In this edition of Mobile Monday, we’re exploring how publishers can improve their mobile user experience, from following Wired’s lead & investing in a progressive web app to more closely monitoring their user experience rating.
Wired’s Progressive Web App Push
Understanding that an enjoyable and seamless user experience is essential to hook consumers on any given property, so Wired is “revamping its mobile site” to improve loading times. Why? Well, 70% of their traffic now comes from mobile devices, so it’s imperative that their content is easy to navigate on mobile.
The new mobile site is in fact a progressive web app, which effectively offers an app-like experience without the need for an install. This creates a far more mobile-friendly experience than a typical mobile website, though admittedly lacking the rich features an app would have.
Nevertheless, the move to a mobile web experiences that feels a bit more like an app aims to alleviate many of the current consumer pain points with mobile web browsing. Conceivably, by offering a better taste of their content through this web app, Wired will be better able to entice users to install their full app. Thus, the web app serves as a gateway where the traditional mobile site would’ve served as a hindrance.
As an increasing share of web traffic comes to publishers from mobile devices and as those users increasingly close out of annoying mobile web experiences, expect more publishers to upgrade their mobile sites to web apps.
User Experience Reporting
While Wired may serve as a great example of how publishers should be improving their mobile web properties, many may ask if such investments are truly necessary. To this end, Google recently launched a User Experience Report tool for its browser. The tool aims to “encourage performance and user experience improvements across the web” by identifying areas where sites can be improved.
Specifically, the tool will look at “system information, preferences, user interface feature usage, responsiveness, and memory usage” so that publishers can better pinpoint where the user experience may be lacking. Of course, the results from this reporting is likely to drive publishers to follow down Wired’s path & create mobile-friendly versions of their content.
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