Paras Chopra, Founder and CEO of Wingify

Paras Chopra, Founder and CEO of Wingify

VWO, a product of Wingify — an Indian startup offering tools that help businesses improve their websites by tracking visitor behaviour, testing improvement ideas and targetting visitors for personalisation — has announced the acquisition of US-based visitor analytics solution firm Navilytics.

The transaction details remain undisclosed.

With this, VWO is transforming from being a ‘no-coding required’ A/B testing tool to a full-featured conversion optimisation platform. The transformation is expected to be complete by early next year.

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As per an official statement, VWO aims to provide all the tools needed for heat maps, visitor recordings, usability analysis, expert feedback, form analysis, surveys and A/B testing into one platform and provide an easy-to-use process on top of it.

Paras Chopra, Founder and CEO, VWO, said: “Navilytics is a 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.”

Started in February of 2014 by Conner Hewitt, Chicago-based Navilytics adds capabilities of heat maps, click maps, scroll maps, visitor session recordings and form analysis in an all-in-one package. Marketing and e-commerce are the two prominent industries that benefit from using Navilytics. It claims to have more than 600 users.

Post-acquisition, many of Navilytics’s solutions will be ported into VWO. Beginning now, VWO has already made available visitor recordings, form analysis and area stats to its platform. These new features will allow marketers to walk in the shoes of their customers with far greater clarity.

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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 behaviour asking why they did or did not take a particular action.

Founded in 2009 by Chopra, VWO allows marketing professionals to create different versions of their websites to check out which one produces maximum conversion/sales. VWO claims to have more than 4,000 businesses such as Target, Disney, Sears, Tinkoff Bank and Flight Centre amongst others.

In September last year, Wingify had acquired Chicago-based Concept Feedback, a community for locating and contracting with website design and user experience (UX) experts, for an undisclosed sum.