About Web Push

What Web Push?

Web push is notification messages that come from a website. These messages appear on your desktop or device even when the concerned website is not open in your browser. It's a brand new channel for engaging your customers/visitors and interact with a website.

Which browsers provide support for web push?

All the leading browsers – Chrome, Firefox, and Safari now support web push notification, accounting for ~79% of global browser audience share. Other browsers are getting adapted to this powerful communication channel and will be soon announcing its support for web push.

Browsers Audience Share

( Credits: W3Counter )

Why should you use Web Push Notifications?

There are many channels to connect your customer/visitors with the website. These include - email, social media, SMS, push notification (website and apps). Let's take a brief look at each of these channels and when they useful:

Email

These are the most commonly used in online business, which is going to be non-negotiable channels for most companies. In fact, ~90% of consumers use email every single day. Use email for things that users need to go back to at some point in time. This includes successful signups, confirmations, reference codes, orders, and receipts.

Email should be used when communicating basic information which is not time-sensitive because the average time for email recipients to view an email message is 6.4 hours.

Social Media

Don’t forget about social media (Facebook, Twitter, Instagram, Pinterest, etc.) which work better than email marketing. Depending on who your customers are, they almost certainly spend time teach day on at least on the social network to initiate or respond to contact.

In this channel the actual problem is user engagement, only 0.07% of your Facebook audience interacts on your posts and for Twitter it's only 0.03%. It means that social media is not very effective for messages designed to achieve a specific purpose in a specific time.

SMS

According to statistics, text messages have an open rate of 98 percent and nine out of ten messages are opened within three minutes. SMS marketing is considered to be one of the more direct and personal forms of marketing.

This messaging channel should be used to deliver business-critical information to provide a superior user experience to your customers.

Push Notification (Mobile Native Apps)

For less-pressing communication, a push notification via a mobile app can be an unobtrusive way to get in touch with customers. Push notifications are great because they allow you to deliver information without totally infiltrating the customer’s space. They see a notification pop up and can deal with it when they feel the time is right.

According to this survey, open rates for push notifications are 50 percent higher than for email, and click rates are up to twice as high.

Web Push (Website Push Notification)

Until now, push notifications were relegated to the world of mobile apps. But the same power is now available for websites with Web Push. It differs from mobile app push notifications in that while app push notifications are limited to mobile devices and tablets, website push notification also covers desktops. According to this statistics, desktop usage still accounts for 42% of total internet time.

Users who come to your website can opt-in to receive notifications on their mobile and desktop devices. They don't need to download or install anything into their device. It means you don't need to build a mobile app for your business. The crucial part of web push is that they don't need to keep your website open once your customer is subscribed for notification, you can still send them messages.

What are the advantages?

  • No need to have a mobile app to get the benefit of mobile push notifications.
  • Easy to set up
  • Wider reach across browsers and delivered instantly
  • Assured message delivery
  • Access to users who are not on your website
  • Ability to re-engage users without knowing their contact details
  • Higher opt-ins as compared to emails
  • Like email, it can be targeted
  • Higher conversion rates
  • They are not lost inside already crowded inbox
  • Web push notifications do not require designing

Finally, it should be noted that browser push notification is still in its neoteric stage, it has several limitations, some of which are listed below:

  • Poor support for media rich content, only supports images and text.
  • Only works with SSL website.
  • Character limits for push notifications fall in the range of 40-120 characters.