Date: September 1st, 2014
San Francisco, Calif. – August 27, 2014 - Swrve, the leader in mobile marketing automation, today announced support for A/B testing and optimization of push notification campaigns, in-app campaigns and native app content, meaning that for the first time marketers are able to know what works when it comes to every aspect of the mobile app user experience.
The announcement means that Swrve is the only truly integrated mobile marketing automation platform, allowing Swrve customers to not only to change the mobile app itself and the campaigns delivered to app users, but also test those changes and identify which variants and approaches are maximizing revenue or other goals.
Swrve will allow marketers to ‘test everything’, from the creative of in-app messages, to the content of push notifications, and right down to native app configurations. Using Swrve, marketers can target the test at a specific group of app users based on their demographics, geography, device information or behavior and then split the audience into up to 10 random test groups.
Swrve automatically handles both the serving of competing variants and the calculation of statistically significant results relating to whichever metric matters most to the business. As a result, it is possible to optimize key aspects of the mobile app experience and marketing campaigns without any reliance on engineering, or any requirement to update the app via the app stores.
A/B testing of all marketing campaigns is another step along Swrve’s journey to help customers automatically run and optimize their mobile marketing campaigns - supporting the creation and delivery of multi-touch campaigns, using multiple channels, and automatically optimizing those campaigns over time.
“A/B testing has always been at the core of our product offering” said Christopher S. Dean, CEO of Swrve. “We believe it is vital to not just guess what works, but really know - based on real user data. We’re hugely excited to be enabling that ethos across the full mobile marketing spectrum.”
“We're already seeing great results with Swrve,” said Tien-Wei Huang, Senior Director of CRM at Tagged, a social mobile app, “and the ability to A/B test the in-app campaigns we deliver will only improve the effectiveness of our campaigns.”