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Ana Santos
Google Mobile UX Specialist
Better Mobile Experiences with PWA
Progressive Web Apps
(PWA)
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of internet users in Portugal
have accessed the web
using a mobile device in
2017.
83%
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Source: Portugal Market Report Q4 2017
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Portugal is Mobile
Source: Portugal Market Report Q4 2017
In Portugal, smartphones are the most
commonly-owned device and they are also
perceived to be the most important internet
access point.
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Time spent: mWeb vs. native apps
vs13% 87%
Mobile web Apps
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
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In reality, time is spent in a few apps only...
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
of time spent is in the
user’s top 3 apps
80%
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But the tools now
exist to ensure
great
engagement
matches limitless
reach
Engagement Reach
Mobile web
Apps
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But... the mobile web isn’t meeting user expectations
contentbazaar.co/20160314/pi-way contentbazaar.co/20160314/pi-waycontentbazaar.co/20160314/pi-way
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tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea
contentbazaar.co/20160314/pi-way
Pages load
slowly
Scrolling is non-
responsive
Content shifts around
Doesn’t work on flaky
connections
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So… what is exactly a PWA?
Fancy name for "Modern Website" that takes advantage of new APIs and builds experiences users expect
Reliable Fast Engaging
● Loads instantly (< 3s TTMP)
● Works offline
● Works on flaky connections
● Interactive quickly (< 5s)
● Responsive to any input (<100ms)
● Repeat visits are near instant (<1s)
● Can be added to Home Screen
● Launch in Fullscreen
● Consistent UI
● Re-engage with Push Notifications
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With PWA, functionalities like...
Add to
Homescreen
Push
Notifications
Available
Offline
...are now possible!
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Push notifications on the
web?
● System level notifications like native apps
● Ask to notify users with relevant info
● Can send notifications even with page closed
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Enable reliable experiences with the service worker
Web serverService worker
Cache API
Client Device
… the new way
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Service workers can speed a feature
● Advanced caching to start loading features in <1 second
● Show content even on slow or flaky networks
● Better controls for offline, such as “read later”
functionality
● Dramatically decrease load times for repeat users
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Where to get started?
Business objectives
Goal: Drive more conversions / leads / foot traffic
How?
● Acquire new customers
● Improve current conversion rate
Strategy
● Reduce bounce rate for NEW and returning
● Increase time on site
● Increase # of page engaged
● Reduce friction in conversion
● Encourage sign-up / account creation
● Etc.
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Goals
• Learn the specifics of Mobile UX/UI, as the consumer turns more and more to mobile in
an upcoming AI era;
• Pivot the teams into an “Agile Methodology” and “Mobile First” thinking, given the Cross-
over of mobile queries vs desktop;
• Use above learnings do dramatically improve Desktop and Tablet by simplification;
• Pave the way to a Progressive Web App, in fragmented sector where driving traditional
App install and engagement is difficult for mid-size players.
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Pestana Success Case Story
Before
28/100
10sec
PWA score
mSpeed
After (7 weeks later)
100/100
3.8sec
(repeated visits)
%Mobile conversions 7% 14%
6sfaster loading time
2xmore conversions
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Google Ads - Improvement
• mBids improved up to 100% in some markets &
hotels to measure the all value of Mobile in terms of
cross-device and impact in desktop sales;
•
Use of mobile exclusive sitelinks and, in that
moment, Price Extensions;
•
Use of location and mBids to impact people
searching for “hotel in…” near aeroports.
