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

Convert.com

Choosing which Convert product is right for you is simple, as there is only one. There core offer is an A/B testing tool, and pricing is on the website and transparent.

Here are some of the core features and functionality:

• A/B testing
• Split testing
• Multivariate testing
• Multipage experiments
• Visual editor
• Code editor
• Advanced audience targeting and segments
• Collision prevention
• Privacy compliance
• 3rd party integrations
• 10-step onboarding plan
• Zero flickering

Low cost plan is $99/mo for up to 50,000 tested users per month. For more information see their pricing page. They also offer a 15-day free trial, with no credit card required. Convert.com and the A/B testing tool Convert Experiences, announced today that it will offer a $99 USD Community support powered plan to help the thousands affected by this disruption. 

Omniconvert

Ominconvert Explore is the CRO (conversion rate optimisation) platform that is most similar to Google Optimise. Although the tool is heavily focused on the Ecommerce companies, it applies equally well to other businesses.

We’re a team of people that want to empower marketers around the world to create marketing campaigns that matter to consumers in a smart way. Meet us at the intersection of creativity, integrity, and development, and let us show you how to optimize your marketing.

https://www.omniconvert.com/cro-tool-explore/

Core features and functionality includes:

• Unlimited Subaccounts
• Multiple Websites
• Professional Support (4h response time)
• Exit-Intent with NO branding
• Advanced Segmentation
• Mobile Website Testing
• 30 min 1 on 1 Onboarding
• API Access
• A/B Testing
• Web Personalization
• Web Surveys
• Triggered Overlays

Full pricing available on the website starting at $167 per month.

Visual Website Optimizer (VWO)

The VWO platform is split into five categories: Testing, Insights, FullStack, Engage, and Plan. Whilst traditionally more of a high-end solutions they recently launched a free plan for Google Optimise users called the VWO Testing Starter plan.

VWO Testing Starter plan features and functionality includes:

• No limitation on the number of experiments that you can run.
• Improved and easy-to-use no-code editor 
• Easily integrate VWO with your existing stack including Google Analytics, and Google Ads
• Run experiments on websites built on Single Page Application frameworks without any manual overrides
• Best-in-class support (99% CSAT)

Typically VWO pricing for web-based testing range for $99 per month to $467 per month but the new VWO Testing Starter plan will be free for users for up to 50k tested visitors a month, and available for $199 a month for users for up to 100K monthly tested visitors.

To get started, sign up for a free trial which is valid for 30 days and gives you a fully functional VWO account with the Enterprise plan. You can choose to move to VWO Testing Starter Plan from within the app at any point during the free trial or after its expiry using the upgrade page (post login).

WebTrends Optimize

Webtrends Optimize is a powerful, enterprise-grade experimentation platform with a suite of website optimisation tools to enhance your visitors digital experience. Full access to all features is available, as standard, to all users. That means no paywall features, no tiers and no upgrades needed.

webtrends-optimize.com

The Website Optimisation product is the closest alternative to Google Optimize with features and functionality including

• AB testing
• Multivariant testing
• Split testing
• Perosnalisation techniques
• Onsite retargeting
• Onsite surveys
• Optimising site speed

Self-service pricing is from £179 per month and includes unlimited experimentation, unrestricted access to the entire Webtrends Optimize platform and full UK-based support.

Note: If you have less than 10,000 sessions each month you are eligible to get Webtrends Optimize totally free account.

Convertize

Convertize was recently acquired by Glassbox but remains a popular solution amongst growth marketers and growth marketing agencies.

AB Test your ideas with our smart A/B testing software. Focus on what you love while our Autopilot maximises your conversions

convertize.io

Features and functionality including

• A/B testing
• Drag-and-drop visual editor
• Hybrid statistics
• Zero flickering effect (lightning mode)
• Geolocation targeting
• Smart notifications
• Launch checklists
• Autopilot mode
• Chat support
• A library of over 150 AB testing ideas

Convertize costs $49 per month for individual users on sites with up to 20,000 visitors per month, and from $199 per month for larger teams starting at up to 100,000 visitors per month. Check out our more in-depth articles for further information on deciding between VWO and Convert.com.

Resources

Our AB testing tools database which includes a number of Google Optimize alternatives.

Recommended additional reading on Google Optimise alternatives and AB testing in general.

Final thoughts

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 with 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. Whilst your AB testing software is important, “it isn’t the tools that generate wins; it’s the content that’s created.” (source)

Got questions? Ping me on LinkedIn or on Twitter.

Other articles you might like

Here are some related articles and further reading you may find helpful.

• Using Convert.com for AB testing – an alternative to Google Optimise
• Using VWO for AB testing – an alternative to Google Optimise
• In-depth UpGrow Experiment Management Tool review
• In-depth review of Visual Website Optimizer (VWO) Plan 2023
• Low cost (and free) Google Optimize alternatives for marketers