- Jumia Travel presents a report about her mobile strategy in the continent. Google does a study about the Progressive Web App launched by the Online Travel agency during the Chrome Dev Summit in San Francisco in November 2016.
Jumia Travel in collaboration with Google has released a case study on the adoption of the Progressive Web App (PWA) as compared to the use of native apps (android & IOS).
The Jumia team has rebuilt its mobile website using PWA technologies and this research showcases new achievements attained in key areas pertaining to storage space, battery life, and data consumption. The integration of the PWA on Jumia mobile ecosystem has resulted to better user experience, growth of conversion rate and notably, lower bounce rate on the ecosystem.
CEO of Jumia Travel Paul Midy said, “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.”
On her side the Country Manager of Jumia Travel in Tanzania, Ms. Fatema Dharsee has added that, “The results of this report conducted by Google and us is a good sign which indicates our growth in terms of improvement of services. Taking into considerations that so far Tanzania has more than 40 million mobile users, which is 83% of the penetration rate. Those statistics go hand in hand also with the increase in number of internet users to 19.86% in 2016 from 17.26 % in 2015 throughout the country according to the report released by Tanzania Communications Regulatory Authority (TCRA) early in this year.”
“Report indicates that the conversion rate of users of Jumia Travel mobile has increased up to 33%, bounce rate has dropped to 50%, it has got twelve times more users compared to native apps that is Android and IOS, also the data used is less than five times more, the data used to complete first transaction is two times less, on top of that the device space storage required is 25 times less. Therefore, all these statistics means that we are working tirelessly to make sure our services are improved from time to time. And this report from Google, is the proof of our commendable work in creating user friendly programs,” concluded Ms. Dharsee.
Following the optimization on all the elements of the PWA experience, the company revealed a remarkable 33% increase in conversion rates compared to the previous mobile website. It is also notable that traffic to PWA 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.
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”.
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