Choosing a new tool will be a significant undertaking for many teams. It is important that teams start this process early to ensure a smooth transition post-Google Optimize sunset.
Google has officially announced that they will be retiring their web testing and personalization tool, Google Optimize in September of 2023. The company says it does not have the features its users request.
Getting Started With Google Optimize
Google Optimize is an easy to use, free Conversion Rate Optimization (CRO) tool that gives you the power to test a variety of changes to your website. By delivering old and new versions of pages to users, you can see which changes will increase your conversions.
The decision to sunset Google Optimize is a bit of a shock to many businesses, especially those that have already set up experiments and personalization goals in the tool on youtube. The good news is, there are several other options that you can consider for your experimentation and personalization needs.
A top Google Optimize alternative is the experience technology leader, Optimizely. They offer a free trial, but also have a number of higher-cost plans that provide more testers and features. Alternatively, you could also try out another option called Convert, which has a much lower price point and is well-suited to advanced A/B testing. They offer a ‘Community Web’ plan at only $99 per month, or you can choose the more comprehensive ‘Community Full’ option.
Getting Started With Google Analytics 4
Among the most popular tools in the CRO strategist world, Google Optimize is an easy-to-use and affordable tool for beginners in A/B testing. It is a great solution for those looking to get their feet wet in experimentation without spending a fortune on a full-featured platform like VWO or Optimizely.
However, with the sunset of this product and its integration into GA4, marketers should start thinking about finding a new solution for their AB testing and personalization needs. While this may seem daunting at first, it is important to remember that a smooth transition can be achieved by making a few key considerations.
One of the best ways to prepare for this change is to familiarize yourself with the capabilities and costs of different platforms. Some of the top options include SiteSpect and Amazon Web Services (AWS). Both offer world-class AB testing features and seamless integration with GA4. SiteSpect also offers more technical flexibility, including server-side tests and the ability to leverage existing code on your website for the purposes of implementing experiments and personalizations.
Migrating to a New Tool
The end of Google Optimize will be a shock for many marketers. Luckily, marketers can take several steps to prepare for the sunset and ensure a smooth transition to a new tool.
First, teams should assess their current optimization efforts. This will help them understand what they need from a new AB testing tool. Then, they can select a replacement that can meet their needs and provide the best user experience.
Ideally, the replacement tool should offer both server-side and client-side experimentation options. It should also be able to integrate with Google Analytics and offer advanced reporting on experiments and personalization data.
Additionally, the tool should allow for the creation of a wide range of objectives, including conversion goals like pageviews, session duration, average order value, and revenue. This will enable marketers to continue to optimize their websites while ensuring that their overarching goals are met. BlastX can help evaluate potential AB testing tools and assist in the process of migrating to a new one.
Final Words
Google Optimize will be missed by teams who use it to run AB testing, content experiments and personalization campaigns. Thankfully, there are plenty of alternatives that offer world-class experimentation capabilities, work seamlessly with GA and more.
It’s worth checking whether any potential new tool you consider will support all the functionality you’re accustomed to from GO, such as importing audiences from GA, setting up personalized tests and campaigns and a robust analytics interface for reporting on test results. Alternatively, you could look at industry-leading full stack ‘Experience OS’ environments like Optimizely or Dynamic Yield, both of which are well-known in the CRO strategy space.
Hopefully, this article has given you everything you need to start researching the right alternative for your team to ensure you can continue your experimentation and personalization programs post-Google Optimize sunset. While balancing tools and operations can be tricky, as long as teams remain focused on their overarching goals, it should be a smooth transition into the future.
