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  • Writer's pictureFelipe Antunes

Progressive Web App: learn what it is and discover if you need one

In 2018, with the launch of Chrome 70, which supported Progressive Web Apps on Microsoft operating systems, PWA has been consolidating itself in the market as an increasingly strong trend. This is because they help to solve the problem of excessive applications since Google itself observed that its users were becoming resistant to apps.

We've already talked about the Progressive Web App here, but it's worth remembering. They are nothing more than a web app page that changes as you interact with it to become more and more like an application. This is very interesting because it bypasses the weariness of users about apps, at the same time that it offers the same functionalities and a lot of practicality.

So, let's understand a little more about Progressive Web App and understand if your company needs one?

What is PWA (Progressive Web App)

A PWA is a website that can be made to look and feel like an app or application installed on a smartphone, tablet, laptop, or desktop. PWAs use background execution scripts (JavaScript files) called service workers that cache assets and allow for higher performance. Service personnel allows offline execution and access to offline storage, also they can display push notifications.

PWAs are a minor benefit for users, but a major benefit for developers, brands, and companies. As PWAs rely on CSS3, JavaScript, and other standard tools, so they can be easily ported to other browsers and platforms. PWAs also support or replace a design strategy for mobile devices, in which you can create PWA for mobile devices and make them available on all devices.

Most major retailers offer apps that allow loyalty and discount features, as well as a better shopping experience. But most customers at these retailers have no interest in downloading the apps. PWAs can be run when they visit the store, providing additional features that run like regular applications.

Several test cases have proven that PWAs dramatically improve engagement, conversions, interaction, push notification open rates, and opt-in.

Why you should use PWA

Now that you understand deeply what PWA is, have a look at some vantages of investing in one!

Progressive Web Apps are available to all audiences

PWAs have all the accessibility and resources of a website. This means that your content will be available to everyone, on all devices, be it mobile, desktop, on the living room TV, or your Tamagotchi.

Apps are inconvenient

The user's first contact with your product or service may not be very comfortable if you use an app.

Having to download a huge app just to consume its content, often large, and often over a bad connection and in conflict with the device's limited storage space, all because you didn't provide an online solution to his problem.

Possessive relationships end early

All PWA strategies are strongly based on the user's expectations, experiences, and needs. At no time you should force him to do something or make a decision for him. You must provide the best experience at all possible times.

Of all the concepts about PWAs, this one was the most repeated and proved to be the most important one: 100% focus on the user, because you don't want to lose the audience.

For each step that you force your users to face until they reach your content, you will lose around 20% of your audience, as explained by Alex Russell, in his lecture on Progressive Web Apps in 2015.

Progressive Enhancement

So important that it is part of the name that defines the concept! This means that your application works for all users, regardless of the browser choice, as they are created with progressive improvement as a central principle.

Progressively installed

Because you will provide the entire online solution for your user. Then, as he becomes a regular consumer of your content, you will be able to offer him the right to choose so that he has a closer experience to the brand on his home screen - allowing him to choose between continuing to access normally through the browser or downloading an application that can give you more resources.


Once you promote a progressive and fully accessible approach to users, you will naturally achieve greater proximity to them.

And now, with PWA we can make this approach easier, as access to your content will be just a click away, even before he decided to download your app (assuming you have chosen to do one). This will generate much greater audience engagement.


Facilitate re-engagement through features like push notifications, sending messages to your users, even with the application closed.

Content sharing

It allows users to share their content with others easily, using hyperlinks, just as it would be on a conventional website.

They work offline and are constantly updated

All content will be cached and made available to your user, even if they do not have access to the internet. Whenever possible and there is a connection, the Service Worker can request the most updated version of its WebApp and manage according to the strategy chosen by the team so that it is saved and the old cache deleted.

Are safe

All information will be transmitted over HTTPS to prevent crawling and to ensure that the content has not been tampered with.

Now that you know how a PWA can change the results of your business, come talk to our consultants and streamline your business with an app for your company.

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