Meeting consumers on mobile: A large majority of Elemis’ customers access the site via mobile. Yet, in spite of the high traffic, conversion rates on smartphones were under-performing. Creating a mobile-optimized experience was of paramount importance for the brand to thrive in years to come. A mobile app would have checked all the boxes but Elemis, like many brands, simply couldn’t justify the investment of building an app for both iOs and Android, in addition to maintaining their responsive site. And on the consumer side, it’s often only brand loyalists who are willing to complete the process of downloading an app. Elemis needed an experience to appeal to both new and returning customers. Enter the perfect combination: PWAs.