Are Progressive Web Apps the Way Forward?

Mobile apps offer a variety of benefits for any business, from improved accessibility and usability to increased conversion rates. Due to this, introducing an app can be a welcome addition to any companies marketing plan. With the demand and expectations for Apps growing, why doesn’t every company have one? The answer to that is cost.

Recently a new way to benefit from all of the positive effects of having an app has become available through a different source; Progressive Web Apps. Progressive web apps (or PWA’s) are a fantastic alternative to native apps, so much so that even larger companies with extensive budgets such as Pinterest, Twitter Lite and AliExpress have chosen to go down the new route.

What is a Progressive Web App?

A Progressive Web App is a web app that uses modern web capabilities to deliver an app-like experience to users, offering faster load times, push notifications, app-like navigation and even a shortcut on your customers home screens. Progressive Web Apps can be accessed through a web search, meaning the users don’t have to download an application to take advantage of the improved capabilities, instead, they simply need to visit your site on their mobile phone.

Check out a few of our favourite PWA’s:

Click on any of the logos below whilst on mobile to check out the Progressive Web App experience.


Twitter Lite

With over 80% of users on mobile, Twitter wanted their mobile web experience to be faster, more reliable, and more engaging. The Twitter Lite Progressive Web App combines the best of the modern web and native features. It became the default mobile web experience for all users globally in April 2017. Twitter developed Twitter Lite to deliver a more robust experience, with explicit goals for instant loading, user engagement and lower data consumption. – Google Developers

Since Launching their Progressive Web App in 2017, Twitter has seen the following advancements:

  • 65% increase in pages per session

  • 75% increase in Tweets sent

  • 20% decrease in bounce rate



“Since launching our PWA, we’ve seen an exponential increase in mobile conversion rates. The PWA helped us connect with more people on mobile — and it’s mobile users who make up the majority of our overall audience.”

– Sahil Tewari, Assistant General Manager, Mobile & Web

The PWA for BookMyShow has achieved the following results:

  • BookMyShow’s PWA drove an 80%+ increase in their conversion rates.

  • The size of the PWA is 54x smaller than the Android app and 180x smaller than the iOS app.

  • The PWA takes less than 2.94 seconds to load and enables checkout within 30 seconds.



Instead of minimally updating their underlying site, Lancôme looked to PWA technologies to provide an immersive, app-like experience. They took advantage of service workers to deliver reliable performance on unstable networks and push notifications for re-engagement.- Google Developers

Lancôme has seen a rise in the following since launching their PWA:

  • 17% increase in conversions

  • 53% increase in mobile sessions on iOS

  • 8% increase in conversion rates on recovered carts via Push Notifications


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