Users using the Internet with mobile devices are growing by leaps and bounds. Every year there are more and more of them, which is why companies are eager to invest in technologies that meet the requirements of smartphones and tablets. For customer service, however, the mere possibility of using a mobile device is not important. The experience gained in contact with the company's website is also extremely important. How to make them fully satisfactory on both smartphones and desktops? Of course, we can do this with Progressive Web Apps (PWA).
Native vs PWA applications
At the beginning of the appearance of mobile devices, native applications were considered the best solution for mobile users. They are easy to use, reliable, start up quickly and can be personalized. Thanks to this, they quickly left behind traditional websites opened on a mobile device by a browser. According to data from eMarketer research, over 90% of smartphone users choose applications to use the internet and as much as 77% of people using tablets.
Due to the amount of flooding the market, application developers began to outdo each other in their creation. The dizzying choice made it increasingly difficult to break through the competition and propose something completely new. The same happened with the involvement of users - it is definitely more difficult to get their attention and get them to buy than it did a few years ago.
However, a new solution has emerged that offers more than a howling native application. It's PWA, which has become the answer to most of the e-commerse challenges. It not only catches the attention of recipients and improves the quality of their experience, but also helps reduce the mobile gap for companies that do not have a separate website and application for their clients.
Why is PWA so helpful? All studies conducted show that the conversion rate is lower on mobile devices compared to stationary devices. This is because mobile users often only browse the available offer by making a purchase on a computer. It may also be that they are only looking for inspiration. Thanks to PWA, it is possible to reverse this phenomenon, because this solution guarantees the same experience to users on both types of devices.
How can PWA affect the conversion rate?
There are many possibilities for website optimization. However, when making decisions, the primary goal for which improvements are made is customer satisfaction. His expectations should be met first. This is the goal of PWA. Why? Here are a few points which, if met, will increase the conversion rate, of course thanks to Progressive Web Apps.
Avoid app stores
If you care about your client's satisfaction, don't make him waste his valuable time. Today nobody has much of it. By avoiding the need to download your application from the Google Play or App Store, you increase your chance of buying something from you.
Improve your website speed
The speed of your site is especially important in getting high in the search results. According to the Page Speed report, 70% of customers admit that the speed of the site affects their positive purchase decision. It is also worth mentioning that as many as 53% of users leave the mobile page if it charges for more than three seconds!
Bet on voice search
Voice search is growing in strength. So let's use its potential in your e-commerce business. This can be done through PWA. As a result, the customer's shopping path is shortened and it is easier to get him to the destination. Smart speakers (e.g. Alexa or Google Home) are great for placing orders that can be finalized in a mobile application or browser. They allow you to create queries with keywords from a long tail - these are, for example, questions starting with the words: "who", "what", "how", "where", "when". It is a great solution that can be successfully used, for example, by local companies.
Provide the client with consistent UX
The use of mobile devices should be fully consistent with the use of desktop devices. So you should treat them as part of a larger picture, including every single point of contact. Not only online but also offline. Therefore, when you travel through your store, you should use their experience (User Experience). It is important that in contact with your site you do not have to create separate operations in the application and on the site. Their operation should be the same. Thanks to PWA, maintaining a consistent UX is possible, much cheaper and more convenient than in the case of separate mobile applications.
Focus on your smartphone
The telephone is an attribute that most of us rarely leave behind for more than an hour. Unfortunately, due to the small size, these devices have restrictions on the UX. However, this disadvantage can be turned into an advantage. How? Utilizing the potential of the phone's functions - camera, microphone, geolocation and other available options. For example - barcode scanning is an example of a native phone function that can improve the quality of shopping.
Visual optimization of pages
You can place any amount of content on the website - be it in the form of continuous text, bullets or listings. Unfortunately, for mobile devices too long text is not popular among users. For this reason, authors often simplify it. The list view with one column usually appears then. However, this is not a solution that fits everywhere. With PWA, you don't have to think about a significant content modification. Thanks to this solution, text customization is much easier.
Use a re-engagement strategy
How to draw the user's attention? Push notifications are a good idea. Properly designed in an unobtrusive way they can remind the user about your brand. Similarly, you can engage the recipient by prompting him to subscribe. Thanks to a consistent UX and secure PWA environment (HTTPS), it's easier to gain user confidence and convince him to sign up for the newsletter.
Pay attention to the location of the content
Progressive Web Apps thanks to access to data from GPS allows to make the content more local. This means that thanks to this treatment you will offer discounts to a selected group of recipients, e.g. from around your city. You can also create relevant offers targeted at them. This will make the application even more personalized.
Include various payment methods
Payment options are one of the most important functions in the online store. In the mobile channel, their choice is also of great importance. To convince the customer to finalize the transaction on the smartphone, you need to use methods that are safe and the entire process must be carried out quickly and efficiently. Thanks to PWA you will be able to do it without much effort.
Respond to user responses
Be available offline
Although the internet is available in almost every place on earth, the possibility of using the mobile application without having to use transfer is very important for users. Often, they use a smartphone on the run, on the road, where coverage problems may occur or they may just have a small transfer.
Thanks to PWA, consumers can view your offer and make purchases offline. This is a huge plus, especially where access to the Internet can be limited. This is particularly important if you operate in Asia and Africa.
Are you struggling with any of the above problems? If so, the decision should be easy for you. The choice of PWA technology will certainly allow you to do more efficient and satisfying business and meet the complex requirements of users. So choose the best for you and your customers!