SaaS analytics firm Wingify acquires US-based Navilytics

Delhi-based Wingify Software Pvt Ltd, which develops software tools to increase website sales, signups, downloads and conversions by using split and multivariate testing, has acquired US based Navilytics, a  visitor analytics solution platform for websites.

In a press release, the company stated that Navilytics' analytical capabilities will be integrated into Wingify's VWO (visual web optimiser) platform. The acquisition is in line with Wingify's efforts to create a comprehensive CRO (conversion rate optimisation) platform. CRO is the process of continually improving a website or landing page to create the most effective experience for potential customers.

"It is a well-proven solution and brings to VWO a variety of capabilities that will take a lot of time to develop in house. With this acquisition, we are set to becoming the first full-featured conversion optimisation platform in the world by 2016," said Paras Chopra, founder CEO of Wingify.

"In VWO, we have found a great fit for our product as well as an opportunity to reach many more users owing to its global outreach," said Conner Hewitt, founder of Navilytics.

Founded in 2014, Navilytics is an A/B testing company that helps businesses improve their websites by tracking visitor behaviour, testing improvement ideas and targeting visitors for personalisation. According to VWO, its analytics platform is currently being used by more than 4,000 businesses and counts Target, Disney, Sears, Tinkoff Bank and Flight Centre, among its customers.

A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better.

Founded in 2009 by Paras Chopra, a BE in Biotechnology from Delhi School of Engineering, Wingify is a SaaS company whose flagship product VWO allows marketing professionals to create different versions of their websites to check out which one produces maximum conversion/sales. It is also a multivariate testing tool with additional features like behavioural targeting, usability testing and heat maps.

Wingify had claimed that VWO is used by more than 3,700 brands in 75 countries to analyse web activity and increase conversions. Its clients include Microsoft, General Electric, Rackspace, Cleartrip and BharatMatrimony.

In September, Wingify acquired Chicago-based Concept Feedback LLC, a community for locating and contracting with website design and user experience (UX) experts, for an undisclosed sum. As part of the acquisition, Concept Feedback's offering was integrated with Wingify's VWO website testing platform, with Concept Feedback continuing to operate independently.