Jumia Travel says the integration of Progressive Web App technologies (PWA) in partnership with Google has revealed a remarkable 33% increase in conversion rates compared to the previous mobile website. The firm says traffic has eclipsed that of the native app by more than twelve times and is still growing, while the bounce rate has gone down by half.
The firm says the integration of the PWA has resulted to better user experience, growth of conversion rate and notably, lower bounce rate on the ecosystem.
CEO of Jumia Travel Paul Midy says, “We operate in a market highly characterized by a “mobile-first” adoption, thus aims at bringing the latest technology customized to accommodate all markets even where internet speed is still limited.”
He further expressed the Group’s focus on leveraging on technology and continuously investing resources to enrich the user experience, “Africa is a mobile-intensive market, we are just getting started, and believe that creating more conducive and friendly ways to experience mobile is a great stride in meeting customer needs.”
About 95% & 80% of Jumia Travel mobile users are using the browser to check its website in Nigeria and Kenya respectively. PWA technology gives customers the same fast and content rich experience on browsers as they have on Android and IOS apps, but at a fraction (5 times less) of data usage.
According to Estelle Verdier, the company’s Managing Director for East and Southern Africa, the rapid growth in mobile usage and growth of mobile service in Africa has largely catapulted a leap frog from ecommerce to mcommerce, thereby prompting retailers to adopt web solutions that provide seamless transactions.
A report by IDC (International Data Center) indicates that Africa has steadily recorded an increased shipment of smartphones in every quarter, and the market is expected to double in volume, accounting for a third of all handset shipments by end of 2017. This will further bolster the number of customers preferring to make their purchases via the device, again reiterating on the need for ecommerce players to adapt a mobile first strategy into their operations.
Jumia Travel’s PWA uses 80% less data than the native app to complete the first transaction. The PWA consumes 25 times less storage, and is much easier to keep up-to-date. The ability to work offline-first also makes a lot of sense given the erratic mobile-network service experienced by users.
Considering that Jumia’s main market in the Sub-Saharan Africa majorly consists of mobile-originating customers at 75%, it was imperative to adapt a highly engaging ecosystem. PWA combines high-converting features of native apps with the wide-reach abilities of the web, hence overcoming the issue of 2G networks most common in SAA (Sub-Saharan Africa), intermittent connectivity and data limitations.
Jumia showcased part of their 2016 mobile strategy in Progressive Web App (PWA) journey, illustrating increased conversions through push notifications, which as Jeremy Doutte, the Group CEO explained is a “more personal way to communicate with customers and get closer to the customers”.