Increasing the conversion of PWA applications: proven methods

Progressive web applications, or PWA (Progressive Web App), are a unique solution that combines all the advantages of a full-fledged browser site and a mobile product. They are based on such advanced Internet technologies as HTML, CSS, JS, but at the same time they use the logic of native software products that we are already accustomed to using on our smartphones. Thanks to this combination, specialists managed to get a solution that can significantly facilitate and simplify the lives of users. In particular, PWA applications are informational in nature, but at the same time they are distinguished by increased simplicity and ease of use, and are endowed with broader functionality. As an option, they can be used to exchange messages, work online with various files, pay for goods. And at the same time, you do not need to install it on your device, spending already valuable resources.

Today, PWA applications have found very wide application in various fields, but they have nevertheless received widespread use in the iGaming niche. But how can you make sure that your product attracts the audience, holds its attention for a long period of time, thereby providing you with good conversion, stable income?

As part of today's review, we will dwell in detail on three solutions that will help you make your PWA applications more effective, high-quality and convenient for the user audience. In particular, we will get acquainted with three ways to improve these software products:

1. Adding localization.
2. Getting rid of overly aggressive design.
3. Adding animated elements to the design of a PWA application.

Now we will tell you how to implement all this in practice as correctly as possible and avoid the most common mistakes when performing these works. If you are interested in learning more about PWA applications as such, if you want to study their advantages, disadvantages, areas of application, then you can do this here.

Adding localization to PWA applications

If you study the iGaming products market carefully, you will probably notice that today there is not a single region where gambling is not in demand among the audience. And if a person shows interest in an online casino at least once, he will be bombarded with dozens, or even hundreds of relevant advertisements. And it is becoming increasingly difficult to stand out in all this, to make sure that the user pays special attention to your offer.

At the same time, statistics indicate that over 75% of users choose software products that have an interface in their native language. This is largely due to the relatively low level of knowledge of English in many countries of the world. But it is the main language in many PWA applications. If you launch a PWA and landing page exclusively in the English version, you will lose a fairly impressive volume of the target audience. Judge for yourself: Indonesia is a region where the gambling market is very actively developed today. It is estimated at approximately 62 billion dollars. But at the same time, only about 5 million people know English at a sufficient level, while over 280 million people live in the region. Think about how much audience you are losing just because you did not pay due attention to translating the application into the appropriate language.

That is, localization of PWA applications is what will allow you to reach the maximum audience and convey accessible information about your product to them, emphasizing its advantages. Now we will tell you how to implement this idea as effectively as possible.

What elements should be localized in PWA applications

By the term “localize” we mean translating a PWA application into the national language within the region in which the software product is distributed. What elements are we talking about in this case? All those present on the page except for the title. Most brand names are not localized, since users search for the name of an online casino by its original name. But the description itself, reviews, and newsletters through which you will interact with your audience must be translated into the language that will be native to your audience. This is what will provide increased comfort and convenience in work, will allow to avoid difficulties in understanding, will speed up interaction.

That is, the main elements of your PWA application that must be localized will be:

• Description.
• Ratings and user reviews.
• Push newsletter.

We will consider each of these elements in more detail.

Translation of the description

Research conducted relatively recently by CSA Research showed that over 60% of the user audience does not want to make purchases on sites with an English-language interface if this language is not their native language. Among other things, this applies even to interaction with software products. Therefore, it is in your interests to provide for the translation of the description. This is one of the largest text blocks on your page, which will definitely catch the eye, and therefore will not go unnoticed by the user. In addition, it can increase the level of trust, improve the position of the PWA application in search results (to do this, do not forget to add key queries to the text in accordance with the phrases that users write down when searching for your product).

It would not be superfluous to add a number of questions to the description that players ask most often, as well as provide detailed answers to them. As an option, it could be the following: “How to place a deposit”, “What games are available on the online platform”, “How to withdraw funds”, “Is there a loyalty system”, etc. Here we would like to draw your attention to the fact that in order to organize the most efficient work, it would be optimal to create several versions of the description in one language. This solution will be especially relevant if you plan to promote your application on different platforms. You will need to insert the received description into the PWA application. The easiest way to implement these works, minimize subsequent edits is to use the built-in constructor. So you can literally assemble the application in a few minutes, create a set of templates in different languages, add a description or accompanying texts.

