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Web Push Notifications

Side-by-side Comparison & Rankings for May 2020

Our monthly web push notification review is among the most trusted in the world. With over 20 platforms considered, we spend hours each month in not only testing each platform but also performing detailed analysis on customer reviews. Please read our terms of use for more information.

Before we dive into an in-depth comparison of top web push notification tools and their features, let's make sure we all understand what web push notifications are. We have created a quick demo (inside the dialpad on the right) that demonstrates how web push notifications work. If you are already familiar, please scroll further down to see a detail comparison table (based on real data & facts) that compares best web push tools side-by-side. Our ranking methodology is based on following factors: Price, Ease of Use & integration, Features, Enterprise Scalability & Customer Reviews.

Below is an indepth analysis and overall rank of the top web push notification services based our latest lab tests. Please view this page on a desktop computer to see a full side-by-side comparison table.


Click on one of buttons below to see how web push notifications work.

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Price Per Month
(50K Subscribers)
Customer Reviews
?Our final rank based on a multitude of factors such as features, pricing, ease-of-use, enterprise scalability, customer reviews, customer support, etc.
?We expect vendors to pre-load images associated with the message to their CDNs before the push notification is sent out to shield original website (or their CDN) from image load requests. This is particularly important for push messages sent out using APIs or WordPress Plugins. If this is not supported then the original website will either face higher load (slow load times) immediately after a push message is sent out - OR higher CDN costs .
?Web Push Notifications are not supported by non-HTTPS sites. Push companies offer custom subdomains for non-HTTPS sites so that site visitors are able to see a popup window to the custom subdomain at the time of opt-in. Keep in mind that when push message is received by a subscriber of non-HTTPS site, it shows as sent by the custom subdomain.
?Being able to create audience groups that can be later used to send targeted push campaigns. Example: Send a promotional discount message to visitors from a specific country, who have previously visited a specific page.
Safari Mac
?For a non-HTTPS site, we expect the push notification company to offer a shared P12 certificate and, as a result, a seamless Safari integration. For HTTPS sites, we expect companies to let site owners upload their custom P12 certificate because shared certificate should not be used by HTTPS site owners. Keep in mind that if your site is HTTPS, you will need to make an Apple Developer account (which costs $99/year paid to Apple directly) to create a custom P12 certificate. The entire process is simple and should not take more than 1 hour from start to finish.
Large Image
Team Members
?Being able to set an event, such as a page visit, as a conversion goal before a push notification message is sent out.
Event Based
Auto Push
?Being able to set automation rules where a pre-composed web push notification is sent out anytime someone triggers a pre-defined event such as a specific page load. Example: send out a warm welcome message any time someone signs up to your website.
User Analytics
User Attributes
?Being able to add custom subscriber information from your internal CRM systems (such as User ID, Name, E-mail, Phone, etc.) to each subscriber so push notifications can be sent based on Custom Attributes.
Optin Prompt

[Our Top Recommendation]

Rank: 1

Rank: 2
VWO (PushCrew)

Rank: 3

Rank: 3

Rank: 3

Rank: 4

Rank: 4

Price for 50K Subscribers


[Our Top Recommendation]


Webpushr is most comprehensive web push notifications platform in terms of features, pricing & integration flexibility. It is also beautifully designed. It's ease of use makes it a great tool for marketers who are just starting out to use web push. Best-in-class set of features at an unmatched price point (completely free with all features included, for up to 60K subscribers) make it our top recommendation. Plus, it is the only platform that offers a 300% ROI guarantee.


Webpushr does not offer customer support via phone or chat. Currently, customer support related queries can only be initiated and are responded to via e-mail. There is very little to not like about this platform.

Bottom Line

Webpushr checked most of the boxes in terms of functionality, ease-of-use and enterprise scalability. It also offers the best value in terms of pricing and therefore is our highest ranked product for May 2020. Read verified Webpushr reviews here.

Price for 50K Subscribers

$149 per month


Smaller websites with low traffic will enjoy being able to use it for entirely free. It offers advanced A/B testing features for people looking to optimize push effectiveness.


Keep in mind that migrating from OneSignal to a different platform is not simple. This is an important factor to consider because the cost of using OneSignal increases dramatically (from $0 to $100+) the moment you exceed the 30K subscriber mark.

You might want to consider other alternatives if you want to keep your subscriber information competely private. OneSignal has previously accepted to have sold customers' data.

Bottom Line

Great free option for small publishers/e-commerce stores with potentially less than 30K total subscribers.

Read more on OneSignal alternatives.

Price for 50K Subscribers

$252 per month


VWO, formerly known as PushCrew, is one of the original web push notification platforms. It offers best-in-class user targeting features that can be expanded to add Cookie based attributes.


Compared to Webpushr or OneSignal, it is more expensive for medium sized publishers - something to keep in mind as it is generally very difficult to migrate your subscriber information from one provider to another.

