Browser changes to the web push opt-in

After Mac Safari, Firefox introduced restrictions on the display of the opt-in in January 2020. With both browsers, the native query may only be triggered after an interaction with the page. Now there are also changes to Google Chrome, which is known to have the largest market coverage. Google takes a slightly different approach here […]

After Mac Safari, Firefox introduced restrictions on the display of the opt-in in January 2020. With both browsers, the native query may only be triggered after an interaction with the page. Now there are also changes to Google Chrome, which is known to have the largest market coverage.

Google takes a slightly different approach here and measures, among other things, the opt-in rate over a certain period of time (30 days) and, based on the performance, decides whether the native opt-in is displayed or the page delivers only a hidden version for a period of 30 days. Another evaluation will take place after another 30 days. In addition, Google is now also showing this version of the hidden opt-in to users who have previously blocked almost all notification queries received, so who are demonstrably not interested in receiving push messages.

Examples of the hidden opt-in message on Chrome – source: https://blog.chromium.org/2020/01/introducing-quieter-permission-ui-for.html

Since we always closely monitor such developments and react very quickly in the interests of our customers, we had already automatically implemented the 2-step opt-in for Mac Safari and Firefox. This is exactly what we will be rolling out as a protective measure for our customers in the coming days. The 2-step opt-in can already be activated with one click for all channels via the info message in the dashboard.

 

What change will this bring?

We assume that the opt-in rate will first drop significantly (40-50%) due to the 2-step conversion. However, we also assume that this will also have a very positive effect on the opt-out rates in the long term, since significantly fewer users will probably activate the push query inadvertently. So the quality of the push subscribers will increase.

 

What are we doing to counteract this?

We are currently revising and optimizing the 2-step opt-in again to ensure maximum performance. Furthermore, we will consider further measures how we can support our customers in acquiring subscribers.

For example, a new AI-based tool for the automated optimization of the opt-in rate will be rolled out for all customers in the coming weeks.

Furthermore, we are already working on solutions to sustainably increase the quality of push subscriptions with the help of AI algorithms. Optimizing subscriber acquisition with regard to CTRs + churn rates will play an increasingly important role in the future, which is why we want to solve this for our customers as simply and efficiently as possible.

 

What can our customers do?

We have already provided an extensive set of new content widgets (to be found under Channels -> Widgets) with which subscribers can be won directly from the content. Our widgets can now be used more to convert visitors into push subscribers. In our opinion, this possibility of acquiring subscribers will become more and more important in the future and, according to browser manufacturers, is the optimal way, as it only minimally interrupts the user when visiting.

We are convinced that we are well positioned with these measures and are constantly working on further features and improvements.

If you have any questions, our support team is, of course, available at any time.

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