Before 2015, internet surfers were limited to their choice of websites and native apps. Each of them has its own merits. However, both also have major shortcomings. For example, websites can work on different platforms but typically have slower load times. Conversely, native apps are faster, but limited to one platform and require installation. In many ways they were polar opposites, and both got in the way of a smooth customer experience. Consequently, years of research went into finding an alternative that could combine the merits of both while eliminating their weaknesses. Enter Progressive Web Apps (PWAs), an exciting hybrid technology that fills the vast gaps in ecommerce bridges.
WHAT ARE PROGRESSIVE WEB APPS?
Progressive web apps are software applications created on the Internet that perform the same function as a native app. Simply put, it's a website that functions like a native app. Unlike native apps, which can be downloaded from app distribution platforms such as Apple App Store and Google PlayStore, it is accessible through standard-compliant web browsers. PWAs can load faster, send push notifications and enable offline use. In addition to platform independent functionality, these applications can be easily shared via URLs.
WHAT ARE THE BENEFITS OF PROGRESSIVE WEB APPS FOR ECOMMERCE?
Progressive web apps are versatile tools with a wide range of potential e-commerce applications. In short, these applications help companies deliver richer customer experiences. In return, companies benefit from better revenue and ROI. Here are seven notable ways PWAs deliver these benefits to brands and customers:
INCREASE IN ENGAGEMENT
According to statistics, Forbes recorded a +100% increase in involvement in implementing progressive web apps. KPIs such as time spent on pages and number of pages viewed per session all increase when customers interact with businesses through PWAs. This is due to features such as push notifications, offline availability and full screen display on all screen sizes. Furthermore, data consumption is moderate when using progressive web applications. All these features combine to increase user engagement with the company.
BOOST IN CONVERSION RATES
Because of the improved user experience, progressive web apps offer an excellent opportunity to increase conversion rates. They are faster, more reliable, more secure and provide a more engaging user experience than the alternatives. Ultimately, optimizing the customer experience leads to satisfied customers and thus to an increase in the conversion rate. In fact, thanks to PWAs, ecommerce giants like AliExpress recorded an 82% increase in conversion rate on Safari, while Alibaba experienced a 76% increase in conversion rate across all browsers.
IT REQUIRED NO DOWNLOAD
Progressive web apps are accessed over the internet, unlike native apps that need to be downloaded and saved. As a result, customers can access a store's content on the go with little to no strings attached. Ultimately, customers expect a hassle-free experience when interacting with any brand, and that's what PWAs provide.
ACCESSIBLE WITHOUT INTERNET CONNECTION
This is undoubtedly one of the best features progressive web apps have to offer. For example, there are cases where connectivity is temporarily interrupted, preventing customers from completing certain processes. Such interruptions can lead to the shopping cart is abandoned and customers leave your ecommerce site. Progressive web applications address this with independent connectivity. Essentially, with independent connectivity, businesses can drive engagement and leverage consistent interactivity.
Hierdoor genieten klanten nog steeds van een optimale beleving, wat automatisch zorgt voor een boost in de verkoop. Volgens statistieken zal 74% van de klanten waarschijnlijk een product kopen op basis van een gunstige klantervaring. Daarom kan het sluiten van verkopen afhankelijk zijn van deze functie.
COST EFFICIENT
Cost is an important factor for ecommerce companies; the lower the costs, the greater the chance of a higher ROI. Since native app development has to take different operating systems into account, companies have to spend more. Progressive web apps have become a better choice because they require only small-scale programming and low maintenance costs. Although it is lightweight, it is still responsive to a range of devices. As a result, it offers more for less and small businesses get their money's worth.
BOOST IN SEO
Progressive web apps, like any other web page on the Internet, are eligible for indexing. Therefore, they are discoverable by zoekmachines, which allows them to be ranked in the search results. Studies show that SEO reduce customer acquisition costs with 87.41%. As a result, it saves marketing dollars as your ecommerce web app is only shown to relevant paying customers.
REDUCTION OF THE BOUNCE RATE
According to Unbounce, nearly 70% of consumers admit that page speed affects their willingness to purchase from an online retailer. This means that a high percentage of potential customers can be lost due to slow page speeds. Fortunately, progressive web apps are designed to solve this problem. There is an average reduction of 37.6% in bounce rate as brands move to PWAs. Essentially, progressive web apps load instantly, giving customers fewer reasons to close your ecommerce page.
In conclusion, progressive web apps can help reduce costs incurred by maintaining multiple applications for different platforms and devices. Consequently, they offer the opportunity to reach more customers and increase engagement and retention. Setting up a progressive web application for your business is a cost effective and sustainable solution to consider today.
