Delhi-based A/B testing solutions Wingify has acquired US-based visitor analytics solution Navilytics. With this acquisition, Wingify has made significant progress in its transformation from being the first ‘no-coding required’ A/B testing tool in 2010 to becoming the first full-featured conversion optimisation platform in the world.
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The company aims to achieve the complete transformation by early 2016. Wingify plans to become a one-stop platform for CRO by offering tools like heat maps, visitor recordings, usability analysis, expert feedback, form analysis, surveys, A/B testing, among others.
Currently, Navilytics has more than 600 users. It essentially adds capabilities of heat maps, click maps, scroll maps, visitor session recordings and form analysis. Soon, many of these features will be ported into VWO. The acquisition of Navilytics is the second big step towards assembling that platform after the launch of on-page surveys a few weeks ago.
Marketing, e-commerce, QA testing, UI and product design can leverage benefit from using Navilytics.
Paras Chopra, Founder and CEO, VWO said,
Navilytics is an extremely strategic acquisition for us. It is a well-proven solution and brings to VWO a wide variety of capabilities that will take a lot of time to develop in-house. With this acquisition, we are all set to becoming the first full-featured conversion optimisation platform in the world by 2016.
Importantly, the new set of features will allow marketers to walk in the shoes of their customers with far greater clarity. For instance, one can now see how a particular visitor browsed their website, what path they took, how much they scrolled, where they clicked and in what sequence they consumed content on their page, and then trigger a survey based on their behaviour asking why they did or did not take a particular action.
Wingify’s flagship product VWO is a lucid platform for A/B testing tool that helps businesses improve their websites by tracking visitor behaviour, testing improvement ideas and targeting visitors for personalisation. It’s used by 4,000 businesses such as Target, Disney, Sears, Tinkoff Bank and Flight Centre amongst others. Last year, Wingify acquired US-based web design and user experience community startup Concept Feedback to provide additional assistance to its brand marketing clients.
Conner Hewitt, Founder of Navilytics, said,
We’ve always believed that a keen focus on customer satisfaction backed by strong technology and marketing capability can drive true market innovation. In VWO, we’ve found a great fit for our product as well as an opportunity to reach many more users owing to its global outreach.
With the acquisition, Wingify's tool will map out consumer behaviour on the web by analysing aspects like click, scroll and time spent by users. As of now, Wingify had strong focus on the A/B testing side, which compares two versions of a webpage or app. With Navylitics’s acquisition, Wingify will be able to provide in-depth analysis around user behaviour to its clientele.
Unlike most acquisitions which were acquihire in nature this year, experts see the Navilytics acquisition as a pure-play technology-driven deal. After this acquisition, Wingify will own all the IP and code of Navilytics.
The acquisition makes immense sense for Wingify as developing such capabilities in-house requires a lot of time. With Navilytics in its kitty, Wingify aims to become full-featured conversion optimisation platform in the world by the next year.