Progressive Web Apps: How Top Brands Capture User Attention

People love consuming media. In fact, eMarketer revealed that US adults spend over five hours a day connected to the digital world.

And 57% of that time is spent on apps.

I know what you’re thinking… I need to go hire an app developer! You wouldn’t be wrong in that inclination. After all, if you’re not operating a mobile-first approach to digital, you’re missing out.

However, you no longer need a “real” app in order to tap into that mobile app user base.

You’re right to want to take advantage of these stats to grow your business. It’d be INSANE to ignore data like that.

Unfortunately, hiring a mobile developer (or learning a new coding language) made it hard.

That is, until Progressive Web Apps (PWAs)...

What Are Progressive Web Apps?

Basically, it’s a hybrid of a mobile app and a website. As such, it takes indispensable elements from each and morphs it into a greater version.

… Kind of like the child who is more attractive than both of his parents.

What are the Benefits?

Now, these are different than traditional and native web apps. As such, they offer a distinct list of benefits for users and businesses:

1. Progressive: At the core of these apps lies a progressive functionality. That means they’ll work for any user, regardless of hardware, software or location.

2. Responsive: They respond seamlessly across different environments -- i.e., desktop, mobile or table. And this is increasingly important as every device touts a different screen size.

3. Connectivity: These apps work on low-quality networks or even offline, making it a vital aspect of bringing connectivity into rural areas.

4. Stylish: Using the style features of modern apps, it feels native and sleek. And if you want people to use your PWA, it needs to feel a bit familiar and comfortable.

5. Updated: No need to manually install updates. What a hassle that is! Because of service workers, you’ll always feature the latest version to users.

6. Discoverable: Search engines can easily discover your app, which means it’ll get into the hands of the right people at the right time.

7. Safe: Delivered across an HTTPS, your PWA stays safe from tampering. No need to worry as much about harmful hacks and phishing attempts.

8. Engaging: A PWA features plenty of tools to increase the engagement in your app -- such as the popular push notification!

9. Simple: No need to download clunky, data-heavy apps. With a PWA, users can save the link directly on their home screen without an app store.

10. Shareable: The linkable feature also makes marketing and promotion a lot easier. Instead of navigating the software of multiple hardware companies, you can just share a link!

How to Set Your PWA Up for Success

Launching a progressive web app is simpler than releasing an app. However, that doesn’t mean the process is automatically successful. Developers will still spend HOURS trying to get your app running properly for users.

As the business owner, you should make necessary preparations. Don’t expect something good if you aren’t willing to first do the work.

For small businesses and entrepreneurs wanting to capitalize on this equalizer allowing them to bypass the App Store -- or even for those who simply want to give browsers a taste test of what their native apps can deliver -- here are three best practices to keep in mind:

Define How a PWA Fits Into Your Strategy

Yes, I’ve spent the first half of this article sharing all the benefits of implementing this technology for your business. However, as with any advancement, you need to proceed strategically. It’s not enough to just know that it will make your business better.

If you really want to experience the benefits, you need to know how.

Luckily, the Internet (and this article) is full of practical advice for you. Block out a few hours and study everything you can about PWAs. Then you’ll have a better idea of how to move forward.

Most websites can benefit from many PWA features. It’s obvious how offline content availability, calling features, or geographical local mapping will make life easier for users. However, you need to do it with intent.

Each feature will be an investment. Wisdom says to understand what you’re investing in. Is it user experience on the website? Great. PWAs will definitely make the experience better. But how will you go about managing it? Are you sure the user experience is poor now?

Always understand the WHY.

Let It Strengthen Your Content Efforts

Most businesses are investing in some form of content marketing. You’re publishing a blog or news outlet. You’re offering deals via email to your retail customers. Something.

And PWA features can often support your current endeavors.

For example, what if you’re educating customers via a blog on a specific topic? Well, new posts will need to get updated, but not the archive. Why shouldn’t customers be able to read all your past content while offline?

They should.

Or maybe, as another example, you’re offering deals to customers via an email list. The problem? No one reads their emails anymore. So, you’re paying for software and services to publish these email that no one reads.

But what if you could convince users to sign up for push notifications instead? We’re all glued to our phone and every ding it makes, which means a small ding is more valuable than an expensive email marketing campaign.

These are just a few ways to consider your PWA before sending it off to developers.

It doesn’t really matter which road you take, so long as you take one of them.

Conclusion

If you’re falling behind the digital game, it’s time to catch up. You can’t afford to waste another day ignoring the importance of our mobile world.

Technology is going to keep advancing.

It’s up to you to learn the ropes or stop playing the game.

For entrepreneurs who want to stay on the edge of development, consider reaching out to your developer and explaining that you want this type of app. And if they can’t do it, find someone else. You don’t want to let another day go by without pursuing this.