Progressive Web Applications Deliver Powerful Functionality with Less Hassle

While the saying “There’s an app for that!” is over a decade old at this point, the sentiment still rings true in our exceedingly mobile-focused internet. Companies look to apps to increase sales, facilitate customer & employee training, and improve brand awareness and engagement. However, for many companies, the cost and time commitment involved in developing an iOS or Android app make these projects difficult and potentially not worth the investment.

Progressive web applications (or PWAs) are an alternative approach to app development that sidesteps much of the common costs and bottlenecks by using the same technologies websites are built with. This helps to avoid the highly specialized process of developing an app because it’s more like creating a new website that mirrors the functionality of an app.

The Technology Behind Progressive Web Apps

Progressive web apps are platform-agnostic, ensuring that they can reach a broad audience, regardless of the device or operating system. Their ability to work offline or in low network conditions enhances user retention and engagement, as content remains accessible even when connectivity is limited. Additionally, PWAs can be installed on users’ home screens without the need for an app store, streamlining the onboarding process and increasing the chances of regular interaction. Their responsive design ensures a consistent and visually appealing experience across devices, making it easier for brands to convey their message and captivate their audience.

PWA architecture allows them to serve all the same functions of a traditional native app, with the addition of:

• Time and Budget Efficiency
  Developers create PWAs using technology and code languages they’re used to (HTML, CSS, JavaScript, etc.) leading to a more straightforward and less costly development process.
• Download-Free Functionality
  PWAs are useable on any internet-connected device at any time, adding convenience and helping brands reach users who may not be comfortable downloading an application on their phone or computer, or when they want to avoid giving users an extra step to access content.
• A Smooth User Experience
  Despite being web-based, PWAs replicate the in-app experience of native apps by excluding web browser features that would interrupt the feel of the application, giving users the best of both worlds.

Improving Medical Device Sales and Training with a Progressive Web App

Progressive web apps offer brands a compelling solution to boost user engagement in the digital landscape. Here’s an example: CooperSurgical needed to digitize their product sales and training experience, as COVID-19 lockdowns made their usual in-person approach nearly impossible. While an app was the natural solution to this issue, the large volume of content they had to build for as well as their need for scalability made a PWA an attractive option. Read the full case study for more information: In-services Available Anywhere and Any Time.

Overall, PWAs represent a smart choice for brands seeking to enhance user engagement by providing a frictionless and immersive digital experience.

Deciding Between a Traditional and Progressive Web Application

Trying to decide between a traditional app or a PWA? The choice between the two depends on the specific needs and goals of your brand. If cross-platform compatibility, cost efficiency, faster development, and the ability to work offline are among your top priorities, progressive web apps are a versatile and accessible option for businesses looking to engage a broad audience while minimizing development and maintenance efforts. Consult with our development team for specific recommendations based on your goals.

The Impact of UX and Page Speed on Rankings and Conversions: Why It Matters

Imagine you click to a website and it’s a total mess: Layers upon layers of complex menus, nothing is where it’s supposed to be, and everything takes forever to load. What do you do on a site like that? Probably leave immediately and never look back.

Well, you’re not alone. Users and search engines, like Google, think the same thing about cluttered, poorly optimized websites. How can you please both?

Why User Experience (UX) and Site Speed Matters to Your Customers

If your site loads too slowly or isn’t easy to use, your potential customers simply won’t use it. Data shows that nearly 42% of all visitors will leave a website with poor functionality¹, and are significantly less likely to engage with your content and convert.

And, when it comes to site speeds, these statistics get even more intense. 88.5% of web designers consider slow load times to be the number one reason for consumers ditching a site². With 47% of all internet users expecting load times of 2 seconds or less³ the question is, how does your site stack up?

Why UX and Site Speed Matters to Search Engines

When websites have good UX and speed, it’s not just potential leads that notice—search engines do too. As website speed and design improve, so does user engagement, especially in regards to conversions. A site that loads in 1 second sees doubles the conversion rate on average compared to a site that loads in 5 or more⁴. Additionally, a well-organized site reduces bounces by helping customers find what’s important on your website.

When customers stay longer on your site, engage more, and convert at higher rates, it signals to search engines that your website is high-quality and worth recommending. This gives you a leg up on page rankings. Good UX and site speeds are a must to include as part of your SEO strategy.

How Can You Improve?

For a good user experience, make sure visitors can easily find what they’re looking for, navigate the website easily, and complete their desired actions with minimal friction.

