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Artisan is changing the way companies connect to mobile customers. The company -- creators of
Artisan Optimize and Mobile Experience Management (MEM), a combined self-publishing and analytics platform for app-builders -- is releasing new features that turn app design into a science.
Through Optimize, businesses can perform "advanced targeting," a practice that used to be exclusive to websites. When testing out new design changes, this option allows clients to curate their audience according to demographics and location. Additionally, they can use "confidence scoring" to track when these tests have grown large enough to yield trustworthy results.
"We want to give users the ability to really understand what's happening on their app," says CEO Bob Moul. "Small changes can really make a big difference in click-through rates."
The response to this new information has been dramatic. One Optimize client improved their app's click-through rate by 50 percent simply by changing the location of a button. Another discovered that using red instead of green increased their app's engagement by 30 percent.
"Part of this is taking the guess work out," says Moul. "It's not always about what aesthetically looks right."
Of course, higher click-through rates mean more revenue -- over 40 of the top 100 retail sites are experimenting with Optimize and MEM. In its first quarter since releasing Optimize, Artisan (formerly known as AppRenaissance) has hired 10 new employees -- rounding out a team of 25 -- and expects to add up to 15 more within two years. They have also received a total of $7 million from FirstMark Capital and angel investors.
Source: Bob Moul, Artisan
Writer: Dana Henry