Luxmart doubles sales conversions with progressive web app

Published Oct. 15, 2018 in Mobile Marketer

Brief:

  • Online retailer Luxmart doubled its mobile conversion rate to 1.24% from 0.6% after introducing a progressive web app (PWA), a technology that delivers app-like experiences to mobile internet users, according to an announcement. Since launching early last month, the PWA helped to optimize push notifications and speed download times on mobile devices, removing a significant source of friction for shoppers. Some days this month have seen conversion rates as high as 3.1%, more than five times higher than before the PWA was deployed.
  • Elie Hantsis, the owner of Luxmart, said in the announcement that the PWA has helped to boost the performance of the company’s mobile site, which had gotten slower as more features were added, causing conversion rates to stagnate at 0.6% for years.
  • The Luxmart PWA’s performance ranking, as measured by a Google benchmarking tool, jumped to 99% from 67% after the PWA was launched, per the announcement. PWA standards compliance now measures a perfect score of 100%, according to Google.​

Insight:

Luxmart’s experience with a PWA shows the positive effect of providing mobile shoppers with a website that loads quickly but maintains the same features typically found in apps. That’s especially true in developing markets where many consumers have limited wireless bandwidth and phones that don’t have much storage for a variety of apps. Even in developed markets, requiring customers to take the extra steps of downloading and installing an app can be dissuasive unless marketers provide valuable incentives like loyalty programs, discounts or seamless payment functionalities.

Lancô​me, Tinder, Pinterest and FlipKart are among the brands that have also rolled out PWAs to improve the mobile experience for their respective customers. PWAs have several advantages for marketers because they can be updated like a website, avoiding the need to push out frequent app updates to mobile devices, and they don’t require much extra development cost. For shoppers, PWAs not only offer faster browsing, but they also can be bookmarked to the home screen for easier access and a personalized engagement channel. The push notifications, similar to those offered via apps, also allow for rapid repeat access without the need to open the browser and type in a web address as well as quick updates to invite users to return to the site with a single click.

While Google is a driving force behind the development of PWAs, rivals like Microsoft are getting on board with the technology to boost their adoption on mobile platforms. Adobe-owned cloud-commerce platform Magento also has created software tools to help marketers build online stores that offer modern app-like experiences. The Magento Progressive Web Applications Studio, introduced in April, this month was integrated with the Adobe Experience Cloud to help small- and medium-sized businesses offer more services to customers and better compete with companies that have large tech and marketing budgets.

The Internet of Things and Your Online Store

The Internet of Things for Ecommerce

Mobile apps, wearable tech, and innovative takes on seemingly mundane home products like the Nest Thermostat and Hue Lightbulbs are all harbingers of a breakthrough that analysts have been discussing for some time now: the Internet of Things.

To quickly catch up anyone who isn’t familiar, the Internet of Things refers to a trend towards having items outside of the world wide web exist as always on, intelligently connected and accessible from nearly anywhere. Ever seen those old cartoons about “the home of tomorrow” where the guy walks in and the house turns on the lights, starts making dinner, and asks how his day was? We’re basically there.

Obviously, the ramifications for this are potentially huge. Right now we have scales that will allow you to step on, read weight and body fat percentage, send that information to a mobile app that also reads activity data from an activity tracker, which will then propose and monitor fitness goals for you throughout the day.

Ecommerce (well, all commerce really) stands to benefit from this trend. From a basic level, administrative duties will become much more efficient if suppliers adopt technologies such as smart inventory management systems and gps-enables shipping containers that let you pinpoint exactly where (and when) your shipments are.

From a slightly more interesting perspective, the Internet of Things allows for much more engaging customer interaction through their smartphones and through whatever wearable tech they might be…wearing. Right now you have the ability to send immediate messages and deals through your app with push notifications. As the Internet of Things becomes further integrated into the lives of your customers, app developers and app creation platforms (that’s us!) will be able to allow for conditional and immediate messages to be sent. For example, you could set up an event that immediately sends a deal on sun screen and goggles if customers are detected to be near the coast.

The Internet of Things is here now, though it is still in it’s infancy. We’re all extremely excited to see all the possibilities it opens up.