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Why you should build a progressive web app now.

Jason Grigsby
November 07, 2016

Why you should build a progressive web app now.

There’s been a lot of discussion about how to build a progressive web app but not a lot of discussion about why businesses should invest in them. Better user experience, faster performance, more engagement—Jason Grigsby explains why progressive web apps are no-brainers for most websites.

Jason Grigsby

November 07, 2016

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  1. The Case for Progressive Web Apps

  2. Have you heard the Progressive Web App hype?

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    OF IT IN 2010, THE web died. Or so said the publication you’re CADE METZ BUSINESS 04.20.16 1:00 PM GOOGLE BUSINESS CULTURE DESIGN GEAR SCIENCE SECURITY TRANSPORTATION Wait! The Web Isn't Dead After All. Google Made Sure of It SUBSCRIBE
  7. of building online services and delivering them across the Internet,

    but of using these services. At the very least, it’s not dead. The Progressive Web App The Weather Company offers a smartphone app, like any other sane company that harbors aspirations on the Internet. But it has seen more and more people visit its mobile website in recent years. According to Sheri Bachstein, the Weather Company’s vice president of web, about fifty percent of its web traffic now arrives on mobile phones and tablets (as opposed to the desktop). Yes, more people use the company’s various apps, but increasingly, the mobile web is a vital way of reaching its worldwide audience—not to mention maintaining and expanding that audience. The company now offers what Google calls a “progressive web app.” Basically, this is a website that, in sometimes gradually evolving ways, behaves like a native app. You visit it through a browser, just like any other website. But as you continue to use it, turning on certain tools, it transforms into something more. With a progressive web app, you can set up push notifications, so you know when new content arrives. You can add an icon to your phone’s home screen, so you can rapidly revisit the service. And perhaps most importantly, thanks to a technology called service workers, it can operate both online and off, kinda like a web app. Among other things, this means that when you visit the web app a second time, it loads faster. It’s more like the thing is sitting on your phone. ‘You use it. You like it. And over time, you progressively build a relationship with it.’ —ALEX KOMOROSKE, CHROME PRODUCT MANAGER
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  10. Photo by helin, http://bit.ly/2fg3eME

  11. Time Visibility Technology Trigger Peak of Inflated Expectations Trough of

    Disillusionment Slope of enlightenment Plateau of Productivity Gartner Hype Cycle
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  13. What is a Progressive Web App?

  14. Source: Google Developers, http://bit.ly/1X36bm2 | Original definition: http://bit.ly/1K8Tm4L Progressive Web

    App Features
  15. Source: FlipKart, http://bit.ly/2ejW2Rr Flipkart’s Progressive Web App

  16. Browsers are providing incentives for PWAs. Photo by Stephen Korecky,

  17. Add to home screen install banners Source: Google, http://bit.ly/2ejW2Rr

  18. Coming Soon… (Likely)

  19. App Stores

  20. SEO Benefits

  21. Progressive Web Apps Simply Make Sense (Irrespective of what you

    do on native)
  22. 1. Not every customer or potential customer will install your

    native app.
  23. DUH!

  24. Sometimes we need to restate the obvious.

  25. Plus, there are cracks in the app store.

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  28. Over 2 million apps available in iOS and Android app

    stores. Source: Statista, http://bit.ly/2fleesH | Photo by Blake Patterson, http://bit.ly/2foGNpj
  29. 8+ apps 5-7 apps 4 apps 3 apps 2 apps

    1 app 0 apps 49% 13% 11% 8% 6% 7% 6% U.S. smartphone users’ number of apps downloads per month Source: Comscore 2016 U.S. Mobile App Report, http://bit.ly/2d27iPI
  30. Average Android App Retention of Daily Active Users Source: Quettra

    via Andrew Chen http://bit.ly/1Hq53AR Percentage of Users Still Active 0% 25% 50% 75% 100% Days Since App Install 0 1 3 7 14 30 60 90
  31. © comScore, Inc. Proprietary. 26 Advertising and marketing is becoming

    a more important driver of app installs, while the app store’s influence may have peaked. App acquisition appears to be moving from ‘pull’ to ‘push’. App stores remain the most important method, but they are no longer growing in importance. Meanwhile, more users are now discovering apps from websites, digital ads and traditional media ads, highlighting the increasing importance of traditional push marketing for user acquisition. Most Common App Discovery Channels Among Smartphone Users Source: comScore MobiLens, U.S., Age 13+, 3 Month Average Ending June 2016 vs. June 2015 21% 14% 16% 9% 8% 9% 8% 6% 21% 14% 16% 11% 8% 11% 9% 9% 0% 5% 10% 15% 20% 25% Searched app store Featured/ Top List in app store via friend/ family via comment/ review/ social site via news/ print review/ TV show via a website via Ad on device browser/ app via Ad on TV/ print/ billboard % of Smartphone Users Jun-2015 Jun-2016 App Store Word-of-Mouth/Opinion Advertising/Marketing Being in the app store is no longer enough. Cost of acquisition higher.
  32. © comScore, Inc. Proprietary. 15 And mobile audience growth is

