Progressive Web Apps in 2019 - Transforming Digital Customer Experience

Progressive Web Apps (PWAs) have evolved from an experimental technology to a mainstream approach for delivering exceptional digital experiences. Combining the best qualities of websites and native applications, PWAs are helping organizations across industries improve engagement, conversion, and customer satisfaction. This comprehensive guide explores the current state of PWAs in 2019, their business impact, implementation considerations, and future trajectory.

The Evolution of Progressive Web Apps

PWAs have matured significantly since their introduction:

• Mainstream Adoption: Moving from early adopters to widespread implementation
• Browser Support Expansion: Comprehensive capabilities across major platforms
• Technical Advancement: Enhanced APIs and development tools
• Business Recognition: Growing awareness of commercial benefits
• Implementation Patterns: Emergence of best practices and proven approaches

These developments have positioned PWAs as a strategic technology choice for organizations seeking to enhance their digital presence.

Core PWA Capabilities in 2019

The fundamental features that define modern PWAs:

1. Progressive Enhancement

Adapting to user environments:

• Device Responsiveness: Optimizing for any screen size and orientation
• Browser Compatibility: Functioning across different browsers and versions
• Network Resilience: Graceful performance across connection qualities
• Feature Detection: Leveraging advanced capabilities when available
• Accessibility Support: Ensuring usability for all users

Implementation Example: The Financial Times PWA uses progressive enhancement to deliver core content to all users while providing enhanced experiences on capable devices, ensuring no user is left behind.

2. App-Like Experience

Creating immersive interactions:

• Smooth Animations: Fluid transitions between states
• Gesture Support: Intuitive touch and swipe interactions
• Immersive UI: Full-screen experiences without browser chrome
• Push Notifications: Engaging users with timely updates
• Home Screen Presence: App icon installation on devices

Implementation Example: Twitter Lite delivers an app-like experience with smooth scrolling, gesture navigation, and push notifications, making the distinction between their PWA and native app nearly imperceptible to users.

3. Offline Functionality

Operating without continuous connectivity:

• Service Worker Caching: Storing critical resources locally
• Offline Content Access: Viewing previously loaded information
• Background Synchronization: Queuing actions for later execution
• Intelligent Prefetching: Anticipating user needs and caching accordingly
• Offline UX Patterns: Clearly communicating connection status

Implementation Example: Pinterest's PWA caches previously viewed content and search results, allowing users to continue browsing even when their connection is interrupted, significantly increasing engagement in markets with unreliable connectivity.

4. Performance Optimization

Delivering speed and efficiency:

• Fast Initial Load: Rapid first meaningful paint
• Route-Based Code Splitting: Loading only necessary resources
• Efficient Caching Strategies: Optimizing resource management
• Lazy Loading: Deferring non-critical content
• Compressed Assets: Minimizing transfer sizes

Implementation Example: Starbucks reduced the size of their ordering PWA to 233KB (compared to over 130MB for their iOS app), enabling fast loading even on low-end devices and slow networks.

5. Engagement Features

Keeping users connected:

• Push Notifications: Delivering timely, relevant messages
• Background Sync: Completing actions when connectivity returns
• Periodic Background Sync: Updating content at intervals
• Add to Home Screen: Simplifying repeat access
• Share Integration: Native sharing with contacts

Implementation Example: Lancôme implemented push notifications in their PWA, achieving a 12% increase in conversion rates from users who enabled this feature, demonstrating the engagement power of PWA capabilities.

Business Impact of PWAs

How organizations are benefiting from PWA implementation:

1. Performance Metrics

Measurable improvements in technical performance:

Speed Enhancements

• Page Load Reduction: Typically 2-3x faster than equivalent responsive sites
• Time to Interactive: Quicker user ability to engage with content
• First Contentful Paint: Faster initial rendering of meaningful content
• Reduced Bandwidth Usage: Lower data consumption through efficient caching
• Smoother Interactions: Elimination of jank and stuttering

Case Study: Alibaba.com's PWA achieved a 76% increase in conversions after reducing load time by 76% compared to their previous mobile site.

2. User Engagement

Improvements in interaction metrics:

Engagement Increases

• Session Duration: Typically 2-4x longer than traditional mobile sites
• Pages Per Session: Higher content consumption
• Bounce Rate Reduction: Fewer single-page visits
• Return Visitor Increase: More frequent repeat usage
• Push Notification Engagement: Open rates often exceeding 50%

Case Study: Housing.com saw a 38% increase in conversion rate and a 40% lower bounce rate after implementing their PWA, with users spending 10% more time per session.

