Google is doing a lot of work on multiple ends to improve the user experience of the web when someone is on a mobile device. They’re seeing a trend where over half of Google searches are now done on a mobile device and this started the company’s mobile-first approach to their business. Google’s work to improve the UX of the mobile web has come in the form of its Accelerated Mobile Pages (AMP) Project, improvements to the mobile versions of their services, and the creation of Progressive Web Apps (PWA).
We recently spoke about the last of these enhancements earlier this year when Chrome for Android received an update to support deep integration of PWA. Although, adoption of Progressive Web Apps has been rather slow right now as it is new and requires some work from the web developer’s end. However, we’re slowly starting to see more companies adopt this platform for their mobile web presence because of how much better the user experience is supposed to be. Uber is one such company who has a PWA that can be accessed at m.uber.com. This offers their customers app-like functionality without even having to download something from the Play Store.
To see just how much Progressive Web Apps can improve the mobile experience, a case study was done involving UK proptech startup, Settled. The company partnered with Google with the goal of improving the mobile user experience as well as providing their users a quick, accessible, and easy-to-use way to manage property transactions.
The results of this case study was huge for the startup as the biggest change showed page load times happened 3 times faster. This translates to 3x less data that each user has downloaded which is great for both the company as well as the user. The overall cost per conversion was reduced by 14%, mobile bounce rate dropped by 13%, and conversions specifically on mobile increased by 23% thanks to these changes. Not only that, but Settled’s transition to Progressive Web Apps also increased mobile transactions by 8% overall.