When considering mobile marketing strategies, should marketers prioritize mobile sites or mobile apps?
According to Google, research shows that the majority of mobile users spend their time using mobile apps. However, we also know that users who search and browse with a clear purpose tend to actively use mobile sites rather than apps.
PWA provided by Google is a new solution that combines the benefits of both mobile sites and mobile apps. With PWA, you can implement a mobile strategy by running your site and apps side by side.
In this article, we will introduce the benefits and success stories of the latest solution “PWA” provided by Google.
What is PWA (Progressive Web Apps)?
PWA (Progressive Web Apps) is a system that allows the functionality of mobile apps to be used on mobile sites. The aim is to strengthen user engagement and expand business opportunities by providing sites with strengths unique to apps, such as app push notifications, offline use, and icon display on the home screen.
Mobile apps have high user engagement and functionality. Studies have also shown that 83% of the time users spend on mobile is spent using apps. However, many users use apps to enjoy games and entertainment, so from a marketing perspective, the target audience is limited.
On the other hand, although the time spent on mobile sites is significantly lower than on apps, users who search and browse with a clear purpose tend to actively use the site. Therefore, if you are not in a category where apps are used frequently, you may be more likely to get results by using the site.
By introducing PWA to your mobile site, you can build a new mobile site that combines the functionality and strengths of both the site and the app. In other words, you don’t have to think about resource priorities and allocation, and you can think of a marketing strategy that parallels your site and app.
Advantages of introducing PWA
PWA is a system that combines the strengths of both sites and apps, centering on mobile sites. By implementing PWA on your mobile site, you can get the following benefits:
If a PWA is implemented, it will be easier to visit than a regular site. Additionally, the site can appeal to users through notifications, etc., which leads to increased user engagement.
<Specific example>
- Can send push notifications
- Icons can be displayed on the home screen
- You can log in automatically
- Log in with one tap
Sites that implement PWA allow users to use the site more comfortably. Additionally, if you prevent user abandonment by improving the user experience, it is thought that it will lead to an increase in conversion rates.
<Specific example>
- Local caching can speed up page display
- Can be used offline
- Simplify payments
Success stories of PWA implementation
Google introduces measures taken by housing and real estate information site SUUMO and part-time job information site Townwork as examples of successful PWA implementation.
“SUUMO” operated by Recruit Sumai Company Co., Ltd. has added “Add to Home Screen” and “Offline Cache” functions to the Android Chrome browser. You can view bookmarked web pages offline and sync them in the background. As a result, mobile site launch times have decreased by 75% and push open rates have increased by 31%.
“Townwork” operated by Recruit Staffing Co., Ltd. has introduced an icon that allows you to access the site from notifications and the home screen. As a result, the conversion rate from the home screen icon increased by 213%, and we succeeded in increasing the number of applications for part-time jobs.
In this way, it can be seen that adding app functionality to a mobile site produces results that could not be achieved with site functionality alone. Implementing PWA will be an essential strategy for promoting mobile optimization.
summary
◆PWA (Progressive Web Apps) is a system that allows the functionality of mobile apps to be used on mobile sites. By adopting PWA, you can build a mobile site that combines the benefits of both web and app.
◆By introducing PWA, there are benefits such as increasing user engagement and improving the user experience.
◆Successful examples of PWA implementation include measures taken by SUUMO and Recruit. The specific effects are as follows.
SUUMO: Mobile site launch time reduced by 75%, push open rate increased by 31%
Recruit: 213% increase in conversion rate from home screen icons