Post on 21-Apr-2017
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PWA!?!
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“There is no higher form of user validation than having customers support your product with their wallets. However, the path to a profitable business is not necessarily an easy one.”
Learn more: https://www.udacity.com/course/app-monetization--ud518
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Ido Green@greenidoido-green.appspot.com
Confidential & ProprietarySource: xkcd.com a webcomic of romance, sarcasm, math, and language
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What about all the time spent in apps?Mobile web vs. apps
vs.
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
13% 87%
Mobile web Apps
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In reality, time spent is concentrated in a fewMobile web vs. apps
vs.
Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015
13%35%
Other apps
Entertainment(Games, radio, multimedia)
Social and messaging
32%
20%Mobile web
Confidential & ProprietarySource: comScore Mobile Metrix, U.S., Age 18+, June 2015
The web offers broader reach, but engagement is lowTop 1000 mobile apps vs. top 1000 mobile web properties
10.9
Monthly unique visitors (MM)
3.3
Average minutes per visitor
Mobile webApps
8.9201.8
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Opportunity to capitalize on broad mobile web reach
Mobile Web Lots of users, but hard to re-engage
High engagement, but a small piece of overall user traffic
Modern web features enable better engagementOpportunity to engage users
Apps
“...your mobile website is the top of the funnel for your user acquisition on mobile. It is where people land
when coming from search, email, social media, text links, etc, etc. The mobile web scales much better.
You can build a large audience on mobile web much more easily than via mobile apps.” -- Fred Wilson
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A holistic strategy for MobileStart thinking Site and App - not Site or App; provide the best experience in both.
Site App
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Agenda● Progressive Web Apps
● #movingtoHTTPS
● One tap Sign In
● One tap Check Out
● Physical Web
● Q&A
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Keys to a great mobile web experience
SecurityHTTPS as web
standard
Speed and EngagementInstant loading with AMP and next gen, app-like experiences
with Progressive Web Apps
SimplicityOne-tap sign in, easy check out,
real world interactions with physical web
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Speed and Engagement
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Speed is the biggest factor driving engagement on mobile web
of people abandon a website that takes more than 3 seconds to load40%
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Accelerated Mobile Pages
● Articles are cached and load instantly
● Publishers have control over visual design and business model
● Supports existing ad formats
● Deepen engagement with related articles
● Launched with news and expanding to other content verticals
AMP is simple for users to start fast
Web pages, today Accelerated Mobile Pages
4x 10x faster less data
<1 second median load time
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Washington Post AMP MetricsPerformance:
● Responsive mobile site: 3,500ms● AMP page load time: 1,200ms● AMP CDN load time: 400ms
% of 7 day visits from Search:● Before AMP: 53%● After AMP: 63%
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AMP: Start Fast
Progressive Web Apps:Stay Engaged
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Progressive Web AppsAll the goodness of websites:
● One click away from accessing content● Available across browsers● Fast loading, smooth animations and navigations
With new capabilities:
● Access via Homescreen icon on device● Good experience on flaky or no network connections● Re-engages with push notifications ● Works better in browsers that support new APIs
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Increase in conversion rate and lower data cost
higher conversions from users arriving via home
screen icon (Flipkart, 2015)
+70%
3xLower data usage
App
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Enabling app-like capabilitiesService Worker
● Client-side proxy written in JavaScript● Access device capabilities to allow your site to be
“app like”
Web App Manifest File
● Rich presence on user’s Android homescreen● Launch in full-screen mode on Android (no URL bar)● Control the screen orientation for optimal viewing● Define “splash screen” launch, theme color for site
{"short_name": "My Cool App", "name": "My Totally Cool Application", "icons": [{"src": "launcher-icon-3x.png", "sizes": "192x192", "type": "image/png"}, {"src": "launcher-splash.png", "sizes": "512x512", "type": "image/png"}], "start_url": "index.html", "display": "standalone", "background_color" : "#aeaeae", "theme_color" : "#aeaeae", "orientation" : "landscape"}
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Add to Homescreen and launch in full-screen mode
User who visits 2x within two weeks will be prompted with “add to homescreen”
One tap to add to homescreen
Opens full screen (no URL bar)
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Avoid the dreaded white screen
6Similar to apps, always show basic splash screen experience while your content loads
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Load site quickly with app shell caching 2
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Show content when on flaky networks
6
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Instant loading and smooth navigation
● For first-time visitors, get to first paint in <3s on 3G connections
● For repeat visitors, instant loading of page in <500 milliseconds
● Always scrolling at 60 frames/second● Content shouldn’t jump as images are loaded
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Send Web push notifications
System level notifications, like apps
Ask to notify users with specific information
Can send notifications even when page closed
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AMP: Start Fast
Progressive Web Apps:Stay Engaged
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AMP to Progressive Web App
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AMP to PWA Flow (1 of 2)
WaPo article in AMP carousel Once on AMP article, WaPo silently registers Service Worker
PWA launchable from menu; in future WaPo may direct more navigations to PWA experience
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AMP to PWA Flow (2 of 2)
Site loads instantly on WaPo domain Frequent users prompted to add to homescreen
Icon appears on device like other app icons
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Jumia has seen success with push notifications
Users that enabled push notifications made
9X moremore conversions on previously abandoned carts
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PWAs can work across browsers
Using standard progressive enhancement techniques, PWAs can be made to work across all modern browsers
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AliExpress is seeing increased engagement across browsers
74% increase in time spent overall and...