    being driven more by mobile web properties, which are actually bigger and growing faster than apps. A comparison of the Top 1000 Apps vs. the Top 1000 Mobile Web Properties shows that despite apps dominance in usage time, mobile web is responsible for big audiences on mobile. Mobile web audiences are almost 3x the size and growing 2x as fast as app audiences. Average Monthly Audience: Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties Source: comScore Mobile Metrix, U.S., Age 18+ - 2,000 4,000 6,000 8,000 10,000 12,000 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016 Unique Visitors (000) Apps Mobile Web +82% vs. 2014 +45% vs. 2014 “Mobile web audiences are almost 3x the size and growing 2x as fast as app audiences.”
  33. 2. You should provide a secure site or app for

    your web customers
  34. Image by CHRISTOPHER DOMBRES, http://bit.ly/2fKjJoC

  35. Photo by Mario Antonio Pena Zapatería, http://bit.ly/2fuQ27D

  36. Let’s Encrypt is a free, automated, and open Certificate Authority.

    We are a 501(c)(3) nonprofit. We're running a crowdfunding campaign to support our operations, please consider contributing now! Get Started Donate FROM OUR BLOG Nov 1, 2016 Launching Our Crowdfunding Campaign Today we kicked off our first crowdfunding campaign with the goal of raising enough funds to cover about one month of our operations - $200,000. Read more Oct 27, 2016 Our First Grant: The Ford Foundation We are proud to announce that The Ford Foundation has awarded us a grant to help our growing operations. Read more Oct 24, 2016 Squarespace OCSP Stapling Implementation MA JOR SPONSORS Documentation Get Help Donate ▾ About Us ▾
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  38. 3. You should provide a fast experience for your web

  39. The Washington Post PWA shows big speed increase

  40. The Washington Post PWA shows big speed increase

  41. Service workers key to performance boon Source: Google, http://bit.ly/2fpGrRr

  42. 4. Your web customers would benefit from an offline experience

  43. Service workers are also key to providing an offline experience

  44. 5. Your web customers might benefit from push notifications

  45. Push notifications can help increase engagement

  46. 6. You can create a text file and some icons

    for a Web Manifest
  47. Manifest files are simple JSON documents

  48. { name: "Cloud Four", short_name: "Cloud Four", description: "We design

    and develop responsive websites and progressive web apps.", icons: [ { src: "/android-chrome-192x192.png", sizes: "192x192", type: "image/png" }, { src: "/android-chrome-512x512.png", sizes: "512x512", type: "image/png" } ], theme_color: "#456BD9", background_color: "#FFFFFF", display: "browser", orientation: "natural", start_url: "/", gcm_sender_id: "482941778795" } Manifest files are simple JSON documents
  49. Every step on the path to a PWA makes sense

    on its own.
  50. Early PWA Returns are Promising

  51. Konga • 92% less data for initial load, vs. native

    app • 82% less data to complete first transaction, vs. native app • 63% less data for initial load, vs. previous mobile web experience • 84% less data to complete first transaction, vs. previous mobile web experience Source: Google, http://bit.ly/2f64lRo
  52. eXtra Electronics • 12% click-through rate • 100% more sales

    from users arriving via web push • 4x increase in re-engagement Source: Google, http://bit.ly/2eqSf18
  53. 5miles • 50% decrease in bounce rates • 30% increase

    in time spent on site • 30% better conversion for users who arrived via Add to Home screen Source: Google, http://bit.ly/2eqS5a6
  54. But iOS doesn’t support PWAs…

  55. PWAs work fine on iOS. They are progressive.

  56. Billions use browsers that support PWA features

  57. Billions use browsers that support PWA features Safari has hinted

    at supporting service workers which is the most critical feature.
  58. AliExpress • 104% for new users across all browsers in

    conversion • 82% increase in iOS conversion Source: Google, http://bit.ly/2fq2ckc
  59. The Washington Post saw 5x increase in user engagement

  60. Why? Performance. PWA faster even on iOS.

  61. PWAs are a trojan horse for performance. Photo by Hsing

    Wei, http://bit.ly/2fqmBFV
  62. Photo by Kerry J, http://bit.ly/2fuTKOx

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  64. Thank You!