Sydney-based startup Upflowy raises $4 million to optimize web experiences with its no-code solution – Techdoxx

Deepak Gupta February 22, 2022
Updated 2022/02/22 at 2:23 AM

The Covid-19 pandemic has affected consumer behavior and purchasing patterns; Data-driven decision making is even more crucial to ensuring that companies’ products or services truly benefit users in times of uncertainty. Demand for SaaS products that enable online transactions has increased dramatically during Covid-19, according to the CEO of ascending Guilherme Ang.

Upflowy thinks it has the tools to help companies generate a stream of high-performing users. The Australian-based startup, which just raised $4 million, has built a platform that offers drag-and-drop tools for A/B testing and personalization across the web and mobile apps, and the best part is, companies don’t need to know any code to engage with it. The latest funding was led by Counterpart Ventures, in addition to recurring investors Tidal, Global Founders Capital, Black Nova and Antler.

Getting visitors to a website or app to sign up for sales takes significant time and cost, and as a result, many companies struggle to achieve this, Ang told Ploonge. To help entrepreneurs and marketers, especially startups, increase conversion rates and user flows, Ang and two other founders, Matthew Browne and Alexandre Girardfounded Upflowy in 2020. The startup says that for too long, companies have depended on development or engineering teams that are consumed with improving products and don’t have time to support marketing efforts.

Upflowy Founders (L to R): CTO Alex Girard, CIO Matthew Browne, CEO Guillaume Ang

The startup will use much of the new capital to enhance its platform capabilities, leveraging areas of data science such as predictive personalization and additional feature development. It also wants to support the team by increasing its headcount to over 30 full-time employees.

“After seeing low engagement forms lead to up to a 60% drop in conversion, translating into a huge waste of ad spend presented a huge opportunity for improvement for businesses. This is just the first step. More efficiently qualifying leads for the right product and customizing the sales approach is key to converting into sales,” Ang told Ploonge. “Upflowy’s data visualization and A/B testing interface means that understanding your customers’ dropout and behavior becomes much clearer, paving the way for experimentation and optimization.”

Hundreds of companies now use Upflowy, Ang said, adding that it has a range of customers from B2B technology, SaaS and healthcare to B2C companies such as fashion brands and a national sports team.

With the latest improvements in weekly user growth over the past few weeks, the startup has also seen 40% growth in its activation rates and its monthly user base has doubled, according to Ang.

“The Australian tech scene is driving innovation globally. Upflowy was born out of this growing talent market,” Ang said in a statement. “We are already active and tested on a global stage to provide validation of our platform. A signup flow is often the first interaction a potential customer has with a business, and we are the first to make it easy to create and put them into action – improving the flow of information and ultimately ensuring that customers in potential can be moved through the funnel in a smarter way.”

The COVID-19 pandemic created a catalyst to launch Upflowy as a remote company from the ground up. In the early stages of 2020, being a remote business was a relatively new concept, but the startup has managed to attract talent from around the world, Ang said. Upflowy is expected to establish a US base this year to increase its presence in the region.

“Upflowy was able to solve a problem that almost every company faced,” said former managing director of APAC Optimizely Dan Ross, who invested in Upflowy. “There are currently no other tools on the market that give teams the ability to quickly build, test, and iterate through end-to-end signup flows and feed data directly into any other platform that is looking to convert visitors into customers.”

“Modern organizations need simple, no-code solutions that eliminate friction between data collection and customer experience,” said Patrick Eggen, co-founder and general partner at Counterpart Ventures, in a statement. “The market is full of clunky solutions that rely on engineers to create web experiences, which inhibits testing and improvement. Upflowy is uniquely positioned to rethink this market, enabling teams to create the web experiences consumers need and demand.”

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