What’s new about Push Notifications?

The latest industry news about push notifications are not the most optimistic news we received this year.  For those who are unaware, Google has stated that the newest version of Chrome( version 80 to be precise) will introduce the so-called „ Quiet UI“ which will change the rules of the game drastically. Google has justified this decision by stating that „  To protect notifications as a useful service for users, Chrome 80 will show, under certain conditions, a new, quieter, notification permission UI that reduces the interruptiveness of notification permission request.“  This update is scheduled for the 4th of February 2020.

However, things aren’t as complicated as it may seem, and there is still a very legitimate way of earning conversions through your push notifications, it just won’t be as easy as it was before.

 So without further ado, let’s dive into how exactly will this update affect you, and how you can, believe it or not, use that to your own advantage.

What is Quiet UI?

In terms of Google, Quiet UI is basically Chrome’s latest feature that notifies users that a push notification is being blocked while simultaneously giving them the opportunity to unblock those notifications. However, In terms of Publishers and push notification monetization, this is a double-edged sword, so it’s all about swinging it correctly and hitting the spot.

In order for you to understand how Quiet UI works, we need to break it down into scenarios where push notifications actually get blocked. 

Two main scenarios that trigger automatic push block

  1. Users who constantly block push notifications
  2. Websites with overall  low opt-in rates to Push Notifications

After one of these two scenarios occurs, the Quiet UI  then notifies the user that he can still opt-in into push notifications if he wants to, which is seen in this image.

A gif that shows how Quiet UI works on both mobile and desktop.
Source: Google

  This specifically means that you, as a Publisher, will still have a chance to collect those conversions, and we’re gonna tell you how.

How to keep earning after Chrome 80 update

Let’s face it,  we all knew that bombarding users with push notification prompts while completely ignoring user experience had to come to an end.

Forced intrusiveness won’t work after Chrome 80, so the key in 2020 is to provide a meaningful purpose to your push notification, before actually sending it.

How to increase acceptance rates?

For the purpose of this argument, let’s say you’re a plane company. Sending a push prompt right after the user enters your page brings no weight or meaning to your user whatsoever, which will probably cause the user to block push messages. On the other hand, if you choose to send a meaningful push prompt right after the desired action on your site, you’ll still be able to gain subscribers despite the newest update.

How to provide meaningful purpose to your push notification

For example, if a user chooses to book a flight, you can prompt in by asking something like:“ Hey, I see you’ve booked a flight, do you want to be notified about any possible changes to your flight?“

Similar to that, if you’re a blog owner, try not to interrupt your users while performing their main desired action. So, if they are reading your article, send that push prompt afterward to encourage them to subscribe so they don’t miss out on any important news/announcements/articles.

 By using this, you provide value to your push by giving it a purpose. Consequentially, the value that your push brings to your users will directly affect your acceptance rates.

 In other words, if Push helped your user in a way that nothing else could, he will never ignore it, and he will accept it.

Dual Permission

App owners with apps that rely on push prompt too much will definitely have to consider Dual Permission as a way around the Chrome update. To set up a dual permission Push prompt, you need to firstly show a fake permission prompt controlled by your website. If a user chooses to accept & subscribe, which he most likely will, then the real browser permission prompt is triggered.

So you’re probably asking yourself:“ how does this save my site from being blocked if I still have to rely on that  „accept“ button?“. The answer is simple, you don’t. What this technique does is allow you to bypass the scenario where a user denies your push and becomes automatically blocked from receiving push notifications. Instead, he denies the push, gets redirected back and that’s it, he still remains a potential subscriber.

A good example of this method done right are mostly instant messaging apps that rely on showing a new message through push notifications. However, this can still be effectively utilized with other app categories, plus it’s fully verified and approved by Google.

Passive Approach

An image that illustrates the passive approach to Push Notifications.
Source: Google

What you can also do to offer your push notification dialogue to your user is to have a toggle switch that enables/disables your push. The toggle switch is usually placed in the footer of the site, and it’s highly important for it to remain on the same place on every page of your site.  This is fully approved by Google as well, however, it does not guarantee that you will collect new users, it only guarantees a non-intrusive practical solution to your current users/subscribers.  On the other hand, it can be extremely effective for blog owners with a decent amount of traffic and high bounce rates. The trigger effectively targets your regular users while simultaneously being non-intrusive to users who are just passing by.

If these acceptance rate methods aren’t enough for you, and you still feel like you need to broaden your knowledge even further, then be sure to check out this Google’s awesome video:

Source: Google

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Push Notifications 2020: How to keep earning after Chrome 80 Update
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Push Notifications 2020: How to keep earning after Chrome 80 Update
This article focuses on methods for earning via Push Notifications after the Chrome 80 Update.
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