The browser Google Chrome (v80) is following in the footsteps of Mozilla Firefox (v72) and Apple Safari (v12.1) for notifications—websites that ask for opt-in immediately will now be only able to use quiet notification prompts.
These prompts are far less visible than the standard prompts that show up below the address bar. What’s more, in Chrome, users can now receive all opt-in requests quietly if they choose.
Many brands—retailers and publishers, in particular—have experienced tremendous success with web notifications. For instance, Asda’s George.com gets an astonishing 40% conversion rate with notifications on abandoned carts and a 27% clickthrough rate on segmented alerts.
While web browsers give users more control, brands must adapt. Here are five ways of dealing with these changes:
1. Be clear about the benefits of opting-in
What value does your website messaging offer? Will subscribers get exclusive content or offers or get alerts when their product shipped? It’s key to highlight such value in a soft-prompt before triggering the browser’s actual notification prompt.
2. Provide granular preferences
Offer visitors a preference center for them to customize settings to receive only notifications they truly want. For instance, a merchant may offer notifications for daily flash sales, weekly specials, new product arrivals and/or transaction updates. More control over…