Web push notifications are a type of message that includes a link, image, and action button sent by the website owner to users’ browsers. If the user is not online, a notification is still sent to the user’s browser, and when they come online, they receive the notification message.
In today’s competitive business world, getting customers is the most difficult task. But with the help of web push notifications, you can easily get customers for your business.
In today’s time almost all the businesses are being run online but in the same online business, customers can be kept forever with the help of web push notifications.
You can send your product link or buy link to targeted customers through web push notification, which will increase your sales and profit.
Next you will get to know briefly about web push notifications like, What Are Web Push Notifications?, How Do Web Push Notifications Work?, Benefits of Using Web Push Notifications, Beast web push notifications service etc.
What is Web Push Notifications
Web push notifications are short, clickable messages sent by websites to a user’s browser in real-time, even when the user is not actively browsing the site. These notifications are supported on both desktop and mobile devices (through supported browsers) and are used to engage users with timely updates, alerts, offers, or reminders.
Below are some basic components of web push notifications:
- Title: The title contains the title of the notification so that the user can know what the notification is about.
- Message: The message contains a short summary of the notification.
- Icon: The icon in the notification indicates the brand of the sender who sent the push messages.
- Notification URL: The URL of where you want to land after clicking on the notification.
- Large Image: Large image is the image related to the product or topic given in the notification.
- Call To Action Button: A call-to-action (CTA) button contains a link that triggers a specific action such as opening a webpage, starting a download, or navigating to a product page when clicked.
Key Points About Web Push Notifications:
- Web push notifications or website notifications are sent through the browser.
- Product details, offers, promotional content etc. are sent through web push notifications.
- To receive push notifications, the user must have allowed notifications.
- Web Push Notifications Supported by most modern browsers like Chrome, Firefox, and Edge on both desktop and Mobile devices.
- There is no need to install any type of app to receive web push notifications, the notifications are simply sent through the browser.
- Notifications can be customized like title, message, icon, URL etc.
- Browser push notifications can also be auto triggered based on subscribers time, action, behavior of the subscriber’s browser.
- Useful for bringing users back with reminders, blog updates, sales offers, abandoned cart alerts, etc.
Evolution of web push notifications:
From 2010 to 2013, information about push notifications came into existence in which mobile app notifications were introduced. Keeping in mind the success of mobile app notifications, web push notifications were introduced next. Looking at the increasing popularity of web push notifications, the most used browser Google showed interest in it and developed its own notifications technology which is the most popular today. In 2024, Google launched web push notifications in its popular browser Chrome.
What is different between web push, app push, and in-app notifications
| Feature / Type | Web Push Notifications | App Push Notifications | In-App Notifications |
|---|---|---|---|
| Platform | Web browsers (Chrome, Firefox, Edge, etc.) | Mobile apps (Android, iOS) | Inside the app (mobile/web) |
| Requires App Install? | No | Yes | Yes |
| Delivery Condition | Works even when website is closed | Works when app is installed (even if closed) | Only works when app is open |
| User Opt-In | Yes (browser permission required) | Yes (OS-level permission) | Not required (shown inside the app directly) |
| Appearance | Native browser popup with icon and text | Native OS notification (status bar/lock screen) | Custom UI inside app (modals, banners, popups) |
| Media Support | Icons, Images (limited), Actions | Icons, Images, Sounds | Fully customizable (images, videos, actions, etc.) |
| Best For | Re-engaging users outside your website | Re-engaging users who installed your app | Real-time updates while the user is active in the app |
| Examples | “New article published!”, “Offer ends today!” | “Your order has shipped”, “Get 20% off now!” | “Message sent”, “Form saved”, “New comment” |
How Do Web Push Notifications Work?
The technology on which web push notifications work is called push API which is supported by all the latest popular browsers. The most popular among them are Google Chrome, Firefox, Edge, Safari and all other popular browsers.
To understand the working process of web push notifications, let us understand the below given points which are an important part of the working of web push notifications.
Now let us get into detail about how web push notifications work.
Push Service
Push service is a interface between the server and the user’s browser. Push service is managed by browsers which include Google, Mozilla, Microsoft etc. Due to push service, the client can receive notifications from the server even if the website is not open on the client browser.
