Swrve Creates First Engagement Scoring Ability in A/B Testing, Allows Companies To See Which Mobile App Variants Directly Affect The Business

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.

About Swrve
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.

SOURCE Swrve