PWA apps. What is it and why should a business create an application from a website
What is PWA?
PWA or Progressive Web Application is a technology that allows customers to install your site on a smartphone as an application. Translated into Russian as «progressive web application».
Now you do not need to develop a separate website, iOS application and Android application. It is enough to have and maintain only a website.
We use PWA-based applications more often than it seems at first glance.
The brands Twitter, Tinder, Uber, Telegram, Starbucks, Forbes, AliExpress, Aviasales use PWA-based applications as a basis or in addition to the mobile application.
Benefits of a PWA App
Allows you to send push notifications.
Development and support is 70% cheaper than mobile applications.
Savings on re-attracting a client, as there are no costs for customer return tools (retargeting, remarketing).
You do not need to place the application in the AppStore and Google Play. It can be downloaded directly from your site.
Works faster than the site.
Works without internet.
The size of a PWA application, as a rule, does not exceed 1 MB. It’s smaller than a mobile app.
PWA application works with functions: geolocation, camera, microphone.
Disadvantages of a PWA app:
At the time of writing, the PWA application does not have the ability to send notifications to the iPhone, since the default browser on iOS is Safari. However, in iOS 14, Apple added a default browser selection feature. This means that if the user chooses a default browser other than Safari, notifications can be sent to the iPhone as well.
Also, PWA applications do not support the Touch ID function and work with the Bluetooth function to a limited extent.
What tasks can be solved with a PWA-based application
Encourage repeat sales.
Simplify company search. Access to the company in 1 tap on the screen.
Increase brand awareness. The icon (logo) of the company is always visible to the user
Increase the average bill of a transaction by upselling products using push notifications.
Stay in touch with the client. Send notifications to the customer that the goods have arrived at the pickup point. Or that the item will be delivered today.
Save on advertising. Now you do not need to set up a catch-up ad with a new promotion. It is enough to send notifications that your customers will definitely notice.
Get rid of competition in search results. Your customers contact through an application in which there are no competitors, unlike search results.
Which businesses are suitable for PWA applications
Suitable for all businesses whose services customers use regularly.
The following describes how you can use a PWA-based application
- Customers will be able to re-order the service in 1 click.
- You will be able to analyze the frequency of orders by each customer and send cleaning reminders in advance, increasing the frequency of purchases
2. Restaurants, cafes, pizzerias and delivery networks
- Customers will be able to order products or book a table in 1 click.
- You can encourage customers to order more by sending promotional codes with discounts and promotions.
- You will be able to use loyalty cards using the application and QR codes.
3. Online shopping
- Customers will be able to find you in 1 click and select the desired product without distractions. And if they put an item in their cart but didn’t checkout, you can incentivize them to buy. This is done with the help of notifications with a discount or a gift.
- Customers will be able to choose goods without the Internet. And when it appears, the data is automatically loaded to you.
- Notify the customer about promotions or order status changes.
4. Online courses
- You can create a page where your courses will be available and open to your customers.
- You will be able to send notifications about the start of an online event if you conduct classes, marathons or webinars.
5. Online media
- Your users will be able to find you in 1 click, which will increase the frequency of visits to your resource.
- Users will not be distracted by other sites, which will increase engagement.
- Users will be able to receive notifications about new publications on topics of interest to them.
- You will be able to earn additional income by sending advertisements using push notifications.
6. Barbershops and beauty industry
- You can analyze the order frequency of each customer and send them reminders to visit your establishment in advance.
- Upsell skin care products to your customers with push notifications.
7. Network companies
- You can notify customers when new products arrive, or about delivery status.
- Users will be able to find you in 1 click, which will increase the frequency of visits to your resource.
- Customers will be able to select the desired product without distractions. And if they put the product in the cart, but did not place an order, you can remind them of this and encourage them to purchase using notifications with a discount or a gift.
- Customers will be able to choose goods without the Internet. And when it appears, the data is automatically loaded to you.
8. Car services
- Remind customers to change oil or other periodic auto maintenance work.
- Notify the customer about the status of the repair.
- Thank loyal customers with gifts.
- Upsell car care products with push notifications
9. Equipment sharing services
- Users will be able to find you in 1 click, which will help them quickly solve problems that have arisen.
- Send notifications about the state of the vehicle (the car is booked) or about new promotions and discounts.
- Thank loyal customers with gifts.
How is the installation process going?
Comparison of PWA with the website and mobile application
What else is worth mentioning
PWA can be downloaded and promoted on Google Play.
PWA can be created for part of the site.
The application is updated using the cache, that is, every time the user enters the application with the Internet turned on.
You can track the installation of applications using the Yandex.Metrica service.
