Appboy Launches Multivariate Testing for Improved App Messaging Engagement

Appboy, which specializes in marketing automation for apps, has announced its new Multivariate Testing service, which allows app marketers to test six variants of messages to measure the impact on a variety of metrics, including conversion rates, click-through rates and revenue generated from campaigns. Marketers can change the images and colors of messages, as well as the text in headlines and the body.

According to Appboy, two versions of a push notification, which advertise the same offer, may have a 50 percent difference in response rate.

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