Report • 25.06.2018

PWA and AMP: How to deliver mobile content faster

Part 3 of the topic series: Mobile optimization

In the third part of our series, we introduce more ways to make a mobile website more user-friendly. Aside from affecting load time, these options can do so much more.

The technologies are described in detail in the "Modern Mobile Web Technologies" guidelines of the German Federal Association of the Digital Economy (BVDQ). We summarize the main ideas for you.

Progressive Web App (PWA)

Progressive Web Apps essentially look like a native mobile app: the home screen starter, the design, the splash screen, the system’s color scheme and the custom favicons make it seem that way. What’s more, they also satisfy every wish on the part of the user and the operator. They function much like a native mobile app, but users don’t have to bother with downloading them from the Play Store. PWAs can be linked and added on the cell phone’s home screen, so they won’t be forgotten and stay there when the phone is being used.

Thanks to the installed service worker in the background (a JavaScript proxy), developers control the website’s user experience (e-commerce features).

What makes this so special: the performance remains excellent even on a slow network or if the user wants offline access - fast interaction and quick load times, as well as smooth scrolling and animations included.

Some of the world’s largest companies like BMW use PWAs. Jörg Poggenpohl, Head of Digital Marketing at BMW explains: "With the new BMW.com relaunch, BMW emphasizes context-based communication in its digital customer approach. Easy-to-consume "snackable" formats such as listicles or infographics maximize the appeal to readers. Mirroring our vehicles, the user experience centers on the optimized performance of the mobile website. That's why we chose an AMP-based Progressive Web App (PWA) for the technical implementation. "

What makes PWAs so exciting for marketers is that they enable them to reach out to users with push notifications that offer a variety of applications. This includes options such as making users aware of special discounts or new available products in the online store. Users must first enable this feature to be able to receive notifications.

Some browsers support service workers, which run and do all the work in the background. These operations are separate from the actual website. Only the dynamic elements on the web server have to be retrieved, which in turn cuts data usage.

Fast, faster, Accelerated Mobile Page (AMP)

An Accelerated Mobile Page is an additional version of the actual online store, reduced to the content only. There are two AMP cache providers: Google and Cloudflare.

"However, the AMP integrated platform that links to individual content, such as Bing, Pinterest or Google, and not the advertiser or publisher decides for or against the cache option." (BVDW)

The benefits of trusting Google? Your own great performance is virtually guaranteed thanks to the automated optimization of images and data by Google. AMP is responsive, the images and contents are automatically adjusted to the right size for each device - without loss of content. Distribution platforms like Google, feedly, Pinterest, Twitter, and LinkedIn support this format.

AMP sites are already popular among publishers, yet more and more e-commerce providers and ad tech platforms are also taking advantage of this technology. German companies, such as FlixBus, Comdirekt and BMW count among the many users.

The positive effects of using AMP are enormous:

  • Fast load times in Google Search
  • Improved SEM performance
  • Increased sales
  • Longer dwell time
  • More traffic, mobile revenue, and a better CPM (cost per thousand impressions) for ads
  • Higher conversion rate

"AMP implementations in e-commerce, for instance by AliExpress, yielded impressive results and a four percent increase in conversions with AMP sites. The French retailer Greenweez also reports AMP sites that are five times as fast and an 80 percent increase in conversion rate. " (BVWD)

Having said that, you must carefully consider your content when it comes to an AMP solution. It must be content that is short and concise, as well as easy and effective to understand. A simpler structure is always better and can be achieved with tools such as infographics, images, headlines, quotes, and GIFs.

Find out how you can benefit from mobile payment and artificial intelligence, and how you can optimize these features to create a better and more engaging customer experience in the last installment of our series.

Author: Nora Petig; iXtenso – Magazine for Retailers

related articles:

popular articles:

Thumbnail-Photo: Shop NEXT 2020
31.03.2020   #online trading #brick and mortar retail

Shop NEXT 2020

Next shopping experience

Due to the retail industry in Southeast Asia is developing rapidly and the retail industry value has exceeded 100 billion dollars. Over 250 exhibitors and 10,000 visitors from 30 countries or regions are expected to participate in Shop Next ...

Thumbnail-Photo: Our bot is happy to assist you
31.03.2020   #consulting #customer relationship management

Our bot is happy to assist you

Chatbots and AI virtual assistants automate customer service

Chatbots and virtual assistants – some think they are creepy, others consider them a part of daily life. Either way, they patiently answer frequently asked questions related to the opening hours of the nearest supermarket.By now, some ...