Ratings and user reviews

Almost every person carefully studies the reviews and ratings left by other users before buying certain goods or ordering services. This opinion is also confirmed by studies: the percentage of such people ranges from 60 to 900%, depending on the specifics of a particular product. Therefore, it is important to ensure that reviews are also translated into the user's native language.

Ideally, you should make sure that those people who have already used your services share the results of your interaction, express their own opinion, including negative ones, because this is an opportunity for you to improve your product and adapt it to the needs and requirements of consumers. To do this, you can offer them additional bonuses, discounts, no commissions, and any other incentives. It is better to discard the option of writing reviews yourself or using neural networks to generate them. The audience will quickly recognize this, which will immediately reduce the level of trust in you on their part.

Push mailing

Push mailing is the element through which you will mostly contact your target audience, send out important information about your PWA application. With its help, you can motivate users to interact with your product, make a deposit, stimulate new requests and ongoing cooperation. And for a person to understand what exactly you are offering him, it is important that the push mailing is carried out in his native language.

But here we also want to draw your attention to the fact that the mailing itself should be as valuable as possible for a potential client. You should make sure that literally from the first words a person understands what exactly you want to offer him and evaluate the benefits for themselves. But for a selection of original ideas, it is quite possible to use modern neural networks, in particular the same ChatGPT. So you can get a selection of original texts for mailings with minimal time and effort, and then adapt them to yourself.

Getting rid of an overly aggressive design

One of the most significant advantages of PWA applications as such is the free design. In this case, the app will be located directly on the landing page. It is important to use this freedom wisely, so as not to run into blocking your domain or some other restrictions. Practice shows that the decision to make the design as aggressive as possible can play a cruel joke on you. It may happen that you manage to push through such a solution bypassing support or rent already uploaded apps with a bright, let's say, "casino" design, then they can live literally a couple of hours, after which they will be detected by the system and banned. By and large, you can link your PWA application to another domain name and continue actions related to pouring traffic. But just think, will this option be convenient in your work? Most likely, the answer will be negative. And this means that the best option here will still be to avoid this. Moreover, too aggressive design, loud promises - this is what will cause doubts in a person and may well lead to the fact that he will simply throw your application out of consideration and go to competitors, where everything looks more restrained, laconic.

That is, if you want to make sure that your PWA application in practice gives a good conversion, it is important for you to think through its design to the smallest detail. In particular, it is important to find the perfect balance between attracting potential players and clients with a bright design indicating that the product in front of him belongs to the iGaming category. But in order to do this, it is important to clearly understand what exactly is meant by the term “aggressive design” and understand what solutions you can implement in this case to avoid this and find that "golden mean".

What is meant by the term "too aggressive design"

When we say "too aggressive design" of a PWA application, we primarily mean not only the external design with bright pictures that will often change each other, but also loud music that grates on the ear, the use of slang in creatives, the promise of illegal payments. That is, these are all the elements that can irritate the audience, cause discontent, and the feeling that this solution is literally being imposed on them. You can be sure that in the end the reaction will be the opposite of what you expected. But at the same time, these elements attract attention, which makes them so tempting in the process of promoting PWA applications. That is, they can still be used, but wisely.

Statistics show that for the most part, 5 seconds is enough for a user to understand what kind of product is in front of him and how interesting and useful it is to him. And this means that your entire message, which will be contained on the landing page, should be as simple and understandable as possible at the visual level. That is, you should say that the user sees an online casino in front of him, that good payouts and huge bonuses are provided here. Many of those who work with PWA applications are sure that this is exactly what a potential client would like to see. But, alas, practice shows us something completely different. The presence of loud phrases, empty promises will not allow a person to understand what exactly you are offering him in reality. Therefore, it is important for you to move away from creating an illusion and realize that an aggressive design will have an extremely negative impact on the bay. Judge for yourself:

• Analytics is becoming more complicated. Most PWA applications on the market are in a very competitive environment. A high click2inst metric is what can create a false impression of real conversion rates. That is, players will click on the creative, get to the pre-landing page, or even download your product, but things will not go further. The likelihood that they will make a deposit, unfortunately, is minimal. There is always a risk that at a certain stage of the funnel, a player may understand that an overly tempting offer is nothing more than empty words and a way to draw him into the gameplay without any prospect of winning. That is, he will simply change his mind about interacting with your product, and the money for the offer has already been spent. In addition, the risk of the arbitrageur forming the wrong link will be very high.
• Decreased trust in the offer. Blatant deception of the user audience is a direct step to losing trust, which will ultimately lead to the absence of a player as such. This is exactly what you do by providing an overly aggressive design in your PWA application. It is important for you to show what real benefit the user will receive from cooperation with you, and not to persuade him to start the game as quickly as possible through deceptive promises.
• Decreased lifespan of the PWA application. Above, we have already said that an aggressive design can very quickly direct your domain to blocking, along with the entire pool of user accounts.

