Web app development is becoming increasingly competitive and challenging. While every business is turning to the web, the audience across all niches are increasingly getting hectic and impatient in their web browsing behaviour. The users now want their web contents to load quickly within the batting of an eyelid. Such temperament has further got a boost with a lot of available options for every product or content category. According to a recent Google statistics, a whopping 53% of online visitors just abandon a website if it fails to load more than 3 seconds to load. Naturally, web developers have to give priority to fast page loading speed more than ever before.
While fast loading speed is something no web app development company can compromise with, it is also the sophisticated user experience with effortless navigation and functional output that equally matter a lot for business conversion. Fortunately, there have been some recent technologies that can solve this dilemma of loading speed and user experience.
Progressive web apps (PWA) and accelerated mobile pages (AMP) have emerged as two of the most crucial web application development technologies with immense promises to revolutionise the overall web experience and business conversion opportunities. As loading speed is now seen as the most important aspect impacting business conversion developers are even considering to use these two technologies in a combined and reciprocating manner for better results. A mere one second delay in loading can cost a web app a massive 7% reduced business conversion. In response to this, a combination of PWA and AMP can really work great.
Accelerated Mobile Pages or AMP is basically a web project initiated by Google with the sole objective of boosting the loading speed of web pages on mobile devices faster. The whole idea was focused upon loading the contents requested by the user instead of the entire site and thus making the loading time faster. Soon enough, it proved to offer at least 4 times faster loading speed compared to the conventional RWD technology that insists on loading an entire website.
What AMP does for web browsing experience, PWA does the same for web apps. While through AMP you can access the web contents at a lightning fast speed other areas of a web app relating to direct business conversions such as shopping cart and checkout process remain unaddressed. The progressive app actually boosts the speed of these actionable app elements for an easier and seamless business transaction.
Now that the efficiency and effectiveness of these two technologies are already clear to us, web development services are considering a more powerful solution combining the two technologies. These two technologies with their respective advantages combined can really transform the entire shopping and web browsing experience like never before. While the AMP is crucial for boosting the loading speed of web contents, PWA is essential to boost business conversion by allowing the faster transaction.
Let us see how these two technologies can make web browsing and mobile shopping experience better than ever before.
Faster Loading Speed: When it comes to business conversion and sales across mobile commerce apps and websites, loading speed plays the mission-critical role. According to the ecommerce giant, a mere 100-millisecond delay can amount to a loss of 1% sales. In the actual figure that comes down to $1 billion business. A combination of AMP and PWA technologies can decrease the latency to one-tenth compared to the traditional RWD technology. The combination allows the instant loading of the app content and pages.
Enhanced Business Conversion: Apart from loading delay and latency there are several other factors that lead to friction and obstacles resulting in lower business conversion compared to the potential. Progressive apps coupled up with AMP technology can reduce such friction in checkout processes to a minimum and boost business conversion. According to a recent study, mobile commerce apps and websites utilising this combination of technologies enjoy at least 50% more conversion rate than earlier.
SEO Benefits: Google search engine algorithms is very particular about faster loading speed when giving search ranks to web pages. Moreover, Google openly gives priority to fast-loading accelerated mobile pages in search engine results. As they ensure a far better shopping and browsing experience, Google lists them way ahead of conventional web pages.
Easy Integration: The biggest encouragement to opt for this combination of technologies is the easy integration of these technologies. A business can easily utilise the combination of these two technologies without fully revamping the website. They can quickly utilise the power of these technologies for business benefits without spending a hefty on web development.
Now that we are convinced of the powerful combination of AMP and PWA, it is time to know how these two technologies can be used in a combined manner. How technically, these two technologies can be brought together to work for a mobile app or website? Let us explain the various ways we can do that.
This is the simple method to bring together these two technologies. But it is only effective if you can afford to settle for a limited-featured version of your web page. This allows you to open an AMP mobile pages and if required move over to the PWA site version saved in the cache. The best thing is, this also allows users to access the web contents offline as well.
AMP to PWA is another approach which is ideal for a bit advanced and enhanced web experience. According to this approach, all key pages referring to a central content are rendered as one single AMP content allowing quick loading. The trick is, the accompanying PWA shell continues to load all the subsequent links at the same time. So, when the user actually reads or accesses the contents, the PWA shell in the background and cache continues to load. This helps immediately loading another link as soon as the user clicks on it.
Now, think of a scenario when your web browser doesn’t have a service worker. In such case, the users will only get a return to the AMP version.
AMP can also be embedded within a PWA website. AMP pages are actually small and portable content units capable to be embedded into web services. So, they can also be embedded within a PWA website through frames. But frames can again have issues concerning speed and performance.
With so many promises in store, it is obvious to an enquiry about their potential in the real world digital and web interactions. Well, PWA and AMP as a combination can really have a lethal impact across web apps of diverse niches. Let us try to assess the impact of these two technologies in the real world scenario.
PWAMP web apps besides loading faster can really boost engagement of the shoppers in a never-before way. As because of the fast loading quality AMP sites are preferred by Google search engine, they always get a portion of the traffic against every related search term. On the other hand, PWA always comes equipped to deliver a rich and immersive shopping experience.
This is precisely why major brands on their online presence are now experimenting with the fusion of these two web technologies. Lancôme, the L’Oréal Paris and many other brands are now relying on this combination to boost sales and business conversion. A recent statistics revealed that these brands experienced a solid 17% growth year on year after using PWA.
The lethal combination PWAMP thanks to its key quality of faster loading speed will help instantly loading hotels and destinations and will allow booking just with a click. The AMP attribute will ensure instant loading of the pages while the PWA attribute will help him complete the transactions without any glitches. Many travel and tourism service providers in various parts of the globe already started using this combination of web technologies and get the rewards of a sharp increase in business conversion.
Media websites and websites with a rich reserve of monetised contents can be tremendously benefited through these new web technologies. The AMP attribute will boost their loading speed to allow the users accessing contents instantly while the PWA attribute will help the audience processing payments and transactions with the same ease. Moreover, fast loading speed and sophistication of transactions while using such websites will only enhance their credibility. Particularly for news websites where faster access time plays a mission-critical role, these new technologies can just play an appropriate role.
As of now, the real-life examples of these two technologies being used in combination is very limited. As the concoction has just been revealed as an effective one, there are not many websites and web apps now that use them. But, soon enough we can expect them to play a dominant role as future-ready technologies for the web.
WRITTEN BY: Atman Rathod
Atman Rathod is the Founding Director at CMARIX Technolabs Pvt. Ltd., a leading web and mobile app development company with 17+ years of experience. Having…
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