As more and more of our time is spent on mobile devices, apps have become the frontline for consumer engagement. Americans, for example, spend more than 60% of their online time in mobile apps, compared to 30% on desktop and 9% on mobile web. Yet despite this mobile-first mindset, only a fraction of app developers utilize A/B testing to optimize experiences on mobile.
While some developers recognize the value of testing, many are still unaware of the benefits of optimization and adding another SDK to their workflow can feel daunting at best. In an effort to break down barriers to getting started with optimization, we seized an opportunity to streamline and simplify the time developers spend installing and maintaining third party code in their apps.
That’s why we’re excited to announce that Optimizely is joining the Twitter Fabric developer toolset. Fabric is a modular mobile platform that makes it easy for developers to install and maintain SDKs within their apps. In the past, Fabric only supported Twitter’s proprietary SDKs, such as Crashlytics and MoPub. Starting today, developers can use Optimizely with Fabric and begin A/B testing with a single click. Twitter has already started rolling out this integration to a select group of whitelisted users and will soon add support for all developers using Fabric.
What does this mean for developers?
Mobile developers using Fabric will be able to install and setup Optimizely in their app without leaving their development environment, and update the Optimizely SDK to the latest version with just a single click. With this integration, developers won’t even need to create an Optimizely account — Optimizely sets it up for them. Once Optimizely’s SDK is installed, developers can begin running experiments in minutes. For example, they can make changes to navigational text, try out different button placement or even switch out product page imagery. More broadly, they can also maximize ROI from their apps by activating new users through compelling onboarding flows, driving engagement with existing users, and even staging phased rollouts to mitigate the risk of a bad release.
“We’re excited to partner with Optimizely to help developers easily integrate A/B testing into their apps through Fabric,” said Rich Paret, GM of Twitter’s Developer Platform. “Fabric is trusted by developers worldwide to help them build and grow their apps and we’re looking forward to having Optimizely be part of the platform.”
This partnership is a significant addition to Optimizely’s Partner Ecosystem which today includes more than 40 technology providers. In fact, Optimizely was recently cited by Forrester Research as boasting “the strongest agency and services partner programs” in The Forrester Wave™: Online Testing Platforms, Q3 2015 (access to link requires subscription).
It’s always been our mission at Optimizely to build products that are fast to implement and scale to the needs and sophistication of our customers’ teams. Twitter and the Fabric team share our commitment to ease-of-use, and with this integration, developers can focus on building apps their customers love without needing to navigate multiple dashboards or complicated installs. This integration helps break down the barriers to getting started with A/B testing on mobile, and we couldn’t be more excited.
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