visual website optimizer

Wingify, the company behind Visual Website Optimizer (VWO), an A/B testing platform for websites, has acquired US-based Navilytics for an undisclosed amount. Navilytics provides website visitor analytics solutions such as heat maps, mouse movement recordings, form analysis among others.

With this, VWO is expanding its conversion rate optimization platform, integrating visitor recordings, form analysis and area stats to its platform. VWO also launched On-page Surveys recently where websites can set triggers for surveys to pop up and ask visitors for more detailed information about their intentions and motivations for visiting the website.

The Economic Times reports that VWO’s acquisition was mainly for Navilytics’ technology assets and Wingify, will own all the IP and code. The report added that Navilytics’ team was consulting with Wingify for three months to help integrate the product.

Navylytics has over 600 customers like Atlassian and Singlecare. com. Wingify’s product is used by more than 4,000 businesses including US retailer Target, Disney, and American chain Sears.

VWO’s competition includes US-based Optimizely which raised $58 million in October. The new round was led by Index Ventures, with general partner Ilya Fushman joining Optimizely’s board of directors. Some of Optimizely’s customers include CNN, Microsoft and Virgin America.

Wingify’s acquisition of concept feedback

In September 2014, Wingify acquired Concept Feedback, a US-based website design consultancy marketplace, which allows businesses to get paid feedback from website design and testing experts. Concept Feedback was gradually integrated with VWO’s IdeaFactory, a curated library of over 300 testing ideas and case studies for website optimization and conversion tracking.