5 Myths Around Browser Push Messages Busted


Browser Push Messages are perfect for building marketing dialogs that eventually result in sales and loyal customers. These notifications enable E-Commerce marketers to connect directly with their website audience.

Taking the right message to the right user and at the right time without having to wait for the user to visit third party websites, browser messages are perfect for executing retargeting strategies.

However, like any new channel, there could be a lot of myths and questions about the effectiveness and benefits possible with Browser Notifications. This blog is to clear five common myths around Browser Push.

So let's get started

1. Users don’t opt-in

Browser Push Notifications can be sent only to subscribed users, and many marketers wonder what would motivate users to subscribe to Browser Push messages? Users face a lot of marketing clutter in the form of blanket emails, display ads, app push notifications. Why would they subscribe to Browser Push?

Solution: They won’t. Unless you give your users a reason to subscribe, tell them about the value these timely and hyper-personalized messages will add to their online shopping experience.

Besides, try timing your opt-ins when it matters to your audience. For example, John has liked a pair of shoes on your website. However, you’ve run out of stock for his foot size. A subtle suggestion of receiving browser alerts when you have stocked up again will get John interested to subscribe for notifications. 

So this is how it turns out, as many as 30% of an E-commerce website users subscribe to Browser Push messages. The subscription rate is comparable with the number of users leaving behind their email IDs on E-Commerce websites.


Push notifications & emails  funnel comparison

2. Browser Push Messages is the new spam

Imagine if you were to receive notifications from a website about ten times every day with generic marketing offers and discounts! Such poorly executed notifications dent user experience resulting in subscriber churn. The problem lies more with the strategy and execution than Browser Push as a channel itself.

Solution: Personalized Browser Notifications can be highly relevant to the subscriber. Also, when deployed to communicate price drop alerts, flash offers, new product added, and similar other time-sensitive use cases, these event-based triggers can be super effective.

It is vital to use Browser Notifications only when you have something essential and relevant to say to a user. For example, the food that they ordered on your website is en-route or to remind them to book tickets to an upcoming movie that they will want to catch over the weekend.

3. Browser Notifications are intrusive

Timing is everything, and this is especially true in the digital space today. Push messages must be well-timed and relevant. A perfectly planned notification can go wrong if you don’t get the timing right.Reaching your users when they are most receptive to marketing communication is essential. Otherwise, your notifications might get lost in the digital noise.

Solution: Yes, it is possible to time your notifications based on user-events, local times, and more. Using machine learning to engage with users at their preferred time (use past engagements and user time zone) along with strictly monitored frequency caps will help you extend a superior user experience - check out this video.

 4. Users ignore Browser Notifications

This could happen if you are sending the same notification to all your website users. It’s essential to keep your users updated, but too many irrelevant conversations and your audience will ignore you.

Solution: Build engaging conversations. Stay on top of your user interests and target them with specific messages that will grab attention. Stats indicate that as many as 70% of users receive Browser Push Notifications from an E-Commerce website and a good 7% of them click on the notifications. This is way higher than the CTR for Facebook ads.

 5. Cannot drive sales

Not true. While the true potential of browser messages are yet to be explored, these notifications can be as effective in terms of engagement and conversions as emails are. Further, these are subscription-based messages, and you are sure that you are targeting a high-intent audience.

Solution: One of the best use cases for Browser Notifications is drop-off retargeting. With this new channel in your toolkit, you don’t have to wait for your user to land on a third-party website for retargeting.

Moreover, you can retarget high-value users by sending these notifications directly to the user’s browser. With product feed integration, these messages allow you to embed the relevant product image, a nice personalized message, and a discounted price. Additionally, it’s possible to deep-link Browser Notifications and direct users to the relevant product page.

It is important to remember that you are trying to connect with real people. And no matter which channel you choose, your marketing efforts must always be sensitive to your audience.Delivering relevant and highly time-sensitive messages to the right audience will help you get the most out of Browser Push Notifications. 

To know more about chrome notifications, push notifications on ios, push notifications in Android, Get in touch with us at marketing@vizury.com.

Akshatha Kamath

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