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Why Progressive Web Technology and Apps Matter

Posted by Marcus LaRobardiere on Nov 2, 2017

According to the latest issue of the Mobile Retail Report, only 1% of brands have adopted next generation web technologies – referred to as Progressive Web. This is not surprising, as the technical approach is still in its infancy. It requires massive rethinking for conceptualizing and implementation, since it is very different from that of common websites.


Why should a brand care about this new technology in times of responsive web design and native apps? The majority of web traffic comes via smartphones, through web browsers to be specific. Users simply type a brand name into their search engine and seconds later they are prompted to enter the mobile website.

While we spent the last couple of decades making the online experience pleasant for desktop, on mobile phones this, in many cases, is not a nice experience for the user. Poor mobile experience equals less sales and lower brand loyalty.

Responsive web design only caters to the basic needs, as it has the same user flow of desktop sites that were built for mouse and keyboard, not touchscreens. Only loyal customers download native apps, and only if they have added value over the website.

Innovative web apps can make a huge difference for brands. While users still rely on browsers and the web to access their favorite brands, web apps offer a native app like experience without the commitment of downloading an app. Web apps can be highly optimized for mobile devices in user experience, loading times and connection to native like functions like push notifications or offline browsing.

For brands who want to win on mobile: offer the best of both worlds from web and native. If brands align capabilities across native apps and web apps, they can ensure a satisfactory experience for customers. In return, brands will enjoy better mobile conversion and increased loyalty.

For more insights, download your complimentary copy of the 2017 Mobile Retail Report: www.newstore.com/mobile-retail-report.

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