What Are Web Push Notifications and How Do They Work?

Web push notifications are small messages that appear on a user‘s screen, allowing websites and apps to notify users of new content or prompt them to take action. They have become an extremely popular and effective tool for increasing engagement, driving traffic, and boosting conversions.

In this comprehensive guide, we‘ll explain everything you need to know to leverage web push notifications for your business or website.

What Are Web Push Notifications?

Web push notifications, also sometimes called browser push notifications, allow websites to send small messages directly to a user’s desktop or mobile browser. The notifications pop up on a user‘s screen even when they aren‘t actively using the website.

This differs from traditional email marketing where users need to open their inbox to see new messages. With web push, subscribers don‘t need to be on your website to receive updates and notifications.

Push notifications can include images, text, buttons and more. When clicked, they direct users back to your website.

How Do Web Push Notifications Work?

Implementing web push involves a few different components working together:

• Website – Your website needs to integrate the web push API to allow opt-ins and send notifications.

• Web Browser – The user‘s browser must support push notifications via the Push API. This includes all modern browsers like Chrome, Firefox, Safari, etc.

• Push Service – A third-party service delivers the push messages from your site to the user‘s browser.

Here is the basic workflow:

1. A user visits your website which has web push implemented.

2. They opt-in to receive push notifications.

3. Their browser registers a push subscription.

4. Your website sends notifications triggers to a push service.

5. The push service delivers notifications to the subscribed browsers even when the browser is inactive.

6. Users receive notifications and can click to return to your site.

Next, let‘s look at web push opt-ins and permissions.

Web Push Opt-Ins and Permissions

Websites cannot send notifications without getting explicit opt-in permission from each user first.

When implemented correctly, users will see a pop-up requesting permission to send web push notifications.

If a user clicks "Allow", the website can then send notifications. The user can revoke permission at any time by changing settings in their browser.

Permission requests are only shown once per domain. If a user blocks a notification request, the website cannot prompt for access again.

Some key rules regarding web push opt-in:

• Permission must be explicit – pre-checked boxes don’t count.

• Sites cannot send notifications without prior permission

• Users can revoke permission in browser settings.

• Pop-ups can only be shown once per domain.

Following these rules ensures push remains an opt-in and user-friendly engagement tool.

Web Push vs Native App Push Notifications

There are some similarities between web push and native mobile app push notifications, but also some key differences:

• Web push uses open web standards like the Push API to deliver notifications to the browser. Users don‘t need to install anything.

• Native app push relies on each platform‘s proprietary system like Firebase Cloud Messaging for Android or Apple Push Notification Service for iOS apps. Users must install the app first.

• Web push requires a browser, while native app push requires a smartphone. Web push can reach users on both mobile and desktop devices.

• Native app push doesn‘t need an internet connection. For web push, the browser must be online to receive notifications.

• Web push provides cross-platform reach. App push requires building out delivery for each platform.

So in summary, the main trade-off is that web push provides wider cross-device reach, while native app push provides more reliability and options for offline users.

Many apps will leverage both methods to maximize their reach and engagement.

Web Push Notification Use Cases

Here are some of the most common and effective uses of web push notifications:

• Notify users of new content – e.g. new blog post, video upload, podcast episode etc.

• Promote offers, deals and news – e.g. flash sales, limited-time coupons, event announcements.

• Drive re-engagement – e.g. bring back users who haven‘t visited in X days.

• Improve conversions – e.g. cart abandonment reminders, follow-up messages.

• Prompt social sharing – e.g. ask users to tweet about a new post.

• Admin/operational notifications – e.g. password reset confirmations, shipping updates.

• Breaking news alerts – e.g. notify users of urgent info.

• Increase app installs – prompt web visitors to download your mobile app.

As you can see, the use cases are extremely varied. The key is crafting timely and relevant messages that provide value to subscribers.

Pros and Cons of Web Push Notifications

Let‘s explore some of the main benefits as well as potential drawbacks of leveraging web push:

Pros

• Works cross-device – desktop, mobile, tablet, etc.

• Delivers timely, "just-in-time" messages.

• High open and click-through rates compared to email.

• Allows rich media – images, gifs, videos, etc.

• Lets you re-engage and retain users.

• Low cost to set up compared to native app push.

Cons

• Browser compatibility issues in some cases.

• Messages may be marked as spam by some users.

• Could be accidentally blocked on browser level by users.

• Limited message length compared to email.

• Less reliable delivery than native app push.

• Requires expertise to implement and optimize properly.

