Web Push Notifications

Definition

Why It Matters

Web push gives websites, SaaS products and stores a push channel without building a native app, and subscribers do not need to share an email address. For returning visitors it is a fast way to announce price drops, replies, new content or completed jobs. Opt-in rates are low when the browser prompt appears on first visit, so sites that ask at a relevant moment, after a click on "Notify me", get far better results and avoid having the prompt blocked by browsers.

How It Works

The site registers a service worker and, after a user action, requests notification permission. The browser then returns a subscription with an endpoint at its push service plus encryption keys. Your server signs each message with a VAPID key pair and posts it to that endpoint. The browser's push service delivers it, and the service worker displays the notification and handles the click. Because subscriptions are bound to the VAPID keys that created them, keep the same keys if you change providers.

Example

Best Practices

• 1Show the browser prompt only after the user clicks a button that explains the benefit
• 2Do not prompt on the first page view, since browsers may quiet or block repeat prompts
• 3Use web push for timely updates and keep long content for email
• 4On iPhone, guide users to add the site to their Home Screen before offering push
• 5Keep your VAPID keys safe and reuse them when migrating