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<Img 
img="/uploads/pwa_prilozheniya_66ae963bcb.png"
alt="PWA: What They Are & Successful Examples" 
/> 

Mobile apps are a popular way to conduct essential marketing communications with customers, but their development can be costly and time-consuming. Hence, an alternative emerged in the form of Progressive Web Apps (PWAs), a technology that Microsoft began developing in 2000. A Progressive Web App displays a company's website data within the familiar interface of a mobile application, blurring the lines for users.

Interest in this technology rekindled in 2015, when Google started supporting the necessary components for PWA creation. Some believe that in the future, web applications will replace traditional ones. Today, a hybrid format of a website and a conventional app is already being used to accelerate development and reduce costs.

Discover more about PWAs, their pros and cons, as well as insights into their creation.

## What are Progressive Web Apps

A Progressive Web App (PWA) is a website adaptation for mobile devices that functions like an application. Visually, it appears as the same icon and familiar interface, but operates on a different principle.

PWA applications replicate the functionality of a mobile app. Web pages are hosted on a domain and accessed through browsers on devices. Progressive web applications can be thought of as advanced versions of websites that adapt to the user's device, eliminating the need for separate development for Android and iOS.

Web applications can operate autonomously as needed and can send [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) to customers, crucial for maintaining consistent brand-to-audience communication. They are usually installed via the company's website, but directories of Progressive Web Apps have emerged, such as [**appsco.pe**](https://appsco.pe/), [**findpwa.com**](https://www.findpwa.com/), and others.

<Img 
img="/uploads/1_26e93f7515.png"
alt="Web apps in their diversity"
/> 

Web applications expedite user interactions, confer competitive advantages to brands, and promote their products and services through PWA Push notifications. Consequently, various businesses, especially those with customers engaging in regular purchases and service orders, are adopting this technology. These include stores, beauty salons, cleaning services, car dealerships, restaurants, food delivery, media outlets, and more. 

## PWAs: pros & cons 

### Advantages

- A user's experience with a Progressive Web App is nearly indistinguishable from a mobile app, while the development cost is significantly lower.


- Creating a PWA version of a site is significantly faster. There are even builders available for this purpose. For instance, [**Microsoft claims**](https://learn.microsoft.com/en-us/windows/apps/publish/publish-your-app/turn-your-website-pwa) that a Progressive Web App version can be assembled using the PWABuilder tool during a lunch break.


- Installation is done directly from the website, bypassing the need for a specific app store. This eliminates the need to conform to store requirements, wait for approval, and fear the risk of removal.


- [**Enhanced user loyalty**](https://altcraft.com/blog/customer-loyalty) and engagement with brand content, leading to increased sales and average order value. Reminders of brand promotions and news are delivered through PWA notifications, familiar Push alerts that inform users of brand offers without launching advertisements.


- Indexing by search engines is possible, as PWAs are essentially advanced versions of websites that adhere to SEO optimization rules, generating additional traffic.


- Automatic updates and a smaller size (no more than 3 megabytes) compared to native mobile apps, reducing device memory consumption.


- Fast performance in comparison to websites and the ability to operate in offline mode (with limitations).

### Disadvantages

- Progressive Web Apps (PWAs) have limitations on accessing device hardware and technologies. For instance, on iOS, you can't use Face ID and Bluetooth. Apple's adaptation to web apps is slow, resulting in push notification issues on their devices.


- Dependency on browsers can lead to restrictions due to outdated operating system versions where updates cannot be installed. Additionally, browsers may not always provide complete functionality for web apps.


- PWAs consume more battery due to coding in JavaScript, a programming language that requires more system resources compared to native languages like Java and Swift.


- Lower virality is a challenge as users are accustomed to downloading apps from the App Store (iOS) and Google Play (Android), rather than seeking them on brand websites. Creating only a PWA version might require investing in marketing campaigns for promotion or undergoing the moderation process of app directories, which is not always straightforward and fast.

## Successful Case Studies of Companies Utilizing PWAs


Notable brands have demonstrated successful PWA examples, including Telegram, YouTube, TikTok, Aviasales, Tinder, Pinterest, Forbes, AliExpress, Uber, and more. Some of them have significantly improved user experience and increased revenue.


Tinder launched a web version of its app that occupies only 2.8 megabytes of memory compared to the Android app's 30 megabytes. The loading speed was reduced from 11.91 to 4.69 seconds, enhancing the user experience.


