Progressive Web Apps could be treated as a technology thing for CTOs but they can give the biggest wins for Chief Marketing Officers. In this article, I review the most important PWA benefits for CMOs.
Progressive Web Apps is a new standard for building webpages with the mobile-first approach. They are supported by the biggest online players like Apple, Google and Microsoft. If you are a CMO, you should know that a PWA will allow you to:
Decrease Cost of User Acquisition (CAC)
Mobile apps created with the PWA standard can be installed directly from the website, without forcing the user to visit the App Store or Google Play. With the PWA, you don’t have to pay any middleman to distribute your app.
Progressive Web Apps are much lighter than classic native apps, thus the app installation process is much faster. Users will appreciate this a lot, as a smartphone’s storage and speed are some of the most important factors for them. With that, you’ll gain a much higher probability of successful user onboarding from the website to the app.
Increase marketing ROI
With the use of PWA technology, you create only one website that is presented to the user across multiple touchpoints – on desktop and mobile browsers as well as a multiplatform mobile app. So instead of building a desktop website with RWD, an Android app, and then an iOS app, you build only one app for all devices.
This decreases the cost of development and future maintenance.
Recover control over the app’s new releases
Synchronizing native mobile apps with marketing efforts are a nightmare for marketers. The publishing process in the app marketplace is entirely dependent on Apple and Google. Marketers aren’t aware when, or even if, the app will be published. There is the same problem with the app updates.
Apart from the marketplace restrictions, marketers are also dependent on users’ actions. Users can refuse or simply forget to update your app and keep using the outdated version.
A PWA solves both issues. Users download it directly from your website where you’re in charge of the publishing process, and then they update automatically as a background process, so the app is always up to date.
Build loyalty among website clients
With a PWA you can add native-app functionalities to your website. The crucial features are dedicated to mobile users and include an “install the app” pop-up, a home screen icon for the app and push notifications. These tools will help you to re-engage your clients, make them more aware of your brand, and more loyal.
Collect more relevant data
After enabling a PWA, you can analyze the installation and usage of your mobile-sites just like for native apps.
Win the Google rankings
Google is pushing the PWA standard and with Mobile-First Indexing, these type of websites will be ranked higher. Your PWA website will be ranked higher even if the end user is using the desktop version of the search engine.
Decrease the Bounce Rate
The average mobile website loads in 19 seconds. In such a long time potential users gets bored and leave your website before seeing the content. Long loading times damage many business KPIs.
Websites implemented as PWAs usually load in 2-3 seconds. That is so much faster than traditional websites and keeps your users engaged from the first visit.
Improve mobile campaigns
Probably, mobile ads are an important part of your brand or product campaigns. These ads, especially from social media, can generate huge traffic to your website – but you will lose it if it’s not optimized for mobile devices.
By building the website with the PWA standard, you can be sure that mobile ad traffic will be seamlessly transferred to your website and converted.
Help users discover and share content
The content from the PWA can be indexed by Google. Users browsing for your brand will be able to find not only the PWA app itself in the browser, but also specific content from the app.
What’s more, that content can be bookmarked and shared directly from the app.
Increase cross-platform conversion
A PWA will allow you to build a very consistent user experience across all users’ devices. If, in your case, users like to discover new products on a mobile or tablet but finish the transaction on the desktop, you can seamlessly transfer them.
Basically, a PWA is the same app for every channel.