Have you ever noticed that some websites are sending notifications to users via the browser? Find out how this strategy can help your company to engage with the customer in this post.
Push Notification is a notification, usually displayed on devices such as mobile phones and tablets, but also on browsers (such as Chrome and Firefox). When accessing a website that uses the strategy and accepting notifications, for example, the user will receive messages sent by the company.
This is a technology that comes from mobile applications. If you have a smartphone, you’ve definitely been impacted by a push before.
When you’re on your smartphone and you get a notification of a new email, a new WhatsApp message, or a meeting notification within 5 minutes from Google Calendar, you’re being impacted by the push notification from that app.
Example of Push Notification on mobile screen
Perhaps the push notification format you’re most used to is what apps display on your phone, like
But have you ever noticed that some websites are sending notifications to users via the browser?
These notifications are sent through the browser (Chrome or Firefox), even if you are doing another activity on the internet. These are also known as push notifications, and are used to engage users of a particular site, keeping them up to date with new content.
Web push notifications
When it first appeared on the web: Chrome enabled this technology in March of last year. Therefore, it is still a very new channel, but already established in mobile. Firefox was another great browser that enabled this feature in early 2016.
Browsers that support push notifications
The possibilities of use for the web are many – and it will all depend on your business context. Throughout the post, we’ll give some usage tips for you who are interested in implementing push notification on your website.
Push vs. email: push notification has a different purpose than email, and using one does not replace the other.
There’s not much secret: with push you send notifications and short notices to your subscribers, while with email you can carry out a more extensive and complete communication.
Notifications have a big restriction: your messages must contain a maximum of 100 characters, which means that they always need to be objective and succinct.
Possibilities of use
The possibilities for use are varied, it all depends on your creativity. Assuming you already have a basic understanding of your target audience, start by setting a goal for yourself. Will it be used to generate more conversion, traffic or awareness?
Here are some tips on how you can push your site:
- Updates/News: You can use push as an extra channel for distributing rich content produced by you. Notify your site visitors and redirect them to a landing page;
- Ecommerce: if you have an e-commerce site, create a segmentation that notifies leads that have abandoned their cart before purchasing;
- New Products/Promotions: Product Hunt is a site that curates new products and applications; they use push to notify the base about top rated apps of the day;
- Updates in general: Web apps can also use push technology to notify users of a specific update or offer. Example: If you have a restaurant that accepts orders over the internet, you can create a notification when an order is ready for delivery.
Sending a push
Contact lists are made up of numbers and letters that are stored in the browser’s cookie, and then used to send the notification. It is possible to import and export these contact lists (if you want to change tools) but for that you need to configure the GCM code (more information on the link). The GCM account allows you to store your contact list in your own account.
After doing this initial setup, you can already start configuring some features of the tool itself:
There are two ways to generate web push subscribers: (1) through your browser’s native opt-in and (2) through an opt-in developed by the tool used (in the case above, the PushCrew Box).
What is the difference between native opt-in and tool opting?
There are some differences:
It is not possible to edit the texts or insert an image in the native opt-in (so far, but updates are possible in the future).
Native opt-in also requires your site to have the HTTPS protocol configured; this protocol is required to enable notifications. In the case of the RD Blog, we haven’t migrated to the protocol yet, so we used a solution made by the tool itself.
The tools opt-in is a solution for sites that have not yet migrated their protocol. Basically, the tool provides a landing page with an HTTPS domain, used to record each conversion.
The downside is that this landing page adds an extra step in conversion. Because of this, the tool’s opt-in has a lower conversion rate than the native opt-in.
If your website has the HTTPS protocol configured, it is recommended to use native opt-in.
Send push notification
There are three ways to send notifications: via RSS integration (automating the sending), manually or by scheduling. The setup required to send a notification is simple, requiring:
- Title: 48 characters maximum;
- Message: maximum 100 characters;
- URL: landing page ( Landing Page );
- UTM: UTM parameters for you to track results in Google Analytics (visit our post on URL Builder to learn more);
- And other advanced options like image, segmentation, schedule publication and auto-hide.
Here on the RD blog, Blue World City use PushCrew , but there are other options like Aimtell , OneSignal and SendPulse . The differences are few; in general, all these tools offer the same functionality, with more variation in pricing.
Features generally offered:
- Opt-in box or native opt-in;
- Notifications for mobile and browser;
- Welcome notification;
- Segmentations (in the case of PushCrew, segmentation is done via the API, not the dashboard );
- Overall stats (both for sign-up and notification submission and engagement rates).
One Signal and PushCrew are two tools with freemium plan. Both tools are good, but One Signal’s free plan has fewer usage restrictions.
The tools’ business model may vary; some have plans that take into account the number of subscribes (PushCrew, Aimtell, SendPulse), and others, through the amount of notifications sent (Aimtell, SendPulse).
The push notification is a promising new tool has the ability to become a new important acquisition channel in the near future (if well used). The result we are having here in RD using push notification is super positive; we also receive good feedback from our readers.
What I’ve seen is that niche businesses, with more specific audiences, are the ones that benefit most from push notification. It becomes a great tool when the focus is on engaging your website’s audience.
Frequently Asked Questions
What is Push Notification?
Push Notification is a notification, usually displayed on devices such as mobile phones and tablets, but also on browsers (such as Chrome and Firefox). When accessing a website that uses the strategy and accepting notifications, the user will receive messages sent by the company.
What is the purpose of Push Notifications?
They are used to engage users of a particular site, keeping them always up to date with new content.
How can I use Push Notification on my website?
You can use it to announce updates and news, distribute rich content, notify abandoned carts, notify about new products and/or promotions and updates in general.
Top Push Notification Tools?
PushCrew, Aimtell, OneSignal and SendPulse. These tools basically offer the same features, what differentiates them is the amount charged for each one.