Examples:
- Firebase Cloud Messaging (FCM) – used by Chrome
- Mozilla Push Service – used by Firefox
Web Push API
Web push API is the browser interface through which notifications can be received from the website server. It works in the background with a service worker which requires the user’s permission before receiving notifications. Due to Web Push API, the user can subscribe to notifications, the notification display process takes place.
Service Workers
A service worker is a program written in JavaScript that runs in the browser as .js files and is separated from the browser thread.
The job of the service worker is to handle push events, whether the website is open or not. Displaying notifications which are received through push api. Apart from this, the work of the service worker is offline caching, background sync, and push handling. We can also call the service worker the backbone of web push functionality.
Web Push Notification Lifecycle
- Subscription – User opts in to receive notifications.
- Notification Triggering – Website sends a push message via the push service.
- Delivery & Display – Browser delivers and shows the message to the user.
- Interaction – User takes action (clicks, ignores, or dismisses).
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Browser support and requirements
Web Push Notifications are supported by most modern browsers, with some limitations
| Browser | Desktop Support | Mobile Support |
|---|---|---|
| Google Chrome | Yes | Yes (Android only) |
| Firefox | Yes | Yes (Android only) |
| Microsoft Edge | Yes | Yes (Latest Browsers) |
| Safari | Yes (macOS 13+) | Yes (iOS 16+) |
| Opera | Yes | Yes (Android only) |
| Brave / Vivaldi | Yes | Yes (Android only) |
Backend Mechanics of Web Push Notifications
Let’s understand the backend mechanics of web push notifications in detail
- Subscription Object: When a user subscribes to a push notification via a browser, the browser generates the end point URL, public key, and auth information in the subscription object.
- VAPID (Voluntary Application Server Identification): The VAPID key is a pair of public and private keys that the server uses to authenticate itself with the push service. This helps the push service to verify that the notification is coming from a trusted source.
- Payload Encryption: The server encrypts the message payload using the user’s public key that is part of the subscription object. This process is done to maintain security.
- Sending Push: The backend endpoint makes a Https POST request to the URL, which includes the encrypted payload and headers such as Vapid authorizations.
- Push Service Role: The work of push service is to receive incoming requests, verify them and deliver the messages to the users browser. For example, Firebase is working as push service for Google Chrome.
Benefits of Using Web Push Notifications
Through web push notifications, businesses can easily deliver any product offers and information to their customers. Below are some of the main benefits of push notifications that make them special.
Instant Reach to Users
Push notifications reach subscribers easily. Even if the user is not browsing your website or is offline, he still receives the notification and it will appear when he comes online.
Higher Engagement Rates
Click-through rates of web push notifications are 4x to 8x higher than email and other traditional promotional methods.
Cost-Effective and Easy to Implement
Like, you can do better marketing for free through web push notifications than through paid ads and other paid methods.
Increased Website Traffic
Push notifications help in increasing the traffic of your website. By sending notifications, the chances of getting repeated users increase.
Higher Conversion Rates
Push notifications detect user behavior, location, and actions, making it easier for the owner to target customers.
Diverse Use Cases Across Industries
- eCommerce: Cart abandonment alerts, flash sale notifications
- News & Media: Breaking news updates
- SaaS: Feature updates, system alerts
- Blogs: New post alerts, subscription reminders
Common Use Cases
Business goals can be achieved by sending timely and relevant notifications through web push notifications. Below are some common scenarios
- Abandoned Cart Reminders: If someone leaves an item in the cart on a shopping website, you can grow your business by sending them a reminder through push notifications.
- Content Updates & News Alerts: Through push notifications, subscribers can be alerted about new blog posts or breaking news, which will increase visitors to the website.
- Event Reminders: Through push notifications, users can be informed about upcoming webinars, sales events, new launches etc.
- Price Drop / Back-in-Stock Alerts: You can notify the user about the offers and discounts on the product in which he is interested.
- Personalized Offers: You can send specific deals, promotions based on user’s browsing history, interest, location, language.
Web Push Notification vs Other Channels
Web Push is ideal for real-time engagement and conversion-driven campaigns without needing contact info. Both Email & SMS are not a quick solution and mobile app push notifications require the user to install the app.
