Features of PWA applications
Applications are a universal tool for attracting and processing traffic. They are especially popular among arbitrageurs working with offers in the verticals of iGaming, betting, finance, cryptocurrencies, as well as in the segments of interior, E-commerce and dating. Previously, webmasters coped with this task using WebView solutions, but now they are confidently being replaced by Progressive Web Apps.
What is a PWA application?
PWA (Progressive Web Applications) are websites created using web technologies, but simulating applications. This term was coined by Google employees: programmer Alex Russell and developer Francis Berryman.
In 2015, many resources appeared that provide visitors with an improved user experience, which made native applications less relevant due to the difficulties in finding them and the need for constant updating. As a result, Google engineer Eric Bidelman officially announced PWA as the technology of the future in the web sphere.
The standard quickly gained popularity and was implemented by many large companies, including Microsoft, Apple, Telegram, financial institutions and popular services such as Pinterest.
Installing new applications involves adding appropriate shortcuts to device screens or to the startup menu. The features of such applications are determined by the following methods:
1. The Service Worker API is an interface that supports the functionality of applications and allows them to work offline through background synchronization and detailed data caching.
2. HTTPS is a network security standard that uses modern data encryption algorithms for online transmission.
3. Web App Manifest is a JSON file that contains all the necessary information about the appearance of the application, including the name, resolution, color palette and icon image.
Other technologies can be used to create progressive web applications; the list of integrated options depends on the goals and preferences of the developer. By default, PWA must meet accessibility criteria, regardless of the user's device type and browser used, the ability to download without having to visit stores such as Google Play and the App Store, as well as the ability to work offline, provide security and have a similar appearance to traditional applications.
To keep in touch with users at a high level, Progressive Web Apps offer the ability to send push notifications.
Pros and cons of progressive Web applications
Progressive Web applications (PWA) combine the best achievements from the fields of developing services for desktop and mobile devices. Based on the web protocol, they provide users with the full functionality of traditional applications.
The main advantages of PWA include:
1. Cross-platform. Applications work effectively on smartphones, tablets, desktop computers and laptops, regardless of the operating system. This allows web developers to significantly reduce the cost of creation, since there is no need to develop separate versions for iOS, Android and the web interface.
2. The ability to work without the Internet and with an unstable network connection.
3. Low requirements for the amount of free memory of the device. Progressive applications use relatively few resources, as they are essentially websites with additional functions.
4. Relevance. Updates to applications are instantaneous; they are automatically upgraded when changes occur on the site, which allows users to always have access to the latest version without having to manually download data.
Of particular importance for businesses and arbitrators is the ability to send push notifications via PWA. This allows you to maintain a high level of engagement of both regular and potential customers, effectively monetize and direct traffic.
According to PWA Stats, the introduction of the new standard has helped many companies significantly increase conversions and improve financial performance. Positive changes are achieved due to an increase in user engagement, the time they spend on services, as well as an increase in organic traffic.
The disadvantages of Progressive Web Applications (PWA) compared to traditional applications include several limitations:
1. Limited access to the full functionality of users' devices, with regard to features such as camera control and Bluetooth.
2. The lack of offers in online stores, which narrows the target audience, since many users prefer to search for applications in stores.
3. Limited performance indicators: Resource-intensive applications such as games may run less smoothly and quickly.
4. Insufficient nativity: If progressive apps don't meet the standards and don't offer a seamless experience, they look less attractive to users.
5. Limited iOS support: It is not yet possible to fully use the push notifications and storage capabilities on this operating system, which reduces the effectiveness of applications installed on Apple devices.
Developers often do not take responsibility for the correct functioning of the PWA for users, taking into account various regional features, security utilities, firmware, and even non-certified equipment. Application performance is affected by many factors, including lack of resources and browser characteristics. To minimize the risks of traffic loss when using PWA, web developers should pay special attention to comprehensive application testing.
Despite these disadvantages, progressive applications allow arbitrageurs to make profits comparable to those offered by popular WebViews. At the moment, PWA demonstrates the same key performance indicators as reg2dep, install2reg and RR as traditional applications.
WebView applications often do not last longer than a few days, and if they disappear from stores, they can also be deleted from users' devices. This makes it impossible to create a stable client flow and maintain high quality traffic.
Thus, PWA become an excellent alternative to outdated products, although they do not always provide instant results. Carefully designed sales funnels that take into account all elements of the arbitration chain remain the fundamental factors of successful work.
The best traffic sources for Bays via PWA
The experience gained from partner networks and arbitrageurs demonstrates that progressive web applications (PWA) work most effectively in combination with the following traffic sources:
1. Social networks. Facebook Instagram, TikTok and Twitter are particularly good at converting. To ensure stable client flows, it is advisable to use mobile creatives, targeting them to certain segments of the target audience.
2. SEO. This optimization technique is key to promoting PWA. You don't have to have ASO skills, but you should pay attention to choosing keywords, creating meta tags, and improving page loading speed.
3. Contextual advertising placed in search engines such as Google Ads. The regular flow of relevant users is ensured by optimizing advertising campaigns through testing various client requests and creatives.
4. Email newsletters. This classic tool helps to strengthen communication with existing potential customers and attract new users.
To maximize ROI, it is recommended to use several traffic sources and promotion channels simultaneously, as well as develop individual strategies for each of them. It is important to note that you do not need to refine creatives, since their generation remains the same as for standard WebViews.
Recommendations for attracting traffic using PWA
To create an effective sales funnel, you need to consider several key aspects of working with a new tool:
1. Reducing the weight of images, videos, and other creative elements. This will help ensure that they download quickly, regardless of Internet speed and device characteristics. It is recommended to use tools such as Google Lighthouse or PageSpeed Insights to check page performance.
2. Since PWA does not yet provide stable performance in some web browsers, it is important to target the most relevant browsers with a wide audience - in this case, Google Chrome is the best choice.
3. Full use of the PWA functionality is mandatory. Caching and preloading of content should be integrated to improve application performance. Built-in prompts will help users install the app on the main screen, and push notifications help increase engagement. Notifications should be personalized based on current news and available promotions.
4. Cloaking services will help reduce the setup time of advertising campaigns and increase their effectiveness. Their use in the promotion of applications is just as important as for traditional landing pages.
It is not yet possible to definitively determine which geographical location will bring the best results through progressive applications. A lot of tests will be required to identify the most profitable locations. AMILeads experts report that PWA has already established itself in Spain, Great Britain, the Netherlands, Chile, Peru and Kazakhstan.
Where to get PWA applications
To release high-quality progressive applications, you can turn to paid and freely available services, for example, PWA Group, PWA.bot. They allow you to generate the necessary products by assembling them like a constructor. Domains, templates, a White Page and a cloaca are usually provided to arbitrators in the kit.
If the webmaster has sufficient technical knowledge and skills, it is acceptable to create a Progressive Web App yourself. If necessary, you can order the necessary file from third-party programmers or rent it.
Conlcusion
Development experts and experienced webmasters agree that the future of applications belongs to PWA. The technologies of their creation are constantly developing and improving. Arbitrageurs who have already started to master this promising tool get a chance to beat competitors and maximize the benefits of the changes caused by the introduction of new technology.