Why Publishers Should Use Progressive Web Apps (PWA)
Written by: Rashmi
There is always something new that pops up in the technology industry once in a while. But if there is a type of technology that always wins our heart – it’s the one that brings the best of all worlds without being heavy on the pocket. A progressive web app (PWA) is one of those things. While Google originally proposed it in 2015, demand for PWA has gained momentum recently.
This exciting application has the potential to impact your whole web ecosystem – making it easy for the reader to access your content. In fact, many of the publishing platforms have already invested in PWA to stay ahead in the market.
If you are also a publisher, you must give PWAs a thorough thought. And if it’s still a new term to you, here is an easy guide on why PWA can become a great asset for publishers. But before that, let’s clear the basics!
What Is A Progressive Web App (PWA)?
A progressive web app is just like a regular webpage that you can open on a browser. But unlike regular websites or web pages, a PWA looks, feels, and behaves like a native app.
That being said, PWA and native apps are not the same. Unlike native apps, you do not need to download a PWA from app marketplaces like the Apple App Store or Google Play.
In simple words, it is a website that looks like an app and opens in Google Chrome or any other browser that you use.
The best part of PWA is that it has the perks of both native apps and a website, which brings huge UX benefits for the readers.
Reasons Why Publishers Should Use PWAs
Budget-Friendly & Easy To Maintain:
Compared to native apps, PWA is quite economical – both in development and maintenance. You can simply turn your existing site into a PWA and save on the money.
Moreover, a progressive web app lets you implement one feature at a time for testing and analysis. The upgrade system in a PWA is also seamless as you do not have to re-deploy it like a native app. This again saves cost for maintenance. Also, there is no need to pay commission to the marketplaces like Google Play Store as this web app can be reached via web browsers within a few clicks.
App-Like Feel and Functions:
As mentioned before, PWAs look and feel like an app. Hence, they are easy to navigate, and the page load speed is much faster than a traditional webpage. Its UI also adapts according to the device a person is using, such as desktop, mobile, or tablet.
Another benefit is the availability of push notifications. Progressive web apps have the capability to allow push notifications so that publishers can reach the target audience and increase ROI.
Wide Reach and High Engagement:
When your website has an amazing user interface and app-like features, it ticks off the major points in the ultimate checklist of how to get a wider customer reach. PWA helps in this.
If you use a native app, you cannot use its data for SEO optimization. So, to be in the limelight, you would require exceptional ideas or marketing campaigns. On the other hand, a PWA is also eligible for Search Engine Optimization, leading to more online visibility and traction. Other features such as push notification further encourage users to keep interacting with the content.
Advertising-Friendly:
Advertising has been a major method of monetization for publishers. PWA stays on the same line too. It allows you to opt for display ads, various ad formats, and other methods to create your internal as well as partnered campaigns.
So, just like apps, it lets you display advertisements on home view, list view, and display view.
Rage Among Top Players:
From Forbes and Medium to the Financial Times and Flipboard, leading names have already switched to PWA. The reasons? We have already covered many for you. It is time for you to take the step and become futuristic in your approach.
Extra Perks
No doubt that these reasons are enough to convince you to make the big switch to a PWA. But we understand that it is easy to think than to take action. Thus, here are a few more reasons why publishers should opt for a PWA:
A PWA lets readers access content even in offline mode.
It is highly secure as the web app is hosted on HTTPS.
It liberates you from the app store dependency.