In the competitive world of mobile apps, apparently, combining user experience optimisation, A/B testing, analytics and real-time messaging just isn’t enough.
That’s why Leanplum has just closed a $4.8 million Series A funding round, also adding marketing automation to the services it offers.
The funding comes from Shasta Ventures (also an investor in Nest, Path and Ouya).
First launched in 2012 as an A/B testing platform for mobile UX, Leanplum has since expanded rapidly, both in terms of features and clients. For example, it recently added GREE.
According to CEO Momchil Kyurkchiev, who with co-founder Andrew First previously worked at Google, optimising YouTube ads, the path that the company has taken has been driven by spending time with customers to better understand how they optimise their mobile apps for better engagement, retention, and monetisation.
Right users, right time
“While A/B testing the UI of apps is important, it’s not nearly enough to satisfy the full breadth of use cases our customers have in mind,” he says.
“With this new funding, we’re able to expand our offering by launching Leanplum Marketing Automation to mobile marketers who are increasingly focused on more personalized and relevant messaging to maximize user engagement and loyalty.”
Leanplum Marketing Automation is a new messaging feature that enables you to create, automate and test highly targeted in-app messages and push notifications to your users.
It comes integrated with Leanplum’s existing content management, mobile A/B testing and analytics solution and is available for iOS, with support for Android currently in private beta.