forbes pwa: changing mobile landscape by vadim supitskiy

#SMX #32B @VadimSupitskiy

Changing Mobile Landscape

Forbes PWA


Why Change Forbes Mobile Experience?

• Over 50% Of the Forbes.comTraffic is Mobile

• The Mobile Site was Slow• High Bounce Rate• Low Engagement• ~ 1.1 Pageviews/Session


Native vs PWA

Discoverability App Stores Search Engines/Social

Platforms Android/IOS Web

Performance High High

Programming Languages Objective C/Java JavaScript

Push Notifications Yes Yes

Linkable Maybe Yes

Installable Yes Yes

Offline Yes Yes

Flexibility Low High


How Did We Build PWA?

• Company Wide Day to Come up with Ideas• Created a Design Prototype• Built a Functional Prototype• Built a new Editor in the CMS• Moved To SSL• A/B Testing


Move To SSL as A Prerequisite for PWA

● Adds a performance boost by enabling HTTP/2 support (Single Connection, Multiplexing, Server Push, Prioritizing, Header Compression)

● Enables use of Progressive Web Apps

● In Google Chrome Enables Service Workers (offline experiences, preloading resources, background syncs, push notifications)

● Contributes to an SEO boost in Google Search rankings

● Protects user information by encrypting it so it’s only read and understood by the intended parties

● Reduces the risk of malware distribution


Technology

Long Article Short Cards


SEO● Google is getting very good at crawling

JavaScript Heavy Sites, Bing and other bots are not there yet

● Server Side Rendering● Anything that changes URLs needs to be a

link● Make sure that the JavaScript rendered

content is available to the Googlebot fast● Don’t use Hash Routs, use HTML5 Routs

instead● Add Schema.org’s Structured Data


Speed = Better Engagement


Old Mobile vs PWA


Case Study

• Total Number of Users• Total Number of Page Views• Average Session Duration• Page Views Per User• Page Views Per Session• Ad Impressions• Ad Viewability

0

100000

200000

300000

400000

500000

600000

700000

PWA Old Mobile

Users

11%

Pageviews

Old Mobile PWA

15%

PWA Old Mobile

Pageviews per User for a Month

23%

PWA

Old Mobile

0 20 40 60 80 100 120

Avg Session Duration

40%

PWA Old Mobile

Viewability Percentage on a Main Ad Position

6%


Conclusion


SEE YOU AT THE NEXT #SMX!

THANK YOU!ENJOY THE REST OF THE #SMX

forbes pwa: changing mobile landscape by vadim supitskiy

Marketing