3. Business Outcomes

Direct impact on business metrics:

Revenue and Conversion Impact

• Conversion Rate Improvement: Typically 20-30% higher than traditional mobile sites
• Cart Abandonment Reduction: Lower dropout during checkout processes
• Average Order Value Increases: Higher spending per transaction
• Lead Generation Growth: More completed forms and sign-ups
• Subscription Increases: Higher opt-in for recurring services

Case Study: Trivago saw a 97% increase in click-outs to hotel offers for users who added their PWA to the home screen, demonstrating the revenue impact of enhanced engagement.

4. Cost Efficiency

Operational benefits of the PWA approach:

Development and Maintenance Savings

• Unified Codebase: Single development effort across platforms
• Reduced App Store Dependence: Direct distribution without intermediaries
• Automatic Updates: Seamless deployment of new features
• Lower Development Costs: Typically 3-4x less expensive than native apps
• Reduced Maintenance Overhead: Fewer platform-specific issues

Case Study: Tinder cut load times by 90% with their PWA, which is only 10% the size of their native Android app, resulting in significant development and maintenance cost reductions while expanding their market reach.

5. Market Reach

Expanding audience and accessibility:

Audience Expansion

• Device Compatibility: Functioning on low-end devices
• Network Resilience: Usability in areas with poor connectivity
• Discoverability Improvement: SEO benefits of web presence
• Reduced Friction: No app store download barrier
• Storage Efficiency: Minimal device space requirements

Case Study: Uber's PWA is only 50KB, allowing it to load in less than 3 seconds on 2G networks, enabling them to serve markets with limited connectivity and lower-end devices.

PWA Implementation Strategies

Approaches for successful PWA development and deployment:

1. PWA Conversion Approaches

Pathways to PWA implementation:

Implementation Models

• Incremental Enhancement: Adding PWA features to existing sites
• Parallel Development: Building PWAs alongside existing properties
• Complete Replacement: Fully rebuilding as PWA-first experiences
• App Shell Architecture: Focusing on framework loading before content
• Server-Side Rendering: Optimizing initial load performance

Best Practice: Start with an audit of your existing web properties to identify high-impact PWA features that can be implemented incrementally, prioritizing those with the greatest user benefit.

2. Technical Architecture Decisions

Key technology choices for PWA development:

Architecture Considerations

• Framework Selection: Evaluating React, Angular, Vue, or vanilla options
• State Management: Approaches for data handling across the application
• API Strategy: REST, GraphQL, or hybrid approaches
• Caching Strategies: Determining appropriate service worker patterns
• Performance Budgets: Setting and enforcing size and speed limits

Best Practice: Implement a "PWA score" as part of your continuous integration process, automatically measuring compliance with PWA best practices and preventing regressions.

3. User Experience Design

Creating compelling PWA experiences:

Design Approaches

• Mobile-First Design: Prioritizing small-screen experiences
• Offline-First Thinking: Designing for interrupted connectivity
• Progressive Disclosure: Revealing features as users engage deeper
• Performance-Oriented Design: Minimizing heavy visual elements
• Cross-Platform Consistency: Maintaining brand experience across devices

Best Practice: Create specific design patterns for offline states, loading sequences, and connectivity transitions to ensure users always understand the current system status.

4. Organizational Alignment

Aligning teams for PWA success:

Organizational Considerations

• Cross-Functional Collaboration: Unifying web and app teams
• Skill Development: Training for PWA-specific technologies
• Success Metrics: Defining KPIs for measuring impact
• Executive Sponsorship: Securing leadership support
• Roadmap Integration: Incorporating PWA into digital strategy

Best Practice: Form a PWA center of excellence with representatives from product, design, development, and marketing to share knowledge and establish consistent practices across the organization.

5. Launch and Promotion

Maximizing PWA adoption:

Promotion Strategies

• Add to Home Screen Prompts: Optimizing timing and messaging
• User Education: Explaining PWA benefits and features
• Search Optimization: Ensuring discoverability
• QR Code Access: Simplifying discovery in physical contexts
• Performance Comparisons: Demonstrating advantages over alternatives

Best Practice: Implement analytics specifically for tracking PWA installation rates, usage patterns of installed PWAs versus browser usage, and the impact of push notification opt-ins on engagement.

