Examples of Progressive Web Apps
- Make My Trip
- Twitter Lite
- Book My Show
Before I begin to listing out their results, let me first explain what a PWA is and why brands are switching to it.
What are Progressive Web Apps?
Progressive web apps are websites that look and feel like a native app but in your browser.
You dont have to download and install the app, to use it. They are accessed through a link, which are much more easier to share, than telling your friends/family the name of an app and hoping they find it on the app store.
It offers you the same experience on all devices and platforms. If you are a frequent user, you have the option of adding the website to your home screen as an app.
Here’s an example by Paul Kinlan and Matt Gaunt (Adding a Pwa to the home screen) from the Chrome Dev Summit Site.
Related:How Mobile Apps are developed
Why Brands are Switching to Progressive Web Apps?
- Eliminates friction: As soon as you discover an app you can begin using it, no need to download and install.
- Easier to build and update : Overall cheaper and faster to develop than native apps. And updates don’t have to approved by the app store admins. All changes are updated in real time.
- Fast, Engaging user experience even on slow or flaky networks
- Consumes Less Data and storage space
- Faster load time
- Push Notifications
- Cheaper to acquire new users
Now lets see how Progressive Web Apps influenced these businesses.
Examples of Progressive Web Apps
1.Make My Trip
MakeMyTrip is an Indian online travel company that offers flight tickets, rail and bus tickets, cab service, and hotel booking services on its portal.
Their native mobile app accounts for over two-thirds of the site’s traffic and drives half of all their bookings.However, they noticed that the cost of getting customers to their mobile website was considerably lower than the cost of driving app downloads .
Initially the website was just used to shift non app users to their native app but they found that people still preferred to use the service on their mobile browsers.
And in order to reach Indians beyond the top eight cities , who have usually have either slower, spotty networks or are on lower end devices, they needed a solution that merged the benefits of native apps and mobile web.
They developed a PWA. The new PWA experience has tripled its conversion rate by reducing page-load times by 38%.
Some of their other key results include:
- 3x increase in conversion rates
- 38% increase in page speed
- 160% increase in user sessions
- Reaching users in 24% more cities.
- 20% decrease in bounce rate
Uber’s data showed that they were more likely to book their first ride on the web over downloading the app.So it set out to make the experience faster ,friendlier to new users regardless of network speed and device.
You can now hail a cab without installing the native uber app at m.uber.com on desktop.
Some of their key results include:
- Take’s less than 3 seconds to load on 2g network.
- Increase in first trip conversions by 60% in Brazil and India.
For people with low bandwidth or limited data plans ,the experience on mobile was not good.And the data backs this up.Only 1% of the unauthenticated users that landed on the mobile website either installed, signed up or logged in .
It accounted for just 10% of total signups.
- 103% increase in weekly active users year over year.
- 296% increase in session length
- 843% year over year increase in signups
4. Ali Express
Ali Express is a popular online store based in China, owned by the Alibaba Group.
It does not sell directly to consumers instead it connects businesses (mainly in China and Singapore) with buyers.
They found it difficult to provide an engaging experience to their users that was as fast as their app. So they used their mobile website to convert non app users to app users.
Because getting users to install and re-engage with their app was proving to be costly, They developed a PWA , and saw :
- a 104% increase in conversion rates for new users .
- 2X more pages visited/ session per user across all browsers.
- 74% increase in Time spent/ session across all browser .
In 2015 Flipkart shut down their website temporarily and decided to pursue an app only strategy.They built Flipkart Lite , a Progressive web app that was a fast and streamlined version of the site .
Users could now continue to browse categories and view product page offline.
- 3x more time spent on site
- 40% higher re-engagement.
- Customers coming from the “Add to HomeScreen” icon converted 70% more than the average user.
- Uses 3x less data
6. Twitter Lite
With 328 million monthly active users and Over 80% of them reaching the site on mobile via 2g or 3g networks,Twitter wanted their mobile web experience to be faster more reliable and engaging.
So it developed Twitter Lite with the explicit purpose of instant loading, increasing user engagement and lower data consumption.
It not only consumes lower data but also is only 600kb vs 23.5 MB (space required for the native Android App)
In addition it requires 3% lesser storage space compared to its native Android version and boots up in under 3 seconds when a user returns to the PWA. Repeat visits are nearly instant thanks to caching of current views,feed updates, notifications, messages and settings.
250,000 unique daily users launch the app 4 times a day on average, thanks to the the “Add to Home screen” prompt.
7. BookMy Show
BookMyShow is India’s largest ticketing firm, with 50+ million monthly visitors.
