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George.com enhances the mobile customer experience with new Progressive Web App

George.com is a leading UK clothing brand, part of ASDA Walmart. After upgrading their site to a Progressive Web App (PWA), the brand saw a 31 percent increase in mobile conversion.

  • 3.8x - Faster average page load time
  • 2x - Lower bounce rate
  • 31% - Increase in Conversion Rate
  • 20% - More page views per visit
  • 28% - Longer average time on site for visits from Home screen

Challenge

With consumer expectations around the mobile shopping experience at an all-time high, Asda George realized they needed to revamp an outdated mobile solution and thereby improve the offer for customers. The team embraced a mobile-first approach, placing focus on design, speed and functionality to drive mobile conversion.

Solution

The George.com team recognized that to meet this challenge the business had to enhance the mobile experience by building a Progressive Web App. Working with Isobar UK to assess the end to end customer journey, the team adopted a scrum driven, agile approach to the workstream. By incrementally deploying the PWA, the Asda George team were able to realize the benefits immediately.

Skeleton screen during page transition
Skeleton screen during page transition
Page fully rendered after page transition
Page fully rendered after page transition

Site speed was the most crucial part of the initiative. Following PWA best practices, in accordance with Google, Asda George reduced page load time for shoppers by 3.8x times. The business also saw a 31 percent increase in conversion and 20 percent more page views per visit.

By implementing site wide HTTPS, Asda George now offers a more secure end-to-end shopping experience for customers, enabling modern browser capabilities, like Service Worker, and therefore allowing consumers to stay in touch with the brand whilst offline.

In addition, the brand implemented an “Add to Home Screen” prompt, which resulted in an increase in customer time on site by 28 percent, truly creating a native app like experience on the web.