But why web push notifications are the best solution can be understood from the examples given below.
| Feature/Aspect | Web Push | SMS | Mobile App Push | |
|---|---|---|---|---|
| Reachability | Works on browsers; no app needed | Requires email address | Requires phone number | Requires app installation |
| User Permission Required | Yes | Yes | Yes | Yes |
| Delivery Speed | Instant | May take time | Instant | Instant |
| Engagement Rate | High (compared to email) | Lower (often ignored/spam folder) | Medium (can feel intrusive) | High (if app is used often) |
| Media Support | Text, Icons, CTA, Large Images | Rich text, attachments | Limited to text/links | Rich: Images, sounds, actions |
| Cost | Low | Low | High per SMS | Moderate to High (dev cost) |
| Opt-in Process | Simple browser prompt | Sign-up form | Consent needed | Consent via app permissions |
| Persistence | Disappears after interaction/dismissal | Stored in inbox | Stored in inbox | May be stored in app |
| Best Use Cases | Promotions, updates, cart reminders | Newsletters, detailed communication | OTPs, urgent alerts | Real-time app interactions, alerts |
How to Add Web Push Notifications to Your Website
Now we know step by step information about how to integrate push notifications on the site so that you can easily integrate web push notifications into your website.
Below are the steps to integrate web push notifications into your website.
Step 1: Choose a Push Notification Service
Integrating web push notifications into your site is a fairly straightforward process, but the trickiest part is choosing the right web push notifications service. There are many providers available in the market, but you need to choose the one that’s right for your business/website. For example – if you have a professional business and need a targeted audience in a low price, you can use AlertWise web push notifications.
Step 2: Integrate SDK or Script
Embed the service’s SDK or JavaScript snippet into your website.
Example (AlertWise):
<script src="https://cdn.alertwise.net/<APP-ID>/integrate/alert-wise.js"></script>
<script type="text/javascript">
alertwise = window.alertwise || [];
alertwise.push(["init", {
appId: "<APP-ID>",
alertwiseApiUrl: "https://api.alertwise.net",
applicationServerPublicKey: "<PUBLIC-KEY>"
}]);
</script>Step 3: Set Up Permission Prompt
It is important to customize how the notifications subscription popup appears to the user. If you don’t customize it, it will set the default promotion for you.
Step 4: Customize Notifications
Define:
- Title
- Message body
- Icon
- Click action (URL)
- Tags for segmentation and personalization
Step 5: Monitor Performance
Track:
- Subscription count
- Delivery rates
- Click-through rates (CTR)
- User engagement
Best Practices for Web Push Notifications
If you want more subscribers through push notification service and want them to stay unsubscribed for a long time then below are some best practices.
Timing and Frequency
It is more beneficial to send notifications through filters at the time when the user is mostly active.
- Avoid Overwhelming Users: Send notifications to subscribers only 1-2 times a day so they stay informed.
- Send at the Right Time: Analyze user behavior and send notifications at exact times when he/she is most active.
- Time-Zone Aware Delivery: Send push notifications based on user’s local time using Schedule and Timezone feature.
Personalization and Segmentation
Users should be analyzed and targeted based on their behavior, preferences, and location for better engagement.
- Use Names or User Preferences: The message must have personalization that appeals more to the customer, like <PERSON-NAME>.
- Segment Your Audience: Group users by interests, location, or past behavior for more relevant messaging.
Clear Call-to-Actions (CTAs)
Use direct and action-oriented language, which increases the chances of getting more clicks and conversions.
- Be Direct and Compelling: Use CTAs like “Shop Now”, “Read More”, or “Claim Offer”.
- Make the Value Clear: Tell users exactly what they’ll gain by clicking.
Respect User Privacy
User policies should always be respected; notifications should be sent to them in a secure, respectful manner.
- Use HTTPS: Always keep the website secure by using SLL which increases the trust of the user and the browser.
- Explain the Value of Opting In: Let users know what kind of alerts they’ll get and how often.
- Easy Opt-Out: You should give the user the option to unsubscribe if they want to unsubscribe because keeping them going will be like a dead subscribe and will create a bad impression for you.
A/B Testing for Optimization
Through alpha beta testing (AB Testing), you can experiment with messages and see what type of campaign works best for you.
