Google Optimize Is Shutting Down (Here’s What to Do)
Google is sunsetting Optimize
Google has recently announced that Google Optimize, one of the most widely used A/B testing and conversion rate optimization tools, is being sunsetted in September of 2023. Google Optimize had a/b testing, redirect testing, custom pop-ups, and website personalization tools that integrated seamlessly with their flagship analytics product Universal Analytics. The best part? It was free.
The low cost barrier to entry and simple integration with Google Analytics is what made the platform so popular in the first place. With the recent shift to sunset Universal Analytics and bring forward Google Analytics 4 (GA4) as their new flagship analytics product, Google Optimize just isn’t fitting the bill anymore.
What’s even more bizarre is that Google isn’t even offering Optimize as a tool for their paid Google Analytics 360 / Optimize 360 contracts anymore, stating that “Any Optimize 360 orders already received with an end date past the Optimize sunset date will be revised to the product sunset date.”
Competitors are already responding to this marketplace shift, platforms like VWO have recently opened up their plans that were previously enterprise-only and are offering a free tier to entice existing Optimize users to explore their platform.
What are my options?
So. You're part of a smaller marketing team, or maybe you’re not, but the point is you loved Google Optimize and are riding an emotional rollercoaster right now trying to figure out what the heck you’ll be doing next. We’ve put together the three primary recommendations and some honorable mentions for leading a/b testing and optimization tools.
Leading CRO Tools:
Optimizely
Optimizely.com
TL;DR —> Industry juggernaut. Best for enterprises and teams with larger budgets/needs.
Optimizely is a popular web-based optimization platform that allows businesses and organizations to improve the user experience and conversion rate on their websites. It allows you to create and run A/B and multivariate tests on your website, which can help you understand how different elements of your website are impacting user engagement and conversion rates. It offers a wide range of features including:Easy to use visual editor
Server-side loading capabilities and API
Real-time reporting and analytics
Robust analytics and CRM integrations
Heatmaps, visitor recording, and other user behavior tools
Personalization and targeting capabilities
VWO
vwo.com
TL;DR —> Great for mid-sized marketing teams and a free tier is now available.
VWO, also known as Visual Website Optimizer, is a website testing and optimization tool that allows businesses and organizations to improve the user experience and conversion rate on their websites. It allows you to create and run A/B, multivariate, and split URL tests on your website, as well as track and analyze the results. VWO offers unique features lile
The tool also offers a range of features such as heatmaps, visitor recording, and real-time reporting, which can help businesses understand how users interact with their website and identify areas for improvement. Additionally, it also provides personalization and targeting capabilities, which helps in delivering different versions of the website to different segments of visitors.
Bonus: There is a free tier available!AB Tasty
abtasy.com
TL;DR —> The up-and-comer. Full of features without the enterprise price tag.
AB Tasty is another web-based optimization platform that aims to improve the user experience and conversion rate on their websites. Similar to Optimizely and VWO, AB Tasty allows you to create and run A/B tests, multivariate tests, and personalization campaigns on your website. AB Tasty also includes a range of features such as:A visual editor that allows you to easily make changes to your website without needing to write any code.
Real-time reporting and analytics, which can help businesses understand how their website is performing and identify areas for improvement.
Heatmaps and session recordings
Personalization and targeting capabilities, which allows businesses to deliver different versions of their website to different segments of visitors.
Integration with other tools such as analytics, CRM, and marketing automation platforms.
A wide range of pre-built templates, widgets and integrations to easily improve the user experience and conversion rate on the website.
Honorable Mentions
Yes, there are other products on the market. But, we recommend starting with the above. Here are some others that exist if you want to impress your boss:
