolkit, you can enhance user experience, increase conversions, and build a robust first-party data asset.