Mobile shopping is now an integral part of online retail. Users will expect quick page speeds, easy navigation and an easy checkout process. If your site is slow or difficult to navigate on mobile, users can easily leave.
A progressive web app is a great way to improve the user experience on mobile. PWAs have many benefits including installability, offline functionality, caching and push notifications. This article will show how a focus on progressive web apps can help improve performance, engagement and ultimately increase mobile conversions.
What is a Progressive Web App?
A Progressive Web App is a web application which offers a similar experience to a native app. They can be used to improve performance by offering installability, offline functionality, caching and push notifications depending on how they are implemented and supported by the browser.
As they are web based, you don’t have to download any app from an app store to use them.
This can help reduce friction when users browse your online shop.
Challenges
Many online retailers will encounter issues on their mobile site including;
- Slow loading pages
- Difficult navigation
- Checkout issues
- Unstable connection
- Not much engagement from users
Overall, this can negatively impact user conversion, satisfaction and ultimately revenue. In order to increase performance, we should focus on speed and usability.
Solutions
By implementing a PWA strategy, we can help overcome the challenges.
1.Faster page speeds
Caching commonly used resources and optimising your JavaScript, images and other assets. Using service workers can help deliver cached resources at the right time.
2.Easy navigation
Having clear product categories, easy to use menus, clear search tools, and easy to read information will improve user experience.
3.Easy checkout
A simple checkout process with minimal steps, easy to use form fields and clear indication of delivery charges, payment methods and order details.
4.Stable performance
Well designed PWAs can help deliver offline functionality for key resources and have useful fallbacks. However, any transactional functionality still require the right connections and backend support.
5.Easy to return
If it can be supported, having prompts to install and permission based notifications can help users return to your retailers site.
Results
As shown by the title, this case study shows a 25% increase in mobile conversion. This shows how a focus on improving mobile can add real value to your business.
However, it is important to ensure you are measuring the right data from your analytics and have set a clear baseline.
For example, if your mobile conversion rate increases from 2.0% to 2.5% this is a 25% increase in conversion rate. An increase of 0.5%.
When looking to measure the impact of your PWA, we recommend measuring;
- Mobile conversion – How many users are converting on mobile.
- Page speed – How quickly key content loads.
- Cart abandonment – How many users are abandoning their cart.
- Bounce rate and engagement – Are users engaging with the site.
- Revenue per visitor – How much revenue you are generating.
- Returning users – Are users coming back.
This will give you a good insight as to whether you are seeing real improvements.
Best Practice
When looking to implement a PWA, there are some best practices to follow.
1.Auditing Performance
Use tools such as Google Lighthouse and real user monitoring to identify issues with page speed and usability.
2.Most impactful pages
Focus on pages such as product listing, product details, cart and checkout. These can have a large impact on conversion if there are issues.
3.Optimise Assets
Use images of the correct size, modern formats like WebP, lazy loading and optimise your resources.
4.Cache Strategy
Depending on your products, you may want to cache product information and static assets. However, you will need to make sure you have the right cache for pricing, stock, account and checkout information.
5.Testing
Ensure you test on various devices, browsers and connection speeds.
6.Measuring Performance
Ensure you are measuring your conversion rate and performance before and after. Ensure you are using clear definitions and the same time frame. Where possible, run tests to see the impact.
Why PWAs are important for your e-commerce business
A well implemented PWA can help improve your site by offering quicker page speeds, easy access to your site and easy ways to return. However, PWAs aren’t a ‘one-size fits all’ solution. You should consider your users needs, current infrastructure, maintenance, browser support and expected ROI.
The best results are usually achieved by optimising your site and testing your user experience and conversion rate.
Conclusion
Improving your mobile performance is an important factor for any modern e-commerce businesses. By using progressive web apps, you can offer a flexible solution to provide quick, easy to access and app like shopping without users needing to download a traditional mobile app.
The 25% increase in mobile conversion shown in this case study gives you an idea of the impact you are trying to achieve with your retailers. To see what contributed to this result and view the original case study click here PWA Case Study: How WebRetail Lifted Mobile Conversion by 25%.
Implementing a performance focused PWA strategy can be a great addition to your e-commerce strategy to increase engagement and create a scalable digital presence.
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