Industry-Specific PWA Applications

How different sectors are leveraging PWAs:

1. Retail and E-commerce

Transforming shopping experiences:

• Instant Product Browsing: Fast catalog exploration
• Offline Wishlist Management: Saving items without connectivity
• Push Notification Promotions: Timely offers and alerts
• One-Click Checkout: Streamlined purchase processes
• Inventory Checking: Real-time product availability

Example: Debenhams saw a 40% increase in mobile revenue and a 20% increase in conversion rate after launching their PWA, with particularly strong performance among returning users.

2. Media and Publishing

Enhancing content consumption:

• Offline Reading: Accessing articles without connectivity
• Audio/Video Optimization: Adaptive streaming based on conditions
• Subscription Management: Frictionless account processes
• Content Prefetching: Anticipating reading interests
• Push Content Alerts: Notifying of breaking news or updates

Example: Forbes' PWA loads in 0.8 seconds (compared to 3-12 seconds for their previous mobile site) and has increased reader engagement by 43%, with session duration up by 100%.

3. Travel and Hospitality

Improving traveler experiences:

• Offline Itineraries: Accessing booking details without connectivity
• Location-Based Services: Contextual information and offers
• Real-Time Updates: Flight status and travel alerts
• Seamless Booking: Low-friction reservation processes
• Digital Check-In: Streamlined arrival experiences

Example: Trivago's PWA has driven a 150% increase in engagement for users who add it to their home screen, with significant improvements in conversion rates across all platforms.

4. Financial Services

Enhancing banking and financial interactions:

• Secure Transactions: Protected financial operations
• Offline Account Information: Viewing balances without connectivity
• Transaction Queuing: Scheduling actions during connectivity gaps
• Biometric Authentication: Simplified secure access
• Statement Access: Reviewing financial data on any device

Example: BBVA's PWA reduced their mobile banking development and maintenance costs by 60% while delivering load times 3x faster than their previous solution, driving a significant increase in mobile banking usage.

Overcoming PWA Challenges

Addressing common implementation obstacles:

1. iOS Limitations

Working within Apple's constraints:

• Challenge: Limited PWA support in Safari compared to Android browsers
• Solutions:
  • Focus on core functionality that works cross-platform
  • Implement graceful degradation for unsupported features
  • Leverage available iOS capabilities effectively
  • Monitor Apple's ongoing PWA support improvements
  • Consider PWA as complement to iOS app for critical features

Example: Financial Times designed their PWA to work within iOS limitations while still delivering a superior experience to their previous mobile site, accepting certain feature compromises to maintain cross-platform consistency.

2. Discovery Challenges

Improving PWA findability:

• Challenge: Lack of app store presence reducing discoverability
• Solutions:
  • Optimize for search engines with PWA-specific metadata
  • Implement App Banners to encourage installation
  • Use QR codes in physical marketing materials
  • Leverage social media for direct PWA links
  • Educate users about PWA benefits

Best Practice: Implement structured data and PWA-specific metadata to improve search visibility and enable rich installation prompts in supported browsers.

3. Feature Parity Expectations

Managing comparison with native apps:

• Challenge: User expectations set by full-featured native applications
• Solutions:
  • Focus on core functionality that delivers primary value
  • Clearly communicate PWA advantages (speed, space, updates)
  • Implement progressive enhancement for advanced features
  • Prioritize features based on user needs, not platform capabilities
  • Consider hybrid approaches for critical native functionality

Example: Twitter's PWA focuses on the core experience of the timeline, notifications, and messaging while achieving a 65% increase in pages per session and 75% increase in tweets sent compared to their previous mobile experience.

4. Organizational Resistance

Overcoming internal barriers:

• Challenge: Siloed teams and competing priorities hindering adoption
• Solutions:
  • Build business cases with concrete ROI projections
  • Start with pilot projects to demonstrate value
  • Share success stories from industry peers
  • Align PWA goals with broader digital transformation
  • Provide education about PWA benefits and limitations

Best Practice: Create a PWA demonstration for your own product or service to show stakeholders the tangible benefits in your specific business context rather than relying solely on external examples.

