VWO Logo
Request Demo

Web Push Notifications

What are web push notifications?

Web push notifications are messages sent to users through their web browser, even when they are not actively using a website. They can be used to inform users of updates, new content, or other information in real-time.

Web push notifications are typically displayed in the browser’s notification center, and can include a title, message, and icon. Users can configure their browser settings to control how and when notifications are displayed.

To receive web push notifications, users must first permit a website to send them. Once permission is granted, the website can use a push service to send notifications to the user’s browser, even if the website is not currently open in a tab.

Web push notifications are supported by most modern browsers including Chrome, Firefox, Safari, and Edge.

Benefits of web push notifications

Implementing web push notifications has several benefits both for website owners and users, including:

Increased engagement

Web push notifications can be used to re-engage users who have recently visited a website but have not returned. By sending them timely and relevant updates, web push notifications can encourage users to come back to the website.

Real-time updates

Web push notifications allow website owners to send real-time updates to users, without requiring them to visit the website actively. This can be particularly useful for e-commerce sites, news sites, or other websites that need to provide timely information to users.

Boost in conversion rates

By providing users with timely and appropriate information, web push notifications can help increase conversion rates by bringing users back to the website when they are more likely to make a purchase or take other desired actions.


Web push notifications are relatively low-cost to implement and maintain, as compared to SMS or email notifications.

Better user experience

Instead of having to navigate to the website again, users can receive the information or updates directly to their browser without any additional actions.

Web push notifications should be used wisely, not excessively, and only when necessary. Alternatively, the user may decide to exit the website or withdraw consent for alerts.

How do web push notifications work?

Web push notifications work through a combination of technologies, including the Web Push API, push services, and browser notifications. Below is a basic overview of the steps involved in sending and receiving web push notifications:

  1. A user visits a website and grants permission for the website to send push notifications.
  2. The website creates a push subscription by calling the Web Push API, which creates a unique identifier for the subscription.
  3. The subscription identifier is sent to the website’s server, along with any additional user information, such as their preferences.
  4. The website’s server uses the subscription identifier to send a push notification to the push service.
  5. The push service sends the notification to the appropriate browser.
  6. The browser displays the notification to the user.

Web push notifications can only be sent to users who have granted permission for a website to send them, and the user can also easily revoke the permission at any time.

When to use web push notifications

Web push notifications can be a powerful tool for engaging with users and keeping them informed, but it’s important to ensure that the notifications are being sent to the ideal individuals, circumstances, and timing. Below are some examples of when web push notifications may be appropriate to use:

Real-time updates

Users may receive real-time updates via web push notifications, such as stock prices, weather updates, and news alerts.

Transactional updates

E-commerce sites can use web push notifications to inform customers of order confirmations, shipping updates, and delivery status.

Personalized content

Web push notifications can be used to deliver personalized content to users, such as news alerts or special offers tailored to suit based on their browsing history.


Web push notifications can be used to notify users about upcoming events, such as a concert, a meeting, or a deadline.


Users can be alerted via web push notifications about sales, discounts, and other noteworthy promotions that could be of interest to them.

Re-engaging with inactive users

Web push notifications can be used to re-engage users who have not visited a website recently, by sending them relevant and timely updates.

Features of a good web push notification

The attributes listed below can make web push notifications an efficient and user-friendly approach to keep visitors informed and engaged in a website.


Users should get notifications that are useful to them, with information or changes that are of interest to them.


Notifications should be sent at the right time, taking into account factors such as the user’s time zone and browsing history.


Messages should provide a clear call to action, such as a button that takes the user to a specific page on the website or an in-app feature.


The relevance and efficiency of notifications can be increased by personalizing them.  This could be achieved by using users’ preferences, browsing history, and other data to tailor the message.


Notifications may be tailored to fit the website’s branding and appearance. This involves the usage of hues, logos, and symbols that complement the overall aesthetic of the website.


Segmentation of notifications can be considered to be a useful practice so that the right message is sent to the right users at the right time. This can be achieved by using data such as location, browsing history, and previous engagement with the website.


Notifications should be accessible to all users, including those with disabilities. This includes providing appropriate alternative text for images and using clear and concise language.

Opt-out option

Notifications should have an easy-to-find opt-out option so that users can unsubscribe from future notifications if they no longer wish to receive them.

Techniques to create the best web push notifications

Several techniques can be used to create effective and user-friendly web push notifications to engage with users and keep them informed about important updates and information related to the website:

Be concise and straightforward

Keep the message short and to the point, so that users can quickly understand the main message of the notification.

Action-oriented language

Use language that encourages users to take action, such as “Shop now” or “View sale.”

Personalized messages

Personalizing notifications with information such as the user’s name or browsing history can make the notification more relevant and effective.

Images and emojis

Visual elements can make notifications more engaging and eye-catching. Use images and emojis to make the notification more visually appealing and to convey the message more clearly.

A/B testing

Use A/B testing to experiment with multiple notification versions, such as different headlines, messages, and calls-to-action, to see which one is most effective and performs better.

Target specific groups

Use segmentation to target specific groups of users, based on factors such as location, browsing history, and previous engagement with the website.

Be consistent with the brand

Make sure the notifications align with the branding and design of the website. Design notifications according to the nature of the business to make them interactive.

Follow up notifications

Consider sending follow-up notifications if users don’t take action after the initial notification, to ensure that they don’t miss important updates or information.

Respect user’s preferences

Allow users to configure their notification settings and provide an easy way to unsubscribe if they no longer wish to receive them.

Track performance

Measure the performance of your push notifications, track the click-through rate, conversion rate, and other important metrics, and use this data to improve your notifications over time.


Web push notifications are an important component of the owned audience marketing mix. You may develop a subscriber base that allows you to communicate with them whenever and wherever you desire. It is a permission-based channel that enables both you as a marketer and your audience to acquire pertinent information.