02/24/2021 | Press release | Distributed by Public on 02/24/2021 15:21
A dreaded scenario for any brand that doesn't build progressive web apps (PWAs): I was shopping online for new cooking supplies for my latest quarantine cooking adventure. One particular site continued to load…and load. I quickly jumped to another brand and completed my purchase. This experience, if multiplied by hundreds or thousands of shoppers, can cause huge hits to both sales and customer loyalty.
Shoppers are quick to abandon low-performing online experiences - particularly on mobile, which had the highest cart abandonment rate (88%) in Q3 2020. They are also more likely to bounce if there are too many steps to find what they're looking for. And if that's not enough, shoppers have high expectations for immersive brand experiences, similar to the ones that they have on their favorite apps.
A Progressive Web App is a website that uses modern web technologies to perform more like a native app in terms of speed, interactions, and engagement. It's not a new channel, but it is a new way to build your website.
PWAs enable brands to deliver fast, app-like experiences from their web storefront across any device. In fact, compared to a traditional responsive site, they could be as much as four times faster. Here are a few questions you should be asking yourself as you consider a PWA:
Most ecommerce professionals think of PWAs as a tool for mobile storefronts. That's how they started a few years ago. But maintaining different collections of source code became time consuming and resource-intensive for ecommerce teams. So, the technology quickly evolved into a single codebase for mobile, tablet, and desktop.
Today, PWAs are more like a responsive website that offers an app-like experience to drive higher conversion and an SEO boost. Here's how they work:
You can build a PWA quickly on the Salesforce Commerce Cloud platform. The platform includes a Commerce PWA Kit with templates and built-in best practices to get you started.
The most common question that we get is: Should I use PWAs or native apps? It's not an either/or decision, and it depends entirely on your business objectives.
PWAs offer an app-like experience (think faster and more engaging) to a much larger online audience. Due to its speed, it's the best option when you want to boost website performance, improve SEO, and increase your conversion rate.
Native apps, on the other hand, are best to drive higher engagement with your most loyal customer base (a much smaller audience), or to connect digital to brick and mortar journeys. They're the more resource-intensive option, but a good fit for these use cases.
If you're considering a PWA to improve your storefront, think about the metrics you'd like to track. This way, you can ensure that you're tracking the necessary events to calculate them.
Let's look at a use case. For Under Armour, low conversion and average order value on mobile caused a $115 million gap between mobile visits and revenue. The sportswear and footwear company worked with Commerce Cloud and Mobify (now a part of Salesforce) to go live with PWAs in 26 international markets. A/B test results showed the PWA boosted the conversion rate 76% and reduced the bounce rate 38% compared to the old responsive site. The PWA made it possible for Under Armour to go live quickly, review results, and keep innovating with new web app experiences.
The reality is that shoppers are impatient. (I am too.) They also have high standards. (Guilty as charged.) PWAs help brands reach customer expectations by marrying speed with beautiful, brand-rich experiences.
Get tips to improve your site's performance from these industry-tested best practices.