Use Custom Push Icons
Instead of using your logo as your image for all your notifications, consider creating a set of icons that can be used for various notifications. Design icons for events such as an order shipping, cart abandonment, a new sale, or new product launch. Visuals are key in every other marketing strategy; so don’t neglect your web push notifications just because the visuals are smaller.
Create Triggered Notifications.
These alerts are all about the individual user, which again, is something that people look for today in marketing. They are sent as a response to a user’s individual action. For example, you can have a notification sent if a user abandons their cart for a specified amount of time. Or, send one immediately after their item has shipped, or after a user registers with your site.
Learn more: Creating Triggered Push Campaigns
Make sure your website defaults to HTTPS.
The majority of browsers only allow website visitors to subscribe to web push notifications if the site is HTTPS. It's a security measure that's enforced by Google. If possible, you should try and set HTTPS as the default on your site. Not only will it help you get way more push subscribers, but also has a ton of additional benefits (like a SEO boost).
Learn more: Does my site support HTTPS?
Set-Up / Use Welcome Notifications.
Welcome notifications are automatic notifications that go out to any new subscriber. It's a great way to greet and thank your new subscribers as well get them introduced to your notifications.
Learn more: Adding Welcome Push Campaigns
Set-Up / Use Custom Segments.
Segments allow you to create custom/targeted audiences based on website activity. Targeted notifications always perform better than generalized ones (i.e. users who have purchased a particular item, or live in a certain geolocation).
Learn more: Creating a Segment
Manage The Opt-In Prompt.
By default, all visitors to your site will receive a prompt automatically asking if they want to subscribe to your website. While the defaults tend to provide the highest number of subscribers, sometimes it makes more sense to only show the opt-in prompt on specific pages.
Learn more: Subscriber Permission Prompt Management
Customize Your Opt-In Prompt.
A great way to get the attention of your visitors and gain subscribers is to customize your opt-in prompt. Users are more likely to allow notifications when the design is appealing.
Learn more: Customizing the Opt-In Prompt
The best way to see which of your campaigns are the most successful is by tracking your conversions. Enabling conversion tracking in campaigns allow you to quickly see how well each campaign is performing (based on custom events - ie items purchased) Conversion tracking is available on the "basic plan" and higher.
Learn more: Conversion Tracking.
Keep Your Notifications Short And Sweet.
Different browsers have different limits to the character count in a push. If you go over the limits on some notifications, it could cut off important information that you wish for your subscribers to see. Keep your notifications short and try to get to the most important parts as quick as possible.
Enable "UTM" Tracking When Creating Campaigns.
Adding UTM tracking to your links make it easier for you to see how well your campaigns perform within Google Analytics. You can instantly enable UTM tracking for your campaigns by clicking "Include UTM Params" under the Destination URL when creating a "Manual Campaign".