In 2015, Google introduced PWA, a new way of delivering an immersive user experience on mobile devices without the need to install the native app. PWAs started gaining momentum and more famous companies started leveraging them.
Today, things are going a step further. PWA is now also supported on the desktop. So can we say that PWAs are the future? If so, we could say the future is already here.
What is a Progressive Web Application (PWA)?
Consider a PWA to be like a perfect blend of native applications and a web page. It is a software development methodology that enables a website to act and feel like a native application, providing a seamless experience to the user.
The point of the whole effort is to remove the friction and making it easy for the user to get the information they need in a fast, reliable and secure way.
A PWA can be downloaded to your mobile home screen or a large desktop screen. Just like a native app, they can be accessed offline and load fast. They respond quickly to users’ interactions, can send push notifications and is highly discoverable, displaying wonderful marketing capabilities as a website discoverable by search engines.
By providing a better user experience we keep users entertained longer. They tend to buy more and, with push notifications, they are more likely to visit often.
Why You Should Consider Developing PWA
A seamless mobile experience is critical to success. To deliver long-term business success brands must optimize for mobile, where the majority of customers start their journey.
We’ve seen some of the characteristics of PWA and what benefits they have. But why should you invest in building a PWA instead of a mobile application or a simple responsive website?
We’ll answer that question with a short story…
Christmas time is around the corner and you’d like to purchase a gift for your special someone for Christmas. Maybe you have an idea of what you’re looking for, or maybe you’re clueless. In any case, you type your search idea in Google.
Since PWA acts like a website, it is discoverable by search engines, unlike native apps.
Reason 1: Since PWA acts like a website, it is discoverable by search engines, unlike native apps.
Why is this important: According to research,81% of shoppers conduct an online search before buying, making it easier and more likely for the user to discover your product.
Let’s say you typed in “Christmas sweater”. Ok, you probably have that funky sweater in mind but bear with us a bit more.
Search results appear and you click on the first link. After waiting for a few seconds to load, and you’re ready to check some sweaters, a popup covers your screen asking you to install the shop’s native app for a better shopping experience. You may have seen a similar popup when you’ve tried to access a social media post, like a Linkedin post, over the web and not through the app when you’re on your smartphone.
Now, you’re most likely irritated. Not only the website takes some time to load, but you also need to install another app on your phone to “enhance your shopping experience”. All you wanted to do was look at some sweaters.
Reason 2: PWA doesn’t require a download, installation, and onboarding or registration on the user’s smartphone.
Why is this important? According to Comscore Mobile App Report, over 50% of America’s smartphone users download ZERO APPS a month. Further examining the top 1000 websites, they concluded that the reach of the mobile web is 2.5 times higher than the reach of the apps, while the user acquisition cost was 10 times less.
PWA doesn’t require a download, installation, and onboarding or registration on user’s smartphone.
Coming back to the story, you didn’t have time to install the native app and go through the whole process of onboarding so you just went back on Google and clicked on a second link.
In less than a second, content appears showing Christmas sweaters. You scroll through and the experience is so smooth it feels like you’re using a native app. You click on the “Goofy Christmas Sweaters” category and the screen opens incredibly fast, even though you notice by your tv streaming that your internet connection is weak. The screen opens though, and there it is, a perfect sweater for your special someone.
Reason 3: PWA is extremely fast, ensuring quick access to information without a long loading speed.
Additionally, by leveraging new technologies, PWAs enables users to consume the content even on inconsistent internet connections.
Why is this important? According to Google/SOASTA 2017, “the probability of bounce increases 32% as page load time goes from one second to three seconds”. Ensuring fast loading times can ensure you’re not losing potential customers.
PWA loads extremely fast, ensuring quick access to information without a long loading speed.
Additionally, by leveraging new technologies, PWAs enables users to consume the content even on inconsistent internet connections.
You are now satisfied. The journey to purchasing a sweater has been extremely enjoyable. You clicked the buy button and ordered that goofy Christmas sweater.
Along with a nice thank you page, they ask you to save their website to your home screen for faster access the next time if you decide to buy something. This is a great option; you don’t need to install it and it won’t stack unnecessary data to your phone’s memory.
Reason 4: PWA can be “installed” on the user’s home screen, just like a native app, but at the same time consuming much less time and taking much less memory space.
Why is this important? Theability to add the website to the home screen increases user’s engagement. For example, Trivago saw an increase of 150% for people who added its PWA to their home screen, which lead to a 97% increase in clickouts for hotel offers.
PWA can be “installed” on the user’s home screen, just like a native app, but at the same time consuming much less time and taking much less memory space.
Satisfied with your purchase, you start working on the next item on your to-do list when suddenly there is a push notification saying they will ship your order in 24 hours. Additionally, they offer you 20% off your next purchase if you share their webshop with your friends. The entire experience goes above and beyond your expectations.
Reason 5: PWA can send push notifications to users, keeping them engaged.
Why is this important? Sending push notifications enables users to be updated on new products, services, special offers or cart recovery. For example, Lancome established an 8% increase in conversion rates on recovered carts via Push Notifications.
PWA can send push notifications to users, keeping them engaged.
Reason 6: PWAs are linkable and shareable.
Why is this important? The ability to share or bookmark your website makes it far more reachable than a native app.
