How to use Push Notifications in e-commerce?

Push notifications are mostly known to us from social networks. What are push notifications? They are messages sent through mobile applications. Surely you know them, they are the first thing you see after unlocking your phone. They are sent by Facebook, Instagram, YouTube, or messenger. You can also use them on your website.

Web push notifications – how do they differ from push notifications?

At first glance they look the same, but web push notifications do not require a mobile app. They are generated by web browsers, both on your computer and on your phone or tablet. You may notice that when you access some websites, a message appears: “do you want to receive notifications?” This is what allows the viewer to decide if they want to receive notifications when content appears on a website or online store.

What are the advantages of push and web push notifications?

Push notifications are quite a competition for e-mails sent to recipients. Their form resembles text messages, displayed on the home screen of the phone enjoy a high open rate. No wonder, we tend to check all the notifications that come to us. What are the advantages of sending push and web push notifications?

Quick and easy sign-up

With the sign-up form only requiring one click, no typing, many people are more likely to use it. In times when everyone is in a hurry, time is crucial in making decisions. One-click enrollment definitely works in your favor here.

High visibility

Notifications display directly on detscreens or mobile devices. This form is harder to miss than an email among fifty others. Notifications also do not end up in spam or the offer tab – another advantage over newsletters.

Adaptation to different types of devices

Regardless of what type of device your target audience uses, push notifications adapt to the device they arrive on. Simply design your campaigns and the browser or app will adjust the size itself. You don’t have to worry about it.

Easily track user behavior

Once installed on your site, the operating system allows you to directly track user behavior. This gives you the ability to better track interests, predict behavior, and target your audience. In addition, you can track all this in real time.

You don’t have to worry about adblock

When it comes to Google Ads campaigns, adblock is a common problem. In case of notifications, you don’t have to worry about it because the subscriber himself agrees to receive notifications and it is automatically saved in their browser.

You do not need personal data

Many users opt out of newsletter signups because of the need to provide personal information. The push notification service system does not require this, which gives it a huge advantage. This way, you can quickly convince potential customers to sign up. The only thing you need is the user’s consent, which is not that difficult to obtain.

What does a push notification and web push notification look like?

Nowadays, the forms of communication with the recipient are very different, but each of them requires encouraging the potential customer to move on. Notifications displayed to the user have a distinctive look that works in your favor. What does such a notification contain?

  • distinctive graphics – its aim is to keep the recipient’s attention,
  • title – its aim is to encourage and interest the user,
  • short messages – their aim is to convince to click the link,
  • link to the page – the recipient is sent back to the page after clicking on the notification.

Push or web push – which form to choose?

The answer to this question is not unequivocal. In order to build a large base of subscribers it would be best to use both options simultaneously. However, it is not that simple because many subscribers could receive the same notifications twice, which may cause irritation and the desire to unsubscribe.
So how do you decide? Decide what is the main medium – the app or the website. That’s where to install push or web push notifications.

How to install web push notifications?

You should start implementing web push notifications on your website by choosing one of several operating systems. You can easily find such systems in the free version. For example, Getresponse or One Pulse. The next step is to install the integration code in your website (in the head section and service worker).

Once this is ready, you can create a personalized request for permission to send notifications or use the default version. Virtually every system allows you to test such requests and notifications that appear.

How to use push notifications and web push notifications?

Push notifications are the future of e-commerce marketing. Online stores, news portals and more and more websites are using it. They can be used in many ways, and each of them will capture the attention of the recipient more than the most popular advertising messages. How can you use push notifications on your website?

Use a discount coupon as an incentive to sign up

It is not a well-known fact today that a good incentive acts as a magnet for customers. Such an incentive can be, for example, a shopping coupon, a freebie or free delivery at your store. Any of these elements can encourage the recipient to join your subscriber base, and the bigger the group, the better the results.

Increase traffic to your website

Have you published an interesting article? Or maybe new products have been added to your store? Any of these opportunities is good to invite the recipient to visit your website. A push notification is concise, attention-grabbing, and encourages people to quickly see what the notification is about.

Increase sales of selected products

Sms notifications have been proven to be extremely effective in boosting online and in-store sales. Web push and push notifications resemble them and their effectiveness is very similar. Create campaigns to promote the product you want to sell. Use an inviting image and a relevant call to action, for example: limited offer. Such a message will certainly encourage people to check out the product and also buy it.

Reduce the number of abandoned shopping carts

Create a campaign that sends a notification every time the system detects an abandoned cart. This way, the user will see the notification on their smartphone or computer screen and will once again check out the products they were considering buying. This simple action increases the likelihood of making a purchase.

How to create push campaigns to be effective?

The effectiveness of push notifications depends on several factors. To ensure that they enjoy a high open rate, it is worth following a few simple rules:

  1. Target. Sending the same notification to everyone one by one may not work as well as you would expect. That’s what targeting is for – create multiple campaigns on the same topic and tailor them to users, their age, interests and what they click on most often.
  2. Focus on specifics. Push notifications are short and should stay that way. Make sure to include the most important thing in the title and encourage them to check out what’s hidden under the link.
  3. Don’t be boring! You can say a lot about push notifications, but certainly not that they are boring. Don’t let yours get lost in the crowd. When creating them, use interesting phrases, slogans, and even emoji.
  4. Test and check the effectiveness. Thanks to notifications you can have contact with your clients in real time. Test different campaigns, check hours, different text graphics to determine which version is most popular. This will make your next campaigns even more effective.
  5. Be patient. When you start the adventure with push messages the results may not be stunning. However, to get better results you have to try and learn from your mistakes.

Are campaigns using push notifications effective?
The sign-up rate for push and web push notifications in Poland is between 5 and 10%, depending on the type of website. This means that internet users use them more readily than newsletter sign-ups.

Messages sent by applications and websites, are short, do not require any data, and the subscription is done with one quick click. And most importantly, the recipient knows that they can opt out of receiving notifications in their web browser at any time.

Signing up through a mobile app or directly in your browser and receiving notifications makes it easier to make a purchasing decision, to generate positive feelings about your company, even in situations where you unknowingly glance at a notification.

Even if you are not fully convinced about this type of notifications, it is worth checking how your recipients will react to this form of marketing. It may turn out to be more effective than many previous campaigns.

A message sent in this way to a client does not require a large investment of your time or money. Thanks to this, even if the first few campaigns turn out to be ineffective, you will be able to leave the subject for later or simply resign without incurring large losses.


Push notifications and web push notifications are not difficult to implement. Creating the campaign itself does not require great skills either. By looking at the statistics and analyzing your own audience, you can easily turn them into customers or achieve your website development goals. When combined with other channels of contact with your audience, the effectiveness of your marketing campaigns will definitely increase.
Regardless of whether you decide on push notifications – for which you need an application, or on the simpler to implement web push notifications, the results may positively surprise you.