Chrome Notifications 101
What are Chrome Push Notifications?
Chrome Push Notifications are clickable messages that come from a website. You get them on your desktop or mobile device even when the website is not open on your chrome browser.
Chrome now supports push notifications for desktop and mobile. Websites can send push notifications to all users (Vizury supports from Chrome50+) without having an app installed on that device. These notifications are similar to mobile App Push Notifications (notifications sent by a mobile app that land in your notification tray) except that Chrome push notifications work on websites instead of apps and can be accessed on all devices (desktop, mobile, tablet, etc).
Notifications have been the most popular channel for converting visitors/users into customers on mobile and this new update is yet another way for engaging and retaining website users.
It will be thoughtful to compare Chrome push notifications with other popular communication or marketing channels.
Market size for Chrome notifications
August 2016 Browser Market Share:
As Chrome, Firefox and Safari are winning the bait in the market with ~82%, it becomes a great deal to see how websites will use it over a period of time.
August 2015 Browser Market Share:
Mobile Web vs. Mobile App: Why Chrome push notifications matter
Quixey, a mobile app search company, revealed that 32.6% of US mobile device users prefer to use both mobile apps and a browsers at different times. Taking a closer look, 19.6% of respondents said they preferred a mobile browser, and 23.1% of mobile device users said they favored mobile apps. About 24.7% said they had no preference.
What do users like about mobile browsers? Nearly 74.8% said they like that mobile browsers provide access to all the content they’re looking for in one place. Additionally, 23.2% said there’s no need to install anything new on their device. What do users like about mobile apps? 28.3% said they provide a better user experience. Additionally, respondents liked that apps offer access to more features and capabilities and that they have push notifications and alerts. What do users dislike about mobile apps? Mobile apps take up storage space on their phone and doesn’t provide enough access to everything they need.
Why use website notifications when the mobile web market is weak? Think again!
Let’s look at this stat from Source: Morgan Stanley rendering of comScore data
The research note is designed to combat the perception that the mobile web is anemic or in decline (and by extension, Google). It’s not. As the data shows, mobile browser usage is growing faster than apps and delivering larger audiences for most publishers.
Morgan Stanley points out that only 12 of the top 50 mobile properties have more traffic coming from apps than the browser. The discussion argues for the primacy of the mobile browser for most publishers, brands and marketers.
How do Chrome notifications work?
They are two main requirements for these notifications to work.
1. HTTPS – Website notifications can only be implemented on HTTPS enabled domains to prevent man-in-the-middle attacks. But with a little work-around HTTP websites too can implement web push functionality.
2. Service Workers, push and notifications APIs should be supported by the google chrome browser else the service won’t work! This entire workflow can also be understood with this simple explanation by Pete LePage during Google I/O 2016. He explained the entire process in three steps with three major components (Browser – Endpoint – Server)
Subscribing a user
Sending a message
Receiving a message
How ecommerce marketers are using Chrome notifications?
If you run a business online, you can leverage the power of web push (or, google chrome browser push notifications) and grow your business. While web push gives you an edge and enables you to talk in a better way, it also provides you with an immense number of benefits to help you drive more revenues from your business. Check out several benefits that web push offers.
Go mobile but without an app:
Mobile apps have been enjoying a potential free channel i.e. push notification. However, does this mean you have to wait till your app is finally out? 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 up and functioning.
Browser push notification saves you the efforts & cash that you’d otherwise need to invest in building an app & more importantly get it installed. You can enjoy all the benefits of mobile push notifications from your website.
Drive more sales:
This is an ultimate goal for any business. You have lost 68.81% of your sales in 2015 (This value is an average calculated based on these 34 different studies containing statistics on e-commerce shopping cart abandonment.) Source: http://baymard.com/lists/cart-abandonment-rate
Browser push notification helps curb cart abandonment rate by pushing instant deals & notifications to users who left unordered items in the cart.
Imagine this: User A wants to buy a new dress. She’s added it to the cart but could not complete the transaction. Maybe her phone rang and the dress totally slipped her mind. She does not open emails very frequently because it is already spammed with promotional emails. Considering SMS again is a poor option. But browser push notification lands in front of her the next time she opens her browser with a link back the product page in this case the dress that’s she’s let behind. You just brought her back to the transaction page without spamming .
There are several other use cases for e-commerce businesses like:
- a. Product category drop-off (user dropped off from mobile category)
- b. Product drop-off (user dropped-off from blue t-shirt page)
- c. Comparison page (user dropped off after comparing two products)
- d. Cart abandonment
- f. Drop-off after liking a product
Re-engage your users like never before:
As far as browser push is concerned, the genius is in the simplicity for both the marketer and the user. You don’t need a lot of user details to start sending notifications and can keep re-engaging them even when they leave your website without collecting any personal information. 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 tonnes of information and are also spared the grief of receiving irrelevant emails and messages a dime a dozen.
You can touch base with your inactive users by notifying them with personalized notifications. Send notifications with deals, or offer updates basis their interest & on-site behaviour. Build relationships & improve your earnings. For example- Re-engage with the users who have not visited your website in the past week. Share unique coupon codes, product details or visited categories to get them back!
Business is all about winning the moments that matter. In this case it is “Right Person, Right Message, Right Time, Every Time” (RRRE) . Reaching out to your audience with a channel that serves the core theory of RRRE is an ultimate goal of any marketer and customer aquisition manager.
Let’s consider that you need to send a time-limited deal or announce a sale. You can use web push notifications and instantly reach your users on their desktop, mobile or tablet with push notifications, even when they are not on your website.
Keep your customers informed
Want to inform your users about the product delivery and asking for feedback. Chrome push notifications make it an easy process. This entire process is hustle free and instant. Eg. May be informing about the product delivery status.
Email doesn’t work anymore:
We collected some data from mailchimp webarchive for ecommerce email benchmarks. Data shows that how open rate has decreased from 22.2% to 16.73% in last 4 years. Click rate has also gone down by 0.47%. People are more likely to unsubscribe from email because of email abuse.
How effective are Chrome push notifications as a customer acquisition channel?
Many times marketers run experiments using a new channel and still clueless about the response tthat he will get. Although there is no secret sauce that comes with chrome push notifications but your creativity can make it work better than any other channel (eg. email, social media or TV ads).
Browser push notifications shows you a way (with statistics) to aquire new customers with zero ad spends.
Learn More about push notifications
- How content apps can engage users better with Rich media push notifications
- Vizury Strives To Make Push Notifications More Engaging
- Make every Push count with rich media notifications
- Q&A: The E-Commerce Marketer’s Guide to Push Notifications
- Do Banks really need Web Push Notification?
- Tackling push notification opt-outs : One strike and you’re out
- All that you need to know about Personalized Push Notifications
- When push comes to shove
- Stuck with an old school Mobile Push Notifications Platform?
- Are 90% of App users ignoring your Push Notifications? Something’s BROKEN!