The problem of anonymous traffic
A hundred people come to the site, two buy, the rest leave forever — you do not know who they are and cannot bring them back. They left no email or phone. But there is a channel that requires not a single line of data: web push. A person allows browser notifications in one click — and you can message them later, without even knowing their name.
How it works
A visitor sees the request “The site wants to show notifications” and clicks “Allow”. Then you send short messages that pop up in the browser (on both phone and computer), even when the site is closed. A click on the notification leads to the right page. Technically this works through a Service Worker — the same mechanism as in a PWA.
Pros and cons, honestly
Pros:
- one-click subscription, no data entry — the base grows faster than email;
- free delivery (unlike SMS);
- high visibility — it pops up over the screen.
Cons:
- little space — just a title and a couple of lines;
- easy to unsubscribe and easy to overdo;
- on iOS they work with restrictions (the site must be added to the Home screen);
- anonymity — you do not know who the subscriber is, only their interests from behavior.
Who it suits
- Online stores: abandoned cart, a price drop on a viewed item, sales. Works together with the product card.
- Media and blogs: a notification about a new article brings the reader back.
- Services with events: order status, appointment, reminder.
- Promo-driven businesses: quick “hot” offers.
How to build a base and not scare people off
- Do not ask for permission in the first second. A pop-up request right on entry almost always gets “Block”. Ask after some value — when a person has viewed something or added it to the cart.
- Explain the benefit: “We’ll notify you when the price drops” is better than a dry system request.
- Segment by behavior: viewed sneakers — a push about sneakers, not about everything.
How not to become spam
- Frequency — no more than 2–3 times a week, otherwise a wave of unsubscribes.
- Only value and relevance, not “buy-buy” every day.
- Mind the time: a push at 7 a.m. on a weekend is a straight road to unsubscribing.
Push, email or messengers
These are not competitors but different tools. Web push is good for quick short touches and an anonymous audience. Email — for long messages, sequences and when you have an address. Messengers (Telegram and VK) — for more personal contact. Strong projects use all three, splitting them by task.
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Conclusion
Web push is an underrated free channel for returning anonymous traffic: one-click subscription, visibility, working together with the cart and promos. The main thing is not to beg for permission on entry and not to bury people in messages. We will set up push and configure return scenarios — let’s talk.
