Browser push notifications: Get engaged with your users
Mobile apps are so commonplace these days that push notifications are naturally used as a euphemism for the messages you get on your mobile from these native applications. However, does this mean you have to wait till your app is finally out, a painstakingly meticulous process that needs patience to get just right? After all, an app pretty much guarantees all your consumers under one roof ready and waiting for some timely push notifications to swing their way.
But what if you have a website (desktop/mobile) already up and running while you're still building your app? I mean, it rarely happens that someone puts an app out without already having a website, both desktop and mobile-friendly, up and functioning.
In addition, if your content is intended to reach a wider group of audience, something that users come to spend some time on, it makes sense to view a slick website with as much significance as a native app.
Websites are easier to build, less time consuming and can reach more people since it can be accessed over a wide range of devices. That's all excellent, but it is still some way behind native apps when it comes to building an effective rapport with its audience by establishing communication channels.
Browser push notifications : engaging your web visitors
Well, if people are telling you there's now an equally flawless interactive channel for your website, it's with half a tongue outside the cheek because, in browser push notifications, marketers may finally be looking at a mode of communication as powerfully engaging as native app push.
Think of a standard push notification, except for the fact that this one is being sent from the browser, and you can receive it right on your device, whether a desktop or a phone. Those of you whose phones are not densely loaded with apps of all sorts are probably nodding in appreciation, and this opens up a brand new communication channel for marketers with users who are not particularly inclined to share data or have their phone flood with notifications.
Browser push notifications need the user to subscribe in order to start receiving them, a simple enough process that is neither frustrating nor intrusive. Email and other contact details are not required, and the user continues to receive timely information even if the actual website sending them isn't even open on the browser.
So why does it make sense to spend the extra time and effort on perfecting your browser pushes, when your standard push notifications are already quite impressive?
Well, complimentary marketing, of course. By combining browser push with your finely tuned native app pushes, you can target your consumers effectively on platforms extremely specific to his/her browsing activity.
Simpler form of communication both ways
As far as browser push is concerned, the genius is in the simplicity, as far as both marketer and user are concerned. You don't need a great deal of user details to start sending notifications, and can keep re-engaging them even when they leave your website without collecting any private contact details.
Similarly, all it takes for the user to start receiving these notifications is a simple click of the opt-in button on their browser. They don't need to provide tons of information, and are also spared the grief of receiving irrelevant mails and messages a dime a dozen. Naturally, your typical user is more comfortable at the thought of receiving these
This sentiment is supported by statistics that show that opt-ins for browser push notifications are higher than for emails, and less than 10% of the users who opt in decide to subsequently unsubscribe at a later day. Even at a glance, this seems way safer than a native app that typically suffers a greater risk of being uninstalled, and by extension, the communication channel with that user being terminated.
Again, not everyone uses apps, and even the most active app user does indulge in quite a bit of website browsing. Browser push notifications could prove to be the one stop solution to target all your users quickly and effectively.
Studies show that desktop usage in itself still accounts for about 40% of a user's total internet time, too high a number to consider overlooking. In certain cases, a mobile website might even go on to have a wider reach and therefore serve as a better communication channel than its app equivalent.
Take a look at this the chart. It shows that Chrome, Safari and Firefox (three browsers that provide support for web push) hold a combined market share of upto 76%, representing huge potential for the reach of browser push notifications. All these reasons combined could well mean that neglecting browser push notifications is not something marketers can afford to do.
True to tradition, browser push notifications come with a wide array of personalization triggers, such as product category, time or any other criteria that can be fashioned very specific to that particular user based on his/her shopping preferences. This, blended with the sheer speed and range of devices across which you can interact with the user, install it as a firm favorite to show quantifiable conversion rates.
All this, of course, is just scratching the surface, and browser push notifications are expected to play a key role in the quest on leading brands to connect with every single one of their users on an extremely personal level.
With more browsers queuing up to support push notifications, an exponential growth in the use of such notifications seem like an extremely likely scenario.