People were happy with the native app but they were concerned about the data usage and the memory it consumed .And when they tried using the mobile browser it didn’t work the same way.
Not only does it load in 2.94 seconds ,it is just 440KB- 54x smaller than the Android app and 180x smaller than its ios version.All this without compromising on the user experience.
The PWA resulted in an 80+% increase in conversions.
With 50% of their users visiting the site from mobile , Forbes wanted to improve the mobile experience for the user and improve engagement rate.
For a news site like Forbes, time on site is a very important KPI used to sell advertising inventory.
With a PWA Now the site loads completely in 0.8 seconds .
Some of their other results include:
- 100% increase in engagement.
- 6x increase in the number of users
- 43% more sessions per user
- Ad viewability increased by 20%.
These figures clearly show that users had a much better user experience
Hear what Lewis Dvorkin (Chief Product Officer,Forbes Media) has to say:
(Source: OLX Case Study)
OLX is a leading classified platform available in more than 50 countries in over 50 languages. The company operates online marketplaces, connecting local buyers and sellers.Users can buy sell ,sell or exchange used goods and services .
OLX gets over 90% of its traffic from mobile devices.Half of their visitors came via their native app and half via the mobile website.
However, OLX noticed that the majority of conversions were still happening on the native app. And their mobile-web bounce rates were higher as well.
On analysing their mobile site they realised it was too slow .Even the ads suffered.
In order to re-engage mobile web users, they created a Progressive Web app to provide a faster loading , engaging app like experience.
Mobile being the first screen to the internet for millions of users in India, we wanted to ensure that not only app-savvy users but people comfortable in using mobile websites can feel the same experience while using OLX. The PWA version feels like a natural app on the device, with an immersive user experience.”
-Amarjit Batra, CEO,OLX India
Some of the metrics it improved include:
- The time to load the page decreased by 23% leading to a 80% decrease in bounce rates.
- Monetization also improved as a result of the ads loading faster, with a 146% increase in clickthrough rate.
(Source:Sumo Case Study)
Japan’s top real estate site with 14 million unique users searching for homes every month.
They faced similar problems like high bounce rates and low retention rates.And getting people to download and re-engage with the app was proving to be costly.
With a PWA, they were able to use push notifications to instantly alert their mobile web users about new property listings
Here are some of their results:
- 75% decrease in load time
- 31% of push notifications were opened
Users across 110+ cities can connect with over 1 million drivers . With 1.5 million rides/day ,it reportedly controls 80% of the Indian ride sharing market.
Their native apps required a lot of space-60 MB for the Android app and 100Mb for the iOS app. And they clearly needed a different way to approach users in tier2 and 3 cities who have low end smartphones and deal with intermittent cellular connectivity.
“Apps have many advantages but must be developed for different operating systems, while a single site is good for any browser.”
-Dipika Kapadia, Ola’s head of consumer web products
- Size of the PWA app :200KB.
- Repeat visits used as little as 10KB
- 20% of users who booked using the PWA had previously uninstalled the app.
- 30% increase in conversion rates for Tier 3 cities
George.com is a UK clothing brand, part of ASDA walmart.
To improve their mobile conversions they decided to build a progressive web app mainly focused on improving design,speed and functionality.
Results were almost immediate. After this upgrade they saw a:
- 3.8x decrease in page load time
- 31% increase in conversion
- 20% more page views/visit
- 28% increase in time on site as a result of the “Add to Home Screen” prompt.
Nikkei is the worlds largest financial newspaper with a daily circulation exceeding 3 million.
They also have over 450 million monthly visits to their digital properties .
To reduce load time from 20 seconds and provide a better user experience, they built a PWA.
- 75% faster loading.
- 2.3x organic traffic.
- 49% more daily active users.
- 2x more page views/session.
- 58% more conversion’s.
Tinder developed their own Progressive Web App— Tinder Online, with the goal of getting adoption in new markets.
Starbucks wanted to create a system that would be universally accessible to both established and emerging markets.
They built a PWA allowing customers to browse the menu, customize orders , and add items to the cart even if they weren’t online.Once online they could view the location specific pricing and place their order .
The PWA is 233KB, 0.4% the size of its native app .
Starbucks reportedly doubled the number of people who used the website to place orders each day, with desktop users now ordering at the same rate as mobile users.
Should you switch to PWA?
Major brands are moving to Pwa’s and it easy to see why .
However, Pwa’s aren’t perfect .Mobile websites and native apps have their own advantages and disadvantages.
Still not sure if you should make the switch? These 2 resources should help you out:
Are progressive apps the future? Comment below.