Appboy Launches Multivariate Testing for Increased Messaging Engagement

Multivariate Testing allows marketers to test up to six combinations across numerous multi-messaging channels

Jul 22, 2014, 11:00 ET from Appboy

NEW YORK, July 22, 2014 /PRNewswire/ -- In the modern mobile world of constant communication, exceptional messaging is crucial to engagement. So determining the most effective content and messaging format can be complex, but imperative to successful app marketing. With its latest advancement, Appboy is empowering app marketers to test many combinations of messaging and then identify and automate the most effective message possible. Appboy's Marketing Automation for Apps platform is the first to offer the ability to test six variants across numerous messaging channels including in-app messaging, email and push notifications.

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"Marketing is always a balance between the perfect incentive, content and design," says Bill Magnuson, CTO and Co-Founder at Appboy. "Finding that balance is impossible without testing, given that response rates for different versions of a message for the same offer could vary significantly. Multivariate Testing takes the guesswork out and allows marketers to measure the impact on specific metrics like conversion rate, click-through rate and revenue generated."

When used in conjunction with Appboy's user segmentation, marketers can enter many values into the multivariate test and select the best combination to deploy based on real-world results. Multivariate Testing allows marketers to test combinations of headlines, copy and content to determine the most compelling message variation.

Appboy debuted Multivariate Testing during its winning presentation at VentureBeat's MobileBeat Innovation Showdown on July 9th. Multivariate Testing is currently available to limited Appboy clients with a wider release set for enterprise customers in the coming weeks.

About Appboy:
Appboy is the global leader in Marketing Automation for Apps. The company enables the world's brightest businesses to manage the lifecycle of their users through a suite of marketing automation products and Success Squad team of mobile experts. In addition to user segmentation and location targeting, Appboy offers multi-channel messaging (push notifications, in-app messages, email), an in-app news feed and in-app customer support. Clients like Urban Outfitters, Shutterfly, LifeLock and Anthropology use Appboy to increase engagement, reduce churn and build their mobile ROI. To learn more, visit

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