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Explore AI A/B Testing
Min read

Google Optimize Sunset

Donald Ng
June 25, 2023
5-star rating
Reviews on Capterra
Google Optimize Sunset

Google Optimize has been a powerful tool that played a crucial role in the digital marketing landscape. It has contributed significantly to the understanding of user behavior, the testing of website variations, and the conversion rate optimization process. However, Google has announced that it will stop supporting Google Optimize as part of its recent product roadmapping changes. In this article, we will discuss the sunset of Google Optimize and the possible alternatives for marketers to choose from.

What is Google Optimize?

Google Optimize is a free, easy-to-use website testing tool. It allows users to create and run tests (either A/B, multivariate, or redirect tests), gather insights on user behavior, and make changes to their websites based on data rather than assumptions. It works closely with Google Analytics and Google Tag Manager to ensure seamless integration and provide marketers with better contextual information for data-driven decision making.

Why is Google Optimize Sunsetting?

Although no formal announcement has been made, Google's decision to sunset Optimize may be attributed to various factors such as shifting priorities, overlapping functionalities with other Google products, or perhaps it's related to the company's recent focus on enhancing user privacy. Despite its valuable functionalities, the sunset of Google Optimize serves as a reminder that online marketers should always be ready to adapt and update their strategies.

Google Sunsets Google Optimize and Optimize 360

The Impact on the Conversion Rate Optimization Industry

The sunset of Google Optimize will have a significant impact on the conversion rate optimization (CRO) industry, as a large number of CRO specialists and agencies rely on this tool, especially when working with smaller clients due to its free and easy-to-use nature. As a result, several aspects of the CRO industry are likely to be affected.

1. Transition to alternative tools: With Google Optimize no longer available, CRO specialists will need to shift their attention to alternative testing tools for their clients. This transition may require relearning new interfaces, setting up new experiments, and potentially incurring additional costs if the chosen alternatives are not free.

2. Increased demand for affordable testing solutions: The CRO industry may see increased demand for more affordable experimentation and testing tools, as many smaller clients would have preferred Google Optimize due to its price point. This demand might lead to the development of new, cost-effective tools for smaller businesses in the CRO industry.

3. Greater focus on privacy considerations: As businesses continue to emphasize data privacy and user protection, CRO specialists may also need to prioritize this aspect when selecting alternative testing tools. Ensuring that client data is handled securely and ethically will be crucial in the post-Google Optimize era.

4. Diversification of expertise: CRO specialists may need to diversify their expertise in various testing tools and platforms, as clients will have different preferences and requirements. This diversification may lead to improved skills and adaptability within the industry.

5. New growth opportunities: The sunset of Google Optimize may create an opportunity for existing and new players in the CRO industry to fill the void left by its discontinuation. This change may encourage new market entrants, innovation in testing tools, and growth in the conversion rate optimization space.

Overall, the CRO industry is poised to adapt and evolve in the wake of Google Optimize's sunset. By embracing alternative tools, focusing on data privacy, and capitalizing on new market opportunities, businesses and CRO specialists can continue to drive value for their clients and optimize conversion rates in this dynamic digital landscape.

Alternative A/B Testing Tools

Since Google Optimize will no longer be available, here are some alternative testing tools that marketers can consider:

1. Optimizely: One of the leading experimentation platforms, Optimizely, offers A/B testing, multivariate testing, and personalization features. Enterprise plans also provide server-side testing and feature flag management.

2. Visual Website Optimizer (VWO): VWO is another popular choice among marketers. It provides A/B testing, multivariate testing, and heatmaps to help users understand visitor behavior better. It also offers other features such as surveys, personalization, and session recordings.

3. Howuku Optimize: Howuku Optimize is a Google Optimize alternative that offer a generous monthly usage up to 50K monthly tested users per month. With Surveys, Personalization, Heatmap and etc.

4. Convert Experiences: This platform presents a privacy-first approach to A/B testing, offering features like consent-based tracking, first-party data usage, and GDPR compliance. It provides A/B testing, multivariate testing, and personalization.


The sunset of Google Optimize highlights the ever-changing landscape of digital marketing and the need for professionals to adapt. While Google Optimize users may face challenges in transitioning to alternative testing tools and adopting privacy-conscious practices, it ultimately opens up opportunities to explore other platforms that cater to their specific needs. Marketers must remain agile in this dynamic environment to continue delivering successful campaigns and fulfilling their business goals.

Check out more forever free Google Optimize alternative.

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