But if you want to use an aggressive design and are ready to work literally "on the edge", then as an option you can wrap your PWA application advertisement in a video. This is something that in itself will attract the attention of the audience. In this case, a person will not need to read or analyze anything: all the information will be provided to him in the most visual format for perception. But the difficulty here is that the videos will need to be embedded somehow into the application itself. And here it may be necessary to make changes to the program code. But there are also quite a lot of special designers on the market today that will help to perform these works and upload all your creatives, including videos, as simply as possible, that is, without serious modifications.

What methods will help to get the "golden mean" and get away from aggressive design

Experienced arbitrageurs who have been working in the niche of iGaming and PWA applications in particular for a long time, use a number of techniques that allow them to gently and unobtrusively stimulate the user to interact with their product. That is, they avoid pressure and imposition. This can only be achieved through a comprehensive study of social proof, thinking through the entire sales funnel, using ready-made and time-tested templates, and applying styling for offers that are particularly popular in a particular region.

To make it clearer how to implement all these nuances in practice as correctly as possible, let's consider each of the key points in more detail:

• Comprehensive study of social proof. We have already mentioned above that most of the user audience will study reviews left by previous customers before buying a particular product. This also applies to the decision to install a particular software product. This means that it is in your interests to collect real reviews about your PWA application containing its rating. In the previous block, we already talked about the fact that reviews must be translated into the local language of the players so that they understand what they are talking about without a translator. Don't worry too much about negative feedback. If you have any, the first thing you need to do is find out the reason for the client's dissatisfaction and do everything to eliminate this problem. This way, you will show that you value the opinion of the audience and are ready to work on yourself, develop in order to increase the level of satisfaction on the part of clients. In any case, you should understand that real reviews are what will help neutralize even a fairly aggressive design, as they will show the audience your reliability, responsibility, that is, they will build trust.
• Detailed thinking through of the sales funnel. In this case, we are talking about you creating a funnel in which all the individual elements will be coordinated with each other. But again, it is important here to make sure that all the proposals that you describe in the offer should be true. Your potential client should not even suspect that you are trying to deceive them. That is, if you offer 100 free spins in an advertisement, then after registration the player must definitely receive these very free spins. You must understand that the iGaming niche is very wide today, but at the same time highly competitive. And this means that it is important for you to stand out from other similar products, but not with screaming advertisements and loud promises, but with honest actions towards your clients. This is the only way you can earn the trust of the audience. And remember - this should not be a one-time promotion: it will be much easier and faster to lose the achieved result than to get it. By relying on honesty and openness, you will never go wrong.
• Adding familiar elements to the offer. Having something familiar, close, reliable in the creatives is what will arouse interest and will contribute to an increase in voluntary transitions to the landing page. This means that you can avoid the need to use an overly aggressive design. Alternatively, this could be using slots that are popular in a particular region. To do this, you just need to analyze a certain geolocation and find the relevant offers. You can also use a branded approach that evokes associations literally on a visual level. In this case, you can design your offer in the same style and color scheme as the casino brand offer itself. Only here we want to draw attention to the fact that these should all be your products. If you use the design solution of competitors, then you will directly deceive your audience. And then, when your manipulations are revealed, the feedback will be extremely negative.

You can implement all of this work yourself quite quickly. But here it is very important not to give in to temptations and not to use big words, promises that you will not be able to implement in practice. A more reliable solution is to systematically move towards achieving the set goal, forming a reliable reputation in the market of your PWA application. Let the achieved results in this case not be too fast, but they will definitely be and will be preserved in a fairly long term.

