Push Notifications: The Progressive Web App Your Business Needs For Growth In 2019

Progressive Web Apps

If you haven’t been living under the rocks, you have probably heard of Progressive Web Apps. Deemed as the future of all mankind, they are said to give the mobile web a lot more push in the digital industry. It is the technology that will bring consistency between web and native apps, giving businesses the opportunity to target a mass market.

While there are many advantages associated with technology, the primary one is that it literally has the power to replace all the functions of native apps and websites. Even though businesses like Wigzo are bringing the technology to life, there are still a number of people who aren’t aware of their benefits and are skeptical about adopting them.

What is a Progressive Web App?

Progressive web apps are user experiences that use the reach of the web to deliver functionalities to users that apps on mobile devices do. PWAs are reliable, fast, offer a seamless experience to its users and are highly engaging with their natural app interface.

PWAs take advantage of the of the web ecosystem – plugins and digital communities, to make it easier for one to maintain business or personal websites; as compared to native applications from app stores.


Why Progressive Web Apps?

From a business point – corporate or individual, web apps are much easier to create to cater to the digital audience in the target market.

From a maintenance point of view, you will appreciate how all your users will have access to the same version of your apps. Yes, no more having to move back and forth for API maintenance and you’re still able to solve the major concerns of your target market with robust solutions.

According to a study by Gabor Cselle, every step that is required for a user to take in your mobile app will cost you almost 20% of your users. These steps usually include the very basic (necessary) steps for a mobile app – discovering the app in the app store, installing the app on the phone, the first app session, signing up, making an interaction or consuming content and of course promoting it in their circles.

If you think about the user experience, these are actually a number of steps he is required to take before he can understand the true value you have to offer him.

Let’s just say Progressive Web Apps make reduce these steps by a good 90% and don’t make the end user feel like he is going through a tedious process of completing tasks! Right from the time he discovers your app, the user can start to make use of it – no more of all those steps in the middle that actually drive him away from your app.

What are the characteristics of a progressive web app?

Progressive: A PWA should ideally be able to work on any device seamlessly. The user must be able to make use of all its functionalities no matter the device he chooses to use it on.

Easily discoverable: PWA is ideally just like a website and that makes it even more important to become discoverable on search engines. This gives your business the opportunity to rank higher than competitors with native applications by focusing on keyword optimization for your target market.

Really fast: According to Google Developers, 53% of users abandon a website if it takes any more than 3 seconds to load. So the PWA is required to run fast and smoothly every time the user makes an interaction.

Linkable: Essentially possessing the qualities of a website, a PWA too should have a URL, that will enable a user to retain or reload the current state of the app, bookmark it or share it in his circles.

Responsive: Since a user can be active from any device – mobile or desktop, the app should use a UI that is 100% responsive and will not compromise on a user’s experience in any way.

App like: Even though a PWA holds similarities to a website, it should look and function for a user like a native app. It is important that unlike websites, it doesn’t require too many web page reloads.

Easy re-engagement: Although mobile apps have a high churn rate, there is still a considerable number that is reused by users. A progressive web app must be able to achieve the same goals. For instance, using tools like push notifications.

Easy install: The idea of a progressive web app is for it to be easily accessible to the user, whenever the need arises. Hence, it should be easily installed on a user’s home screen.

Up-to-date and fresh: Just like business websites and in-app content, it is important that the content of the web app is updated very often. If there is a piece of content useful to the user published recently, it should be readily available in the app.

Search engine access: Similar to the website, progressive web apps have access to search engines. Users can optimize the keywords and content for the progressive web apps, just as in websites.

Addition to Home Screen: Another feature borrowed from websites, adding a particular page to the home screen of the progressive home screen is convenient. Similar to the bookmarking feature, these apps allow users to add other apps on the home screen in order to take a look at them every now and then.

Connectivity friendly: There are apps that require a user to have a network to access all its features. But a PWA should be able to work effectively offline as well as in low connectivity areas.

Safe and secure: Most internet users are skeptical about using online tools because of security concerns. Since a PWA is to deliver a native experience to the user, it is important that the app gets hosted on HTTPs to prevent hacks and security breaches.

Quick Repairs: Another big advantage of PWA is in fixing bugs. With absolutely no need for the users’ permission nor any wait for approval from app stores to permit the changes.

Higher conversion and retention rate: Many businesses who’ve moved on to use progressive web apps have witnessed a dramatic rise in the conversion and retention rate. This can also be the case because users find it better to use PWAs as compared to native apps.

Have I seen a PWA before?

Yes, you have.

A lot of travel based companies like Airberlin make use of a progressive web app. The app enables their users to view their boarding passes and other details of their travel easily. You can read more about it here.

Another example of a PWA that you have seen some of the most successful businesses actively use are push notifications.

Yes, think about the last time an eCommerce website asked you if they could send you messages while you aren’t using their website. Be it a message alerting you of an ongoing sale or a reminder of the cart items you left behind, the app is designed to re-engage you and drive you towards a conversion that meets the eCommerce business’s end goals.

The PWA that has become synonymous with business growth – Push notifications

The world is headed (already is) towards two technology advancements – mobile and digital. This means business needs to be present on all important digital platforms that their audience is on, as well as be as active on mobile devices so that they don’t miss an opportunity to market their value proposition to them.

Considering that just about every business is taking the two approaches to remain in the line of sight of their target market, engagement has become the measure of their success today.

This is where push notifications (mobile and web) come in.

Wigzo created push notifications powered by the latest technology and machine learning to make this progressive web app more robust.

Since your users and target audience are practically present on at least 2 digital channels, Wigzo tracks their activity across them closely. This enables you to get deeper insights into what the market need is, how your target audience is responding to it and more.

Hence, letting marketers create highly personalized campaigns for their business growth that don’t just focus on acquisition, but also re-engagement of users.

Yes, personalized notifications have led to a 25% increase in click-throughs than general messages to users who opt-in for them. This makes Wigzo push notifications a progressive web app that is a must for progressive businesses.

Is it fast? Yes, push notifications to take just 15 minutes to set up and you could get started with engaging your users.

Is it progressive? Yes, it enables smart segmentation of users based on their interaction data and tracks all your campaigns in real time.

Is it engaging? Yes, enabling personalization, Wigzo push notifications get your business the love it deserves and boosts its engagement rate.

Is it seamless? Yes. Whether your user is coming from the desktop or a mobile device, it makes sure your messages reach them on time.

Is it ready to be used?

Yes, but are you?

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Editor’s Note: This article was first published on Dec 15, 2016, and has been updated regularly since then for relevance and comprehensiveness.


Ashfaq Ahmad

Ashfaq Ahmad

Ashfaq Ahmad is a Digital Marketing Consultant at Wigzo and a part-time Blogger at BloggeRoundup. He loves blogging and he’s also a Columnist for TechinAsia, B2C, Dzone, Ezine, and TNW. you can contact him at ashfaq@wigzo.com

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