Brands Who Chose PWA - And Won Customers, Engagement, and Better Returns!
PWAs or Progressive Web Applications are increasingly becoming popular for brands across the globe.
But why?
Well, it’s because visitors can use them regardless of the device they’re using - as long as it has an internet connection.
Secondly, PWAs can be optimized for search engines. This means people will search “design a social media post” and your PWA will come up on Google.
They’ll click on it, use it, and eventually become a loyal user.
Then download your mobile application from the app store.
Yes, of course over time.
A LOT EASIER SAID THAN DONE.
Brands can shift from native apps to PWA to serve customers in a reliable, fast, and fun way.
But the thing is… PWA is relatively a modern technology and most brands are still oblivious of it.
However, few were quick to embrace this technology.
And yes, they enjoyed plenty of returns.
P L E N T Y.
Now let’s talk about some brands who took PWAS seriously.
Let’s take a closer look and see how Progressive Web Apps helped businesses engage their users/customers, and enjoy a chunkier ROI.
Zadig & Voltaire
French clothing brand Zadig & Voltaire is a global icon for fashion enthusiasts for nearly 20 years now.
Initially, the brand was launched in 1997, with a mission to offer modern casual wear for a daily look.
Challenges
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Develop and maintain a high-engagement e-commerce website.
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Regular maintenance and inspection without losing credibility.
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Create a seamless and fast user interface by optimizing the site speed.
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Better conversion rate by reducing the site loading speed.
Why PWA
People don’t like to wait. They simply don’t put up with slow-loading websites.
According to different studies, the major reason that a website has a low conversion rate is due to the slow page speed.
On the other side, google research indicates that 75% of online visitors will move on if a page takes more than 3 seconds to load.
Zadig & Voltaire noticed that the website conversion rate was decreasing at a rapid pace and all they need was some immediate website transformation.
How
At the initial point, Zadig & Voltaire wasn’t sure that PWA was an appropriate option for them.
So instead of directly starting with the development stage first, they decided to go on a trial so that on the basis of gathered information they can proceed with the development of a large-scale project.
In small experiments, they carried out different operations and functionalities to test the concept.
To test their concept and design, the company tested Vue Storefront on its 3 main pages - the homepage, the category page, and the product page.
Results
After shifting to a progressive web app the brand experienced a tremendous improvement in customer engagement. The results signify a better conversion rate, excellent user experience, and prompt response.
In addition, the push notifications help the brand to reengage with the customers. The revenue of PWA shops is usually 20% higher compared to standard web shops. Just after transforming to PWA Zadig launched PWA shops across several markets: Italy, Swiss, Portugal, Spain, and even China.
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72% increase in mobile conversion rate
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115% rise in Page Views
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Monthly active users on mobile increased by 67%
ASOS
ASOS is a UK-based fashion brand that has its footprints worldwide.
It’s one of the largest clothing and shoe brands.
And its target audience? People who’re 20 or older.
The brand stands out from the rest due to many of its features that are distinct.
Take its unique business model and luxury clothes on a pocket-friendly budget as an example.
To guarantee a feasible and smooth customer experience, ASOS introduces and integrates several mobile app optimization tools based on requirements.
The brand incorporates an exciting feature known as Fit Assistant that helps users to find the perfect size. Online shoppers can discover sizes while utilizing the option of past purchases, similar shoppers, or buyers’ details, such as height and weight.
The brand came up with an idiosyncratic idea that assists the shopper to upload the picture of their dream products from social media platforms and fashion publications and the app will show the analogous from its database of products.
Challenge
ASOS's prime mission was to resolve customer complications by adding more high-end features to the mobile app.
The brand-wide collection of products from more than 200 stores was only suitable for desktop users. When it comes to mobile users it can be extremely daunting for them to scroll down for hours. The development team was looking for a way to provide an equal customer experience for both desktop and mobile users.
To counter this customer problem the team came up with a unique idea called the visual search option. This technology helps anyone with a smartphone to capture a photo of a product they liked while traveling or shopping and carry out the information regarding the product. Not only this, the technology connect with the e-commerce site instantly so customers can shop right at the moment.
Results
After making major changes and modifications to the mobile app the brand experienced 70 percent of traffic and 58 percent of purchases globally. Talking about the UK specifically, up to 80 percent of traffic, and 70 percent of conversions are in the UK.
Starbucks
The American multinational beverage brand launched its first mobile ordering application in 2015. However, after a few years, the brand decided to expand its footprints to a large-scale market in both emerging and developing areas.
Challenge
Despite having innovative native apps it wasn’t possible for them to serve customers with slow or unreliable internet connections. The team wants to develop a similar experience while integrating all the features of native apps. From images to animation to text all the features must be present in the app while fulfilling the requirements for a PWA.
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To reach customers in emerging markets or rural areas
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Customers who are always on the go in their established markets
Why PWA?
There were many reasons and features that PWA was the top option for them however two features are top highlighted. First, the customer can easily customize their drinks to their own taste and preferences without an internet connection. Secondly, PWA is super effective even in unstable internet connectivity due to the fact that PWA is much smaller, lighter, and faster than a traditional app.
Goals
In order to shift to a progressive web app, Starbucks joined hands with Formidable with the goals to:
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Using the customer-oriented approach to make the complex menu easier
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Serving offline users by implementing cache
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Creating an alternative to their app that can rival it in terms of UX while running in a browser
Results
Once the PWA was developed there were some major features that were lacking before including swift operations, reliability, smooth performance, and simplicity. Limpid animations make the app ultra-native and the tiny app size makes it fast and ultra responsive. Additionally, customers can gain more information about each ingredient individually and accurately customize the drink all without an internet connection.
Most of the app operations work fine without an internet connection so it helps Starbucks to reach its goal to access the emerging market that may not have consistent access to the internet.
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The tremendous increase of 50% users placing daily orders
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99% smaller and lighter than native apps
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94% rise in the increase of app downloads
Alibaba
Ali baba is the largest online B2B marketplace that connects companies and businesses from over 200 countries. Being the biggest online platform they are continuously exploring new ways to serve customers in a better way.
Challenge
As of the year 2021, the total number of active mobile users exceeds 939 million. By looking at such massive numbers we can firmly say that mobile app is the major source of traffic. To maintain a smooth customer experience they regularly optimize their app. However, after putting in one hundred percent in functionalities and designs they noticed that something was wrong with customer engagement.
Why PWA
Ali baba was just one step closer to getting the solution to their problem. Developing a native app wasn’t a solution to their problem since most customers would rather stay within a browser. The only solution, in that case, was shifting to a progressive web app.
Goals
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Offer excellent customer experience to non-app users
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Make new customers spend more time on the app
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Reengage customers by including the home screen and push-notifications
Results
After shifting to a progressive web app the brand experienced success on major grounds. Some of the positive results are listed below.
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The conversion rate increased by 76%
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The engagement rate grew 4 times after adding the home screen and push-notifications
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30% and 14% increase in android and iOS users respectively
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