Adding animated elements to the design of the PWA application

Most modern users form their first impression of any application, including PWA, based on its external design. Most people need literally a couple of seconds to understand what is being offered to them and, as a result, make an appropriate decision about subsequent interactions or at least a more detailed study. And based on this, we can assume that animated design will always win over a static analogue, at least based on two key aspects:

1. Significantly increases the visibility of certain elements of your product, allows you to focus on them. Everything looks quite reasonable here. Let's say you, as a player, want to download an application. It is clear that you will not have a special desire and diligence to understand it, since you want to quickly choose a game, get bonuses and start the whole process. Animated design will tell you how to do this literally step by step. It will guide you through all the stages. Initially, the registration button will be highlighted, followed by you will be shown where to click to get to the section with choosing a method for replenishing your account, and then you will be automatically redirected to the page with the most popular games. That is, there is absolutely no need to think here: just click on what the application will offer. At the same time, the excitement will not decrease — attention will still be focused on the main idea and not on the accompanying discussions in detail.
2. Causes emotions. Looking a little ahead, we note that making them positive is your primary task when working with PWA applications, including those presented in the iGaming niche. The fact is that gambling is based on emotions in any case. At the same time, animation can evoke them much faster and better than a classic static picture. Thanks to it, you can gradually increase the coefficient of excitement, make the player's breath freeze at certain moments. This is what causes a storm of emotions and is able to heat up the anticipation to the maximum.

But here we want to draw attention to the fact that in implementation, animated design will be more complex than when working with static images. Accordingly, the material costs of implementing such an idea will also increase. But here, first of all, you need to proceed from the result you get in the end. And here it is guaranteed to be more impressive. Each of you can check this in practice. But still, what are the ways to get an animated design for your PWA application?

Ways to get an animated design for PWA applications

Unfortunately, today not every advertiser or affiliate network is able to provide a set of dynamic design options for PWA applications. Therefore, arbitrageurs are forced to independently look for a solution to this problem. And here are several ways to implement the idea:

• Develop independently from scratch. Only those who have sufficient knowledge and skills in programming and can adapt the design to various user devices can perform such work. It will also be necessary to regularly run tests to make sure that your animated offers work as correctly as possible, do not freeze and do not cause problems for users in their work. Most arbitrageurs will need to have the appropriate knowledge of JavaScript, CSS, HTML, GSAP, Three.Js, Anime.Js frameworks. It will also be useful to have knowledge of vector graphics. Only in this case will it be possible to get animation of really good quality, which will be appreciated by the user audience. Subsequently, all this will need to be optimized for various user devices. Alternatively, smartphones and tablets require different animation durations: 200-300 ms and 400-450 ms, respectively. Screens with different diagonals may also have different indicators. It will also be necessary to test the animation speed. If it is more than one second, then all movements will look too boring, slow and will not maintain excitement. But if you, on the contrary, bring it closer to 100 ms, then you will make the animation almost imperceptible to the human eye, which will also not allow you to implement the idea.
• Seek help from a professional designer. This option will be optimal for those who have already found a good scaling connection, as well as for teams of arbitrageurs who have fairly good budgets at their disposal. The main difficulty will be to find a good designer. One who will not only fulfill the order, but will also be able to subsequently make adjustments in accordance with your recommendations. And it is also very important that he has sufficient knowledge in the field of traffic arbitrage, otherwise you will have to teach him the relevant basics. And this is an additional waste of time and money. The wrong choice of designer is what is fraught with excessive delays and the inability to launch the product on the market. In addition, there is always a risk that competitors will want to get your bundle, either by simply stealing it or offering a higher budget for it. That is, the option is quite good and reliable, but provided that you have a professional designer at your disposal.
• Use specialized designers. In most cases, this solution will be optimal for many arbitrageurs. Thanks to the huge variety of templates, you can customize all the elements of the PWA application literally from scratch to suit your own needs. But here you will also have to spend time and effort both on the creation itself and on subsequent testing. It will be quite similar to that with completely manual development, although the likelihood of errors will be minimal due to the use of ready-made templates.

We would also like to draw your attention to the fact that even animated PWA applications will weigh quite little, in most cases no more than 1-2 MB. This is what will allow you to open them on any, even fairly outdated devices, including those without Internet access. This expands the range of the target audience, as well as its satisfaction indicators.

Summing up

In order for your PWA application to work as efficiently as possible, attract the audience, and provide good conversion rates, it must be optimized and brought to perfection. In particular, it will be necessary to translate it into different languages, focusing on the corresponding GEO, take into account local dialects, avoid flashy design, loud phrases that have no relation to reality, add animated elements. These are 3 rules that each of you can implement independently, but their effectiveness in practice will be more than impressive.

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