PWAs: Debunking the Myths Behind Your Marketing Team’s Fears

October 25, 2018

When marketing teams hear that their company is building a new website or app, this is usually exciting news. But when the words “progressive web application” are part of the core strategy, some break out into a cold sweat and wonder what this new direction means for them. And why not – the change to a progressive web app does have some significant implications for how your website and its components and features are updated, managed, and improved. Like many fears of change, this anxiety is driven by a number of myths that float around the Internet and in professional circles. Here’s the information you need to bust the myths of the progressive web app and get your marketing team on board.

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Myth 1: We will lose control of our website and it will become completely owned by IT

Your team likes the tools they use because they work. Using a new tool doesn’t guarantee those same results. What’s great news about a progressive web app is it can integrate with most of the tools you already use. For example, you can build a PWA for your website and still use WordPress as a content management system, you just might be somewhat limited in your ability to use it’s plugin ecosystem (which is slow, bloated, and not best practice anymore). Many of the PWAs we build actually make it easier to integrate into content management systems, marketing tools and really any APIs. In fact, the main difference for you might be that the features and conversion tools you already love will work faster and better under worse network conditions. One tool that comes unique to progressive web apps are push notifications, which can boost your website’s engagement by 88%. A PWA is both progressive and responsive on any and all devices and browsers you view it on, while providing app-like site navigation. The best part is that users can still use these websites easily, even when they are offline or in a low coverage area. So if your marketing team is interested in extending the conversation with their client, which they should be, a PWA is really the best option.


Myth 2: A progressive web application is just one more add-on

In the past you may have installed a plugin onto your WordPress site and it may have done a thing that you needed it to do, like make a survey or allow user comments. This is an add-on, a quick fix for a problem you needed to solve on your website. You cannot solve the PWA problem with an “add-on”, and if someone is telling you that then they are selling you snake oil. PWAs are part of a larger framework shift for developing web experiences, and restructure the way your website connects to and relies on the Internet, making it more self-contained and functional in itself. Among other benefits, this does away with the risk of an operating system update or other change making your website stop working. The site will work offline, load and install faster, and update automatically. The benefits of these features weave through almost every important aspect of digital marketing:   

  • Progressive web apps make user experience and consumer outreach easier by driving more traffic to your site, which makes it easier to climb the top of Google searches.
  • Progressive web apps also makes SEO changes easier to initiate because they are easily indexable by Google and allow for SEO A/B testing.
  • Progressive web apps make the consumer experience faster, loading in 2.5 seconds on average which in turn increases user’s session time by 78%. That means more customers are taking more time to explore your brand and becoming, well, customers.

Myth 3: In the grand scheme of things, this is just one more change that won’t matter

Someone who has an attitude like this myth, you might chalk up to an employee who is jaded by all the technological advances that are supposed to be “the next big thing” and flop. But a commitment to this misconception could also indicate that someone on the marketing team isn’t willing to change with the rapidly progressing technological world. Conversely someone who says, “Heck yes!” to a PWA probably has their head on straight with their eyes forward to the future. Even someone willing to give it a try is on the right track. They know that while this isn’t the last innovation, it is the next big one, with proven benefits. We equate the proliferation of PWAs similarly to the rise of content marketing and responsive web design in terms of the historical significance it will have on the health of the internet.

Don’t let myths ruin your opportunity to rise above your competition. If you need expert support to convince your team a progressive web app is a step forward and not a step back, Crafted Labs is happy to share more examples, client stories, and data.