We interact with mobile devices and applications every day. For example, you want to order food, you tap to open the application on your phone, and in a few taps, you've ordered food, and it's on its way to your door. Now, say you need government services or to pay a bill. Again, it's all done through an app.
These applications are helpful and useful, but building and maintaining an app for smaller businesses is costly and cumbersome. So how do smaller companies manage in the world of apps and mobile devices?
The answer is much simpler than it sounds. Because of advancements in technology, there's an option to help businesses build, maintain, and manage their own app. This option combines the features of an app with the technology used in web development to build affordable services for businesses. The answer is Progressive Web Apps. Let's look at what they are and how they help increase ecommerce performance.
It sounds so cool to have a tool that combines the features of an app with web development, but what exactly does this mean? Let's break this down a bit. PWAs are apps built with web technologies we're all familiar with, HTML, CSS, and JavaScript. But PWAs have the feel and functionality of a native app. Native Apps are software applications built in a specific programming language for a device, either iOS or Android.
PWAs have the capabilities of push notifications and the ability to work offline. Still, they're also built on modern APIs that make it easy to deliver the capabilities and reliability to be installed on any device. In addition, because native applications are challenging to develop outside of website development, PWAs leverage the web ecosystem with their plugins and community so they can be built quickly and easily.
They've become popular because PWAs are less time-consuming and challenging to develop. In addition, many companies have shifted to using them because they can run on Android and iOS without much difference. Some top companies using PWAs are Twitter, Pinterest, Uber, and TikTok.
Since PWAs are installed on your home screen, users can pick up where they left off even when they're not connected to the Internet. PWAs offer a comparable experience and features when compared to native apps. It's no wonder why so many industries are moving to PWAs and away from native apps. With this in mind, it's important to know what makes a good PWA to provide the right type of application that consumers will use.
Like when creating anything for the Internet, there are best practices to follow when developing a PWA. First, let's look at the essential functions of a PWA.
Mobile device companies produce products with different screen sizes, and as a developer, it's critical to ensure that all users can enjoy the application regardless of the device they're on.
Mobile users engage more with installed apps than with visiting a company's website. A PWA gives the user the same look and feel of a native application and allows the same engagement without installing an app from an app store.
Allowing users to engage with your app even offline provides a more consistent experience. For example, if they are using a music app, they should be able to access offline playback, listen to the music they left off, and listen to their saved music.
Most PWAs are converted websites and must be made discoverable on search engines. This generates extra traffic to your app. Discoverability also acts as an advantage over native apps which aren't found on search engines.
A PWA should look and feel like a native app, including things like an app icon to make it easily recognizable and add the feeling of using a native application.
PWAs are developed as web apps, which means they need to work on all browsers and systems, not just a selected few. Therefore, users should use the PWA in any browser before installing it on their mobile devices.
Adobe Commerce is fully committed to developing and using PWAs on its platform. Developers can use the Magento PWA Studio to create engaging PWAs while lowering the development cost and time to market. Adobe also provides Adobe XD UI kits optimized for PWA Studio, allowing designers to create a branded storefront and offer an exceptional experience for customers.
BigCommerce provides two PWA builders in their marketplace. Deity Falcon PWA Storefront allows you to create multiple PWA storefronts and connect to any external service to compose your business' ecosystem the way you want. The other PWA builder, JMango360 PWA, delivers the expected experience with shorter loading times and no need to download the app in mobile device app stores. Both PWAs are optimized for both iOS and Android devices.
Business success has many definitions. You look for users spending more time on your website, reduced bounce rates, increased conversion rates, and more return visitors to your website. A PWA works as an extension of your website and is customizable depending on your business needs. Let's look at how a PWA helps increase conversions and bring customers to your website.
Leverage the power of social media to broadcast content and reach your target audience. You don't need a digital distribution system because you send users directly to your app with the URL. Skipping the step of sending them to an app store link, you can use the PWA link, saving visitors from deciding to download your app.
There are various ways to promote your PWA on printed materials. Think restaurant menus, flyers, or company catalogs. Because PWAs are accessed with a URL or QR code, it's easy for users to visit your app from anywhere. A URL or QR code is a powerful tool because the user goes straight to your website without downloading anything to their mobile device. In addition to the ease of use, most people visiting your app rely on mobile data, which is more limited than WiFi, making it accessible anywhere at any time.
Implement a referral strategy to increase traffic to your PWA. Referral programs incentivize and reward customers for spreading the word about your product or service. A referral program is a win-win for you and your customers when done right. They get a reward for the referral, and your app gains visibility through word of mouth. Because PWAs are accessed through a URL, add a UTM tag to collect information on the referral and the potential customer.
PWAs are easy to incorporate into your marketing strategy. Because PWAs are run through your website, you can use them in any marketing channel, campaign, or ad type. For example, advertising on Google Ads, Facebook, LinkedIn, and more is perfect for advertising your products or services. You can even place display ads on your own PWA, generating extra revenue through third-party advertisements.
A PWA is agile and a powerful tool for your business. Even though you can spend time learning how to create and implement a PWA on your own, there are still nuances that may cause roadblocks to success.
Kensium is a trusted partner of BigCommerce and Magento, which means we have certified and experienced developers with the systems you need to grow your business. Contact us today and find out how we can help you create an engaging website, PWA, and an ERP solution to fit your growing business needs.
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