The Discontinuation of Google Optimize and Optimize 360: What Businesses Need to Know
Google has recently announced that the popular optimization tools, Google Optimize and Optimize 360, will no longer be available after September 30, 2023. This news may surprise many businesses that have been using these tools to improve their website’s user experience and conversion rates. Many in the industry expect Google to enhance several sections within Google Analytics 4 (GA4), allowing A/B testing and personalization through that tool. Still, others see this as a time to migrate over to more of a Customer Data Platform (CDP) system.
What is Google Optimize?
First, it’s essential to understand what Google Optimize and Optimize 360 were used for. These tools were designed to help businesses test and optimize their website for improved conversion rates and user experience. They allowed businesses to create and run experiments on their website, such as A/B tests and multivariate tests, to see which variations of a page performed best.
Impact on Website Optimization
The discontinuation of Google Optimize and Optimize 360 will undoubtedly significantly impact website optimization. These tools have been widely used by businesses of all sizes to conduct A/B testing, track user behavior, and gather insights on how to improve their website’s performance. Without these tools, companies will have to find alternative solutions for conducting website optimization.
Alternative Solutions to Google Optimize:
There are several alternative solutions companies can turn to for website optimization. Several third-party A/B testing tools are available, such as Optimizely, VWO, and Unbounce. These tools offer similar functionality as Google Optimize and Optimize 360 and can be used to test and optimize website elements such as headlines, images, and call-to-action buttons.
Comparison of A/B Testing Tools
| Tool | Features | Pricing |
| Optimizely | A/B and Multivariate Testing, Personalization, Experimentation, Visual Editor, Audience Targeting, Mobile Optimization, Real-Time Results, and GDPR/CCPA Compliance | Starts at $79/user/month Does not Include Setup Fees |
| VWO | A/B and Multivariate Testing, Personalization, Heatmaps and Session Recording, Form Analytics, and Surveys | Starts at $99/month Does not Include Setup Fees |
| Unbounce | Drag-and-Drop Landing Page Builder, A/B Testing, Dynamic Text Replacement, Form Builder, Mobile Responsive Design, Conversion Analytics, Lead Notification, AMP Support, and Global Blocks | Starts at $99/month |
What This Means for Your Business
The discontinuation of Google Optimize and Optimize 360 may come as a surprise to many businesses, but there are alternative solutions available. Google Analytics is a great starting point for tracking user behavior and website performance. At the same time, third-party A/B testing tools such as Optimizely, VWO, and Unbounce offer various features for website optimization. If your business uses Google Optimize and Google Optimize 360, you are encouraged to download your data from Google Optimize and Optimize 360 before they become unavailable on September 30, 2023.
A Final Recommendation
For a small business looking for a reliable and affordable A/B testing tool, Unbounce offers a drag-and-drop landing page builder and integrations with multiple platforms at a reasonable price.
