Incode Group
Apr 22 · 8 min read

Conversion is the coveted parameter for any business, especially an eCommerce one. However, it’s an elusive beast and, though there are plenty of articles on the internet that promise to help, there are few surefire ways to raise your stats. You shouldn’t rely on buzzwords and expensive consultants alone. Instead, look toward progress and those who offer substantial solutions. For example, today I’ll be talking about progressive web apps and how they can boost your conversion rate. By examining this way of gaining clients, I hope to clear up what a good conversion rate is and how to get it by using app conversions from PWAs.

Incode Group is a full-cycle development company delivering tailored solutions. We can help with any project, provide a consultation, or create a progressive web app for you. Shoot us a message to get free consultation!

What is a Progressive Web App?

Mysterious Stranger

For something so popular as a concept, you’d think that progressive web apps would be easier to pin down. However, there’s not really a set answer to the question “what does Progressive Web App mean” since it’s a relatively new phenomenon. To put it in the simplest terms possible, a progressive web app is an app built into a website, combining the functionality of both and, usually, characterized by three key points (HTTPS, Web App manifest, offline loading). It’s a secure web app that includes responsive interactions, installs to the user’s phone, and is accessible via the link to your website. It’s a way of bringing the contents and functions of your business into the user’s phone in a single tap.

Why build a progressive web app?

Why Using Progressive Web Apps is Convenient?

You have to look at a conversion app from a user’s point of view. Instead of having to go to your website or Google every time they need some info about your business, they can simply turn to the PWA on their homepage! And it’s not even something they’d have to download via the Play Market or the App Store, a huge plus for businesses with non-techy userbases. For your side of things, this also means you can avoid the grueling process of adapting an app to fit the store guidelines. Which, sadly, often leaves the app stuck waiting for approval anyway.

Another big point in favor of PWAs is their ability to present info offline. If a user temporarily has no internet access but wants to see a part of your catalog or check your prices, they can do so via the PWA. It’s instantly accessible via the home screen of the smartphone so what could be easier?

Moreover, much like regular apps, a progressive web app can send push notifications, so you can alert users when there’s a sale going on or a particularly lucrative deal is on the horizon. Plus, PWAs are highly focused on UI/UX and look far better than a website. And since they often store the design elements “on board”, there won’t be any issues with loading. This allows the designer team to get as fancy as they’d like.

Can Progressive Apps Boost Conversion Rates?

Really Though, Is It Worth It?

Well, do you think a beautiful-looking fast-loading app that works offline and has all the features of a regular mobile app is something your users would like? Because I’d wager the answer is a resounding “yes” most of the time.

Remember, first impressions matter greatly and presenting your userbase with an app that can wow them right away is a good way to get new clients on those first few seconds of usage alone. Furthermore, by adding actually useful features and non-intrusive notifications about deals, you can reinforce the current userbase while, hopefully, raking in new converts.

Even if you’re not in the eCommerce business and want customers to come to your locations, PWAs with built-in GPS functions will helpfully chime in when the potential customer is nearby. From there, they can offer incentives for a visit such as free merchandise or a discount for their purchase. PWAs can serve well for both online and offline customer attraction.

While you’re learning about the advantages of PWAs, come find out why you should work with Incode Group to develop one for you.

The Highest of Highs

What is a Good Conversion Rate?

Okay, so after you’ve converted to the church of progressive web apps, there might still be a question left to answer. What is a good conversion rate and how high should you hope to go? Well, there’s no unified answer that would fit all businesses. However, businesses have used PWA and received 17% and 33% conversion rate increases, so expect some impressive results! We’re not going to claim that this is the case for everyone, but you should also look at the staggering 250% increase seen in this case as something to aspire to. Now, there’s a big but here and it’s this: a percentage-based increase might not be as huge as it seems. After all, if your rate rises by a quarter from 1%, you’re left at… Well, you can do the math. The results from 2017 were less than encouraging in particular. However, the tides are changing and mobile users are converting more and more. As long as you’re delivering a quality product with a smart presentation, you have the chance of converting users en masse.

How much does a progressive web app cost?

