How to Add Web Push Notifications to Your WordPress Site

How to Add Web Push Notifications to Your WordPress Site (2023 Guide)

Are you looking for a way to bring visitors back to your WordPress site and boost engagement? Web push notifications could be the solution you need.

Push notifications allow you to send short, attention-grabbing messages directly to subscribers‘ browsers, even when they don‘t have your site open. When used strategically, they can be a powerful tool for driving repeat traffic, increasing pageviews, and keeping your audience in the loop with your latest content and offers.

In this comprehensive guide, we‘ll explain everything you need to know to start leveraging web push notifications on your WordPress site today. We‘ll cover what push notifications are, why they‘re so effective, how to set them up in WordPress, and best practices for getting the best results. Let‘s dive in!

What Are Web Push Notifications?

First, let‘s define what we‘re talking about. Web push notifications are short, clickable messages that you can send to people who have opted-in to receive them from your website. They appear as pop-up alerts on the user‘s desktop or mobile device, depending on the browser and OS.

Here‘s an example of what a push notification looks like on Windows:

[Insert example screenshot]

Web push is different from mobile app push notifications, but the concept is similar. The key difference is that web push works through the browser, without requiring the user to install an app.

When someone visits your site, their browser (like Chrome, Firefox, or Safari) will display a prompt asking if they want to allow or block notifications from your site. If they click "Allow", they are subscribed to your notifications. You can then send them messages that will appear on their device, along with a link back to your site.

Why Use Web Push Notifications on Your WordPress Site?

So what‘s the big deal with web push? When used well, push notifications offer some major benefits:

1. Bring users back to your site

The biggest advantage of web push is that it enables you to re-engage visitors after they‘ve left your site. Unlike other channels, you can reach subscribers with timely, relevant content even when they don‘t have your site open.

This is huge, because most of your first-time visitors will never return–unless you give them a reason to. With push, you have a direct line of communication to bring people back again and again.

2. Bypass crowded inboxes and social media feeds

Web push is a rare medium that isn‘t oversaturated with marketing messages (yet). While email open rates continue to decline and social media algorithms limit organic reach, web push notifications still command attention.

In fact, web push notifications have much higher engagement rates compared to email and paid ads. Average click rates from web push hover around 10-20%, compared to 1-2% for email.

3. Build your audience on your own platform

With web push, you can grow your subscriber base without relying on third-party platforms that control access to your audience. Unlike social media followers or email contacts, your push subscriber list belongs to you.

4. Instant, automated, and affordable

Once your push campaign is set up, your messages go out instantly and automatically based on the triggers and schedule you define. The delivery is handled by each user‘s browser, so you avoid the costs associated with other channels like email or SMS. All of this makes push one of the most efficient ways to engage your audience.

5. Personalized and targeted

Finally, web push provides the opportunity to deliver highly targeted, relevant messages. You can segment your subscribers based on the content they viewed, their location, device, and more. Advanced platforms even let you personalize each message with the subscriber‘s name or other details for a one-to-one feel.

Of course, these benefits will only apply if your push campaigns are executed thoughtfully. More on that later–for now, let‘s look at how to actually set up web push on your WordPress site.

How to Set Up Web Push Notifications in WordPress

The easiest way to add web push functionality to a WordPress site is by using a plugin. There are a few different options available, but we recommend OneSignal or PushEngage. Both are popular, reliable services with generous free plans and all the features most sites will need.

For this tutorial, we‘ll use OneSignal. Here‘s how to configure it:

Step 1: Sign Up For a OneSignal Account

First, head to OneSignal.com and click "Get Started" to set up your free account:

[Insert OneSignal screenshot 1]

After entering your account details, you‘ll be prompted to set up your first "app". Name your app and select "Website Push" as the platform. Enter your site‘s URL and other details:

[Insert OneSignal screenshot 2]

Step 2: Install the OneSignal WordPress Plugin

Next, install the official OneSignal plugin on your WordPress site. You can find it by searching "OneSignal" under Plugins > Add New in your WordPress admin dashboard.

Install and activate the plugin, then go to the new "OneSignal Push" menu item that appears. Click "Configuration" to enter your OneSignal App ID and API Key. You can find these under "Keys & IDs" in your OneSignal dashboard:

[Insert plugin config screenshot]

Step 3: Customize Your Opt-In Prompt

By default, OneSignal will automatically display the browser‘s native prompt to ask visitors to subscribe. However, we recommend creating a custom prompt that better matches your site and gives some context before triggering the browser prompt.

You can enable and customize the prompt from the plugin‘s "Prompt" settings:

[Insert prompt settings screenshot]

Step 4: Set Up Welcome Notifications

It‘s a good idea to greet new subscribers with a welcome notification as soon as they opt-in. You can enable this from the "Welcome Notification" tab in the plugin settings:

[Insert welcome notification settings screenshot]

Customize the message title and text with something friendly and on-brand. For the redirect URL, consider linking to a special welcome page or your best content.

Step 5: Create Segments (Optional)

Segments let you group subscribers with similar attributes so you can send them more targeted messages. OneSignal lets you automatically add subscribers to segments based on rules like:

• Specific page or category they visited
• Device type (desktop, mobile, tablet)
• Ad blocker enabled/disabled
• And more

To set up a segment, go to Audience > Segments and click "New Segment." Define your filter criteria, name the segment, and save.

