Learn strategies to improve your web push notifications opt-in rate and gain more subscribers with methods that compel visitors and encourage subscriptions.
The success of your web push notifications – and monetizing them – relies on your ability to onboard subscribers.
Your greatest challenge is in the way push notifications are allowed or blocked at the opt-in point. In essence, you have one chance to gain the opt-in. If the user chooses to block push notifications, essentially, your opportunity to opt that user in is gone forever.
In this article, you’ll learn different approaches you can take to sign up subscribers. You will learn specific tactics that will help increase your odds of obtaining that all-important opt-in. Most importantly, you’ll learn what NOT to do.
❝Across all industries, push notifications averaged a 71% opt-in rate.❞
The Worst Strategy for Your Web Push Notifications Opt-in Rate
First, let’s look at what method you should avoid. By far, the most common method is the one most people use – and it’s the least successful.
The majority of websites offering web push notifications attempt to sign up subscribers by showing the default opt in screen on their homepage – at the very second a visitor arrives at their website.
This screen is what vistors are greeted with – the “official” web browser opt-in screen:
Ultimately, this is the screen you need to show to your visitors to officially opt them in to becoming subscribers.
However, it’s not the screen that is the problem. The issue is when and where to show this screen to new visitors.
This screen should only be shown after you have properly enticed and prequalified your visitor.
If I have just arrived at your website, I don’t know anything about you or your website. Why would I want to sign up? Your site and I are strangers. We’ve just met.
The problem that exists is one of familiarity. The default opt-in screen is asking for a commitment too soon. It’s like proposing marriage on the first date. Most websites are showing the “official” opt-in screen too early in the “let’s get to know each other” stage.
The disadvantage of starting with the “official” opt-in screen is that it is simply a “yes” or “no” proposition. There is no other information – and by default, you aren’t able to add more. Therefore, the manner in which the “official” screen works does not allow you any space to explain the benefits of subscribing.
The good news is… There are remedies and workarounds to create a method that will encourage and prepare your visitor before you show them the “official” web push notifications opt-in screen. Utilizing these strategies is the best way to improve your web push notifications opt in rate.
Strategies to Entice Visitors to Subscribe to Your Web Push Notifications.
To successfully encourage new visitors to subscribe to your web push notifications, you need to explain the benefits of doing so before you ask for the opt-in.
Here are some ways to motivate visitors:
✓ Use a “tour” or video that walks your visitor through the benefits of subscribing to web push notifications.
✓ Use a “pre-permission screen” (more on this shortly) that explains the benefits of subscribing to web push notifications.
✓ In your tour, video or pre-permission screen: emphasize the value of receiving web push notifications. Aim to make your visitor feel these notifications are something they can’t afford to miss or do without.
✓ Focus on how your web push notifications will be helpful to your subscribers.
✓ *An important note: If you plan on sending monetized web push notification offers, part of your strategy also needs to be focused on sending helpful, valuable notifications that will counterbalance your advertising offers. No one wants to receive only promotions or advertising.
The Pre-Permission Screen
Using a pre-permission screen is the most direct and practical method of informing and encouraging visitors to subscribe to your web push notifications. Showing a pre-permission screen to your visitors first, instead of the default options screen, is easy to implement and a more effective way to improve your web push notifications opt-in rate.
Here is an example of a well-executed pre-permission screen:
For further detail on creating, using and methods for employing pre-permission screens, read: Turning Your Site Visitors Into Web Push Notifications Subscribers. In addition to learning tactics that will help improve your web push notifications opt-in rate, the article will show you how to avoid showing the “official” opt-in screen to visitors who are not ready to subscribe.
What Types of Benefits and Value Can You Provide for Your Web Push Notifications Subscribers?
What you can provide of value for your subscribers will, naturally, vary based on the type of business or niche your website belongs to.
Here are a few general ideas:
- Free stuff. (Free doesn’t mean worthless junk. Free has to be something of value.) Free can mean-downloads, mini-courses, webinars, guides, checklists, tutorials, videos, etc.
- Expert advice and problem solving
- Discounts and coupons
- Important updates and reminders
- Geolocation-related updates and/or discounts
- Time-sensitive updates and reminders
Perfectly Timing Your Web Push Notifications Opt-in Screen
An important component of your opt-in strategy is when and where you display the “official” web push notifications opt-in screen.
Here are some methods that can help prequalify your visitors, so that your “official” opt-in screen will only display to those who are ready to subscribe.
When to Display the Web Push Notifications Opt-in Screen:
You do not want to ask for the opt-in until you have properly prepared your visitor. This means that you have either shown a pre-permission screen, tour or video that has presented the benefits and value of subscribing to web push notifications.
