OLX boosts re-engagement on the mobile web by 250% with a Progressive Web App
One of the largest online destinations for classified ads in India, OLX provides communities in high-growth markets with vibrant online marketplaces. They connect local people so they can buy, sell, or exchange used goods and services, making it fast and easy for anyone to post a listing on the web.
- 23% less time until page is interactive
- 80% lower bounce rates
- 146% higher CTR on Ads
- 250% more re-engagement
With declining desktop growth, OLX gets over 90% of their traffic from mobile devices—and this number is still growing. Half of their visitors come via their native app and half via the mobile website. OLX noticed, however, that the majority of conversions were still happening on the native app. Their mobile-web bounce rates tended to be higher as well.
OLX analyzed behavior on their mobile site and realized their mobile web experience was too slow. Monetization also suffered from slow-loading ads. OLX aggressively doubled down on acquiring quality users and growing their engaged user base on the mobile web. They looked to Progressive Web App (PWA) technologies to provide a faster-loading, immersive and app-like experience.
OLX wanted to re-engage mobile web users, just as they would their mobile app users. On Android devices (which all support service worker, a key PWA technology), this meant taking advantage of re-engagement capabilities like push notifications and the “Add to Home screen” prompt.
With push notifications, OLX sends context-based alerts to tell users they have messages from buyers or sellers. These notifications look the same as those on native apps, and arrive even if the browser is no longer running. Over 600,000 users have signed up for notifications since the site launched in November 2016.
Altogether, these two updates increased engagement by 250%.
Creating a PWA improved other metrics too: the time until the page became interactive fell by 23%, with a corresponding 80% drop in bounce rates. Monetization also improved, with ads loading faster, the clickthrough rate (CTR) rising 146%. Their best-in-class PWA achieved a performance score of 92/100 on Lighthouse, an automated tool for improving web-page quality.
In 2016 we re-invented classifieds mobile experience with the release of the new OLX App and its PWA. Building a new platform, we leveraged innovative technology and deep consumer understanding to roll out improved and forward-looking product changes that make the online classifieds experience safer, simpler, and social. Mobile being the first screen to the internet for millions of users in India, we wanted to ensure that not only app-savvy users but people comfortable in using mobile websites can feel the same experience while using OLX. The PWA version feels like a natural app on the device, with an immersive user experience.
Amarjit Batra, CEO,OLX India