Video: How to Acquire and Engage Users on the Mobile Web
Learn more about mobile engagement at 流媒体西部.
Read the complete transcript of this clip:
Husain Bengali: The mobile web has always been good at content discovery, 但是在用户粘性指标上, 它往往落后于原生应用, and if you have any doubts about that assertion, 看看这些数据. 我们可以看到上面的1,000 mobile apps compared to the top 1,000个移动网站, mobile web does relatively well when it comes to just a number of users coming through. It’s almost 3X what you have across the top 1,000 mobile apps. However, when you look at engagement, apps really dominate. You have almost 20x the engagement as measured in minutes on native apps. That is the more organic side of discovery.
What if you are looking to advertise and pay for user acquisition? Even in that context, mobile web tends to be a way more cost effective way to get users. 一家叫housing的公司.印度的com研究了这个问题, and they found that their mobile web user acquisition rate was 1/50th of what they were paying for, 一个用户, 对于android应用程序.
We're trying to add capabilities to the mobile web to bring up the ability for users to engage with it and have meaningful experiences over longer durations of time while retaining all the inherent advantages that exist with the mobile web in terms of discoverability and lower user-acquisition costs.
Here are the elements that have been missing on the web that prevent an app-like experience or used to prevent an app-like experience. With an app, users are able to launch into it from their home screen. They're able to use it regardless of whether they’re online or offline or whether they have spotty connectivity, and they get push notifications to tell them when there's new and interesting content.
With something called progressive web apps, we’ve addressed all of these. Rather than me try and formulate a way to explain this to you, I think this article did a good job of eloquently stating it's taken the best off the web and best of mobile apps and it's bringing that experience using web technologies. To 一个用户, it acts and feels like an app.
What does this look like to an end user? 让我们来体验一下. Say 一个用户 has visited your media site, and you have given them the option to add to home screen, 你现在能做什么. If they to choose to take you up on that option, what they will see is an icon on their home screen. 在这种情况下, Biograph is the sample media PWA that we built out, and they’re going to tap on that app, 当他们这样做的时候, it will open up in a full screen experience. There’s no evidence of any browser UI. 它已经像一个应用程序了.
此外, if they try to use the task switcher, notice that it will show up as a task or an app on its own as opposed to as Chrome browser, 即使在引擎盖下, 这只是一个移动网站. 是Chrome在驱动它. When they update their version of Chrome, they will get the latest and greatest features that we’re building in there.
顺便说一下, the reason this is called progressive web apps is because we understand the notion that not all web APIs get adopted by all platforms at the same time, so these are built in a way such that they degrade gracefully, 如果你用的是浏览器, which doesn't have part of the capabilities that a progressive web experience entails, the user will still be able to interact with it and get most of the advantages. Just that one web API will not be available. The benefits associated with that one web API will not be available to the user.
This experience is completely transparent to the user. As a developer, there is a mechanism for you to build it such that it degrades gracefully.
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