Published on April 5th, 2017 | by Guest


Publishers Jump Start Their Traffic By Leveraging Web Push Notifications

If there is one thing that made the world flat, it is the internet. YouTube reports mobile video consumption rises 100% every year. It is estimated that by 2018, 79% of online browsers will watch an online video every single day. The Huffington Post posts a story every 58 seconds, which sums up to 2,000 articles!  From news to viral cat videos, everything is now just a click away. Thanks to social media, content discovery is simpler than ever before. Content (viral content) makes it way to our timeline on Twitter / Facebook / Google Now – before we actively seek. These are exciting times for the content publishers.

Content consumption on mobile took off only in the last decade. Before the publishers could even preempt, their readers had moved online. Thanks to mobile and the internet. Going digital really wasn’t a choice. While content is created and published on a large scale, publishers struggle with building sustainable traffic and the ride to reach the top is a bumpy one. An ever increasing number of publishers are vying to build their audience and engage the ones that they already have. It is also seen that the users visit a site while on a search to obtain specific stories, and do not visit the website intentionally.

As you can see, the revenue in the digital media market just shoots ups every year. This shows that publishers have a brightscope ahead of them. But it is also interesting to note that publishers have not invested time in generating more traffic, even if they have, it has not borne fruit.

Page view is now a vanity metric for publishers. User engagement is not. Real time personalised communication is critical to engage users.

Users need to receive some form of communication when something of their interest is posted; this drives repeat views. 66% of people receive news on both desktop and mobile, out of which 56 % prefer mobile. It is therefore necessary to cater the users on both mobile and desktop.

It is in this context, web push notifications surface up as a fantastic alternative for publishers.

Web push notifications are clickable updates that are sent to the users even when they are not on your website. They are delivered across devices, making it easier to reach the users on both desktop and mobile. It allows you to engage with the users better by sending them notification in the native language.

Browser Push Notifications are swift and crisp updates that work seamlessly across Desktop (all OS) and Mobile (Android only). Website push notifications are supported on Chrome 42 and later, Firefox 44 and later and Safari 7.1 and later.

How Web Push Helps Your Website Talk

Real Time updates

User needs to be give real time information to keep them updated. As web push are swift, breaking news can se sent out informing the user then and there and bring them to your website to read more about it. These kind of notifications keep the users always in the loop of what is happening in the world around them.

Genre Wise Content

Due to web push’s customization features, users interested in a particular genre can get updated about a new post. Not everything on your website will be of interest to all your users. Choices differ, therefore you need to approach each user accordingly. For example, not every person will be interested in receiving an update on business, so there is no point in sending them a notification related to it. You can keep tabs on what pages the user usually visits and send notifications accordingly.


Many business are now adopting native advertising as part of selling their inventory. There are high chances that direct advertising will leads to adblock. To avoid this entirely, many publishers are not actively adopting native advertising. Push notification makes it easier to reach the right audience and encourage a action.

Reminders/ Announcements

Users who are a regular follower of the content that you post, need to be informed about the video/ podcast that you are posting or have already posted. This keeps them informed and brings them back to your website.

This is how web push notifications helps publishers to create a better connect with their users. Sounds interesting? Visit iZooto to start sending web push for free!


Author Bio:

Pravya is a Product Marketer at iZooto. In love with animals more than humans, obsessed with amazing hair and educating the world about the progressive web. She secretly is mastering the art of stone balancing. Amidst all of this, she also squeezes out time to paint on canvas. Her dream is to go on a bike trip to the highest motorable road. She writes often on the iZooto blog. Follow her on Twitter at @pavipravin and @iZootoTeam

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