Forbes is improving its mobile experience

Ross Benes of Digiday writes about how Forbes is boosting its mobile experience.

Benes writes, “The publisher is making headway, though. It rolled out a new mobile site in January — a so-called Progressive Web App backed by Google — that cut down the average amount of time it takes to render content to 2.5 seconds from 6.5. The PWA doesn’t feature intrusive interstitials or the homepage ad with a countdown timer. (On desktop, Forbes will keep the ad but get rid of the timer on Aug. 22.) The PWA is available to 25 percent of visitors and is expected to be available to all Forbes users by the end of the third quarter.

“Forbes said that among people who are using the PWA, impressions per session are 10 percent higher than those who are using the old mobile site.

“The PWA users spend up to 40 percent more time per session and view 15 percent more pages per session. Among that group, there also was a 20 percent decrease in the number of users who read less than one-fourth of an article, said Salah Zalatimo, head of product and tech at Forbes. Zalatimo wouldn’t provide raw numbers.”

Read more here.