Since the inception of digital marketing services, buyer-seller communication witnessed major evolutions. Browser push notification is another such channel in its nascent stage.

What is a Browser Push Notification?

Browser push or Web push notifications are messages that come from a website. A user receives notifications from a website on their desktop or device even when a concerned web page is not active. Its motive is to engage visitors without any email or other contact details. This push technology was popularized by Apple in 2008. It is used heavily for mobile apps and is a default mode of communication with app users. Website push notifications extend this technology to desktops. Mobile app notifications are exclusive to smartphones and tablets. Also, online stores that don’t have an app can also make use of this technology and retrieve its business benefits. Chrome, Firefox, Safari, Opera, and Edge support these notifications on the desktop. Chrome, Firefox, Opera supports it on Android Mobile. Browser push notifications provide access across all devices. Businesses can reach their target anytime, anywhere. Digital Marketing Services have now adopted it as a marketing tactic.

Ecommerce Benefits of Push Notification 

Apart from having 80 percent market penetration, Browser push notifications bring the following benefits for every business-  

More Opt-in Counts

Pop-ups demand users’ email addresses to send them newsletters or promotional offers. browser push notifications avoid this step. Websites can track their visitors as soon as they visit the page.  Due to this, even the opt-out rate is very minimal.  

Quick Response

Web Push Notifications create quick communication with the target audience. Any update is delivered to subscribers as soon as the information is initiated from the back-end. This provides a real-time reach. Sale or discount announcements will be implemented better with this technology.  

Higher Engagement

In emails or texts, a URL redirects users to the desired location mentioned within the content. This still leaves a probability for customers to not click the link. Web Push Notifications dismiss that probability. Triggering content can achieve higher engagement.  

Control Web Conversions

Web Push Notifications can be one of the best ways to gain website traffic and encourage subscriptions. It swiftly grabs user attention and is more effective than emails.  Visitors voluntarily opt to receive notifications from a brand. This way these notifications act as a filter to capture prospects having higher purchase potential.  

Cut App Development Cost

App development can be a costly affair. Web push notifications do not require any app development for reaching subscribers. It provides a similar way of communicating via an ecommerce website.  Around 85 percent of online stores are using this technology. This estimate is evidence for the fact that browser push notifications are inseparable from custom ecommerce solutions. But this technology can be cumbersome and time consuming for business owners who don’t understand technology.

How does an Agency Providing Digital Marketing Services Make it Easy?

For an average user, there’s no difference between a pop-up and a browser notification. They both inform a user. Browser notifications display a message out of the browser window, often appearing as a system message. Businesses must be aware of effectively using browser notifications as users may feel suspicious, assuming them to be a malware attack, and block them. Digital Marketing Experts can aid businesses by crafting creative copies to gain the customer’s trust. An online marketing agency can also guide business for judging a browser’s compatibility with a push software (also called Push API). Push APIs grant a website scripted access to a notification at any time. Push APIs require notification APIs. A notification API sends a tangible text to a website visitor or a subscriber. These technologies together boost the overall UX of a website. Also, an agency can effectively decide the frequency of notifications to be sent to a user. Overuse of this technology can irritate customers and a business might lose good prospects.  

Conclusion

Browser push notification is a breakthrough technology in the digital world. Proficient and judicious use of this technology can uncover many benefits. Many media-based companies like the NY Times, CNN, and lifestyle brands like Mavi (Istanbul), Mr. button (India) are successfully using it. The technical aspect can perplex many businesses. One can gain an upper-hand with a digital marketing agency as a partner.