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New-Delhi based Visual Website Optimizer (VWO), has acquired US-based Navilytics, a visitor analytics solution.

Visual Website Optimizer (VWO) – a product by Wingify – is an A/B testing tool that helps businesses improve their websites by tracking visitor behavior, testing improvement ideas and targeting visitors for personalization. VWO is used by more than 4,000 businesses such as Target, Disney, Sears, Tinkoff Bank and Flight Centre amongst others.

Launched in February 2014 by Conner Hewitt, Navilytics, is a single, high quality and affordable platform for web analytics. The company’s goal is to serve both, large and small business. Navilytics, which has more than 600 users, adds capabilities of heat maps, click maps, scroll maps, visitor session recordings and form analysis in an all-in-one powerful package.

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With this acquisition, VWO has made significant progress in its transformation from first ‘no-coding required’ A/B testing tool in 2010 to the first full-featured conversion optimization platform globally. The company aims to achieve the complete transformation by early 2016.

VWO has already made available visitor recordings, form analysis and area stats to its platform from Navilytics. Apart from that, this acquisition of Navilytics is the second big step towards assembling that platform for VWO who have recently launched ‘On-page Surveys’.

These new features will allow marketers to understand customers with far greater clarity. For example, 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 behavior asking why they did or did not take a particular action.

Speaking on the acquisition, 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 optimization platform in the world by 2016.”


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