10 Reasons Why PWAs Are On The Rise

Up until a year ago it may have seemed impossible that something could replace the almighty native mobile app. However, it’s now becoming pretty clear that Progressive Web Apps are on the rise and native apps are on the way out. This holds even more true for small businesses, as their customers are looking for a seamless way to collect loyalty points, see specials, and place orders – without needing to commit to storing an app on their phone. While consumers often see the benefits of downloading (and keeping) the Starbucks app, they might find it harder to justify the download of a small business app that they might use only once a week, or even once a month. 

Customers won’t need to weigh the pros and cons of downloading a certain app with a PWA, as it offers a streamlined user experience that begins with how easy they are to access. All the user has to do is click a link, and voila, the PWA is ready to use! And if they like it, they can save the app to their home screen, but they don’t have to. Compare that to downloading, installing, and setting up a native app, just to use a loyalty program for the first time. 

PWAs can attract broader audiences with its lower barrier to entry. More people are likely to try an app if all they have to do is click a link or scan a QR code. From there they can decide whether they want to continue using the app or not. 

But if you still aren’t completely convinced, here are 10 reasons why PWAs are here to stay [infographic]:

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5 Ways PWAs Can Improve Your Mobile Marketing Strategy

Here at Applified Marketing Group we’ve been stoked about Progressive Web Apps leading the future of mobile. Our team has been experimenting with PWAs over the past months to see what these babies can do. And they can do A LOT!

Progressive Web Apps are an even better mobile marketing tool for small businesses than native apps, as they can be shared and used in seconds. Shareability has recently become a core marketing strategy for businesses big and small. While shareability is often connected to content, the same principles stand for marketing your mobile app. When creating content, you want to make it as easy as possible for people to access and share. The more shareable, the bigger the impact for your business. Along those lines, making an app more shareable is a solid basis for your mobile marketing strategy.

How? Let’s start by comparing the shareability of native apps vs. progressive web apps. While a native app can be shared with a link or by name, a user needs to open the app store, find the right app, and wait for it to download, before being able to use it. With every step of the native app download process, 20% of users are lost. Consumers find it tedious to jump through all these hoops, drastically reducing a native app’s ability to be effectively shared by the business or its customers. Instead of going through 5+ steps, the PWA launches straight from a link – with no wait time! Think of all the new marketing possibilities…

1. Launch from a URL

The most straightforward way to launch a PWA is from a URL. A user can simply type or paste the URL into the browser search bar, ending up straight in the app. But you can get a lot more creative with it; read on.

2. Launch from QR code

Users can simply scan a QR code that brings them straight into the app’s home screen or a specific app feature. With the new iOS11, it’s even easier for iPhone users to scan QR codes. All they need to do is open their camera, point at the QR code and voilà! (Note: Android users have been able to do this for a while now.)

How to use this for your business:

• Attach the QR code to the receipt, so that customers can launch the app and collect their loyalty points after purchase. 
• Include the QR code in your direct mailers, so that customers can place an order directly after receiving the flyers. 
• Display the QR code on advertising posters, banners and flyers, so users can check out the app instantly.
• Print the QR code onto your menu or catalogue, so consumers can jump straight into the ordering feature.  

3. Launch from Google search

The Google search bar will be the new app store search bar with Progressive Web Apps. In other words, consumers can find your app simply by finding your business in the Google search results. In fact, 60% of searches are now from mobile devices. So you will not only be making it easier for users to find you on mobile, you will make it easier for them to become paying customers. Tip: Make sure that your Google My Business account is set up and completed, so both your business and app are discoverable and rankable.

 

4. Launch from text message

Launching the app from a text message can be valuable in two cases: business to customer and customer to customer. First, if you have curated a contact list that includes phone numbers, you can use text messages to send your new app directly to your customers. They will be able to launch it directly from the message and use it within seconds. Second, your customers can easily share the app with their friends and family, allowing them to market the app for you.

5. Launch from third-party profile

You can include the PWA link in any third-party profile that can help to improve the user’s overall experience. For example, you can link out to your app in your Yelp profile under “Menu” or “Website” or you can even include it in the “Order Now” context. This is possible for any third-party online profile, including Facebook, Twitter, Tripadvisor, Instagram.

These are only a few examples of how you can share and spread your business’ app with potential customers. You can get creative with this and test different scenarios to find out which ones are most effective in capturing your customers. Progressive Web Apps are extremely linkable and shareable, allowing businesses to make the most out of their mobile solution as a marketing tool.

In 2016 Mobile Apps Will Be Ranked Higher Than Mobile Websites!

Google is Now Ranking Mobile Apps Above Mobile Websites

As you know when it comes to how people find what they want Google reigns supreme and when Google changes how businesses are found we all have to listen. Coming in 2016, Google will be changing how apps rank in their app indexing. It was recently announced app only content within Android apps could now be organized and ranked when searches are conducted from a mobile device.  

Since 2013 Google has been pushing the idea of mobile apps and they are increasingly finding ways to emphasize them.  Recently they changed the algorithm to favor mobile websites over then traditional non-mobile websites.  Those that did not have Mobile Websites saw there Google Search Rankings drop in favor of competitors with Mobile Websites.  While thousands of businesses are still scrambling to make this change over they need to also be looking at developing mobile apps and not be left behind.  

How will Google's App Indexing work?

If you were looking for a restaurant and typed in San Diego Micro Brews in the Google search bar, Google would suggest those Micro Brews with mobile websites first. What is changing is now with Google’s App Indexing it will suggest a Micro Brew with a Mobile app first over one with just a mobile website.  Furthermore, if you're on a website for a hotel and the company has a mobile app, Google will push the user towards the mobile app itself.

How Long is Too Long

Not only will the change in Google’s App indexing API share how long users are in the app, but also the amount of time spent within a specific page or section of the app.  You can be sure that with this kind of information Google will begin to rank the value of the app page or section based off the amount of time spent or frequency of visits.

Google Apps Maybe First

Being that Google has more access to the content of Android apps compared to that of iOS apps, Android apps may benefit more initially.   Google’s App indexing API will still be able to integrate directly with iOS app users so long as the developer makes sure to include this option for direct integration and communication.

Be Proactive, Stay Relevant

Short of it is that Google knows and believes Apps are preferred by users and therefore will suggest them first.  As a mobile app development company here in San Diego we have been preaching this for some time and now it is coming to fruition.   At UPG Mobile Marketing Group we can help you stay ahead of the curve with your own mobile app and keep your business rankings high and in front of those that matter most, your customers.