Customer expectations are at an all-time high and it’s becoming more and more challenging for brands to meet and exceed them. It was predicted in 2020 that customer experience would outweigh price and product when deciding whether to purchase, with 86% of buyers ultimately willing to pay more for a better customer experience. The need to develop effective customer experience strategies is intensifying. 通过改善和优化客户体验, you’re likely to convert more shoppers into customers and boost loyalty and retention, 所以我们如何给消费者他们想要的?
Some of the common frustrations that we have heard and have encountered as consumers include a different shopping experience across devices, 不能轻松地找到产品, 缓慢和繁琐的网站, 缺乏再参与和沟通. Today’s consumers want to get from A to B on the path of least resistance. 一切都与速度有关, 易用性和一致性, 这是一个很棒的购买体验——事实上, 74% of consumers say they are at least somewhat likely to buy based on experiences alone.
谷歌对客户体验的承诺
Google has shown a commitment to progressing customer experience over the last 10 years. 回到2010年, Responsive Web Design (RWD) introduced the idea that website design and development should respond to the user’s behaviour and environment based on screen size, 平台, 和方向. In 2015, there was a change of focus towards mobile experience and quality content; shortly after in 2016, pwa作为一种新的web开发标准被引入, 让移动用户体验成为所有关注的中心. Google first started to use page speed to calculate mobile search rankings in 2018, and in 2019 Google started to predominantly use the mobile version of content for indexing and ranking. 最后，今年早些时候我们看到了 核心的网络生命和页面体验更新.
This makes one thing very clear; mobile experience is key. If you are not providing a positive mobile experience, you’re putting your business growth in danger. 近年来, mobile usage has risen to the point where people now spend twice as much time on mobile devices as they do on desktop. It’s likely that you have seen similar trends within your site analytics. 但随着使用的激增，人们的期望也随之而来, as customers are demanding consistently great experiences on mobile – this is where PWA’s can deliver.
那么，什么是渐进式Web应用程序(pwa)呢??
简单地说, pwa是移动优化网站, 这对用户来说就像一个本地移动应用程序, 一个普通网站和移动应用的混合体. They are developed to behave and feel just like native mobile applications, 同时在web浏览器中运行. Creator, Google engineer Alex Russel said that “they’re websites that took all the right vitamins”.
尽管有类似应用程序的功能, it is important to understand that PWAs aren’t a direct alternative to native apps, 而是对现有网络技术的增强. When you build a PWA, you are building a single website that runs on every device. 这就是谷歌的主要原因, Microsoft and other companies are pushing Progressive Web Applications so that businesses are encouraged to create better cross-device experiences.
pwa有助于改善客户体验并降低跳出率. 它们立即装载, respond instantly to customer interactions and are rich with UI on all devices. As well as being reliable, fast, and engaging, the main characteristics of a PWA include:
- 消费者可以通过搜索引擎找到并下载您的PWA.
- 用户可以将其添加到主屏幕，就像本地web应用程序一样.
- PWA可以通过一个URL在不同的平台上共享.
- 网络独立. Any interruption due to poor connectivity can cause shoppers to lose purchase momentum and reduces the likelihood of them returning to complete their order. The app works behind the scenes to retrieve and store information so consumers can shop offline or with poor connection.
- 逐步增强. 该应用程序可以在较旧和较新的浏览器上运行.
- Re-engageable. Regain and maintain engagement by sending consumers push notifications with stock updates, 优惠和废弃的篮子提醒.
- 感动地设计. 购物者可以在任何有屏幕和浏览器的设备上访问该应用程序.
- 用户之间的连接, the app and your server are secured against any third parties trying to access third party data.
These features can create a compelling, highly flexible offering for your customers. These benefits lead to higher levels of customer engagement and overall performance, 提高转换率和收入增长.
pwa的影响
谷歌报告称，平均PWA增加了52%的转化率. If you’re considering a PWA, think about the metrics you’d like to track. Here are some of the key statistics from Google’s mobile engagement report:
- The average bounce rate of a PWA is 42% lower than a similar mobile website.
- pwa的移动会话平均增加了近80%.
- 使用pwa的品牌注意到页面浏览量增加了近134%.
- 整体参与度提高了137%.
- pwa的平均负载时间仅为2.75 seconds, approximately eight times faster than an average mobile landing page.
There are several tools and techniques available to help you track performance, such as 灯塔 和 Chrome用户体验报告. Some of the key metrics that you will be looking at are conversion rate, 每个用户的会话数和平均会话持续时间, 但这因企业而异.
pwa有很多好处，而且来得正是时候. 10家企业中有9家主要在客户体验上竞争, it’s the brands that take customer experience seriously that will stand out and win loyal customers over. PWA technology enables brands to unify and streamline their clients’ experience across all touchpoints. Progressive Web Apps will inevitably drive a shift in user expectations 和re are a few fundamental considerations that are key to success. 和我们团队的成员谈谈 今天来了解更多十大网博靠谱平台PushON如何帮助您创建PWA的信息.
