Progressive Web Apps: definition and benefits

A digital project can be created following various paths and working methodologies, and it is not always easy to choose the best one, especially if you are a beginner. For this very reason, we at SHM Studio have decided to talk to you about the world of progressive web apps, a type of "hybrid" web application that is already revolutionizing the market of web marketing, communication and 'e-commerce.

By now, almost 50% of global internet traffic occurs via mobile devices, and therefore it is no longer enough for a website to be user-friendly. Users desire fast and intuitive experiences, and it is from this need that the progressive web app , or PWA (progressive web app, English acronym).

What progressive web apps are and how they work

Progressive web apps sit halfway between a native app (meaning one that can be downloaded from the Apple Store/Play Store and created specifically for distribution in these channels) and a website viewable from a browser, trying to give you the best of both worlds. The goal is therefore to provide a user experience that is as similar as possible to the completeness of a native app, but which can be accessed with any type of web browser.

In this way, the barrier that exists with normal applications, such as searching in the store, downloading, and manual updates, is eliminated. In addition to this, a PWA provides a very lightweight, fast, responsive, and interactive user experience, with all the features that a real native app would have.

Progressive web apps do not have a real online store, but you can download and install them on your device directly from the site (e.g. if you want to download Starbucks' PWA, you can do so directly from the official page). Sometimes you can install them directly from the URL bar, while you will need to look for the "share" button and then download and use it immediately.

The 3 principles on which PWAs are based

These progressive web apps can be used by all major browsers since they make use of standard technologies such as HTML, CSS and JavaScript, basic programming languages.

We can still talk about three main technological components regarding how PWAs work:

• The Service Workers : these are JavaScript scripts that work in the background. They allow, for example, browsing the web app even in offline mode (one of the main advantages of PWAs over native apps), viewing previously visited content, or even receiving push notifications. Furthermore, they keep the app updated without the need for manual updating.
• Web App Manifest : to put it simply, this file tells the web app how it should behave, and contains all the information to allow the user a native-app-like experience. For example, inside this file is the site's URL, the ability to appear as an add-to-home icon on a smartphone, as well as display settings, the descriptive name, and the default language.
• HTTPS : this standard does not influence the user experience of the progressive web app in any way, but it is a fundamental component of the whole, as it guarantees browsing security and the privacy of the site visitor.

The major advantages of a progressive web app

This type of application offers a number of interesting advantages, even if they are not the best choice in every case. For some more complex projects, a traditional native app might be preferable, while for others a PWA might prove more than sufficient.

Having already discussed some obvious advantages (security, the possibility of offline use, compatibility with almost all browsers, and automatic updates) we can still identify others thanks to which these progressive web apps are gaining more and more ground in the digital market.

General benefits

First of all, they consume a very limited amount of memory since there is no data download, just the link to a web page. This allows them to work even on older-generation devices. They are easily shareable by simply sending the URL and are easy to program, whereas a native app can take months or even years before being released in the store.

Still speaking of digital stores, both the Play Store and Apple Store impose very stringent constraints on all apps present. Developing a PWA allows you to bypass these limitations, and program it the way you want without having to submit to imposed rules.

Speaking of user experience and performance, progressive web apps are extremely fast to load thanks to the advanced caching provided by the aforementioned Service Workers. This leads us to discuss the advantages in SEO perspective.

SEO benefits

The loading speed of an application or a site significantly affects Google's ranking, and consequently the SEO positioning of the page. A pleasant and interactive user experience also contributes to improving indexing: more time spent on the site equates to a positive influence in terms of SEO . 

All of this represents the intrinsic advantage of the nature of progressive web apps. Being accessible from the browser, and therefore not downloadable from digital stores, the content is indexable by search engines like Google. Here is where improves the application's visibility and therefore its usage, solving the real problem of digital native apps. If we think about it, in fact, how many of us still install apps on our phones, other than the main and most famous ones?!

The problem with native apps is their difficulty in becoming known to the general public, but with PWAs this obstacle does not exist.

Brief examples of commonly used progressive web apps

Many websites and social network have long since developed a progressive web app, reporting huge successes in terms of visits and direct interactions. This is especially true for e-commerce sites, which have seen a skyrocketing increase in traffic after releasing their PWA.

To give an example, Youtube has an official PWA that can be installed directly from the site. An icon will appear on the desktop, just like a real native app, and it will be possible to listen to the latest news, choose songs, make playlists, and watch video clips.

Even some e-commerce apps, like Trivago , Starbucks and Uber have a PWA which in recent years has been enjoying enormous success among the public, allowing these companies to increase their online visibility.

Many social networks have also long since created their own progressive web apps to improve the user experience. Twitter (now "X") , Pinterest and Tinder they already have their own downloadable PWA, which allows users to interact with their favorite content even offline, much faster than with native apps and with a virtually non-existent memory footprint.

As a digital agency, we at SHM Studio take care of your business growth also through the creation of professional web apps. Thanks to our extremely qualified developers, we work to ensure high performance and cross-platform compatibility. Our experience guarantees a top-quality product designed for the specific needs of each client. Tell us about your project and together we will find the best solution to create it.