Pinterest also managed [**to cut down interface loading time**](https://medium.com/dev-channel/a-pinterest-progressive-web-app-performance-case-study-3bd6ed2e6154) from 23 to 5.6 seconds. User engagement increased by 40%, while advertising revenue saw a 44% boost. Content engagement notably increased by 60%.


<Img 
img="/uploads/2_ce810e8a3a.png"
alt="Example of Pinterest PWA"
/> 

Enhancing the user experience with PWA has been successful for Forbes, whose app was often criticized for being cumbersome. Users now spend [**40%**](https://digiday.com/media/new-mobile-site-forbes-boosted-impressions-per-session-10-percent/) more time reading articles and consume 15% more content from the publication. Page loading times have also improved significantly. Previously, the average wait was 6.5 seconds, but in the new version, it's only 2.5 seconds.

The implementation of a Progressive Web App increased AliExpress' conversion rate by [**104%**](https://web.dev/aliexpress/). Users now visit twice as many pages per session and spend 74% more time on the platform.

Uber utilizes [**PWA technology**](https://www.uber.com/en-UA/blog/m-uber/) to reduce app loading speeds across all devices, even on 2G connections. This is crucial for entering new markets. Consequently, the service opens in just 3 seconds, occupying a mere 50 kilobytes.

<Img 
img="/uploads/3_f40c992471.png"
alt="Uber PWA success case"
/> 

## What's required to create a PWA application


Progressive Web Apps are available on all operating systems, but initially, a website is required, which is transformed into a progressive version using JavaScript, HTML, and CSS technologies. The web application is displayed through a WebView—a system component that opens internet pages within an app. For PWAs to work, browsers like Safari (iOS) and Chrome (Android) are necessary.

To create a web application, you'll need a Web App Manifest and a Service Worker.

The Service Worker is a script that receives information (requests) from the browser through a secure HTTPS connection. This component operates in the background, even if the page isn't active. Service Workers enable the delivery of Push notifications to users, and the application synchronizes with the website without user involvement. Updates happen automatically, and offline mode is available.

The Web App Manifest is a file named manifest.json that's added to the website's code. It provides information to the browser about how the app should be displayed on the device. It defines the app's name, icon, splash screen, theme, and other elements. The manifest specifies which data remains unchanged and which parts get updated.


**Other important elements for web application development:**
- A digital SSL certificate verifies the authenticity of the website. It's necessary for establishing an encrypted HTTPS connection that ensures security.



- The Application Shell is the app's framework or template where data from web pages is loaded.

## Summary

A Progressive Web App (PWA) closely mimics the interface and functionalities of a [**mobile app**](https://altcraft.com/blog/mobile-app-as-a-marketing-channel), but operates using a different technology. A PWA is launched on the screen via a shortcut using a browser. While the user only sees the app, which updates, stores data, and sends push notifications, the underlying technology works differently. Developing a PWA is simpler and quicker, but there are limitations on certain functions.

A web application is created using components like the Service Worker and Web App Manifest. Additionally, an SSL certificate is required to establish a secure connection, and an Application Shell is used.

PWA applications are rapidly evolving and have the potential to replace traditional apps in the future.

Progressive Web Apps, or PWAs mimic mobile apps via browser shortcuts, providing fast development and potential to replace traditional apps.

pwa_prilozheniya_66ae963bcb.png

Learn how PWAs seamlessly replicate mobile app experiences through browser shortcuts, offering rapid development and the potential to revolutionize traditional apps.

PWAs: What They Are & Successful Examples of Implementation

What are PWAs: Examples of Successful Implementations

<Img
img="/uploads/Mobile_App_as_a_Marketing_Channel_000b4a2ab1.jpg"
alt="Mobile App as a Marketing Channel"
/> 

Today, mobile is everything! Because everyone is hooked to their phones, mobile marketing is an easier, better way to communicate with customers and promote your products. Businesses must adapt their marketing strategies to keep up with technological advances. And that means using mobile apps as marketing channels.

As technology becomes more fragmented, so does marketing. Mobile apps have become an indispensable tool for companies big and small. The ultimate advantage of marketing on a mobile app is that you get to target audiences not so much by demographics but by their behaviors. For this reason, you can create more personalized messages that allow you to appeal to your customer and nurture them through the sales funnel.

