Applications
CleverTap launches ‘Product Experiences’ for app & web UX optimisation
Mumbai: CleverTap has announced the launch of ‘Product Experiences’ – a solution to experiment and elevate customer experiences across web and apps to help maximise lifetime value. With a no-code approach, user-friendly UI, and advanced segmentation capabilities and analytics, ‘Product Experiences’ allows product and growth managers to effortlessly personalise as well as optimize app and website user experiences.
In today’s competitive app landscape, the stakes are higher than ever for businesses. With 50 per cent of users uninstalling an app within 30 days and 25 per cent abandoning it after just one use, the pressure is on the brand to deliver personalised experiences. Any issue in user experiences can lead to swift abandonment given the ease of access to other alternatives. According to studies by McKinsey, a staggering 70 per cent of drop-offs are due to sub-par in-app experiences, while 76 per cent of customers express frustration when brands fail to provide personalised interactions.
That’s where CleverTap Product Experiences steps in to address these critical challenges. It empowers product managers and growth teams to effortlessly experiment and make swift changes to the app’s design, functionality, and workflows with minimal technical dependency—be it A/B testing onboarding, add-to-cart flow variants, updating banners, showing dynamic pricing, and other content. Thus democratising app and web experience management by enabling growth teams to independently manage in-app monetisation and personalization without the need for additional app updates. This drives operational efficiency, ensuring your business remains agile and responsive to market demands.
The key components of ‘Product Experiences’ include remote config and product A/B testing. Remote config allows marketers and product managers to effortlessly map app and web functionalities to remote config’s user-friendly interface, enabling seamless control and personalisation of the user experience. They can create precise segments with zero-code and override variable values to tailor the experience for specific audiences directly from the CleverTap dashboard.
With product A/B tests, marketers can set up experiments with multiple variants related to UI, functionality, and workflows. Through precise measurement of results based on key performance indicators (KPIs), businesses can analyze performance with detailed analytics and seamlessly deploy the most successful version to their user base.
CleverTap co-founder and chief product officer Anand Jain said, “Businesses are continuously striving to push out newer features and updates to benefit the end user. The app updates that bring these changes are often the result of a complex, time-consuming and resource-intensive process. App release cycles are not scalable, cost-effective or agile enough to respond to market demands and keep up with the rapidly changing business environment. Product Experiences addresses these industry pain points by empowering businesses to take control of their app and web experiences with minimum technical dependency. Its unique capabilities offer CleverTap customers an all-in-one solution that redefines campaign management and performance and app and web experience management, proving to be a complete platform for future digital engagement success.”
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
