In the era of mobile Internet, the demand for mobile applications is increasing day by day. H5 and APP are two different forms of application implementation, each with different characteristics and applicable scenarios. For application promotion, of course, these two forms also have their unsatisfactory aspects. In addition to H5 and APP, advertisers must also understand W2A and PWA. Let’s take a look at these forms separately.
01 H5 (HTML5 application)
H5 is a web application developed based on HTML5 technology. It usually runs in a browser and does not need to be downloaded and installed. It relies on the browser of a mobile device to access it, so it is suitable for almost all devices.
Features:
Cross-platform: H5 applications are web applications that can be accessed through browsers on different operating systems (iOS, Android, etc.) and have strong compatibility.
No installation required: Users can access directly through links without downloading.
Low development cost: Compared with developing native apps, the cost of developing and maintaining H5 is lower.
Convenient update: When updating, you only need to update the content on the server, and users do not need to manually download and install the update package.
Functional limitations: Since it runs in the browser, H5 has limited access rights and cannot directly call device hardware (such as cameras, sensors, etc.), nor does it support certain complex functions.
Applicable scenarios:
Simple content display, information platform, online e-commerce, marketing activity page (such as promotion activity page), etc.
Scenarios that need to be quickly launched and frequently updated. There are also many H5 games, which are very convenient to promote.
02 APP (native application)
APP (Application) refers to an application developed specifically for a specific platform (iOS, Android, etc.), which needs to be downloaded and installed through platforms such as App Store or Google Play.
Features:
Superior performance: Since APP is developed for a specific platform (such as iOS or Android), it can make full use of the hardware resources of the device and has better performance.
Offline use: APP can run without a network (provided that the required content has been downloaded), which is an advantage that H5 does not have.
Stronger functional support: APP can call the hardware functions of the device, such as camera, GPS, sensor, Bluetooth, etc.
Better user experience: APP can provide a richer interactive experience, and the interface can be more refined and smooth.
Installation requirements: Users need to download and install the APP, which increases the usage threshold.
Update trouble: Every time a new version is released, users need to update manually, or the system automatically updates.
Applicable scenarios:
Applications that require complex functions and high performance, such as social platforms, games, shopping, finance, etc.
Applications that need to be used offline or frequently interact with hardware, such as navigation, payment, sensor-related applications, etc.
H5: Suitable for simple application scenarios, cross-platform, no installation required, low development cost, but limited functions and performance.
APP: Suitable for complex application scenarios, can make full use of device hardware, provide better performance and user experience, but requires users to download and install, and the development and maintenance costs are high.
For the above two forms of applications, the shelf time of APP packages is unstable, and the retention of pure H5 is too poor, so popular PWA and W2A forms have appeared on the market, which have a good balance between no package drop and good retention. Let’s take a look at the emerging PWA (Progressive Web App) and W2A (Web to App).
03 PWA (Progressive Web App)
PWA is a concept proposed by Google in 2016, officially launched in 2017, and ushered in a major breakthrough in 2018. The world’s top browser manufacturers, Google, Microsoft, and Apple have all announced support for PWA technology. PWA stands for Progressive Web App, which is translated into progressive Web APP in Chinese. Its purpose is to achieve a user experience similar to that of native apps through various Web technologies. The effect that can be achieved is to generate an icon on the mobile phone desktop. After clicking, you can directly access the application functions of the web side like APP, such as opening web pages, operating games, etc.
Features:
Cross-platform: It can run on different devices and browsers without installation.
Offline function: It supports offline use, and users can access some content without network.
Fast loading: Improve loading speed and user experience through caching technology.
Push notification: Push notifications can be sent to enhance user interaction.
Installability: Users can add PWA to the home screen and access it like using an application.
Applicable scenarios:
Suitable for developers who want to improve user experience while avoiding the cumbersome publishing process of the app store.
Scenarios where content is updated frequently and needs to be accessed quickly, such as news, blogs, e-commerce, etc.
Progressive Web Apps are written in Web programming languages (HTML, CSS, and JavaScript) and distributed to users using a Web server. To make the app available to users, deploy it on a Web server accessible via HTTPS. The server contains:
Backend code: The endpoints required by the app when connected to the Internet to retrieve dynamic content that may be stored in a database on the server.
Front-end code: Resources required to install the app on the user’s device, such as HTML, CSS, and JavaScript code.
04 W2A (Web to App)
W2A can be discussed from two aspects: one is Web to APP in terms of technology, which means encapsulating the website as an APP. The other is Web to APP/APK from the perspective of advertising, which means from launching a website to downloading an APP or APK. Today we are mainly talking about W2A from the perspective of advertising, which usually refers to the process of guiding users to download or use an application through a web page. In fact, it means that the user enters a landing page and triggers the download of APK on this landing page.
Use reliable analysis tools: Use professional tools such as Google Analytics, Adjust, AppsFlyer, etc., which can help track the source of user installations.
Set UTM parameters: Add UTM parameters to the ad link to more accurately track the performance of different channels.
Deep linking: Use deep linking technology to ensure that users can directly enter a specific page in the app after clicking on the ad, thereby improving user experience and attribution accuracy.
Data integration and cleaning: Regularly integrate and clean data to ensure data accuracy and consistency for easy analysis and decision-making.
Monitoring and optimization: Regularly monitor attribution data, analyze user behavior, optimize advertising strategies, and improve conversion rates.
PWA: An application built with web technology that provides a native application experience, supports offline use and push notifications. W2A: It is a process of prompting users to download applications through web pages, focusing on user conversion.
At present, the reason for choosing PWA delivery is that the paid conversion rate is better, completely imitating the Google Store’s senseless download; W2A payment rate will be lower, because it requires mobile phone download permissions, and the user conversion process is longer. The reason for choosing W2A delivery is that the development team has only developed native applications, not H5 applications. The application’s functions cannot be met or run smoothly with H5, and the user retention rate of APP will be higher and the experience will be better. You need to choose PWA to provide a better user experience according to your needs, or use W2A strategy to increase the number of APP users.
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