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Mobile A/B Tests Get an Engaging Twist

Posted on 12.09.2013

A/B tests are good for analyzing specific goals within mobile apps, but a new engagement scoring feature in A/B testing from Swrve is providing brands with even deeper insights.

The mobile app relationship marketing provider is helping companies obtain test results that are based on multiple success events, including the relative intensity of conversion (for example, multiple purchases from a single user) and the value to a business that is attributed to each event. This means that businesses can model for more complex interactions and that the A/B test results will show which variants are best for a business, regardless if the company is tracking purchase, progression through a tutorial or social shares.

"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."

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