Back in 2015 Google announced a solution to provide the experience of a native app without its actual development.
Following the tendency that business moved back the focus on website optimization for small portable devices from native apps, it decided to equip it with a reliable, fast and engaging instrument for the best result.
Under the essence of the term progressive web apps or PWA is a linkable mobile-app edition of a website that doesn’t require any distribution systems to reach its potential users.
Minimum requirements for the implementation is the availability of a web app manifest to store its metadata and a service worker providing a scriptable network proxy for handling HTTP/web requests.
PWA to boost mobile web browsing
The technology goal is to upgrade user experience during the Internet surfing regardless of the device or network they employ. This innovative merger of web & mobile was able to resolve three basic problems of each separate solution.
Stability. Bad network connection or even its absence leaves the negative impression on the whole session despite the fact that an app or website owner isn’t responsible for the wireless service quality.
Speed. In the age of constant motion, people have no patience. Each user interaction should instantly have a noticeable result, as well as any UI element, should be displayed without any delays.
Usage. How to immerse customers into your brand if they avoid loading beautiful but eating traffic websites and devouring memory space apps? Relying on customer will isn’t the best strategy.
Surely, like any other technology, it’s not perfect. But any solution can change the game drastically if it’s applied the right way at the right place and time. Check out PWA strengths and weaknesses in comparison to traditional components of digital marketing to make up your own mind.
Progressive Web Apps Advantages
Progressive Web Apps Disadvantages
Despite that technology around since 2015 it still has some issues to resolve. It’s important to consider them to discover if it is the best fit for your business strategy.
OS conflicts. iOS only since 2018 started to support PWA. And even now such benefits as progressive web app push notifications aren’t available for Apple users.
Integration incompletion. So far PWA can’t fully take advantage of the device features and user data to reach the bar of diverse and truly custom experience.
Tracking complexity. Another side of offline availability is the difficulty to monitor and measure necessary metrics during such sessions that are vital for the successful business running.
Lack of awareness. Excluding App and Google store from a brand-user connection chain set free from their restrictions but at the same time cut down the proven distribution channel.
Nevertheless, in progressive web apps eCommerce, retail, hospitality, events, media and other industries which business focus continues to move online found the boost of conversion rates, mobile revenues and as already stated customer engagement.