PWAs are changing the mobile game but you may be asking yourself, “what are they and how do they work?” Well, you just came to the right page. In this blog, we’ll bring you up to speed on what exactly PWAs are, how they improve the ‘checkout’ experience and how they can lead to increased revenue and conversions.
What exactly is a (PWA) Progressive Web App?
While we briefly covered Progressive Web Apps in a previous blog, PWAs are mobile websites that are designed to look and feel more like an app. Customers encounter a PWA while visiting your existing URL, on their mobile browser, like they normally would. But with a PWA powering the visit, the customer experiences the usability and functionality of an app, all without having to download and install an app. PWAs are a truly streamlined, next generation shopping experience that, according to Google, generally drives a 20% boost in overall revenue, with conversion rates on mobile devices doubling in some cases.Two of the most popular and effective PWA’s currently in use are Starbucks and Uber.
Benefits of PWAs
Merchant purchase processes can involve multiple forms and complex workflows that change from webstore to webstore. For customers, navigating these various steps can be the most confusing and frustrating part of the buying process. And is also the leading cause of ‘cart abandonment’. Simply put, if there are too many steps or barriers between your customers and completing a purchase, many customers will simply ‘leave’. Which is where the Payment Request API comes into play.
Payment Request API
While mobile traffic now makes up 60% of total web traffic, it only accounts for 16% of sales conversions. The Payment Request API was created to bridge the gap between web development and native mobile, bringing the usability and purchasing power of the app to your PWA enhanced mobile webstore. It provides a single, consistent method to collect payment data all without the multiple checkout forms and complex workflows.
The Payment Request API is a cross and open-browser standard that eliminates traditional checkout flows by empowering merchants to request and accept any payment in a single API call. The API removes the need for manual entry by storing the customer’s information securely in to the browser. The browser then passes addresses and payment details directly to the website. And, since the browser is collecting the user’s payment information, your payment process is reduced from multiple steps to a single ‘tap’. Some of the direct benefits of the Payment Request API include:
- Speed and Ease – Customers can be prompted to enter their payment details once and have it stored in the PWA browser, like it would be in an app, removing the need to fill out multiple forms on mobile
- Consistency – Merchants are able to provide the same user experience across a wide variety of devices, browsers and platforms.
- Payment options – With a Payment Request API fully integrated with your PWA, merchants can expand their list of accepted forms of payment; credit, debit and prepaid cards as well as 3rd party digital wallets, (Apple Pay, Google Pay) cryptocurrency and more.
- Credentials management – Users can manage their credit cards and shipping addresses directly in the browser. A browser can also sync these “credentials” across devices, making it easy for users to jump from desktop to mobile and back again when buying things.
The Progressive Web App may improve the customer’s mobile shopping experience, but it is the Payment Request API that impacts conversions and increases sales. It’s the spark that’s truly lighting the PWA revolution.
If your mobile sales are slumping and you just don’t see a way out of the endless cycle of cart abandonment then now’s the time to speak to an eCommerce Performance Specialist. Contact us to speak to a member of our team today and bring your mobile game up a level.