Mobile technology is redefining the online consumer experience. A few years ago, the steady proliferation of mobile users was overlooked by many brands. Today, mobile users can no longer be ignored, since they account for over 52% of all internet traffic. Brands need to understand the latest trends in mobile marketing to reach customers effectively. Many brands are investing in progressive web apps (PWAs).
When looking at the industry today, many different conferences and events are now focusing more on how PWAs can help change how business is done on the internet. We can collectively see a massive trend taking place in this direction.
I believe PWAs will revolutionize mobile user experience (UX) in the months and years to come. Here’s a look at why and how.
What Are Progressive Web Apps?
A progressive web app is a hybrid between a mobile app and a mobile website.
In the most basic sense, PWAs are just regular webpages. However, they are designed to mimic the functionality of mobile apps. From the user perspective, it may seem like they are interacting with an app, rather than a webpage.
PWAs also use sophisticated application programming interfaces (APIs) and are able to work across multiple platforms. They can even work offline.
Major Benefits Of Progressive Web Apps
There are a number of reasons that companies are developing progressive web apps to improve customer engagement. Here are some of the biggest benefits.
Although a growing number of consumers are using mobile devices to access the web, they are not as engaged with mobile websites.
Here are a few mobile engagement statistics from Google’s research:
• The average bounce rate of a PWA is 42.86% lower than a similar mobile website.
• Mobile sessions on PWAs are increased by nearly 80% on average.
• Brands using PWAs notice that page views increase by nearly 134%.
• Overall engagement is 137% higher. Some brands have boosted engagement even more — by as much as 400%.
• The average load time for PWAs is just 2.75 seconds. This is approximately eight times faster than an average mobile landing page.
But what impact do PWAs have on conversion rates? Higher engagement would be irrelevant if customers weren’t satisfying your conversion goals.
PWAs actually cause conversion rates to increase, as well. Google Developers reports that the average PWA increases conversions by 52%. Some brands have increased conversions substantially more. One case study developed a new PWA for its mobile users and discovered that conversions more than doubled.
Offline Accessibility And Security
Many PWAs can be accessed offline. This may not be the most important benefit, but it is probably the most impressive.
How is this even possible? The PWA caches information, and the app can store it on the device for later use. The features are more limited, but users can still benefit from them.
Unlike traditional mobile websites, with PWAs, all data must be passed over HTTPs.
Customers Don’t Need To Download The App
One of the biggest hassles of traditional mobile apps is that customers need to download them. Most people don’t like having dozens of apps on their mobile desktop. They usually use an app a couple of times when they need it and then delete it later. After the app has been deleted, they rarely download it again without a very compelling reason, so brands that rely on traditional web apps can’t expect long-term relationships with their customers.
PWAs solve this problem because they bridge the benefits of mobile websites with mobile apps.
Progressive Web Apps Could Set A New Standard For Mobile Web Experience In 2019
PWAs are resolving some of the oldest challenges of mobile marketing. If enough brands invest in them, the average return on investment (ROI) of mobile marketing will rise significantly. This could be a boon for companies in all industries, mobile marketing platforms and customers who could benefit from lower costs.
While there are many benefits of PWAs, the biggest is that they expedite webpage loading times. This has a profound impact on conversions and user experience.
Fast-loading mobile webpages are very important in 2019. Customers have little tolerance for mobile websites that don’t load quickly. Studies show the average customer will abandon a website that takes longer than three seconds to load, even though the average mobile webpage doesn’t fully load for 22 seconds.
The security benefits of PWAs will also be invaluable to many brands. The financial industry is especially likely to invest in them. Last year, a study showed that banking institutions were the most vulnerable to having their apps hacked.
PWAs are addressing these security concerns. They rely on better HTTPS protocols, which means that information should be more secure. If financial institutions begin transitioning to PWAs, they will hopefully reduce the number of security breaches that affect their industry and improve compliance. This should be especially important for financial institutions that have European customers, since they must comply with GDPR guidelines.
Progressive Web Apps Are The Solution To The Biggest Mobile UX Challenges
Mobile technology has been a double-edged sword for brands over the past few years. Consumers are going online more than ever. Brands have more opportunities to engage with customers at different stages of the purchase cycle because they can reach people who are using their mobile apps to make purchases while they are out and about.
However, they have faced a number of challenges in trying to reach customers with mobile devices. Customers are less patient, but websites that are not well optimized for mobile devices take longer to load. This has significantly hurt conversions for many brands. Security risks are also a concern.
PWAs are the solution to many of these problems. They will make it easier for brands to boost engagement, lift conversions and improve security. They may be the saving grace for brands struggling to get the most of their mobile marketing strategies.