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技术革新!Superbalist.com加速优化浏览体验|出海南非电商岛群第6期

2019-08-22 12:58:06

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时尚电子零售商Superbalist.com采用了两种新技术,大大优化了购物者的浏览体验,并转化为强大的业务成果。一年一年来,加速移动应用 (AMP) 和渐进式Web 应用 (PWA) 将移动页面对话率提高了高达62%,并且将所有设备的反弹率降低了19%。

 

AMP 和PWA 分别于2018 年3 月和4 月推出,现在以最快速度向南非电子零售用户提供Superbalist 的网站和应用程序。另一个优点是购物者在购物和浏览时使用的数据减少了40%。

 

谷歌对此项改进表示了赞赏。"谷歌零售和电子商务行业经理Linah Maigurira表示:“Superblist 正在零售业进行广泛的创新,尤其是利用技术与消费者建立更好的联系。他们正在为非洲一流的数字优先营销设定步伐,"

 

即时结果

 

Superbalist首席技术官布拉德·惠廷顿(Brad Whittington)表示,这些技术已经解决了一些电子零售商的问题。"我们曾经因下载速度缓慢而难以达到高跳出率,现在我们能够满足客户浏览的期望。无论我们使用Wi-Fi、3G 还是LTE,南非人都会立即得到结果。以往如果浏览速度较慢,我们通常会放弃搜索。在引入AMP 和PWA 时,我们的目标是通过使用最新的技术、框架和模式来满足期望。”

 

惠廷顿说,一个额外的优势是,在非洲以全球标准上网的成本为极高,而且难度还在继续攀升,尽管我们像#datamustfall一样努力降低价格。2月份,南非的数据价格再次成为新闻,因为手机供应商被迫重新审视数据滚动政策,以更加以消费者为中心。为了抵消高昂的成本,我们一直在寻找各种方法,为潜在购物者提供更实惠的体验,而且搜索速度越快,他们使用的数据就越少。”

 

更快、更可靠的浏览

 

他说,简而言之,AMP是一种开源技术,旨在更快地将搜索内容带给用户。"它可以将页面的呈现(包括下载)缩短到1-2 秒左右,这意味着客户将获得更快、更可靠的浏览体验。该技术允许将多个网页直接托管在Google 的内容交付网络上,从而可以更快地访问这些关键页面。点击搜索后结果几乎立即弹出。

 

使用AMP 技术的网站在搜索Google 时可以通过闪电式符号识别。该技术还通过改进Google 平台内的搜索引擎优化 (SEO) 体验和分析,为企业提供更多便利。

 

PWA 的优势

 

PWA 具有多种优点,其中最主要的是用户可以浏览的高速。还有其他好处,例如通过向手机桌面添加图标并允许即时访问网站来模拟应用。"我们仍在加强PWA 功能,以整合更多功能以及有限的脱机功能。

 

惠廷顿说,PWA在提高浏览速度方面的作用是显著的,因为用户不需要去应用商店。"虽然我们努力将应用程序的大小降至最低,但下载应用仍会消耗大量数据,而且没有什么能比得上网站的即时性和大小。考虑到有许多南非人没有WiFi或光纤,PWA是购物者的巨大胜利。它简化了非应用用户使用推送通知和手机主页上的图标的体验。

 

另一个好处是,绕过应用商店使得修复错误和错误几乎瞬间就可以完成。"我们的重点是站在技术发展和国际领导地位的前沿。用户开发是我们增长战略不可或缺的一部分。我们已有一个移动购物应用程序多年之前,它在南非司空见惯。这只是我们继续使命的又一个例子,"惠廷顿说。

 

原文:

Superbalist.com accelerates the browsing experience

Fashion e-tailer, Superbalist.com, has adopted two new technologies which have significantly accelerated the browsing experience for shoppers and translated into strong business results. One year in and Accelerated Mobile Apps (AMP) and Progressive Web Apps (PWA) have increased mobile page conversation rates by up to 62% and reduced bounce rates across all devices by 19%.

Introduced in March and April 2018 respectively, AMP and PWA now deliver Superbalist’s site and app to users at arguably the fastest speeds in e-tailin South Africa. An additional advantage is that shoppers use up to 40% less data to shop and browse.

Google has lauded the introductions. “Superbalist is innovating across a broad spectrum in retail, particularly leveraging technology to build better connections with consumers. They are setting the pace for best in class digital-first marketing in Africa,” says Linah Maigurira, industry manager of retail and e-commerce at Google.

Instant results

Brad Whittington, chief technology officer at Superbalist, says the technologies have solved a number of the e-tailers issues, “Where we once struggled with high bounce rates due to slow download speeds, we are now able to meet our clients browsing expectations. South Africans expect results immediately, regardless of whether we are on Wi-Fi, 3G or LTE. If the browsing speed is slow, we’ll often abandon the search. Our goal, in introducing AMP and PWA, is to meet expectations by using the latest technologies, frameworks and patterns.”

Whittington says an added advantage is that the cost of being online in Africa is extremely high by global standards and continues to climb, despite efforts like #datamustfall to reduce prices. 

“Data prices in South Africa were in the news again in February as cellphone providers were forced to re-examine data roll-over policies to become more consumer-centric. To offset the high costs, we are always on the hunt for ways to offer prospective shoppers a more affordable experience - and the faster they search, the less data they use.”

Faster, reliable browsing

He says that, in short, AMP is an open source technology aimed at bringing searched content to users faster. “It can reduce rendering a page (including download) to around 1-2 seconds, which means customers get a faster, more reliable browsing experience. The technology allows a number of pages to be hosted directly on Google’s content delivery network, giving far quicker access to these key pages. Clicks on search results pop onto screen nearly instantly.”

Sites using AMP technology can be recognised by the lightning-bolt sign when searching Google. The tech also offers a benefit to businesses by improving the Search Engine Optimisation (SEO) experience and analytics within the Google platform.

Benefits of PWA

PWA has multiple benefits, the primary one being the high speed at which users can browse. There are other benefits, like its ability to mimic an app by adding an icon to a mobile phone desktop and allowing instant access to a site. “We are still ramping up our PWA functionality to incorporate more features as well as limited offline capability.”

Whittington says the key benefit of PWA, in terms of speed of browsing is significant because users need not go to an app store. 

“While we work hard to minimise the size of our apps, downloading an app still uses a lot of data and nothing beats the immediacy and size of a website. Considering there are many South Africans without access to WiFi or fibre, PWA is a huge win for shoppers. It streamlines the non-app user’s experience with push notifications and an icon on the phone’s home page.”

Another bonus is that by-passing the app store makes fixing bugs and errors almost instantaneous.

“Our focus is to be at the forefront for tech development and leadership on an international scale. User development is an integral part of our growth strategy. We have had a mobile shopping app years before it was commonplace in South Africa. This is just another example of our continued mission,” Whittington says.

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