Here’s what we recommend prioritizing:

• Easy navigation: Visitors should be able to find what they’re looking for quickly and easily, with a clear and intuitive navigation menu.
• Clear and concise content: Content should be easy to read and understand, with a clear message and a logical structure.
• Mobile responsiveness: Visitors should be able to access the website easily on their mobile devices, with a responsive design that adapts to different screen sizes.
• Accessibility: Ensure that you have an accessible website for all visitors, including those with disabilities or using assistive technologies.

When it comes to site speed, what matters is less the content of your website, but how optimized it is to load on various devices.

This hinges on factors including:

• Image optimization: Large images can slow down your website. Optimize your images by compressing them or using tools to reduce their file size without sacrificing quality.
• Reliable hosting: Your website’s hosting provider can affect its speed. Choose a reliable hosting provider that offers fast loading times and minimal downtime.
• Content Delivery Networks (CDN): A CDN is a network of servers that store a copy of your website’s content. Utilizing one allows content to be delivered from the server closest to them, reducing the load time.

Putting the Pieces Together

To improve user experience, your site should be clear, easy to navigate, and made with accessibility and mobile devices in mind. Visitors being able to find what they need quickly, navigate effortlessly, and do what they’re there for without friction is a recipe for customer satisfaction and conversions.

When it comes to site speed, it’s crucial to make ensure your site can load quickly no matter where or how users are viewing it. Compressing images, choosing a reputable hosting provider, and leveraging CDNs can significantly improve load times and bring your site in line with the speed customers expect.

Incorporating UX and site speed improvements into your SEO strategy is essential for long-term success. By prioritizing these factors, you can provide a high-quality website that satisfies both users and search engines, resulting in better rankings, increased conversions, and ultimately, business growth.

References

1. Peck, A. (2021, April 4). Website Redesign Checklist: 5 Trends to Consider. Top Design Firms. https://topdesignfirms.com/web-design/blog/website-redesign-checklist
2. Sebastian, N. (2023, June 29). Website design stats and trends for small businesses: Goodfirms research. GoodFirms. https://www.goodfirms.co/resources/web-design-research-small-business
3. Kissmetrics. (n.d.). How Loading Time Affects Your Bottom Line.
4. Wiegand, M. (2022, April 20). Site speed is (still) impacting your conversion rate. Portent. https://www.portent.com/blog/analytics/research-site-speed-hurting-everyones-revenue.htm

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Accessibility isn’t just a kindness, it’s the law. The 1990 Americans with Disabilities Act (ADA) was established to allow disabled people equal access to goods and services, websites included. However, the benefits of ADA compliance go beyond avoiding legal issues.

People with disabilities, such as sight or hearing loss, aren’t any less valuable as customers, so it’s important to keep their accessibility in mind. In fact, according to the U.S. Department of Commerce, companies without accessible sites are losing $6.9 billion a year to competitors whose sites are accessible.

Here are some of our tips for keeping your website ADA-compliant, and why it matters for your site and brand.

ADA Compliant Websites Reach More People

ADA compliance naturally increases your website’s reach by making it possible for more users to easily navigate it. According to the CDC, roughly 11% of people in the United States deal with vision or hearing loss. Ignoring such a large part of the population means missing out on a huge group of potential customers.

Inclusive Sites Offer a Better User Experience

Keeping compliance in mind allows any user, regardless of their disability, to navigate and engage with your website and brand. Minor changes like adding alt tags on images and closed captioning to videos ensures that more users can understand and enjoy all your site has to offer. Remember, no matter how great the content is, it’s next to useless if a visitor can’t access it.

Compliance and Search Engine Optimization Overlap

Fortunately, many key compliance issues, such as alt tags, organized content, and properly filled out headings, tags, and descriptions, also fall in line with SEO best practices. These optimizations not only improve accessibility, but also provide search engines with more information about what’s on your website. Additionally, improved website accessibility often leads to better user engagement and reduced bounce rates, both of which boost a website’s search engine rankings.

ADA Compliance Enhances Your Brand Reputation

From a brand perspective, having a fully compliant website is a great look. When website visitors, disabled or not, see the effort you put into an accessible user experience, it sends a message that your business cares. This can help enhance your reputation, and may make customers more likely to support your business knowing that you prioritize accessibility and inclusivity. According to Click-Away Pound, 82% of surveyed consumers said they would often return and spend more with a company that provides an accessible online experience.

Time to Get Compliant

Accessibility should be treated the same way you handle any website optimization. Always be on the lookout for usability issues and address them as soon as they become apparent, either on your own or through an accessibility plugin (we use accessiBe for our website). And if you need a hand finding where to start improving, you can always reach out to our web team about scanning your site.

Whether it’s for user experience or SEO optimization, an ADA-compliant website is always going to be a better performing website, so there’s no better time than now to make your site a more accessible place for everyone.