Progressive Web Apps (PWAs)are one of the latest trend in eCommerce, for having a Mobile website. It has been around over two years now by Google and has already gained popularity. In eCommerce industry, it is considered as the futuristic technology trend that is highly capable of offering advantages in development as well as user experience. In order to understand PWAs in a better manner, let us get in-depth with facts, figures and its key advantages with real time examples.
A progressive web application is typically a website, but, looks and interacts in the same manner as a mobile app, which literally gives an advantage of adding it to the main screen of the smart phone, configuring push notifications, ability to access the hardware of the device and also to work offline. Overall, PWAs work just like an app even in an unstable connection or in the absence of broadband connection, in just the same manner, as things can work with full internet connection.
We are already aware that at certain times, when no availability of internet connection, access to the websites absolutely gets restricted and it doesn't even get displayed correctly. Whereas, Mobile Apps are self-sufficient and allows end-users to browse the App when they are not online. So, PWAs are obviously more engaging, with its availability at all times. All the information gets saved during the last online access and works well during offline mode too. The offline page will be complete with the brand logo, some important information and sometimes even with the advanced and important features.
The best example is the product catalogs that people can access even during offline mode. Henceforth, mobile apps offer an added advantage for customer retention, by increasing customer engagement with the brand. And, it is the same with PWAs too.
The next key advantage of progressive web apps is, they are made like mobile apps , but yet have full features of a website, like dynamic data and database. This makes PWAs more superior than websites as well as mobile apps.
The Developers can take complete advantage of available frameworks and conventional theory of advantages of mobile apps over websites and vice versa and evidence the user experience that PWAs offer.
Also, what makes PWAs different from native apps are, they are accessible through URLs and hence they get indexed in search engines. So, eCommerce businesses can get complete advantage of both website and mobile apps with PWAs.
Due to the inbuilt technology of PWAs, they work faster with caches and serves text, images and other content on the websites. Thus, your Customers will certainly benefit from an enhanced performance that PWAs offer.
When compared with mobile apps, the download time of PWAs are much lesser, as Visitors are not routed through Google Play store or the App Store. They directly download the App into their device. This means PWAs have its own icon that gets displayed on phones and tables, just like the way it is in Mobile App. Moreover, it comes without the need for going through a tedious process of visiting the App Store, searching for the Aapp and then installing it.
The next key advantage of PWAs is the implementation of certain features in Mobile App, for example push notifications. Publishers and Developers get complete control over implementing such options, by offering a scope for sending out promotional content. For eCommerce businesses in particular, this can serve as an entirely new channel for advertising ,as push notifications are directly sent to your Customers' phones, which are more likely to capture their attention, than email newsletters, status or social media posts.
App submission is another tedious process for the Developers. Submitting Apps on Google play store or Apple store is time consuming. PWAs need not be published in App store and Developers can push new updates without going through any approval process. It also encourages Developers to bring regular updates at a level that is as of now not possible with traditional mobile apps. All the new updates can be downloaded and updated when end-users open the app.
PWAs are getting known for bridging the gaps between Mobile App and Website, with its advantages of both website and mobile app. According to a study by Recode, the demand for traditional mobile apps is decreasing and the uninstall rates are increasing. Google discovered that Progressive Web App install banners convert 5-6× more often when compared to the native install banners.
Obviously, some of the popular eCommerce companies realized this and have switched over to PWAs, and are reaping benefits from this. Here are a few real time examples.
• Lancôme’s progressive web app feature brought 17% increase in conversions, a 51% increase in mobile sessions overall and a 53% increase on iOS alone. Notifications contribute a 18% open rate and a 12% increase in recovered carts. 8% of people responding to a notification make a purchase. Since launching their PWA, Lancôme’s mobile sales have increased 16% year over year with overall speed increases of 50%.
• Alibaba increased conversions on the mobile web by 76%, with 14% more monthly active users on iOS and 30% more on Android.
• AliExpress has been on the forefront of mobile commerce, and based on the growth they see in this area they quickly developed their own PWA. With a reported 104% increase in conversion rates for new users gained with their Progressive Web App compared to their traditional website and mobile app, things are looking quite well for the Chinese company.
Spurtcommerce, in its upcoming V.3.0, in the 'Pro' Version, is bringing Progressive Web App (PWA) Feature to its Users, who are aiming at successful eCommerce business with implementation of trending eCommerce technologies. The release of the new version V.3.0 is not far. So, stay on your toes to start your drive, and put the pedal to the metal.