Progressive Web Apps (PWAs) have evolved as a means of enhancing online user engagements. More importantly, these apps provide a great User Experience (UX), which is very vital for any online business. PWA can give a handsome ROI, thus providing great value for your money, however small or big your budget. This is what probably makes PWA a perfect pair for any eCommerce business.
Although there are several Web Apps for eCommerce that are available in the market, PWA is the preferred choice as it deploys modern web capabilities and provides a near app-like User Experience.
This technology is still evolving, though several online companies have adopted it and swear by the benefits accruing out of it. PWA is the preferred technology as it enables fast load times (essential for any online business) and makes navigation a cake-walk. PWA is also intelligent enough to capture user behaviours and preferences and customize them to enhance user experience.
Common obstacles for eCommerce and solutions from PWAs
Ecommerce companies have their own woes and it has been a constant struggle to survive in an overcrowded market.
The common problems they face are:
- Identifying the right products to sell
- Getting the elusive customer
- Driving enough targeted traffic
- Finding the right leads
- Shopping cart abandonment
- Retention of customers
The appropriate solutions from PWAs
- PWAs help with the proper steps to identify customers and verify info
- Help deliver an omnichannel customer experience and keep competitors at bay
- Efficiently analyze and research competitors activities and formulate a winning strategy
- Get an insight into customer behaviour and detect buying patterns
- Help shorten the form-filling process and ensure there are no bugs
- A seamless process from ordering to shipping and help build trust through live chats
Tech giants associated with PWA
Tech giants like Google, Apple, Microsoft, Adobe (Magento) are already on board with progressive web apps as they have helped them attract users more easily and have driven engagement very successfully and enhanced the overall User Experience (UX). It is no wonder that these giant players in the market are backing PWAs. What’s more, is PWAs are easier to develop and can be maintained easily when compared to traditional apps. The best part is PWAs are very cost-effective and can give native apps a run for their money.
Benefits of PWA for eCommerce marketing
There is no denying the fact that PWAs can give a great boost to your eCommerce marketing activities. Given their proven capabilities and the functionality they provide, PWAs provide a lot of advantages for websites that deploy them.
Here are some points on how PWAs can give your business a distinct advantage:
- They help you gain a wider reach as PWAs do away with the need to download multiple apps on mobile phones (e.g. Starbucks’ PWA helped reduce native app’s file size by 99%)
- PWAs certainly give a great customer experience. Most buyers make intelligent purchase decisions only after thorough research. Web experiences influence purchase decisions to a great extent.
- PWA helps overcome your budget constraints and allow you to enjoy similar benefits that you may get from native apps at incredibly low cost
- PWAs can be accessed even when there is poor internet connectivity or fluctuations in the service.
- Indexing on Search Engine Results Pages (SERPs) is easier with PWAs as they grant access via their dedicated URL, giving PWAs an edge over native apps
- Such unique URLs help gain wider reach and better engagement. Navigating from a PWA to social media platforms or email campaigns is quite easy
- PWAs are loaded with attractive features such as push notifications which are quick-reads when compared to emails and other messages. Push notifications are also great for retargeting existing customers.
- Thanks to the agile load times of PWAs, users tend to typically spend more time on the website and tend to come back repeatedly.
- PWAs eliminate the need to get listed on an app store which has tedious rules and guidelines to be followed. Downloading is not necessary for accessing PWAs
Some success stories in the eCommerce industry using PWA
With the Smartphone storming the market PWAs have evolved as the best option for eCommerce companies as they are a successful combo of the fast native apps and the reach offered by mobile browsing. Google reports that more than half the users abandon sites when page loading time exceeds 3 seconds.
Here are some great examples of success stories of eCommerce companies using PWAs:
Alibaba is probably the best example as it is considered one of the largest online companies with buyers spread out in 150 countries. This mammoth B2B marketplace decided to go for a PWA strategy, which resulted in a 75% increase in conversions.
Flipkart, one of the biggest eCommerce sites in India was on an app-only strategy during 2015. Soon, it realized the benefits of PWA and the need to target mobile users. Flipkart was able to achieve a 40% increase in re-engagement with its first-time users, thanks to PWA.
Debenhams UK used to struggle to rope in mobile customers a couple of years back although half of its customers came through the mobile channel. Once they decided to go for PWAs the conversion rates doubled and then quadrupled, thanks to fast load times and reduced abandonment.
Hobbycraft, another popular UK eCommerce company selling craft supplies online decided to launch PWA. Apart from the speed, the effective and easy-to-use filter did the trick and sales increased at an amazing pace and mobile customers continue to remain loyal online buyers.
Experts’ views on PWA eCommerce
Akamai, a global leader in content delivery services reports that 50% of the online browsers look for products and services on their mobile phones. Even a 100-millisecond delay in page load time results in a 7% bounce rate, and a 2-second delay can cause a 100% bounce rate. Given that Google has already stated that mobile speed is vital for eCommerce business, PWAs offer the best solution as they revolve around a mobile-first approach.