• September 3, 2014

Swrve Delivers A/B Testing of Push Notifications, In-App Campaigns, and Native Content

Swrve, a provider of mobile marketing automation, now offers A/B testing and optimization of push notification campaigns, in-app campaigns, and native app content, allowing Swrve customers to change the mobile app itself and the campaigns delivered to app users, test those changes, and identify which variants and approaches are maximizing revenue or other goals.

Swrve will allow marketers to test the creative of in-app messages, the content of push notifications, and 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.

"A/B testing has always been at the core of our product offering," said Christopher Dean, CEO of Swrve, in a statement. "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."

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