PWA — is a technology that turns a regular website into an application for a phone or computer. It can be added to the device screen directly from the browser without downloading it from the App Store or Google Play. After that, the website opens in a separate window without the browser’s address bar and buttons.
How the Technology Works
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Installation through the browser. The user can save the website to the device’s home screen. A regular launch icon appears on the phone or PC.
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Partial offline operation. The website saves the necessary data in the device memory, so basic pages can open even with a poor network signal.
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Push notifications on the screen. Pop-up messages can be sent to the device, just like from standard mobile applications.
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Versatility. There is no need to develop separate versions for each system — the website works on different smartphones and computers.
Why PWA Is Used in Traffic Arbitrage
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Launch without store moderation. The application does not need to be uploaded to Google Play or the App Store. This saves time and eliminates the risk of the application being banned from the store catalog.
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Budget savings. Setting up a PWA is significantly cheaper than ordering the development and rental of a mobile application.
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Quick changes. Text, images, and links are changed directly on the server. The user does not need to update anything manually.
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Audience return. Push notifications can be used to remind users about bonuses, discounts, or unfinished actions.
Weaknesses of PWA
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Lower conversion at the installation stage. Not all users understand how to save an application through the browser (especially on iOS) and may simply close the tab.
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Different behavior on iOS and Android. On different operating systems, the installation process and notification behavior have technical differences.
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Dependency on the domain. If the website address is blocked, the application stops loading pages for users.
Important: PWA does not replace a traditional application 100%. Adding it to the screen and the operation of push notifications directly depend on the operating system and browser. Before launching a campaign, it is always worth testing the PWA on different devices and in the target GEO.
