Why Using 2-Step Opt-In For Web Push Is a Must

For the past few years, many websites have been relying on adding an extra traffic source for desktop and android users by enabling web push notifications.

Browser sends notification to the users asking them to opt in into future web push notifications. The users can either allow or block the notifications. Once a certain number of users block your push notifications, browsers start to mark your notifications as spam or try to curb your push notification marketing efforts.

The solution is pretty simple; and all website owners should do it.

The solution is a 2-step opt-in for web push notification and you may have noticed that many websites do it already. Before the browser sends an opt-in notification, you send a native opt-in notification from your website. This looks something like this.

When a user selects “No thanks”, he simply doesn’t subscribe to your notifications without penalizing your website. When a user selects “Allow”, he is presented with the 2nd step browser opt in

Since the user has already accepted your invitation to opt in on the first step, it’s unlikely that the user will select block at the 2nd step. If many users click on block at this step, your website has a likelihood of getting penalized by the browser for future web push notifications. 

It is why it is highly recommended that you never present the browser opt-in as your first line of invitation. The web push opt-in should always be hidden behind the website’s native opt-in.