After displaying the pre-permission screen:
Your pre-permission screen should contain a button with a call-to-action. When the user clicks the button on the pre-permission screen indicating they want to subscribe, this will trigger the “official” opt-in screen to display.
After a tour or video:
After your tour or video completes, on the last page or screen, create a call-to-action button with something like “Yes, I want these benefits!” Clicking the button will trigger the official opt-in screen to display.
Where to Display Your Web Push Notifications Opt-In Screen:
Although many websites use the homepage as the location to display the opt-in screen… Your homepage is not always the best location to ask visitors to subscribe to web push notifications.
Typically, there’s a lot of things going on most website homepages. Usually, a homepage has multiple messages. You do not want to compete with these messages. A location that is focused upon a single message is more ideal.
Think about where your visitors land on your web site. Do they arrive in various locations? Do they arrive at your blog? Do they arrive at particular product pages? Do they arrive on specific articles more than others?
Different visitors may arrive through multiple sections of your web site for various reasons and needs. Therefore, you may need pre-permission screens (tours or videos) at these separate locations on your web site where different visitors arrive.
Further, you may have varying types of visitors. If so, you may need distinct messages that are targeted more specifically to the needs of these particular visitors.
Creating relevant messaging to match unique visitors:
In addition to utilizing assorted pre-permission screens (tours or videos) at multiple locations, you may need to create unique messaging for each. Your messaging should be aimed at the majority of specific visitor types arriving at individual pages on your website.
Analytics: Before and Ongoing
The first step to improving your web push notifications opt-in rate is to understand your visitors. You need to understand which pages they are visiting to enter your site and why they are coming to those pages.
Understanding who your visitors are and why they are there will help you create compelling messages to encourage subscriptions.
Before creating your opt-in strategy:
Use analytics to help you determine the most popular arrival doorways on your website. Use this data to guide you in where to place your pre-permission screens (tours or videos) on your website.
In turn, use this data to help you determine the visitor personas you should target your messaging towards at these various locations.
All this information will help you craft highly relevant copy targeting the unique visitors at each landing page.
Ongoing opt-in analytics:
Once you create your opt-in messaging, you need to continually evaluate its performance. Ask yourself:
What landing points are achieving the highest opt-in rate?
What is the specific messaging utilized at your highest opt-in rate landing points?
Experiment and test.
Take a look at your best-performing locations, those that are achieving your best web push notifications opt-in rate. Analyze the messaging used there. How does it differ from the messaging at other locations?
Next, take a look at your lowest performing locations. Is the messaging used there different than what is used at your best-performing locations?
If so, try replacing the messaging at lower performing locations with the messaging from your best-performing locations.
Even though you may have created different messaging for a specific location where the audience may be different – if it’s not converting, experiment with alternate messaging.
Find out if your best messaging will work at under-performing locations. If it does, it’s a win. If it doesn’t, then try to figure out where your original message copy was falling short.
The key to improving your web push notifications opt in rate is to revise and experiment. Constantly use your analytics to provide feedback for the performance of your opt-in messages. Revise until you find the messaging that works best for the visitors arriving at a specific location.
Key Takeaways: Increasing Your Web Push Notifications Opt-In Rate
☑ Don’t show the “official” default web push notifications opt-in screen immediately to new visitors when they arrive at your website.
☑ Use a pre-permission screen, tour or video before asking for the opt-in. First, introduce visitors to the benefits and value of receiving your web push notifications.
☑ Don’t assume that your homepage is the best place to make your web push notifications opt in pitch. Most likely it’s not.
☑ Use analytics data before creating your web push notification strategy to determine the most popular pages and doorways where visitors to your site arrive.
☑ Use analytics data to understand the different types of visitors landing at multiple locations on your site.
☑ Place your pre-permission screens, or tours, or videos at the most popular arrival pages on your site. Carefully craft your messaging at these locations to match the visitor type arriving there.
☑ Use your pre-permission screens, tours or videos to trigger your “official” web push notifications opt-in screen to display. That way, your visitor has been properly introduced to your website and the benefits and value of subscribing. This greatly enhances your odds of obtaining the opt-in.
☑ Use ongoing analytics to monitor the effectiveness of the opt-in messaging used on your pre-permission screens, tours or videos to optimize their performance. Compare your best-performing locations with your underperforming ones and adjust as necessary.
☑ The best way of improving your web push notifications opt-in rate is through relevant and personalized messages optimized for each visitor doorway and landing page.
Download Our Free e-Book:
“Introduction to Web Push Notifications”
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