Let’s be clear, a web progressive app isn’t exactly something you can develop with pocket money, sure. But it’s still a cost-effective option if you get it instead of a full website and a native app. The latter will set you back $30,000–40,000 at least, considering that a good website can cost up to $10,000 and a good-looking app is another $20,000 to $50,000. Conversely, a PWA progressive web app is going to come with a price tag of around $8,000 to $17,000. It’s not only a lower cost but pretty much the same functionality that you’d get from both the website and the native app.

How to test progressive web app?

Much like any IT product, you need to make sure your progressive web app is tested thoroughly and delivers quality to the users. Luckily, many of the test processes are simple and there’s substantial overlap with regular app and website testing.
To start with, use Lighthouse to check whether your PWA works offline and if it served via HTTPS. These are both integral for a progressive web app and Lighthouse is a multitool for PWA testing even beyond them. For example, studying your PWA’s metadata is easy with Lighthouse and that’s also essential if you want your app to be addable to the home screen.
Of course, your work doesn’t stop there as you also need to ensure that the pages of your app are responsive and run well regardless of the browser. With how many options there are on the market, you might end up spending a healthy chunk of time running this part of the testing. It can be done via software but manual testing is still often the way to go. Plus, manual testing is the best way to ensure your PWA feels like a native app.

How to convert website to progressive web app?

If you already have a website that you want to convert into a progressive web app, you can do so in a couple of steps. Note, however, that it’s not exactly easy and it’s best to create a PWA right away instead of converting later. However, if you’re already saddled with a site, here’s how to turn it into a progressive web app.
First things first, you’re going to need to switch from HTTP to HTTPS. This can be costly but it’s a requirement set in stone. Keeping your domain and data secure is a must for PWAs. After that’s done, you’ll have to create a JSON file with all the necessary meta data. It’s going to help browsers display your PWA and should be linked in the head of all pages. And last but not least, you’re going to need a service worker. This little JavaScript file is what connects your app to the browser and it’s the last essential brick in the wall. Once you’ve made and registered it, your PWA should be ready for the initial tests!

How to make a progressive web app?

Making an Angular, Vue, or React progressive web app is a time-consuming process and it shares the first steps with the conversion process. You start by getting the SSL set up and registering a service worker as well as making your basic shell for the progressive app. Even with that done, you’ll already have a barebones PWA. Next, enable push notifications, a vital feature for any progressive web app that you want to be successful. Oh, and don’t forget the JSON manifest, of course. Add all the little touches that are indispensable, things like the “Install to home screen” prompt. After you feel content with the feature base, analyze your PWA’s performance. And, to top off the process, do some testing via your method of choice.

How to design a progressive web app?

There’s no preset design choice when it comes to creating an app. There are, however, a few mistakes that you should avoid if you want your progressive web app to deliver a great user experience. So let’s see what they are and how you can present your best design instead.

One of the critical issues that arise from PWAs being different to native apps is the lack of touch responses. In native apps, you usually get an indication that your touch did something or at least was registered by the device. Progressive web apps need to have some variation of this enabled manually or the user might feel like they’re not accomplishing anything in the app.

The next issue is fonts. Typography is always important but when your app has all of its elements “built-in”, you might get carried away and rely on custom fonts too much. However, this won’t be something that all users like and it opens up the app to errors or display bugs. Try to use SVGs for your headers and logos instead.

There’s also the matter of loading time. The rules for PWAs aren’t much different from the ones for websites — the faster it loads the better. So make sure your service worker is caching well, enable server-side rendering, and rely on the PRPL pattern to cut load times.

Some may argue against this point but I feel that relying on Google APIs is also a pretty good idea in your development process. They make life easier and take care of some design issues for you.

If you need an excellent custom-made progressive web app, send us an email and let’s get the ball rolling with a free consultation! We’ve been working with European, Canadian, and American companies for several years and know how to deliver quality within the limits of your budget and timeline. You can contact us via the info page and see the true Incode Group quality for yourself.


Custom software development company & dedicated development team.

Incode Group

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A Ukraine & Swiss-based development company working with web, software, and mobile, delivering quality and innovation with a human touch.


Custom software development company & dedicated development team.

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