If you’re a dedicated Google Optimize user, now’s the time to start looking for an alternative. The search giant recently announced that both Optimize, Google’s free A/B testing tool, and Optimize 360, a more robust paid version, are calling it quits effective September 30, 2023.

Google has also said that GA4 will include A/B Testing features, however, as of March 2023, they have not released any statements specifying exactly when these features will be available, and what they will include.

If you’re a marketer who currently relies on Optimize to run split tests, fear not. While it may require a bit of time and effort to migrate to a Google Optimize alternative, you’ll likely be better off moving to a dedicated testing tool in the long run.

Why Google Made the Decision to Sunset Optimize

There’s no doubt that Optimize is a great product for marketers with tight budgets, who are new to testing, or who want to run simple split tests without much in the way of customization.

But for someone who needs a more capable set of testing tools, Optimize has been falling behind for some time. Google all but admitted this in their statement announcing the move: 

“Optimize, though a longstanding product, does not have many of the features and services that our customers request and need for experimentation testing. We, therefore, have decided to invest in solutions that will be more effective for our customers.”

Even Without Optimize, Marketers Have Plenty of Testing Tool Options

Even if you’ve grown comfortable with Optimize over the years, there are very good reasons to make the switch to another testing tool. And luckily there are plenty of tools that are more than capable of replacing Optimize in your marketing toolkit.

Optimize’s biggest shortcoming is its lack of advanced capabilities beyond basic A/B split testing. That means that even relatively simple testing tool alternatives can be a game-changer for marketers willing to give a new tool a try. Many of these tools can optimize for conversions and user experience across websites, apps, and even email, taking your testing and results to a new level.

7 Google Optimize Alternatives to Explore

Our WTM Conversion Rate Optimization team compiled a list of some of the better-known testing tools below. 

Most offer A/B testing, personalization, and some form of user behavior tracking. The differences between tools include varying capabilities, customizations, and, of course, price. 

Google has already stated that they’re working on making it easy to integrate three testing tool alternatives into Google Analytics. Those three are:

There’s also a slew of others worthy of exploring: 

WTM Can Take Testing Off of Your To-Do List

As conversion rate optimization experts, ensuring your marketing campaigns convert at the highest possible rate is where our CRO team shines. We’re ready to help you make the switch from Optimize to a more robust and capable tool. 

Or, we can make things even easier by taking conversion rate optimization off your plate entirely. If you’re ready to learn how our CRO team can help you turn web traffic into revenue, let’s talk! We’ll conduct a thorough CRO audit, then develop a personalized plan just for your business.