{"id":105119,"date":"2018-01-02T09:00:00","date_gmt":"2018-01-02T09:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=105119"},"modified":"2017-12-20T08:59:02","modified_gmt":"2017-12-20T08:59:02","slug":"5-features-progressive-web-apps","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/mobile-marketing\/app-marketing\/5-features-progressive-web-apps\/","title":{"rendered":"5 features of progressive web apps"},"content":{"rendered":"

Learn the benefits of progressive web apps (PWAs) and why you should be using them<\/h2>\n

This year has been huge for the mobile web. Accelerated Mobile Pages (AMP), which have enabled the rapid delivery of news content, have muscled their way to the top of Google search results. Furthermore, Comscore reports that mobile is the leading digital platform, with 52% of mobile media engagement <\/a>being made via apps.<\/p>\n

As mobile consumption continues to grow, providing users with a fast and efficient experience is paramount in boosting impressions, conversions, and sales.<\/p>\n

It is because of this that Google is seeking to blur the lines between a mobile website and the native app experience, with the introduction of Progressive Web Apps (PWA).<\/p>\n

There is a problem with the mobile web<\/h3>\n

Think about how quickly the Facebook, Instagram or BBC news apps load on your phone. A world of information is available almost instantly with just one tap.<\/p>\n

Now think about that experience through your web browser. One tap to open the browser, another tap for the address bar, a few more to enter the URL (assuming you know it, if you don\u2019t, be prepared to search), and then you need to wait while the website loads.<\/p>\n

What makes this worse is that mobile internet connections are fickle and often slow.<\/p>\n

Google reports that 53% of mobile site visits are abandoned if it takes longer than three seconds for them to load<\/a>. It doesn\u2019t make for a great experience and it\u2019s especially not ideal if your business relies on mobile traffic to survive.<\/p>\n

Introducing Progressive Web Apps<\/h3>\n

Progressive Web Apps solve this problem really well. By combining the best of the web and the best of native applications, users get an experience that requires no installation, is fast, feature rich and helps boost conversions.<\/p>\n

Some of the biggest brands in the world are already reaping the benefits. Forbes\u2019 PWA increased impressions per visit by 10%. Alibaba increased mobile conversions by 76% and Twitter saw a 20% decrease in bounce rate.<\/p>\n

Here are my top five features that make this such an enticing prospect for publishers, online stores, and news outlets.<\/p>\n

1. Full-screen native app experience<\/h3>\n

PWA bring many of the benefits of a native app experience without making sacrifices for devices that do not support them.<\/p>\n

One of the most noticeable is the difference between viewing a website in the browser (such as Google\u2019s Chrome or Apple\u2019s Safari) and a native, on-device, application. With PWA, websites are now loaded with a full-screen experience.<\/p>\n

Instead of a URL bar, users will now see more of your site on the screen, complete with a splash of branding added in for good measure. This gives your website much more presence and a stronger brand identity.<\/p>\n

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