What’s the difference between mobile app marketing and [**mobile marketing**](mobile-marketing)? Mobile marketing is any marketing that occurs on a mobile device, including app marketing and SMS marketing. Mobile app marketing is a less general term that involves creating marketing campaigns to communicate with your customers from the moment they first download your app.

Using mobile apps as a marketing channel offers the convenience of in-app purchases, which increases the likelihood of repeat purchases.

## Benefits Of A Mobile App For Business

Should your business have an app? There’s no other answer to this question other than a resounding yes!

Mobile Apps offer valuable marketing opportunities that help you reach and engage your target audience. The benefits of mobile apps for business include:

### 1. Improved customer engagement

Mobile Apps are a direct communication channel. If there’s one thing customers appreciate about a business, it’s great customer service. Sometimes the only difference between a lead and a conversion is how quickly customers can access valuable information and get a response.

Beyond support, mobile apps are great for collecting [**customer feedback**](how-to-use-customer-feedback-to-increase-sales). Customers are more likely to leave a review or ask questions if the process is easy, fast, and convenient.

### 2. More targeted marketing

Having a mobile app means you can leverage data-driven marketing by tracking shopping behavior to enhance your marketing strategies and recommend products you know your customers will love.

What this means is that your marketing campaigns are very specific to individual customers. Mobile apps mean you can reach customers in real-time with extremely targeted marketing that's bound to work.

### 3. Capitalize on the ubiquity of mobile devices

Yet another advantage of app marketing is that users carry their devices wherever they go. As a result, you can use location-based services to offer customers discounts, deals, or promotions based on their proximity to a store.

## The Mobile App Marketing Funnel

Just because you have an app doesn’t mean your conversion rates will automatically rise. It’s crucial to understand the mobile app marketing funnels so you can draw customers to your business and gain their loyalty.

The mobile app marketing funnel has 4 major stages:

- **Awareness** – The goal here is to attract targeted users to your app, and your strategy is to focus your marketing on channels where your users are known to congregate. You can raise awareness through social media, paid advertising, and app review websites.

- **Conversion** – A conversion is any action a customer takes that adds monetary value to your business and typically occurs when a user: downloads your app and creates an account to make an in-app purchase.

- **Customer relationship** – Now, this is how you nurture customers to keep them coming back for more. Otherwise, your app will be just another application on their phone. Utilize [**push notifications**](mobile-marketing-101-push-notifications) and in-app messaging to gain their attention and keep them opening your app.

- **Retention** – Keep your customers happy through [**loyalty programs**](/features/loyalty-programs) and offer rewards for completing [**surveys**](/features/forms-and-surveys). Remember, it’s more expensive to attract a new customer than to retain a loyal customer.

The key to successful marketing is to create a [**seamless purchase journey**](omnichannel-vs-multichannel) for customers. That’s why all your communication channels, from social media to SMS and app marketing, must work together to deliver a consistent message aimed at empowering the consumer.

## Creating the Ultimate Business App

It’s all about branding and the customer experience. The best business apps are those that are easily identifiable and easy to use. Without proper branding, customers won’t find your app appealing enough to download. Your brand instantly communicates what customers should expect of you and determines the demographic of people you attract.

The two biggest mistakes you can make while creating a mobile app are failing to define the real goal of the app and designing a poor user interface. Perform [**market research**](how-to-do-market-research) to determine if your customers really need an app and what they would use it for? Perhaps, a more responsive website design would be a better investment. If not, it's crucial to ensure your app fills a gap in your marketing.

A poor user interface will break your mobile app marketing. Consumers have neither the time nor patience to push through a slow, tedious interface to make a purchase or engage with your team. A good UX can actually guarantee the success of your venture, allowing you to nurture your leads better.

<Img
img="/uploads/when_an_app_experience_is_positive_302378c8cb.jpg"
alt="When an app experience is positive"
/> 

## Conclusion

Attracting target audience, retaining customers, increasing sales and brand loyalty — these are the tasks that any business have to face. And in the right hands, a mobile app can help with the solution.

The ultimate advantage of marketing on a mobile app is that you get to target audiences not so much by demographics but by their behaviors.

Mobile App as a Marketing Channel.jpg

Businesses must adapt their marketing strategies to keep up with technological advances. And that means using mobile apps as marketing channels.

Mobile App as a Marketing Channel | 3 Benefits for Business

Mobile App as a Marketing Channel

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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