Chrome Version 79: The Beginning of the End for Web Push Notifications?
Google Chrome will officially be releasing its latest browser version 79 on December 10th, 2019, for both desktop and mobile devices. Hidden inside several new updates is a test that may fundamentally change how visitors can opt-in to receive browser-based push notifications. Google’s development team has labeled the test Flag as “Quieter Notifications.” When enabled, websites attempting to show the opt-in box will now be displayed as a small bell with a line through it on the right-hand side of the browser address bar.
The effect of this change would lead to a considerable decrease in subscription rates for hundreds of thousands of websites that have adopted this technology over the last five years. Many sites now prefer push to email as it is easier to opt-in (one click), does not require any PII (Personally Identifiable Information), and offers superior deliverability.
Why Is Google Doing This?
The real problem with push technology is not the value, as this has been established by websites from Facebook to Weather.com. Nor is it the fault of bad actors that may try to abuse technology. Instead, the biggest issue lies in the lack of consumer education on this new and growing technology. Consumers were never shown by browsers what this technology would do or how to opt-out of receiving unwanted notifications. Even with this new test, the browser fails to explain what the bell icon does or means…it just simply starts to appear as a highly unnoticeable part of the browser bar. As with email in the early 2000s, web-based push is becoming a requirement for websites to stay ahead of their competition. That has led to seeing the push opt-in box at a higher rate on the initial website landing page. Even more, the opt-in box cannot be controlled or customized, so it begins to appear repetitive to people surfing on the web.
Can Google Simply Destroy A Technology That Businesses Rely On?
Unfortunately, yes. Just like the Apple iPhone and Facebook Advertising system, they built the system and so it is ultimately up to them how it works. While you may disagree with Apple Maps being the default map system on your iPhone, you can’t force them to change that. You may disagree with Facebook not approving your advertisement because it is in full compliance with their posted guidelines, but they have the final say. The scenario somewhat seems similar to the rise of Gmail over ten years ago, where inbox delivery suddenly became an unknown. Even with 100% double confirmed opt-in emails with over 50% click rates, you are not guaranteed email inbox delivery. Fortune 5000 companies still struggle to this day with proper inbox placement, and there is no one to call and complain to.
How Quickly Will This Change Occur?
There are only a very few people at Google who know that answer. As with many of these types of releases, Google provides little information about the scope or speed of adaptation. Only that it will most likely be there, and it will probably be a randomized test set to default for a percentage of users that could range from a very small portion at .05% or full-blown split test of 50% of the browsers. Indicators also point to this test affecting users that click the “Block” button on an opt-in box three times in a row to initiate Quieter Notifications by default.
Why This Test Is A Bad Idea
As shown above, Chrome is failing to show its users how to opt-in or what this feature even means. It is difficult to see and click on, especially with mobile devices. If the subscription rate drops below a certain point, then it becomes not worth the effort for websites to support the technology. If websites are not using it, then why even keep the feature? This is a shame for all the businesses that have invested resources, time, and integrated it as part of their omnichannel strategy. These include essential business messages, emergency alerts, and people wanting real-time notifications for jobs, travel, calendars, and hundreds of other uses that innovative companies have discovered. Even worse, Chrome is telling companies that implement push into their features or products, that these can be simply taken away, which will lead them to be less likely to trust them in the future.
The Correct Fixes for Browser-Based Push
There is always room for improvement on any software features, and push is no exception given its explosive growth. Below is a list of three simple changes that would ensure a positive consumer experience and allow websites to innovate. It would lead to a valuable and long-term solution for browser-based push.
Education
The first is to show browser users what push is and what it does. Most software companies do this with a quick guided walkthrough. Additionally, the first time a visitor sees the opt-in or notification, it could further explain what to expect and how to unsubscribe.
Make The Unsubscribe Easier
Surprisingly with recent upgrades like those of Windows 10, it has become harder to opt-out of push from an individual website. Currently, there is no simple way in desktop to opt-out of a single website’s notifications on the actual push notification received. It requires digging into the chrome settings and searching for it. Windows 10 does allow for you to right-click on the notification, but this would permanently shut off all notifications from websites past and future. Most mobile users can opt-out by holding down on the notification at the right time, but no one has shown them how and adjusting this in the browser settings is even more difficult. Google should allow subscribers to opt-out on each notification with a single click. If this can be done with email, then it can easily be done with Push.
Give Control of the Opt-In Back To The Websites
Many websites you visit each day offer a simple subscribe box for their email newsletters or to download their app. The difference is that they can integrate this into their design in a way that is functional, visually pleasing, and does not interrupt the visitor’s page flow. Further, the opt-in should require a second step on the website before the subscription option would be allowed. This would allow for a custom button or 2nd-page view before the user is given the ability to subscribe to notification from the website. Google and Facebook have already shown that this can work with their “Sign In” feature.
Conclusion
Browser-based push has been one of the most powerful digital messaging mediums to come out of the 21st century. It provides all the advantages of app-based notifications without requiring consumers to download a different application for each website. Chrome should continue to find ways to improve the technology without extreme shifts such as these that take control away from consumers and technology partners. This ensures that push technology is not at the beginning of the end, but instead at the end of the beginning with a better consumer experience and more innovation from companies.
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