[Insert segment screenshot]

Step 6: Send Manual Notifications

Now you‘re ready to send your first notification! OneSignal calls one-off messages "manual" notifications. To send one, head to Messages > New Push and fill out the details:

[Insert new push screenshot]

Some tips for your first notification:

• Make the message clear and conversational, not spammy. Aim to provide value to the subscriber, not just promote yourself.
• Stick to plain text at first. Leave images/rich media for when you‘re more comfortable.
• Choose an attention-grabbing title, but avoid clickbait or YELLING IN ALL CAPS!
• Shorter is better. Aim for 30-40 characters in the title and 60-120 in the message body.
• Add a relevant link and compelling CTA. Where do you want to send people?

When you‘re done, select which segments or subscriber filter to send to, then either Send Now or Schedule for Later under Delivery.

Congrats, you just sent your first web push notification!

Step 7: Set Up Automated Notifications

In addition to manual notifications, OneSignal can send messages automatically whenever you publish a new post in WordPress. This is a great way to alert subscribers about your latest content without lifting a finger.

To enable automatic new post notifications, go to OneSignal‘s plugin settings and check the box under "Automatic Notification Settings":

[Insert automatic settings screenshot]

You can customize the template that will be used for each new post notification, including the title and message format. OneSignal provides a few different template "shortcodes" to auto-insert each post‘s title, excerpt, featured image, and more.

That‘s it! You now have web push notifications fully set up and ready to go on your WordPress site. But before you start blasting out messages left and right, let‘s review some important best practices.

Web Push Notification Best Practices & Tips

Like any marketing channel, web push notifications require some strategy to get right. Sending irrelevant or excessive messages is a quick way to get ignored or drive unsubscribes. On the flip side, a thoughtful approach can build valuable, lasting relationships with your audience.

Here are some tips for making the most of web push:

1. Nail the opt-in prompt

Your opt-in prompt is the first touchpoint for web push, so make it count. Avoid triggering the browser prompt right away, as most people will click "Block." Instead, display a custom prompt that clearly explains the benefits of subscribing.

Timing is also key. Consider setting a slight delay before your prompt appears (10-30 seconds), or triggering it based on a specific action like scrolling X% down the page or visiting a second page.

2. Send at the right frequency

The ideal frequency for web push varies by site, but in general, aim for no more than 1-2 messages per day and 3-5 per week to avoid overwhelming subscribers.

Pay attention to time zones as well. If you have an international audience, segment subscribers by location and adjust your send times accordingly.

3. Provide relevant, valuable content

This should go without saying, but every message you send should have a clear purpose and provide real value to the recipient. Don‘t send push notifications just for the sake of it.

Segment your subscribers and tailor your messages to their interests and behavior. If someone signed up from a specific category or topic page, send them related content. Personalize your copy where it makes sense.

4. Use rich media sparingly

OneSignal and some other providers allow you to include images, videos, and action buttons in your notifications. While these rich formats can drive higher engagement, use them in moderation to avoid overstimulating or annoying your audience. Make sure the added media enhances your message and isn‘t just a gimmick.

5. Write compelling titles and copy

You have limited space to get your message across in a push notification (especially on mobile), so make every character count. Write punchy, curiosity-provoking titles and include a clear call-to-action phrase. Use power words, numbers, and emojis if appropriate to stand out.

At the same time, keep a consistent brand voice and avoid coming across as pushy or desperate. Stick to plain English and steer clear of spammy tactics like writing in ALL CAPS or including excessive exclamation points!!!!!!

6. Test, measure, and optimize

Finally, don‘t be afraid to experiment with different approaches to see what resonates with your audience. A/B test your opt-in prompt, segment definitions, message content, and delivery times to home in on the most effective combos.

Keep a close eye on your analytics and metrics like opt-in rate, open rate, time on page, and conversions. How are your campaigns stacking up to industry benchmarks? What‘s working well and what needs to be improved?

Web push provides plenty of opportunities to tweak and optimize your strategy. Treat your push notifications as an ongoing process, not a "set it and forget" tactic.

Web Push Notification Examples & Success Stories

Need some inspiration for your own web push campaigns? Let‘s look at a few real-world examples of sites that are killing it with web push.

Asana: The team collaboration tool uses web push to send personalized notifications based on each user‘s projects and settings. For example, you can get instant alerts whenever a teammate completes a task, comments on your work, or assigns you to something new. Asana reports that web push notifications have helped increase weekly active users by 3.5x.

[Insert Asana screenshot]

BuzzFeed: The digital media giant is well-known for its content personalization, and web push is no exception. BuzzFeed allows subscribers to opt into specific topics and categories that match their interests. They then send relevant quizzes, news updates, and video alerts to each user. Thanks in part to these hyper-targeted pushes, BuzzFeed has amassed over 2 million web push subscribers in just the last few years.

[Insert BuzzFeed screenshot]

Lyst: This fashion ecommerce site uses rich web push notifications to alert shoppers about price drops and back-in-stock items based on their browsing history. If a user was previously looking at a specific pair of shoes that went on sale, they‘ll get a timely, personalized notification about it. This smart use of behavioral targeting has helped Lyst boost conversions from web push by 19x compared to ads.

[Insert Lyst screenshot]

Wrapping Up

Web push notifications are a powerful yet underutilized tool for growing your WordPress site traffic and engagement. When executed thoughtfully, they offer unparalleled opportunities to re-engage visitors, promote your latest content, and build lasting audience relationships.

Fortunately, getting started with web push on WordPress is easy thanks to plugins like OneSignal. Just remember that great push messages are timely, relevant, and valuable–not spammy or excessive.

Follow the steps and best practices outlined above and you‘ll be well on your way to push notification success. Here‘s to keeping your subscribers plugged in and coming back for more!