...and frequently funded out of speculative budgets (marketing, R&D, etc.). This deprives the organisation of rapid learning.
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So they learn on long timescales (a.k.a. the expensive and hard way) that these sorts of prompts can "work" but in a highly contingent way.
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Luckily we now have PWA tech in browsers and companies/brands can run *real* A/B tests. What does that look like?
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First, you want to track the total funnel from a prompt. What's the *overall* CTR for a web users to convert? Are launches the same?
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To get this data you need to invest in PWA-ifying your website. Users adding non-app-like experiences to their homescreens is apples/oranges
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Confoundingly, Web Push is unbundled from app install. When we tell folks this it takes them a little while to get it, then "ooooooohhhhhh!"
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This is *great* for users, but makes the A/B test much harder to do rigorously.
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Imagine you're the Tumblr or Reddit PM: what's your *goal*? Is it to tell a great story to your boss/board about the # of installs?
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(remember that installs aren't a business metric; they may have zero correlation with profit.)
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This entire thread is
btw. Really insightful, would read again2 replies 0 retweets 3 likes
To be fair, historically native apps have had positive attributes webapps haven't. Need to build good PWA to see equivalence.
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& Web Standards TL; Blink API OWNER
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