Understanding Web Push Notifications
How Web Push Notifications Operate
Any business with a website can send web push notifications after integrating the necessary code (a web-based SDK from a push notification service) on their site. There's no need for an app. When users click or tap a web push notification, they are directed to a pre-determined URL set by the business.
The Web Notification Opt-In Process
Web notifications are a consent-based marketing channel. Users must opt in before they can receive web push notifications. The opt-in request is made through the user's web browser, known as a browser-level or browser-based prompt. Businesses can manage the opt-in process and its timing in various ways.
Using a "Soft Ask" for Opt-In
Some businesses opt to display a "soft ask" before the browser prompt. The soft ask explains why the user should opt in for web push notifications. If the user agrees to the soft ask, the browser prompt is then shown. This method can be more effective in securing an opt-in than presenting the browser prompt alone. However, some businesses find that displaying the browser-based prompt directly is just as effective. Note that the soft ask is not a substitute for the browser prompt; users must still opt in through the browser prompt even if they agree to the soft ask first.
Timing of Opt-In Prompts
The timing for displaying the opt-in prompt varies by business. Some choose to wait until a visitor has browsed a certain number of pages before showing the opt-in prompt, whether using a soft ask or not. Others present the opt-in prompt as soon as the visitor arrives on the site. Some browsers now require a user action (like clicking a button) before the browser prompt can be shown, so businesses should consider this when planning their opt-in strategy. Experimenting with different approaches and timings can help determine the best method for securing opt-ins.
Technical Requirements for Web Push Notifications
Businesses wanting to implement web push notifications usually collaborate with a web push service. For instance, implementing Airship's Web Notification solution requires:
- An HTTPS (secure) website, or if the site is HTTP, creating an HTTPS page for handling web push registration.
- Installing 2-3 files on the website, including a JavaScript snippet, a push-worker.js file for the service worker, and an additional file called a secure bridge domain for HTTP websites.
- If using a "soft ask," developing a soft ask registration UI.
Supported Browsers and Devices for Web Push Notifications
Browsers
Currently, Chrome, Firefox, Opera, and Safari support web push notifications. The appearance of notifications varies between browsers and operating systems, with some using native notification centers.
Devices
Web push notifications work on any computer or laptop with a supported browser, whether it's a PC or Mac. Safari supports web push notifications on iOS & iPadOS 16.4, but users must save the website to their home screen as a web app. Android devices support mobile web push notifications on Chrome, Firefox, and Opera.
Types of Web Push Notification Messages
Brands often send the following types of messages via web push notifications:
- Transactional: Confirmations of important actions (e.g., purchases, shipping, delivery, service reviews).
- Educational: Information about key events, products, or services.
- Promotional: Special offers or limited-time deals to drive conversions.
- Lifecycle: Welcoming new or returning visitors, encouraging first purchases, promoting site exploration, thanking social advocates, and retargeting campaigns.
For more examples, refer to the eBook "Web Notifications Inspiration Guide."
Examples of Web Push Notification Messages
Here are some use case examples of messages that businesses might send to their web visitors who have opted in:
- Welcome new users with an offer: "Welcome gift for you – 10% off your first order!"
- Retarget users with curated picks based on behavior: "Winter is coming. Check out these 5 coats."
- Abandoned cart reminders: "Your items are waiting – don't miss out!"
- Personalized recommendations: "3 little black dresses, hand-picked for you."
- Upsell opportunities: "Spend $5 more and get free shipping."
- Price drop alerts on wishlisted items: "Don't miss out – your favorite top is now on sale."