In modern traffic arbitrage, the winner is the one who provides the best user experience for their target audience. The main tool in this case is traditionally considered to be mobile applications, the creation and support of which requires a lot of money and time. However, there is a cheaper alternative - progressive web apps (PWAs). Using them, webmasters can provide a positive experience to potential customers, as well as reduce marketing expenses. In this article, we'll explain what PWA apps are and how to implement them into your traffic attraction strategy.

What are PWA apps and why are they becoming mainstream in traffic arbitrage?

 

Progressive Web Apps (Progressive Web App or PWA) is a technology that allows you to integrate web pages into mobile apps templates. In fact, PWAs offer users an experience similar to native mobile apps. They combine the best of both worlds: the convenience and speed of access through a web browser, as well as the features of conventional mobile apps.

Progressive Web Apps are becoming increasingly popular among affiliates due to their ability to increase user engagement and reduce development, support and marketing expenses.

Advantages of PWA apps for traffic arbitrage:

 

• Improved performance. PWAs load faster than traditional web pages due to efficient caching and data management. This reduces user wait times, which is especially important in arbitrage, where every second of delay can result in the loss of a potential customer.

• Adaptability. PWAs are suitable for different devices (smartphones, tablets, PCs) and screens. At the same time, the web application does not need to be separately adapted for each operating system.

• Offline operation and reliability. PWAs can operate to a limited extent without an internet connection, and updates take place in the background. This means that users can continue to interact with the application even when there is no network, and all changes are synchronized the next time you connect. PWAs also work over secure HTTPS connections, which increases user trust.

• Interactivity and user experience. PWAs look and function like native apps, which means they are familiar and usual to people. Progressive web apps can send push notifications to users, which simplifies communication and allows you to stay in touch with a potential customer even if they're not using the site or web app. However, it is worth noting that the ability to send push notifications is limited: on iOS they are not yet supported, which may be a barrier for some users, the exception may be iOS devices where the default browser has been changed (from the standard Safari to Chrome). Also, the PWA app shortcut can be installed on the device's homescreen and launched like a regular app.

• Point personalization. Because PWAs have access to some of the device's hardware features, such as geolocation, screen rotation, network access, etc., you can create the most personalized communication possible. For example, send a push notification by trigger when the user has appeared online or performed an action.

• Ability to edit the web application in real time. PWA is like a constructor, where you can change elements, delete and add at any time, even when an advertising campaign is running.

• Reducing expenses. Creating a single PWA instead of developing a separate website and mobile app can significantly reduce expenses. For example, development, support and updating of such an application is 70% cheaper than a native mobile application. Besides, PWAs don't need to be placed in app stores and don't need to be promoted. And most importantly, you can significantly save on remarketing and retargeting, as you can get back a potential client through the PWA functionality. All this makes progressive apps a more profitable solution for affiliates.

 

What does it look like from the user's point of view? It's worth saying right away that PWAs are not attached to Google Play or the App Store, and the technology is completely safe for the device and the user's personal data. 

For example, a person visits your website about trading and receives a notification saying, “Add the site to your home screen for quick access.” The user clicks on the notification and your PWA app icon is created on the device, copying the site's cache so they can view content even without an internet connection. You are left to generate relevant content and send triggered push notifications to warm up and convert the user into action.

Traffic arbitrage strategies using PWAs

Let's first understand at what stage of the strategy to attract new traders you should use a PWA application.

One of the most popular options is to use a pre-landing page from which users convert to install the PWA app. The page should warm up the audience well, “selling” the value of the application for a potential trader, as well as cut off irrelevant traffic and lead only those who are interested in receiving benefits. Prelending in combination with PWA apps is a great way to increase conversion rates.

Pre-landing converts to PWA installs. Such a page should be creative, engaging and relevant to the audience of the GEO you are working with. The offer on the prelending page should be relevant to what the person will get in the PWA app. For example, it can be live news of the crypto market, analytical reviews, publication of trading signals, educational content, distribution of promo codes with bonuses, etc.

Prelending in the trading vertical should contain a clear offer explaining why the user needs to install the PWA app, as well as numbers, facts, and elements to build trust. Social proof plays an important role in the effectiveness of the page. And then, after PWA installation and with the help of the application tools, active warm-up and conversion into the final target action (registration on the trading platform, account depositing, etc.) begins.

Figure 1. Example of prelanding in combination with a PWA app

 

As part of your marketing strategy, a PWA app can be used for the following tasks:

 

• Optimizing landing pages. PWA apps that load instantly, adapt to the user's current device, work even offline and provide all the necessary features, help increase the number of successful conversions.

• Remarketing and push notifications. PWAs provide excellent opportunities for remarketing and user retention. Push notifications allow you to remind users about offers, promotions or new content releases. This increases their engagement and the probability of repeat visits. But, as we mentioned, this feature doesn't work on iOS devices yet, which should be taken into account when planning campaigns. On the other hand, about 70% of devices in the world run on Android, which still makes PWAs an effective way to communicate with your target audience.

• Integration with advertising platforms. PWAs are easily integrated with various advertising platforms, which makes it easy to manage campaigns and maximize their capabilities.

 

Large companies actively use PWA apps in their work with the audience. For example, Forbes managed to increase the number of active users by 43% through the use of PWAs, where page loading time was reduced by 2-3 seconds.

A good example is Starbucks. Their PWA allows users to order drinks even with a weak internet connection, which improved the user experience by 99%. It also improved user engagement and increased the number of orders via mobile devices by 23%.

Summary

PWA apps are becoming an increasingly important tool for affiliates. Benefits such as improved productivity, offline capability and interactivity make them indispensable in the binary options vertical. Using PWAs allows you to not only increase conversion and user retention, but also reduce application development and support expenses. Implementing PWAs into the strategy of attracting new traders to the trading platform is a step into the future that will allow partners to stay competitive and achieve high performance.

In the next article we will analyze the technical aspects of creating and implementing PWA-apps and present the prospects of their development. And if you still have questions or suggestions, please contact your CleverAff manager. We are always glad to help you!