Thumbnail-Photo: The cash register capable of everything
18.02.2020   #customer satisfaction #epos systems

The cash register capable of everything

Flexible use from manned checkout to self-checkout point

Customers walking through the store with their own cash register on hand? This versatility of shop technology and shop fittings corresponds to the change in brick and mortar retail. MAGO wants to help retailers to meet this challenge with ...

Thumbnail-Photo: The safety barrier you need right now
02.06.2020   #customer satisfaction #security

The safety barrier you need right now

Poindus ProShield is an effective protection screen.

Safeguards like social distancing implemented in-store during staff-customer interactions are enhanced with our ProShield, an effective protection screen that provides an additional layer of protection for cashiers & customers at the point of ...

Thumbnail-Photo: Pay-As-You-Go
17.02.2020   #payment systems #Trade fair special EuroShop 2020

Pay-As-You-Go

VR Payment and BMS Consulting bring fully automated payment to the point of
sale with payfree

For the first time ever, payfree realises the vision of cash register free checkouts without camera surveillance and expensive sensor technology on the shelvesThe payment process begins automatically upon passing the checkout areaInnovative process ...

Thumbnail-Photo: Light up the future with Posiflex at EuroShop 2020...
11.02.2020   #kiosk terminals #Trade fair special EuroShop 2020

Light up the future with Posiflex at EuroShop 2020

Serviced IoT solutions: personalized, flexible and connected

The Posiflex Group, a synergy of world-leading POS, kiosk, and industrial computing technologies — will bring its Serviced IoT solutions to EuroShop 2020, the leading Europe trade fair for the retail industry, from February 16th – 20th ...

Thumbnail-Photo: The new digital signage landscape: cloud-based...
14.04.2020   #digital signage #artificial intelligence

The new digital signage landscape: cloud-based

Using AI for automation and personalization

Big technology advancements mean digital signage systems are starting to become easier to use, to scale and to integrate, fuelling a market boom that will see the sector worth almost 30 billion dollars in five years' time.In a market that's ...

Thumbnail-Photo: Effective and Independent
12.02.2020   #epos systems #cashpoints

Effective and Independent

Present and future of self-checkout

Better use of personnel, lowering overhead costs while still providing customers with a smooth and seamless shopping experience – that’s what every retailer strives to accomplish. For Thomas Dibbern, CEO of ALMEX GmbH, there is an ...

Thumbnail-Photo: Contactless? Cross-channel? Consumer-friendly?...
11.05.2020   #mobile payment #payment systems

Contactless? Cross-channel? Consumer-friendly?

Things to look for in a payment solution

Whether it’s e-commerce, point of sale, or mobile payment: we have to pay for our purchase. But what do customers want and expect from a payment solution? How can retailers meet these expectations and are self-checkouts really a faster option ...

Thumbnail-Photo: Connected Retail Experiences and StartmeupHK Festival 2020 goes virtual...
03.06.2020   #e-commerce #multichannel commerce

Connected Retail Experiences and StartmeupHK Festival 2020 goes virtual

Transformation from an in-person event to a fully virtual experience

The StartmeupHK Festival 2020 is to be transformed from an inperson event to a fully virtual experience. Connected Retail Experiences will take place on 7th July 2020. Inves tHK’s decision to bring this annual event into the ever more rapidly ...

Supplier

Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Saint Gobain Sovis
Avenue de la Republique
2407 Chateau Thierry Cedex
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
MAGO S.A.
RUSIEC ALEJA KATOWICKA 119/121
05-830 Nadarzyn
Poindus HQ - Taiwan
Poindus HQ - Taiwan
5F., No.59, Ln. 77, Xing-Ai Rd.,Neihu Dist.
Taipei City 114
ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg
Adasys GmbH – a Poindus Company
Adasys GmbH – a Poindus Company
Max-Planck-Straße 10
70806 Kornwestheim
VR Payment GmbH
VR Payment GmbH
Saonestraße 3a
60528 Frankfurt am Main
Checkpoint Systems GmbH
Checkpoint Systems GmbH
Ersheimer Str. 69
69434 Hirschhorn a. Neckar
GLORY Global Solutions (Germany) GmbH
GLORY Global Solutions (Germany) GmbH
Thomas-Edison-Platz 1
63263 Neu-Isenburg