82% more conversions on iOS
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"One of the reasons we built a Progressive Web App
was to be able to invest in the web experience across
all browsers. Not only did we see huge benefits on
browsers that support the latest features, but we also
got to see a bump across the board. That is the sign of
a great investment, and one that will keep paying for
itself as browsers evolve."
Lijun Chen, Director of AliExpress Mobile Team.
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Security
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HTTPS: Secure connection between site and users
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Why a secure web matters
TrustIs this site who they
claim to be?
Data integrityHas anyone tampered
with this page?
User privacyCan anyone see my browsing behavior?
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Protect Users from Being Tracked and Retargeted
Permacookies can take over HTTP
● Inserted by third parties to follow users on your site
● Collects user browsing behaviors, including searches and other personal info
● Data is sold to competitors who can then target your users
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Protect Your Business from Unwanted Content
● Third parties (e.g. ISPs) can inject content on your website without your knowledge (possible on all non-HTTPS content!)
● Unwanted ads damage your brand image and put existing ad revenue at risk
● Malware puts your users at serious risk and will cause major damage
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Browsers to Start Changing UI to Indicate Insecure Content
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New Web Features Will Only Be Available with HTTPS
Browsers will prohibit use of existing and new technologies if there is only HTTP:
● Camera● Geolocation (recently deprecated)● Auto-Fill for Forms● Progressive Web Apps
○ Push Notifications○ Service Worker
https://blog.mozilla.org/security/2015/04/30/deprecating-non-secure-http/
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HTTPS Affects Your Search Ranking Positively
● Google announced to use HTTPS as a ranking signal in 2014 already
● Will be strengthened over time to encourage broader use of HTTPS
● Google products moving to HTTPS as well
https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
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Simplicity
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One Tap Sign in with
Credential Manager API
Typing on mobile is hard
Asking users to sign in today is hard
of users give up if they are unable to sign in
92%
Chrome already helps users sign in more easily
8B Sign-ins are assisted by Chrome’s password manager a month
One-tap sign in
Auto sign in
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One Tap Check Out with Web Payments API
66% Of mobile purchases are on the web
...but conversionlags behind
other platforms
-66%Mobile web vs desktop web conversion rate
How to close the mobile web conversion gap?
Web Today
Make checkout forms
less painful
Autofill
Next Generation
Eliminate checkout
forms entirely
PaymentRequest
API
Autofill
Fill payment forms in one-tap
Cards/Addresses Synced
Zero merchant integration
Increase form submission rate
More: checkout-faster-with-autofill
PaymentRequest API
Open Javascript API
Browser handles payment collection
Cross Browser / Cross Platform
Any form of Payment
Single Click Checkout UI
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Physical Web
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The Physical Web: Nearby objects and places broadcast sites
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The Physical Web: Broaden the reach of your site
Physical Web is open for anyone to use
● Modern web browsers unlock powerful actions○ Push notifications○ URL redirectors manage beacons in the cloud○ Web Bluetooth unlocks interactive devices
A few places where it’s currently used○ Brookwood Middle School to send useful classroom information to students○ Golden State Warriors stadium to promote seat upgrades and merchandise sales○ Consumer Electronics Show 2016 to power a scavenger hunt○ Proxama’s MyStop App delivers real time transport updates to Transport for
London bus commuters
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Thank You!