Web push notifications are an effective marketing strategy for engaging and engaging users. This marketing channel offers higher or equal ROI, which is the reason for implementation in every industry. Compared to emails, push notifications have a 50% or 7 times higher opening rate or click rate.
Push notifications are authorization-based services. That means marketers can’t send notifications until users sign up to receive push notifications. So, you need to increase the opt-in rate to implement notification strategies to interact with users and increase conversion rates. Here is the guide to help you increase the push notifications opt-in rate.
Types of opt-in for web push notifications
The opt-in for web push notifications is divided into two types.
- One-way or single-step opt-in
The opt-ins for one-way push notifications are browser default settings that we can see on the left side of the website. We cannot adjust the pop-up text, picture or language with this type of opt-in. An example of this type of opt-in is mentioned below.
This is an example of a browser standard opt-in prompt message.
- Two-way or two-step login
The two-way opt-in push notification gives you the flexibility to change the text, color, and icons of your pop-up. Marketers can experiment with different options to find the one that works best for visitors. It displays the browser default opt-in followed by the custom opt-in for the website. The shapes of the two-way opt-in are bell, opt-in bar, and box. These types of opt-in boxes consist of three parts.
Here is an opt-in example that consists of an opt-in title, logo, and CTA buttons.
Strategies for increasing the opt-in rate for push notifications
Improving the opt-in rate is the most important step in integrating push notifications into your marketing strategy. Let’s look at a few strategies that can increase your opt-in rate.
Time to request the opt-in for push notifications
It is always better to give users a little bit of time to build trust with your websites. There is a chance that a visitor could click the Deny button if they immediately encounter an opt-in message. The ideal delay time for an opt-in message is 10 seconds as it provides a reasonable amount of time to review the website. You can also adjust a specific time to ask for consent using your push notification tool. Digital marketers can try different delay times and analyze subscription rates to adopt the appropriate one. Truepush, a free push notification monetization tool, allows its users to set up the opt-in display timing using the opt-in settings.
For example, when a user visits a blog page with no knowledge of the website or the type of content and immediately sees an opt-in message. In this case, there is a high possibility that the user will click the Deny button.
However, if you have a few seconds to review the article titles or website design, the chances of tapping Allow. It is therefore always recommended to observe a minimum delay of 10 seconds in order to display the opt-in message on the website.
Wait for user activity on your website
It is recommended to involve the audience before requesting push notifications for the visitors. With this, users know the value of receiving push notifications from your website.
Content-based websites such as blogs, news websites, and OTT websites can save opt-in prompt messages until a user clicks, shares, or saves one of your blogs. Since the user is already interested in your content, there is a high probability that they will click “Allow” in the opt-in messages.
For example, an online retailer’s website may display the opt-in message on the product page. This is because the user visits the product page when they are interested in the website, so the chances of subscribing to push notifications are high.
Create a welcome notification
Always thank your users with a welcome notification for accepting your push notification service. It creates a positive impact on your visitors through the brand. You can add this welcome notice for both one-way and two-way opt-ins.
An efficient push notification tool allows you to customize your welcome notifications. Marketers can add an informative or “thank you” title and description with an image or branding logo.
You can see a blog website sending welcome notifications to its subscribers.
Prompt styles and positions
The position of the opt-in message also plays a key role in increasing the opt-in rate for push notifications. We cannot annoy visitors with the inappropriate placement of the opt-in prompts on the websites. Marketers can use different styles such as Browser Standard, Bell, Opt-In Bar, and Box available in their push notification tools.
Visitors visit websites to review products, blogs, information, but not just to subscribe to push notifications. So we cannot misplace the opt-in messages on the website and annoy users, which leads to a decrease in the opt-in push notification rate. An effective push notification tool allows you to set up the position of opt-in prompts according to the website design.
In the example below, you can see that the opt-in message below covers the blog content. This annoys the user and can be a reason to close the opt-in popup.
However, if we uphold the opt-in message on the website without disrupting the content, there is a possibility of subscription.
So, check the opt-in positions according to your website design and choose the best option.
Upgrade your opt-in copy
A compelling opt-in message can increase the opt-in push notification rate. We need to give visitors a reason to allow notifications, which is possible by adding value to the opt-in messages. Marketers should ensure transparency by conveying the benefits of push notifications for a better user experience in this one-line opt-in message.
Here are some examples of opt-in messages for different industries
- Would you like to be kept informed of the latest fashion updates?
- Check out the discounts on flights and hotels regularly.
- Receive notifications of the latest movies, shows, and new episodes.
- Would you like to be informed about your favorite sports results?
- Would you like additional discount updates for your desired products and brands?
You can customize the lines of text on the top bar and button with the relevant information that will increase the chances of getting opt-in rates. You can also change the text colors that work best for your website.
The opt-in message below contains general content that does not have the potential to pique the interest of visitors.
In the example below, however, you can see an interactive main text and sub-text with the logo. This opt-in copy has the ability to make an impact on the audience and can increase your opt-in rate.
Set the frequency to increase the opt-in rate
Most of the time, visitors refuse the push notification when they visit the website, which affects the subscription rate. If a user clicks the “Not Now” option in the opt-in box pop-up, they should change their browser settings to receive a push notification authorization message. In many cases, users are not interested in going through all of the hiring processes. Hence, marketers need to set up the opt-in frequency for the website through the push notification tool in order to notify their visitors.
For example, if you set up an opt-in frequency for a page refresh, the pop-up will appear whenever the user refreshes the page. Even if the user refuses permission for the first time, you still have a chance to get them back.
Maintain a relationship with your subscribers. It’s not just about increasing your opt-in rate, it’s also about maintaining a real relationship with subscribers. Push notifications with irrelevant content, inappropriate times, and frequency can irritate your subscribers and make them decline push notifications, which is a bad sign of your growth.