Notifications from website (also known as browser alerts or web notifications) are short, clickable messages that a website can send to a visitor’s device (whether desktop or mobile browser), provided they’ve granted permission. These alerts appear in a corner of the screen, even when the web user is no longer browsing the site.
Behind the scenes, once a visitor consents, the browser provides the site with a notification subscription (a unique endpoint along with associated encryption keys). The server then leverages the Web Notification API to deliver a message to that endpoint.
A notification service (managed by the browser provider) processes the request and stores the alert temporarily if needed. Once the visitor’s browser becomes active again, a service worker (a background script) wakes up to display the notification.
To sum it up, the process works as follows: the visitor consents to receive notifications, the server transmits the alert data through the notification provider, and the service worker in the browser displays the message.
Benefits for user engagement
Push notifications can significantly boost user engagement by reaching people outside the website. Key benefits include:
- Real-time engagement: notifications arrive instantly when users are online, making them ideal for time-sensitive updates like news or offers.
- Higher click-through and conversions: because they can be targeted and segmented, web pushes often drive more clicks and conversions than email. By sending relevant, personalized messages (e.g. based on user behavior), brands see higher conversion rates.
- Increased traffic and retention: even when users leave the site, a notification can bring them back, boosting return visits. Studies show push notifications can improve engagement and retention by delivering reminders or new content directly to the user.
- Permission-based reach: since users must opt in, the audience is self-selected and interested, which makes messages more effective.
- App-less delivery: push from a website works without any mobile app. This lets brands leverage push communication on mobile and desktop browsers without developing a separate app.
How to implement Push Notifications
Implementing web push involves a few main steps:
- Ask permission and subscribe: in your site’s JavaScript, register a service worker and call the Push API. Prompt the user to allow notifications. Once granted, obtain a PushSubscription from the browser, which includes an endpoint URL and encryption keys.
- Send subscription to your server: pass the subscription details (endpoint and keys) to your back-end. Store this information in a database so you can target this user later.
- Trigger notifications from the server: when you want to notify the user, your server makes an HTTPS request to the browser’s push service endpoint (the URL from the subscription). This request includes the message payload and any delivery options (e.g. time-to-live, urgency). The push service queues the message if the user is offline.
- Display the notification: The browser’s service worker receives the push event and runs code (e.g.
self.registration.showNotification) to display the notification to the user. Clicking the notification can be set to open a URL or perform an action. In effect, the site’s service worker ‘wakes up’ and displays the alert when the message arrives.
Each of these steps involves standard web APIs (Service Workers and Web Push) and requires a secure (HTTPS). Most push platforms provide SDKs or libraries to simplify this process.
Popular Push Notification tools
Many platforms offer push notification services. The table below compares several well-known options at a high level:
| Platform | Type | Strengths | Limitations |
|---|---|---|---|
| Adrenalead | SaaS (Cloud, GDPR-native) | 100% Web Push opt-in (compliant by design); 🇫🇷/🇪🇺 infrastructure; optimized for lead generation & retargeting; cookie-free; very strong CTRs. | Not (yet) an omnichannel suite; focused exclusively on Web Push. |
| OneSignal | SaaS (US-based) | Easy integration; generous free plan; A/B testing and analytics. | US hosting: GDPR compliance depends on configuration; strongly mobile-oriented. |
| Firebase Cloud Messaging (FCM) | Cloud API (Google) | Free and highly scalable; rich developer ecosystem; Android-native. | Technical setup required; basic marketing tools; limited Web Push (consent and segmentation must be built). |
| Pushwoosh | SaaS | Multichannel (SMS, email, mobile, web); automation workflows. | Data localization policies can conflict with EU requirements; costs increase with subscriber volume. |
| Airship (formerly Urban Airship) | Enterprise SaaS | Advanced orchestration; highly scalable; robust for large brands and apps. | High pricing / oversized for SMBs; Web Push often secondary; requires technical teams. |
| PushEngage | SaaS (WordPress-focused) | WordPress plugin; segmentation and drip campaigns. | Limited advanced features; weak predictive capabilities; EU consent management could be improved. |
For example, Adrenalead offers a privacy-first alternative fully compliant with GDPR, designed specifically for lead generation via web push. Its cookieless infrastructure and European hosting make it ideal for publishers and marketers operating in regulated environments. OneSignal remains one of the most popular choices thanks to its simple setup and generous free plan (up to 10,000 subscribers), though it’s more app-centric. Firebase Cloud Messaging (FCM) is Google’s free service for developers already using the Firebase ecosystem, but it requires significant technical integration. Enterprise-grade tools like Airship or Braze offer large-scale, cross-channel orchestration (push, email, in-app) but often involve complex setups and custom pricing. Each platform varies in terms of compliance, scalability, and focus, making the right choice a matter of budget, technical resources, and marketing goals.
Best practices for effective notifications
To get the most out of web push and keep users happy, follow these best practices:
- Request permission wisely: don’t show the browser’s permission prompt immediately on landing. Instead, explain the value first. For example, a brief “soft ask” prompt or push primer can describe why enabling notifications is beneficial.
- Personalize and segment: tailor notifications to user interests or behavior. Even simple personalization helps, but deeper personalization (e.g. recommending relevant content or products) is better. Use segmentation to send your notification to the right audience (by location, past actions, etc.) so that each user receives only relevant notifications.
