After the sunsetting of Google Optimize, Google is collaborating on integrations with some A/B testing providers, so that you can run experiments through the third-party tool and then interpret the results through Google Analytics 4 (GA4).
With over 1.5 million websites being Google Optimize customers, the retirement leaves marketers in search of a new optimization solution, so we have put together this handy guide for you.
The best alternatives to Google Optimize
AB Tasty (Google integration)
AB Tasty ‘builds end-to-end experiences that drive growth across all digital channels.’ You can test your website, app, and features to gain key insights and ensure you’re driving ROI, with a low and no-code approach.
One of its standout features is its personalisation capabilities, allowing you to create tailored experiences for different audience segment, allowing you to significantly improve conversion rates. The interface is easy-to-use and it also provides in-depth analytics and reporting tools that integrate with Google Analytics 4.
AB Tasty supports:
- A/B Testing
- Multivariate testing
- Multipage testing
- Split testing
- Server-side testing
- Mobile app testing
They also have a library of online resources including blogs, case studies and webinars to assist you in your optimisation efforts.
Pricing: Visit the AB Tasty website to request a custom quote.
Optimizely (Google integration)
Optimizely allows you to run omnichannel experiments, generate insights, and continually optimize experiences across the board. Their experiment platform is marketer friendly and doesn’t require developer resources to create, test and roll out personalised features.
Optimizely is designed to scale with your business, integrates seamlessly with various third-party tools and enables you to not only optimize experiences on your website, but mobile apps, email campaigns and other digital touchpoints.
Check out their useful Optimization Glossary clear definitions of all the optimization and experiment terms you’ll ever need to know.
Their testing includes:
- A/B Testing
- Multipage testing
- Multivariant testing
- Server-side testing
- App testing
Pricing: For web and feature experiment services, pricing is requested based on which services your business requires.
VWO (Google integration)
VWO allows you to optimize success metrics through data-driven decisions, backed by sophisticated testing across client-side, mobile app and server side. It has in-depth, intuitive functionalities and features to help run and scale complex tests that help you improve your user experiences.
Testing includes:
- A/B Testing
- Multivariate testing
- Multipage testing
- Split testing
- Server-side testing
- Mobile app testing
Pricing: The VWO pricing is different for different products, e.g., web testing, mobile testing etc. The web testing product has a free starter plan, followed by different tiered prices, all depending on what features you require and how many monthly tracked users you plan to test in a month.
If you are a previous Google Optimize 360 customer looking to migrate to VWO, you are eligible a special discount.
The benefits of testing
In a rapidly evolving digital landscape, staying competitive requires continuous adaptation and improvement. Web testing can often be overlooked, but it is a strategic advantage that allows you to keep up with changing user expectations and can really transform your website and mobile apps.
With a deeper understanding of your audiences’ preferences and behaviour, you can tailor your website to meet their needs, providing a more engaging and satisfying user experience, and A/B testing and personalisation can significantly boost your conversion rates, translating into increased sales, sign-ups, and other valuable actions.
How to choose the right optimization tool
There are multiple factors to consider when choosing which optimization tool is the best for you; features, usability, reporting, pricing, integrations with analytics and so forth.
Look for a tool that best fits your organisation’s goals, whether that’s enhancing user experiences, increasing conversation rates and improving your overall website performance, and evaluate the tools features. Also pay attention to the scalability to ensure the tool can grow with your targeted audience.
There are multiple alternatives to Google Optimize, you just need to find which is the best fit for your business needs.