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With an entirely new ability to score engagement within the A/B testing process, marketers can now identify variants offering greatest business value at a glance.
SAN FRANCISCO, Dec. 9, 2013 /PRNewswire/ -- Swrve, the leader in relationship marketing for mobile apps, today announced the market-first availability of engagement scoring in A/B testing, making it easier for brands to know which mobile app variants deliver effectively on their business goals.
Conventional A/B testing simply defines a single specific goal, such as a person purchasing an item, and considers anyone reaching that goal to have fulfilled the requirement for success for that A/B test.
Yet, in most cases, testing single goals does not accurately reflect a variant's effect on a mobile app's ultimate financial success or failure. With engagement scoring, companies can get statistically valid test results, based on multiple success events, including: the relative intensity of conversion (i.e. multiple purchases from a single user), and the value to the business ascribed to each event.
This means that whether a company wants to track purchases, progression through a tutorial, or social shares-the A/B test results will show which variants are truly best for the business.
"Nobody can question the power of A/B testing," said Hugh Reynolds, CEO of Swrve. "It's the only way to know what works and what doesn't in mobile apps. But, until today, the only A/B testing available has measured something which, in most cases, isn't relevant to business success-that is, it measured once-off conversion. Swrve's new engagement model changes that-we now give companies an accurate, statistically valid view on which competing variant delivers for their business."
With engagement scoring in Swrve A/B testing, companies can gain a much more sophisticated picture of how A/B variants relate to business success, as they can model for more complex interactions. For example, in a price test, both the number of times an item is purchased, and the value it was purchased at, need to be taken into account-not simply the act of purchasing at least one time.
The launch of engagement scoring for A/B testing also comes on top of major work to the Swrve A/B test engine in recent months. Swrve now allows relevant KPIs for all test variants to be viewed at a glance, giving unrivalled insight into an entire mobile business. Swrve also provides an ultra-accurate Bayesian engine and the ability to run A/B tests live across multi-million DAU titles.
To learn more visit www.swrve.com.
Swrve is the world's first in-app marketing platform. Swrve enables product and monetization managers to deliver outstanding, personalized user experiences and ultra-targeted marketing campaigns. That in turn means maximized retention, conversion and in-app revenues. Swrve is used by some of the world's leading app and game developers, lives in some of the world's most successful apps and handles over 2 billion events a day. Our customers use Swrve to go beyond 'dumb analytics,' instead optimizing using a 'test and target' philosophy that brings real data to the challenge of producing world-beating apps.
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