PWA : Why do we need this?

Progressive Web Application (PWA) is a type of web app that can operate both as a web page and a mobile app on any device. It is a great solution for poor mobile UX and low conversion rates in your online store.

Using standard technologies, PWA is aimed at delivering a native-like user experience, with speedier conversion and cleaner browsing even with a poor Internet connection.

Companies like Google and Microsoft are part of the PWA movement, and there is no sign that they will be giving up on it anytime soon. Keep reading to find out what PWA is, how it works, and how it can benefit your online store.

PWAs are written in JavaScript, CSS, and HTML. They look and behave just like regular web pages, which means they are searchable in internet browsers. However, they also deliver functionalities identical to those provided by mobile apps: they are fast, can work offline, send push notifications, and use the features of user devices.

What’s more, PWAs can be uploaded to popular app marketplaces like the App Store and Google Play. PWA is:

• ‍Reliable — Loads instantly even in uncertain network conditions.
• ‍Fast — Responds quickly to user interactions with silky smooth animations and no uneven scrolling.
• ‍Engaging — Feels like a natural app on the device, with an immersive user experience.

Purpose of PWA

You may have already heard that the e-commerce world has never changed so fast. That’s been a cliche for some time now but today it’s even more accurate than ever. Mobile-first e-commerce has been a standard for years now, and it’s getting more traction every day. The numbers tell the story:

• Global users using mobile devices eclipsed those on desktops for the first time in 2014 (comScore).
• By 2025, retail mobile commerce sales should reach $728.28 billion and account for 44.2% of retail e-commerce sales in the US (Business Insider)
• 80% of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices, or find alternative store locations (Outerbox Design)

This means that if you’re not at this point yet, it’s definitely high time to jump on the mobile commerce train. With PWA, which has the purpose of enabling mobile-first e-commerce transformation, you will do it most conveniently, quickly, and at the lowest cost.

Who would benefit the most from Progressive Web Applications?

Push notifications

Every time a relevant action happens within the application, the user may receive a message with that information on the device screen. It’s a great mechanism to keep the user informed and engaged. However, we have to use them sparingly. Because if we constantly take the user’s attention, they can feel spammed.

Offline availability

Everybody has ever been in places or situations where internet connection is limited or non-existent. A PWA can download data ahead in the background and cache it in the device memory. Then the user can access it anytime later, no matter the connection quality. Also, it can postpone actions for a later time when the internet connection is back.

Receiving shared data

Progressive Web Application can appear in the target list of the share functionality. So we can send data such as links and images from other applications, even from native apps. What we do with that data is up to us and our application needs.

Speed and data usage optimization

Making our PWA fast and keeping low data usage depends on the quality of the implementation. We can leverage the Service Worker to create a good cache strategy and sync data in the background. A PWA is not fast and reliable just because it’s a PWA but because it takes advantage of the appropriate technology.

What should we choose: PWA or Native App?

Both the native app and PWA have their strengths and drawbacks. When choosing between them, you should consider the aspects each option excels in, and how they fit in with your vision of your app.

Consider PWA if:

• You’ve just started and want a simple app for your user: PWA requires no download and lets you interact with the user via push notifications;
• You have time and budget constraints: PWA takes less time and money to develop and publish;
• You want to improve brand awareness and SEO: PWA is similar to any website and reaches a wide audience.

Consider a native app if:

• You want to build credibility for your brand: Publishing apps on app stores increases reliability and native apps have more security options;
• You want to utilize advanced smartphone features: If geofencing and sensor/detection are essential to UX or your product requires great computing power.

Before deciding to implement PWA, each business owner needs to assess the needs and weaknesses of the current solution carefully. Does your business model require PWA? Can you fix the problems with your website without implementing PWA? You should think it over very carefully and maybe go for a simpler and cheaper solution.