Measuring PWA Success

Approaches to evaluating PWA effectiveness:

1. Technical Performance Metrics

Assessing speed and efficiency:

• Lighthouse Scores: Automated PWA quality assessment
• Core Web Vitals: First Input Delay, Largest Contentful Paint, etc.
• Time to Interactive: Measuring when users can engage
• Offline Functionality: Testing performance without connectivity
• Resource Utilization: Measuring bandwidth and battery impact

Best Practice: Establish performance budgets for key metrics and integrate automated testing into your development pipeline to prevent regressions.

2. User Engagement Metrics

Measuring interaction improvements:

• Session Duration: Time spent in the PWA
• Return Frequency: Repeat usage patterns
• Feature Adoption: Utilization of PWA-specific capabilities
• Conversion Funnel Analysis: Step-by-step engagement
• Push Notification Effectiveness: Open rates and actions

Best Practice: Implement A/B testing comparing PWA users to traditional web users to isolate the impact of PWA features on engagement metrics.

3. Business Impact Assessment

Evaluating commercial outcomes:

• Conversion Rate Changes: Before and after implementation
• Revenue Impact: Direct contribution to sales
• Customer Acquisition Cost: Changes in marketing efficiency
• Lifetime Value Adjustment: Long-term customer relationship effects
• Market Expansion: Reach into previously underserved segments

Best Practice: Create a balanced scorecard that connects PWA implementation to both immediate business outcomes and longer-term strategic objectives.

The Future of PWAs: 2019 and Beyond

Emerging trends that will shape PWA development:

1. Desktop PWA Expansion

Growing beyond mobile-first:

• Desktop Installation: Increasing support across operating systems
• Windowing Capabilities: Enhanced integration with OS environments
• Peripheral Access: Improved hardware integration
• Productivity Applications: Complex software moving to PWA model
• Enterprise Adoption: Internal business applications as PWAs

Strategic Implication: Organizations should design PWAs with adaptable interfaces that can deliver optimized experiences across device types rather than focusing exclusively on mobile contexts.

2. Advanced Web Capabilities

Expanding technical possibilities:

• Web Bluetooth: Direct device connectivity
• Web USB: Hardware integration capabilities
• Web Share Target: Receiving shared content from other applications
• Contact Picker: Accessing device contacts
• File System Access: Enhanced storage capabilities

Strategic Implication: Businesses should monitor the evolving Web Capabilities API landscape to identify opportunities for enhancing PWA functionality as browser support expands.

3. Machine Learning Integration

Enhancing PWAs with AI capabilities:

• On-Device ML: TensorFlow.js and similar frameworks
• Personalization Engines: Customized experiences without servers
• Predictive Prefetching: Anticipating user needs
• Intelligent Offline: Smarter content caching strategies
• Voice Interfaces: Speech recognition and synthesis

Strategic Implication: Organizations should explore how machine learning can enhance their PWA experiences, particularly for personalization and predictive features that improve user satisfaction.

4. E-commerce Advancement

Transforming online shopping:

• One-Click Purchasing: Streamlined checkout experiences
• Augmented Reality Integration: Virtual product trials
• Payment Request API: Simplified transaction processing
• Inventory Synchronization: Real-time product availability
• Omnichannel Integration: Connecting online and offline experiences

Strategic Implication: Retailers should prioritize PWA features that directly impact conversion rates and average order values, focusing on reducing friction in the purchase process.

Conclusion: PWAs as Digital Experience Strategy

As we progress through 2019, Progressive Web Apps have evolved from an experimental technology to a mainstream approach for delivering exceptional digital experiences. The most successful organizations will be those that:

1. Embrace PWAs as a strategic platform rather than just a technical implementation
2. Focus on user-centered metrics that connect technical performance to business outcomes
3. Implement incrementally to deliver value while building capabilities
4. Optimize for their specific industry context rather than following generic patterns
5. Prepare for expanding capabilities as the PWA ecosystem continues to mature

By approaching PWAs as a comprehensive digital experience strategy rather than merely a development technique, organizations can create engaging, high-performance digital touchpoints that drive meaningful business results across all devices and contexts.

Remember that PWA implementation is not a destination but a journey of continuous evolution—one that requires ongoing adaptation, learning, and refinement as both technologies and user expectations change.

This article was written by Nguyen Tuan Si, a digital experience strategist with experience helping organizations develop and implement effective PWA strategies across various industries.