Google has announced the end of Google Optimize as we know it. The product will be "sunset" and no longer available after September 30th, 2023. It is, by far, the most widely used ab testing and conversion optimisation tool with an estimated 61% market share. If you're looking for an alternative, as we were, this article might be helpful.

Note: we have made the assumption that if you are a free Google Optimise user, you likely don't have a huge budget for AB testing and CRO. Enterprise CRO platforms and CTAs such as the below with no pricing information available results in exclusion from our Google Optimise alternatives list:

• Request pricing (Optimizely)

• Talk to us (Coveo)

• Talk to sales buttons (Dynamic Yield)

• Schedule a demo (Evolv)

• Book a demo (Symplify)

• Get a demo (Kameleoon)

What was the Google Optimize announcement?

Google Optimize and Optimize 360 will no longer be available after September 30, 2023. Your experiments and personalizations can continue to run until that date. Any experiments and personalizations still active on that date will end.

We launched Google Optimize over 5 years ago to enable businesses of all sizes to easily test and improve your user experiences. We remain committed to enabling businesses of all sizes to improve your user experiences and are investing in A/B testing in Google Analytics 4.

https://support.google.com/optimize/answer/12979939

What are some Google Optimize alternatives?

For the vast majority of growth marketers, the core requirement of AB testing platforms is largely very similar. Typically this includes:

1. Enabling A/B testing logic in Javascript code

2. A graphical interface for making changes

3. Controlling which visitors see which experience (A v B)

4. A statistical engine and analysis for determining the winning experience

Based on the above, we have included a number of Google Optimize alternatives below with the caveat that these may not be applicable to advanced users and developers.

Google Analytics 4 (GA4)

For many people and teams that are "light" users of Google Optimize and marketing experimentation, perhaps the easiest option is to sit tight and see what emerges over the detail in the official statement on investing in A/B testing in Google Analytics 4.

We remain committed to enabling businesses of all sizes to improve your user experiences and are investing in A/B testing in Google Analytics 4. We are focused on bringing the most effective solutions and integrations to our customers, especially as we look toward the future with Google Analytics 4.

https://support.google.com/optimize/answer/12979939

Clearly, the Google team are planning to integrate AB testing into GA4 and it would be reasonable to assume some basic functionality will exist before Google Optimise officially goes end of life.

ABTasty

If you're an existing Google Optimize user, the ABTasty alternative is their Client-side experiments product.

As we like to say, experimentation makes perfect. Test your website, app, features and so much more to be sure you’re driving the highest possible ROI from your digital touchpoints.

abtasty.com

Here are some of the core features and functionality:

• AB Testing

• Multipage testing

• Split testing

• Multivariant testing

• Granular segments and targeting

• Graphic variations

• Goals

• Traffic allocation

• Third-party data integrations

• Bayesian statistics engine

• Track experiment ROI

All Google Optimise alternatives

• Google Optimise: Test, adapt, personalize. Link

• Optimizely: Deliver better software, products, and growth. Link

• Sumo: Free Tools to Automate Your Site Growth. Link

• Marketizator: Same traffic. More conversions. Link

• CrazyEgg: Make your website better. Instantly. Link

Final thoughts on finding a Google Optimize alternative

For smaller marketing and growth teams, we have 3 clear recommendations:

1. The VWO Testing free plan (up to 50,000 tested visitors per month) for most users

2. The Webtrends Optimize free plan (less than 10,000 sessions per month) for small traffic volumes that require additional functionality such as CRO tools, site speed optimisation and user experience tools.

3. The Convert.com Community Web plan for more advanced AB testing and CRO teams ($99/month for 50,000 tested users per month)

Most important is to pick one, and get started building an experimentation culture.