What is a Web Push Notification?
Web push notifications are short, clickable messages sent to website visitors via their browser, appearing on desktop or mobile, even when the visitor is not actively browsing the site. These notifications are contextual, timely, and personalized, making them ideal for engaging, re-engaging, and retaining users.
For example, if a visitor abandons a shopping cart, a web push notification can deliver a targeted discount to encourage them to return and complete the purchase. Unlike email, push notifications do not require users’ contact details, allowing businesses to reach audiences directly and effectively.
Why use Web Push Notifications?
- Increase conversion rates by instantly engaging both known and anonymous visitors, encouraging quick actions, such as completing a purchase or viewing new content.
- Enable personalized, event-triggered campaigns based on real user behavior, such as products viewed, cart abandonment, or new sales, to improve relevance and engagement.
- Reduce reliance on email and SMS while building a loyal subscriber base, as users can opt in with one click without providing personal data.
Web Push Notification vs. Mobile Push Notification
| Web Push Notification | Mobile Push Notification | |
| Origin | Website via browser | Native mobile app |
| Device Support | Desktop & mobile browsers | Only smartphones & tablets |
| Opt-in Process | Browser permission | App-level permission |
| Installation Needed | No (browser only) | Yes (app install required) |
| Delivery Mechanism | Browser APIs | OS-level services (APNs, FCM) |
| Interactivity | Limited; click to URL | Rich; can include quick actions, reply, and open app |
| Personalization | Moderate (browser/user) | High (user profile, behavior, location) |
| Rich Media Support | Images, icons, CTA | Images, video, actions, sound |
| Use Cases | Drive web traffic, retarget visitors, notify offers | Real-time alerts, app re-engagement, transactional updates |
| Example | “Cart left behind—complete purchase!” | “Order shipped! Track in-app” |
FAQs
Yes. Notifications are delivered on Android devices and supported iOS/iPadOS versions when users consent and add your site to their home screen. Learn how to reach mobile audiences effectively in Insider’s guide to cross-channel marketing.
Timely, personalized, and action-oriented web push notifications generate the most engagement. Examples include flash sales, cart reminders, or limited-time offers. Crafting messages based on user behavior or preferences ensures higher click-through rates and conversions. Strategies to optimize content and personalization are detailed in this guide to personalization at scale.
Web push notifications appear instantly on a user’s device without an app install or email address, making them ideal for first-time visitors or anonymous users. App push requires a mobile app, while email requires prior registration.
