Open Source Lisbon 2018 - Ana Santos, Marco Gouveia e António Vargas

Proprietary + Confidential
How is Pestana leading
the Web revolution?

Ana Santos
Google Mobile UX Specialist
Better Mobile Experiences with PWA
Progressive Web Apps
(PWA)

of internet users in Portugal
have accessed the web
using a mobile device in
2017.
83%
Source: Portugal Market Report Q4 2017

Proprietary + ConfidentialProprietary + Confidential
Portugal is Mobile
Source: Portugal Market Report Q4 2017
In Portugal, smartphones are the most
commonly-owned device and they are also
perceived to be the most important internet
access point.

But...
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
Where are we
spending our time?

Time spent: mWeb vs. native apps
vs13% 87%
Mobile web Apps

In reality, time is spent in a few apps only...
of time spent is in the
user’s top 3 apps
80%

Historically, the
web’s reach has
outmatched its
engagement
Engagement Reach
Mobile web
Apps

But the tools now
exist to ensure
great
engagement
matches limitless
reach
Engagement Reach
Mobile web
Apps

We love the web
Reach
5B devices connected
Open
Anyone can build an audience

But... the mobile web isn’t meeting user expectations
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contentbazaar.co/20160314/pi-way
Pages load
slowly
Scrolling is non-
responsive
Content shifts around
Doesn’t work on flaky
connections

19 seconds
to load mobile web page
on 3G
-7% conversions
per 1 second delay

A radically improved
user experience

So… what is exactly a PWA?
Fancy name for "Modern Website" that takes advantage of new APIs and builds experiences users expect
Reliable Fast Engaging
● Loads instantly (< 3s TTMP)
● Works offline
● Works on flaky connections
● Interactive quickly (< 5s)
● Responsive to any input (<100ms)
● Repeat visits are near instant (<1s)
● Can be added to Home Screen
● Launch in Fullscreen
● Consistent UI
● Re-engage with Push Notifications

With PWA, functionalities like...
Add to
Homescreen
Push
Notifications
Available
Offline
...are now possible!

A smarter way to add
to home screen
● One tap to add to homescreen
● Opens full screen

Push notifications on the
web?
● System level notifications like native apps
● Ask to notify users with relevant info
● Can send notifications even with page closed

Enable reliable experiences with the service worker
Web server
The old way...

Enable reliable experiences with the service worker
Web serverService worker
Cache API
Client Device
… the new way

Service workers can speed a feature
● Advanced caching to start loading features in <1 second
● Show content even on slow or flaky networks
● Better controls for offline, such as “read later”
functionality
● Dramatically decrease load times for repeat users

2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9
180,000
140,000
100,000
60,000
0
20,000
58
45
32
19
0
6
Sessions
Load time (in seconds)
Bouncerate(%)
Sessions Bounce rate
13%
bounce
rate
20%
bounce
rate
58%
bounce
rate
Source: SOASTA; September, 2015
Impact of speed on bounce rates

Never see the dino again

How to get started?
from the ground up
a simple version
a single feature

Where to get started?
Business objectives
Goal: Drive more conversions / leads / foot traffic
How?
● Acquire new customers
● Improve current conversion rate
Strategy
● Reduce bounce rate for NEW and returning
● Increase time on site
● Increase # of page engaged
● Reduce friction in conversion
● Encourage sign-up / account creation
● Etc.

Marco Gouveia
Digital Marketing Pestana
Improving Pestana’s mobile experience
Pestana Success Story

Goals
• Learn the specifics of Mobile UX/UI, as the consumer turns more and more to mobile in
an upcoming AI era;
• Pivot the teams into an “Agile Methodology” and “Mobile First” thinking, given the Cross-
over of mobile queries vs desktop;
• Use above learnings do dramatically improve Desktop and Tablet by simplification;
• Pave the way to a Progressive Web App, in fragmented sector where driving traditional
App install and engagement is difficult for mid-size players.

The impact of speed
First Visit
Repeat Visits
10s
7s
7s
4s
Before After

Pestana Success Case Story
Before
28/100
10sec
PWA score
mSpeed
After (7 weeks later)
100/100
3.8sec
(repeated visits)
%Mobile conversions 7% 14%
6sfaster loading time
2xmore conversions

Google Ads - Improvement
• mBids improved up to 100% in some markets &
hotels to measure the all value of Mobile in terms of
cross-device and impact in desktop sales;
•
Use of mobile exclusive sitelinks and, in that
moment, Price Extensions;
•
Use of location and mBids to impact people
searching for “hotel in…” near aeroports.

Traffic & Revenue - Improvement

Obrigado!

Open Source Lisbon 2018 - Ana Santos, Marco Gouveia e António Vargas

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Open Source Lisbon 2018 - Ana Santos, Marco Gouveia e António Vargas