- Optimize timing and frequency: schedule sends when users are most likely to be active (e.g. not in the middle of the night). Frequency should be moderate – too many notifications will annoy users and lead to opt-outs. Some platforms offer “send-time optimization” to automatically deliver at peak engagement times. Always monitor engagement over time to avoid fatigue.
- Craft clear, concise content: push messages have very limited space (often 1–2 lines of text), so make every word count. Include a clear call-to-action or link. Use rich features if available (images or buttons) to make the notification stands out, but avoid clickbait or generic spammy copy. Try different message styles (A/B testing) to see what resonates.
- Use deep links or action buttons: ensure that clicking a notification takes the user to the promised content (not just the home page). Many push platforms allow action buttons (e.g. “View” or “Dismiss”) or deep links into specific pages. This improves the user experience and conversion rates.
- Monitor and iterate: track opt-in rates and engagement. If many users never interact with your notifications, reconsider your content or targeting. Learn from metrics (see below) and refine your strategy to keep your push campaign effective.
Platforms like Adrenalead also support customizable soft prompts and consent recovery mechanisms to boost opt-in while staying compliant with data privacy regulations.
Key features to look for in push software
When evaluating push notification platforms, look for capabilities that match your needs. Important features include:
- Cross-platform support: ability to send to desktop browsers (Chrome, Firefox, Safari, Edge, etc.) and mobile web. Some tools also support Android/iOS app push in the same dashboard.
- Audience segmentation & personalization: built-in support for segmenting users (by demographics, behavior, device, etc.) and inserting personalized fields. Good targeting and personalization features lead to more relevant messages.
- Automation and workflows: options to automate notification series (e.g. drip campaigns, cart recovery) based on user triggers and schedules. Automated campaigns help engage users at scale.
- Rich media and customization: support for adding images, emojis, or buttons to notifications. The ability to customize the opt-in prompt (or use a “soft ask”) is also valuable.
- A/B testing: built-in testing of different notification copy or delivery times, so you can optimize what works best.
- Analytics and reporting: detailed metrics (delivered, clicked, conversion, etc.) and dashboards to track performance over time. Real-time analytics are a plus.
- Scalability and reliability: If you have a large audience, ensure the service can handle high volumes quickly (bulk sending, fast throughput). Enterprise providers often offer guaranteed uptime and infrastructure.
- Ease of integration: clear documentation, SDKs or plugins (e.g. for CMS platforms), and APIs. An intuitive interface speeds up setup.
- Privacy and compliance support: since push is permission-based, the tool should help comply with privacy laws (e.g. logging consent, allowing easy opt-out) if relevant.
In short, prioritize platforms with strong segmentation/personalization, robust analytics, and reliable delivery. As one guide notes, “choosing a platform with good targeting and personalization features is crucial” for effective web push.
Measuring Push Notification performance
To gauge success and refine your strategy, track key metrics for each campaign or overall:
- Opt-in rate: the percentage of users who see your permission prompt (or soft ask) and click “Allow”. A higher opt-in rate means a larger audience for your messages.
- Delivery rate: the percent of notifications successfully delivered to devices (some may fail if a user is offline beyond the time-to-live).
- Click-through rate (CTR): the percent of delivered notifications that the user clicked. CTR is a primary engagement metric; industry benchmarks hover around a few percent (e.g. ~3–5% is common).
- Open rate: for push, “open” often means click or view. Some platforms distinguish between received and clicked. Either way, it measures engagement.
- Conversion rate: if your notification has a goal (e.g. purchase, sign-up), track how many clicked users complete that goal. This ties push directly to ROI.
- Unsubscribe/opt-out rate: how many users revoke permission or disable notifications after receiving them. A rising opt-out rate may indicate messages are too frequent or irrelevant.
- Other engagement metrics: time to open (how quickly users act on a notification), notification views, or subsequent app/site usage.
Solutions like Adrenalead offer detailed per-campaign insights into CTR, conversions, and revenue attribution, enabling businesses to directly tie push notifications to ROI.
Limitations and downsides
While powerful, website push notifications have some drawbacks and constraints:
- User fatigue and opt-outs: because they can be disruptive, sending too many or irrelevant notifications will annoy users. This often leads people to disable or block further notifications. Every message should add value; otherwise engagement drops and users may unsubscribe.
- Visibility and competition: notifications compete for space on the device. They can be missed or dismissed among other alerts on the lock screen or notification center. In short, they must stand out without being spammy.
- Limited content: push messages allow only very brief text (often around 40–80 characters) with minimal formatting. This constraint enforces conciseness but also makes it difficult to convey complex information in a single notification.
- Browser/device support: not all browsers or platforms support web push. For example, older versions of iOS Safari did not support it (recent updates require the site to be added to the home screen). Always check current support for your target audience’s browsers.
- Technical requirements: implementation requires HTTPS, service workers, and compatible browser APIs (sites on plain HTTP cannot send push except via a special “bridge” page.)
- Privacy concerns: some users view notifications as intrusive. Transparency about how you use push data and allowing easy opt-out is important to build trust.
- No guaranteed delivery: unlike SMS or email, push messages are not 100% reliable (user settings, network issues, or expired subscriptions can prevent delivery).
Overall, it’s important to use web push judiciously. As one expert notes, push is “an excellent way to re-engage users, but only when used strategically. Sending too many or irrelevant notifications can drive users away”. By acknowledging these limitations and following best practices, you can harness the engagement power of website notifications without alienating your audience.