Bottom Line

Relatively higher pricing coupled with a lack of advanced features such as conversion tracking and advanced subscriber & campaign analytics puts it in the second tier of available choices.

Price for 50K Subscribers

$400 per month


iZooto offers easy to use web console and basic features such as user targeting, automated push notifications and cross-browser support.


One of the most expensive web push platforms. Advanced features such as conversion tracking are not offered. Limited customer support options.

Bottom Line

Please continue to use it if you are happy - for new customers, there are plenty of better options out there that will not break the bank.

Frequently Asked Question

What are Web Push Notifications?

Web push notifications are notifications that can be sent to a website visitor on desktop or mobile device. These are alert style messages that slide in at the top or bottom right hand corner of a desktop screen, depending on the operating system, or appear on a mobile device in a manner nearly identical to push notifications delivered from apps. Web push notifications are delivered on a user’s desktop or mobile device anytime they are connected to internet and have their browser open. Users do not need to be on any website, per se, to receive these push messages. These messages are therefore a powerful way for website owners to stay connected with their visitors. Keep in mind that users MUST first opt-in to receive push notifications from the website before any push message can be sent to them.

Frequently Asked Question

What is meant by "Load Shield" and why is it listed as a ranking criterion?

In our lab tests, we noticed that with some service providers, such as OneSignal, our website would experience a significant slow down right after sending a web push notification to a large number of subscribers (more than 10K subscribers).

This really boggled our minds for two reasons: 1- we were only getting a few hundred clicks as a result of the push messages and our servers were sized to adequately handle those additional visitors who clicked on the messages, 2- Our site was not doing any additional work to send the push notifications per se.

To root-cause this, we decided to monitor server logs. What we found was eye opening: logs clearly showed that our test site's server was getting bombarded with requests for images that we had defined to be contained inside the push message.

Further investigation lead us to the following understanding that we feel our readers will benefit immensely from: every single push notification carries a payload with it that defines the content of the message. The payload contains the Title, Body, Click URL and the Image URLs. The image URLs are for three possible type of images contained inside a push message: 1- Android Badge Image, 2- Site Logo image, & 3- Larger Feature Image. It is important to know that the payload only carries the URL to the image and not the image itself. This means that once a user receives the push message, their device will send multiple fetch requests in order to display images. For larger sites like our test website, this can result in signicantly higher load right after the push message is sent out. If your site experiences a slow-down after sending push messages, it is probably because your site is getting thousands of Image fetch requests in a very short time window.

Some service providers such as Webpushr preload all images to their own CDN before the push messages are sent out. This feature is not only critical but an absolute must-have for medium to large publishers.

Frequently Asked Question

Is web push notification a more effective marketing tool than e-mail?

Based on our internal research, (comparing efficacy in terms of click-through-rates between web push notification campaign & e-mail marketing campaign on a set of similar topics), we have found web push notifications to be atleast twice more effective than traditional e-mail marketing. Below is how we came to this conclusion.

We ran 5 daily campaigns to target visitors on a one very high volume (in terms of daily traffic & numbe rof subscribers) website. 5 different but niche-related push notifications were sent to the subscribers of this website every day for 4 consesutive week days. The charts below show how effective these notifications were. The first chart shows the number of push messages that were delivered or received by subscribers. Second chart show the number of unique subscribers who clicked on the notifications. The last shows the click rate.


Please note that we are using the number of deliveries as our starting point. Most vendors (including OneSignal) that are ranked in this month's report DO NOT show you the number of deliveres. They only show you the number of attempts made to deliver. There is a huge difference in the two metrics. The number of attempts represents the number of active subscribers that SHOULD receive push. The number of deliveries represents the number of active subscribers that RECEIVED the push.

Keep in mind that push notifications are also more cost effective than e-mails. Our research shows web push notifications cost over 70% less on a cost-per-click basis.

Frequently Asked Question

Can we see a web push notification example?

The best way to see Web Push API in action is to try our demo contained inside the dialpad on top section of this page (scroll up please). Inside the dialpad, you will see 4 buttons - each corresponding to a demonstrative use case. The idea essentially is that your site visitors actively opt in to receive push notifications from you. Once, they opt in, they become your "push subscribers". You can then send them a short message (with an image) at a later time. Your subscribers do not need to be on your site to receive the push message. As long as there browser is open and they are connected to internet, they will be able to receive your web push message. You can see additional HTML5 Push Notification Demo & Examples here.

Frequently Asked Question

How are Web Push Notifications different from native App Push Notifications?

Web push notifications are very similar to native App push notifications. There are subtle differences such as:

  • Native app push messages can only be sent to mobile devices running Android or iOS. Web push notifications can be sent to both mobile and desktop devices. iOS, however, does not currently support web push notifications.
  • For developers, integrating native app push requires addition of code inside the native app. For web push, the code must be added to the website.

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