- Test Different Variants: Try different titles, messages, icons, and CTAs.
- Measure and Improve: Monitor click-through rates and conversions to identify what works best.
- Refine Based on Data: Make data-driven decisions, not assumptions.
SEO & Web Push Notifications: Are They Good for Rankings?
Web push notifications do not directly impact the SEO of the website but they indirectly have a huge impact on SEO. With the help of push notifications, user engagement on the website increases traffic and the chances of blog posts, news updates appearing on Google discover increase.
Lower Bounce Rates
If you send notification to the user through web push notification, then that user will re-engage and visit your website again. If the content sent in the notification is sent to the targeted user then it can reduce the bounce rate by up to 99%.
Higher Return Visits
Push alerts help drive users to visit your website again and again daily, thereby increasing repeat sessions on your website.
Better Dwell Time
When a user comes to your website through relevant notifications, he spends more time on the website than an organic user.
Mistakes to Avoid
No matter how good a targeted campaign is, it can still fail if you make some mistakes. Below are some mistakes that you need to avoid.
Sending Too Many Notifications
By sending notifications frequently, there are more chances of users unsubscribing. According to experts, sending notifications 2-3 times a day is considered normal.
Poor Timing
There is no point in sending notifications on odd horses when your subscriber is not available.
No Opt-Out Option
It is important to keep in mind the user’s policy. They should be given the option to unsubscribe, avoiding subscription in the wrong way.
Misleading Copy
Unclear messages can reduce your clicks, that is why experts say to send only 2-3 notifications in a day but send them accurately.
Tools & Services to Get Started
When it comes to web push notifications, you need to know how to choose the right service/tool considering the business size, requirement, budget etc.
Popular Web Push Notification Tools
| Tool / Service | Free Plan | Free Plan Limit | Features in Free Plan | Paid Plans Start At | Ideal For |
|---|---|---|---|---|---|
| Alertwise | Yes | 10k | All Features in Free Plan | ~$9/month | Bloggers, eCommerce, publishers, Affiliate |
| OneSignal | Yes | 10k | Limited Features | ~$9/month | eCommerce, SaaS, mobile apps |
| PushEngage | Yes | 200 | Limited Features | ~$9/month | eCommerce, publishers |
| VWO Engage | Yes | 30 Days Trial | Limited Features | ~$99/month | Marketing teams, product launches |
According to the prices given above, AlertTV is the cheapest service and offers all the features in a free plan.
Future of Web Push Notifications
Web push notification technology is improving day by day, below are some of its future holds.
Emerging Trends
- AI-Driven Push Notifications: Web push messages based on AI make it easy to create web push attachments, and data analysis helps with precise user targeting.
- Geo-Targeted Notifications: Location based targeting help to send location based information to the subscribers, its increase engagement and revenue.
- Omnichannel Integration: Deep integration of push notifications with WhatsApp, SMS, Email helps in driving more user engagement.
Browser and API Enhancements
- Improved Permission Management: With time the browsers are also getting updated and now the prompt permissions have also become much more user-friendly, making it easier for the users to subscribe.
- Cross-Device Syncing: Efforts are underway to enable push syncing across a user’s devices, improving continuity and reach.
- Enhanced Payload Capabilities: In the future, notifications may support rich media such as interactive elements, media and deep links.
Conclusion
Web push notifications are a powerful, cost-effective way to engage users, boost conversions, and drive repeat visit whether you’re running a blog, eCommerce store, SaaS platform, or news site.
FAQs
Are web push notifications free to use?
Yes, many services like Alertwise, OneSignal, PushEngage offer free tiers. However, advanced features (e.g., automation, segmentation) may require a paid plan. But if you want to use all features in free plan then you can choose AlertWise.
Do web push notifications work on mobile?
Yes. On Android, they work via Chrome, Firefox, and Edge browsers. However, iOS (Safari) added limited support starting iOS 16.4, and adoption continues to improve.
Can users block push notifications?
Yes, Users can deny permission when prompted or later manage their preferences in the browser settings to block or disable push notifications at any time.
Is permission required for web push?
Yes. Explicit user consent is mandatory. Browsers show a prompt requesting permission, and notifications can only be sent if the user accepts.
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