Business, Investments

Mobile A/B testing startup Appiterate raised funding


Delhi based Appiterate, which helps mobile developers to A/B test their products has raised a seed funding from SAIF Partners and a bunch of angel investors including Greg Badros (ex-VP, product & engineering, Facebook) and Prashant Malik (ex-Facebook, co-creator of Apache Cassandra).

According to Techcrunch’s Pankaj Mishra, who first reported the news, the deal size is expected to be over USD 500k.

Appiterate uses WYSIWYG editor for A/B testing of iOS and Android apps. This allows developers to test their apps and make live changes without doing any coding. The company was founded by Tanuj Mendiratta and Anuj Bhargava, alums of Delhi College of Engineering. Appiterate works with clients such as Vodafone, Groupon, MTV, Samsung, Mahindra and Microsoft, among others.



A/B testing for mobile apps enables developers to improve their in-app purchases, user engagement and conversion rates by iteratively optimizing their designs/UX and the overall functionality.

A/B testing isn’t a buzzword – especially not for web giants Social and Facebook. But a lot of savvy marketers and designers are using A/B testing today to gain insight into visitor behavior and to increase conversion rate.

To serve the niche several startup like Optimizely and Wingify have developed their own proprietary tools to help developers pre-evaluate the effectiveness of their product – without investing much in the inhouse algorithmic expertise.

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