Monday, October 2, 2017

Brands Seeing Benefits from Their Progressive Web Apps

Progressive Web Apps (PWAs) are changing the way mobile is done. Simply put, they are user experiences that have the feel and functionality of a native, mobile app with all the power and reach of the web. If you have ever engaged with a high-quality PWA, you know they are faster, more reliable, and more engaging than native apps.

The decision to transition from native apps to PWAs comes with incredible benefits. Take for example brands like Twitter, Lancome, and Alibaba, all of which have made the decision to develop PWAs. Let’s take a look at the surprising results each company has seen thanks to their shift to this engaging mobile technology.


Twitter has about 328 million monthly users, and over 80 percent of those users experience Twitter on their mobile device. Thus, having a mobile experience that is is fast, reliable and more engaging is essential to Twitter. Since rolling out their PWA, Twitter Lite, in April of 2017, Twitter has seen a:

  • 65 percent increase in pages per session
  • 75 percent increase in Tweets sent
  • 20 percent decrease in bounce rate

I think Nicolas Gallagher, lead engineer for Twitter Lite, summed it up best when he said: “Twitter Lite is now the fastest, least expensive, and most reliable way to use Twitter. The web app rivals the performance of our native apps but requires less than 3 percent of the device storage space compared to Twitter for Android.”


In 2016, Lancôme, the luxury cosmetic brand, saw higher mobile traffic than traffic on desktop for the first time ever. Although mobile engagement was rising, mobile conversion remained low. So to drive traffic and re-engagement, Lancôme launched a PWA in October 2016. Since its launch, Lancôme has experienced a:

  • 51 percent increase in mobile sessions
  • 17 percent increase in conversions
  • 84 percent decrease in time until a page is interactive

Not only is Lancome’s PWA faster and more engaging than its desktop and mobile websites, it also makes sense for the way in which their customers shop. I don’t know about you, but I don’t tend to buy beauty products daily, or even weekly–making a native app impractical for me. Lancome’s PWA makes sense, and has produced great results for the company.

Alibaba serves more than 200 countries, making it the world’s largest B2B trading platform. Because of this, a fast, reliable mobile web experience is critical to daily business. When evolved to using a PWA as their mobile web experience, they saw:

  • 76 percent higher conversions across browsers
  • 14 percent more monthly active users on iOS and 30 percent on Android
  • 4 times higher interaction rate from “Add to Homescreen”

Zou Yu, director of’s mobile team, explained, “Delivering a mobile-first, use centric mobile site that harnesses the best of the native app, with all the accessibility and versatility of the mobile web, is key to maintain our competitive edge and the path to better conversions.”

Twitter, Lancôme, and have all transitioned to PWAs as a way to address business specific problems and have seen great results because of the increased speed, reliability, and engagement PWAs provide.