PWA for Business and Affiliate Marketing

The field of digital marketing is not standing still and is constantly evolving. Bots and software for automating processes are replacing manual mailings, and creative tasks can now easily be delegated to artificial intelligence. What about apps? In the affiliate marketing world, it’s already common to monetize traffic with Webview applications, but the next step in the development of this niche are the PWA apps. They are not tied to Google Play or the App Store and can be a great way of reaching the modern user. In this article, we’ll explore the intricacies of PWA apps, their benefits, and the first steps in working with them.

Basics about PWA apps

PWA is a progressive web application that resembles a website in functionality, but it is installed on an electronic device in a “packaging” of a mobile app. After downloading, the user’s device displays the usual application icon, making it visually indistinguishable from regular apps. Clicking on this icon will open the site. It can be used without an Internet connection — only a modern browser is needed.

PWA would work on your computer, smartphone, or tablet. The installation process involves 3 steps:

1. When the user visits a site, he clicks on the “Add site to home screen” notification.
2. The program creates an application icon on the device.
3. Along with creating the icon, the technology copies the site’s cache, allowing it to be used offline.

No special action is required of the user, and the technology is safe for the device and personal data. PWA application has no ties to Google Play or App Store, and the speed of loading pages is significantly higher in comparison to using the web resource directly. It is essentially a “website with benefits”: no need to open a mobile browser, it works in offline mode, and saves local data.

To use or not to use?

As with any technology, working with PWA applications has its pitfalls. Let’s have a closer look at the pros and cons of PWA-based apps in digital marketing.

Advantages of PWA-based apps

1. Allows you to send Push notifications
2. Saves your budget — development and support are 70% cheaper than for mobile apps
3. Saves on repeat customer engagement as there are no costs for customer return tools (retargeting, remarketing)
4. Requires no moderation for placement on AppStore and Google Play — PWA can be downloaded directly from your website
5. Works faster than a website
6. Works without internet
7. Does not require updates
8. Requires a small amount of device memory — PWA app size is usually less than 2MB, which is less than a mobile app

Disadvantages of PWA-based apps

1. Difficulties with installation on iPhones. In iOS, the default browser is Safari, which does not allow you to send notifications from PWA. However, in iOS 14, Apple has added a default browser selection feature. This means that if the user changes the default browser from Safari to another, notifications can also be sent to the iPhone
2. No support for Touch ID and limited Bluetooth functionality
3. Need for purchasing and setting up domains to create a Safe Page to bypass moderation and a Black Page from which to download the app
4. Inability to work with UAC (Universal App Campaigns) due to the absence of apps in the Stores and the lack of In-App traffic

PWA in affiliate marketing

The pros and cons of PWAs are pretty clear to us, but what practical tasks do these applications perform at work? What are they used for in classical and affiliate marketing? We’ll get to the bottom of this right there. PWAs are effective for:

• Encouraging repeated sales
• Increasing brand awareness — company icon (logo) is always in front of the user
• Increasing the transaction size by reselling products with Push notifications
• Improving the connection with the customer: sending notifications that the product has arrived at the pickup point, or info about the product delivery
• Saving money on advertising, because there is no need to set up catch-up ads with a new promotion — just send a notification that your customers are sure to notice
• Getting rid of search engine competition, your customers are reached through an app that has no competitors, unlike search engine results
• Driving traffic to the dating, gambling, and betting offers successfully
• Introducing an alternative to the usual bundles like “pre-lander + landing page”

Where to start?

There are several ways to get a PWA application:

1. Create one yourself. You can find a lot of material online about creating your own PWA application without programming knowledge. This can take time, but it’s a workable option nonetheless. Progressive apps have simple code, but you still need to know the programming languages to write them. Plugins are only suitable for sites that run on a CMS.
2. Purchase from a vendor. There are services that can create the app and Safe Page for you. You only need to give the necessary visuals for the landing page and complete it with the necessary textual content. Creation takes place in an intuitive constructor. Plus, some services integrate app and landing page statistics into their site. When using third-party services, the type of engine is not important, but you need to understand the settings.
3. Request a ready-made PWA from an affiliate network. If an affiliate network is experienced in working with such applications, it can provide it at the affiliate’s request — ask the affiliate manager for details. Usually, it is the case for the networks that work with gambling, betting, and dating offers.

Final thoughts

PWA apps are a great alternative for monetizing traffic in affiliate marketing. This technology is faster and safer than classic apps, requires no additional development costs, and works great on any modern device. With their simplicity, PWA-based apps not only make life easier for marketers and affiliates, but also increase user engagement due to quick and easy installation. Consider this article a sign for you, because it’s time to try integrating PWA apps into your marketing strategy.