According to the Internet Retailer and Adobe’s new research data, 40% of all transactions last year were made on mobile devices. Now, this is a startling revelation for businesses, and it naturally points out the unwillingness in consumers with accepting slow speeds and painstaking applications. And not to forget all the of other problematic aspects of the mobile experience, which has prompted the need for devising a new approach for delivering the optimal user experience.
It’s no big thing to say, that consumers are increasingly becoming reliant on mobiles and other personal devices every day. And as per Peter Sheldon, the director of the strategy at Adobe, “Technology companies are responding to this UX dilemma with a new approach. One that would bring about a foundational change, and is going to be the driving force behind the future of the web.”
Sheldon further added: “The answer lies in the way applications are delivered to consumers. And instead of the mundane experience provided by traditional apps, a relatively new but fast gaining recognition technology of Progressive web applications (PWAs) is more than likely to drive the next wave of mobile interaction.”
PWAs load like regular web pages or websites but offer user functionality traditionally available only to the older style native applications. PWAs will allow users to work offline, receive “push” notifications, and allow the PWA to access device hardware.
Representing the third wave of ‘change’ in the domain of web design. PWAs are direct successors of static websites and followed by the responsive design model.
Why Progressive Web Apps in 2019?
- Customers are always on their phone and it is possible that they don’t even open their desktop to search for something. After all, smartphones have drastically changed the lives of the developer and users. However, while most retailers now recognise the importance of investing in their online stores to attract e-commerce customers, it is becoming widely predicted that mobile commerce is likely to overtake desktop sales globally as soon as 2023.
- Studies have previously shown that, on average, apps lose 20% of their users for every step between the user’s first contact with the app and starting to use the app. With traditional apps, a user must first find the app in an app store, download it, install it and then, finally, open it. When a user finds your PWA, they will be able to immediately start using it, eliminating the unnecessary downloading and installation stages.
- It is essential for marketers to leverage the tactics that can be used for the mobile application to enhance their overall process and development mode. This will help in reaching a wider audience.
Snapshot of Benefits: For Customer and Company
For companies specifically, PWAs can kill three birds with one shot. Number one is the savings of time and capital. As there’s no need of creating system-dedicated apps, PWA results in savings with respect to the upkeep and maintenance. Number two is the reach of PWA, which is must larger than native mobile applications. The third is the similarities in nature with a regular website and the responsiveness of a native application, combined together in a resource-independent web application. PWAs are proving to be more than handy for businesses.
Once installed on Windows, PWAs can be launched directly from the start menu. They run like any other installed application or software, without any tabs or an address bar. The Service workers make sure that the PWA remains fast and reliable, while the app window makes it feel like working with any other installed app.
For customers, this means no more unwanted updating or the addition of specialized applications. Visiting a website would provide access to the PWA. Simple as that! And this particular aspect would be highly beneficial for business in developing countries, with slow data speeds and comparatively less memory on devices.
Major Adoption driving Progressive Web Apps
Progressive Web Apps have more than a few success stories legitimizing its name in the list of up-&-coming revolutionary tech. More and more companies are shifting towards PWAs even as this is being typed. Even the big names in the world of Tech have expressed their interests at mass-incorporation of PWAs in their service streams. Gartner has further predicted that PWAs would capitalize a market share of fifty-per cent of all web applications, by the end of 2020!
Considering the number of time people have started spending with their phones, couple this with the rise in m-Commerce, companies ought to modify their marketing strategies to a ‘mobile-first and web second’ approach. This can facilitate a truly unified browsing experience and something that is consistent on all devices.
Microsoft in early 2018 released the support update on Progressive Web Apps on Windows. Many of the popular PWA’s are now available on the Microsoft Store. Google is following suit with indexing of PWAs on its Play Store, with a scheduled release for this year. Barring for a few limitations, even iOS has added support for PWAs to Safari in the 11.3 updates.
Progressive Web Apps in Social Media
- Since the launch of Pinterest PWA, users have reportedly spent 40% more time on the site as compared to the previous version of the mobile website. PWAs resulted in an increase in Ad revenue rates by 44%, as well as the rate of core engagements by 60%.
- The world’s leading news organization, Financial Times also accomplished the trinity of mobile-user performance with its PWA; An enhanced user interaction, tremendous improvements in performance, and increased mobile traffic.
- Furthermore, major social media platforms have started embracing PWA’s. Take for instance the redesigned Facebook that was announced at Facebook’s F8 conference.
- The Twitter mobile website along Starbucks with have been using PWA’s for improvements in user-interaction and facilitating a seamless experience, all via desktop-viewing.
- Tinder’s PWA has resulted in a decrease of loading time, from the earlier 11 seconds to just four seconds.
- And for the e-commerce giant AliExpress, the PWA has provided with a 74% rise in time spent and combined with a 104% increase in conversion rates. For more case studies of PWAs, click here.
PWAs in Retail
An increasing number of high profile retailers have also switched to PWA’s. George, ASDA’s (British supermarket retailer) clothing brand experienced similar results since upgrading its site to a PWA. The average Page load time was reduced significantly. And this has translated into business opportunities to the tune of 31% increase in conversion and 20% more page views per visit. And lastly, the retailer witnessed a 28% increase in customer time on-site with the inclusion of an “Add to Home Screen” prompt on its PWA.
Since the launch of its PWA, Debenhams UK is another retailer which has experienced improved conversions and funnel performance, along with revenue, speed and bounce rates, according to Google. Apart from delivering an above-market online growth with a 40% increase in mobile revenue and a 20% increase in conversions, PWA’s have reduced the browse to purchase journey time for customers by more than half. A very interesting observation, in this case, is the spike in purchase at commuter times, which is a possible indication of the utility within PWA’s offline functionality. Thus allowing more consumers to browse whilst travelling and without the necessary need of active internet connectivity.
In 2019, trends are steeply changing; requirements are enhancing and constantly shifting to another side. Progressive web apps are not yet fully developed, but no doubt is there, that it has powerful platforms, sound growth and slowly replacing the native apps. Why go for the partial market segment, when you can just aim for the complete portion of the meal. In 2019, a challenge is thrown already to native apps by PWA based on the exponential increase in its power every day.