Overall, the benefits clearly outweigh the potential drawbacks for most use cases. Just be sure to keep messages relevant, avoid spam, and follow best practices.

Who Needs Web Push Notifications?

Nearly any website or app can benefit from adding web push notifications:

• Blogs / Publishers – Notify subscribers of new articles, videos, podcasts, etc.

• Ecommerce Stores – Promotions, cart abandonment reminders, order updates.

• SaaS Companies – Drive engagement, new feature announcements, events.

• Nonprofits – Share news, fundraising campaigns, events.

• Educational Sites – Notify students of course updates, new lectures, deadlines.

• Forums / Communities – Highlight new posts, activity notifications.

• Businesses / Services – Appointment reminders, new offers, loyalty programs.

The key is identifying where notifications can add value for users and enhance the experience. Even informal websites like blogs can benefit tremendously from web push.

How to Add Web Push to Your Website

Now let‘s discuss how to actually implement web push notifications for your website or web app. There are a few steps involved:

1. Choose a Push Service Provider

There are a number of third-party services that handle the delivery of push messages from your site to users‘ browsers. Here are some top options:

• OneSignal – Free and paid plans, robust features.
• Pushcrew – Generous free tier, easy workflows.
• PushEngage – Great automation tools.

Most providers offer free plans for small sites as well as paid plans with more advanced capabilities. Take some time to thoroughly evaluate each service.

2. Implement the SDK / API

Next, you‘ll need to integrate the code for your chosen push service into your website. There are a few ways to do this:

• Web / JavaScript SDK – The easiest option for websites. Simply add the JS snippet provided by the service.

• Server SDKs – For web apps built on Node, Ruby, .NET, PHP, etc. Requires backend integration.

• REST API – For maximum control. You can build custom front-end and backend integrations.

Start with the web/JS SDK if possible. It‘s the fastest way to get up and running.

3. Set Up Appropriate Opt-In Flow

As discussed previously, all web push opt-ins must be explicit and permission-based.

Most providers will guide you in setting up compliant opt-in logic. Some best practices:

• Don‘t use pre-checked boxes. User must explicitly click a button or toggle.

• Confirm the opt-in via a popup before enabling push.

• Let the user know they can opt out at any time.

• Make the opt-in voluntary – don‘t gate any core content behind it.

• Keep the opt-in language clear, honest and concise.

With a proper opt-in flow, users will appreciate the notification experience rather than feel pushed into it.

4. Send Your First Notification

Once the integration is complete, you can start sending push notifications by triggering them through your provider‘s dashboard or API.

Most services make it easy to:

• Schedule notifications for future delivery.

• Craft custom messages with images/media.

• Target subsets of users based on geography, interests, behaviors and more.

• See open and click-through analytics.

Take things slow at first while testing notifications. As you learn what resonates with users, you can craft more advanced campaigns.

And just like that, you‘ll be leveraging web push notifications like a pro!

Best Practices for Web Push Notifications

To maximize results, be sure to follow these web push best practices:

Keep messages relevant – Don‘t spam users. Make sure notifications provide value.

Use rich media – Images, gifs and videos can help increase engagement.

Send timely notifications – Deliver notifications when most useful and actionable.

Provide value – Craft messages that benefit users rather than just promotional spam.

Do A/B testing – Try different messages, timing, images, etc and see what performs best.

Personalize when possible – Use names, locales, user data to provide a custom experience.

Have a call to action – Give users a specific way to engage after tapping a notification.

Use automation – Send triggered notifications based on user behaviors to boost conversions.

Respect opt-outs – Allow users to easily unsubscribe if they don‘t find value in the notifications.

Analyze performance – Use your push service‘s analytics to identify opportunities.

Stay up-to-date – Follow best practices as the web push landscape evolves.

Avoid over notification – Don‘t bombard users with too many pushes.

Following these guidelines will ensure your subscribers enjoy receiving and engaging with your web push notifications.

Wrapping Up

Web push notifications represent an enormous opportunity to keep users engaged while driving traffic, conversions and loyalty for your business.

Nearly any website or app can benefit from their unique ability to deliver timely, cross-device messaging.

Combined with automation and personalization, push notifications can provide huge value to both consumers and brands.

We hope this guide gave you a comprehensive look at what web push notifications are, how they work and how to use them effectively. Just remember to always keep user value top of mind.

Push notifications are an intimate channel that should be leveraged to improve lives rather than just market. With smart implementation, push can take your business‘s user experience to the next level.