Google Optimize A/B Testing Is Over – Here’s What to Use Now

Remember when Google Optimize A/B testing was the low-stress way to dip your toes into experimentation? You didn’t need a developer. It integrated (mostly) smoothly with Google Analytics. And, big bonus, it was totally free!

Then came the plot twist: Google sunsetted Optimize in September 2023. And just like that, the testing tool that powered countless button color experiments and “which headline wins” showdowns disappeared into the ether.

If you’re still wondering what to do next, or whether your CRO efforts just took a massive hit, this post is your roadmap!

We’ll walk you through:

• What made the Google Optimize A/B testing experience so helpful

• Where it fell short (yes, even the free stuff has limits)

• The best tools to replace it (with pricing, pros/cons)

• Tips to keep your testing game strong post-Google Optimize

Let’s keep those conversion rates climbing, shall we?

What Made Google Optimize A/B Testing So Popular?

For a free tool, Google Optimize did a lot. It gave marketers, designers, and even SEO pros the power to run basic A/B and multivariate tests without crying over JavaScript.

Key Features Included:

• Visual editor for quick front-end tweaks (great for non-devs)

• A/B, multivariate, redirect, and personalization options

• Geo-targeting and behavioral targeting

• Direct integration with Google Analytics (especially GA4)

• Goal tracking for conversions, engagement, and more

And let’s not pretend that the “free” price tag wasn’t part of its charm.

It made testing accessible for startups, bloggers, in-house marketing teams – basically anyone who wanted to see if a green CTA button really did perform better than a red one.

But… It Wasn’t Perfect

We loved it, but it had its quirks. Common pain points included:

• Limited testing capacity (only 5 experiments at once unless you had Optimize 360)

• Clunky interface for larger or more complex experiments

• No native support for third-party tools beyond the Google ecosystem

• Server-side testing? Not a chance.

Still, it was enough to get you optimizing your site like a pro (or at least a very clever amateur).

The Best Google Optimize A/B Testing Alternatives

Now that the tool has vanished, here’s how to keep testing and improving your site – with tools that range from simple to enterprise-grade.

1. PageTest.AI

Best for: Fast, AI-powered content testing without the tech headache.

Why it’s a great Google Optimize A/B testing alternative:
PageTest.AI is built for marketers who want to test things like copy, headlines, and CTAs – without looping in a dev team or wrestling with code. It’s ideal for high-impact changes that don’t require a full redesign.

Features:

• A/B and multivariate testing

• AI-generated test suggestions

• Seamless CMS integration

• Performance dashboards tied to actual user behavior

Pricing: Free plan available for up to 10,000 impressions. Paid from £29/month for high traffic users.

Pros:

• Quick to launch tests

• Lightweight script that won’t slow your site

• Great for SEO content and landing pages

Cons:

• Not built for layout or back-end testing (yet)

Example Use Case:
Test headline variations like “Download Now” vs. “Get Your Free Guide” to see which drives more clicks. Let the AI suggest the next round of experiments based on performance data.

2. VWO

Best for: Teams that want all the bells, whistles, and session recordings.

Features:

• A/B, split URL, multivariate, and server-side testing

• Heatmaps, form analytics, and user insights

• Deep targeting options and personalization

Pricing: From ~$200/month

Pros:

• All-in-one CRO platform

• Great for full-funnel testing

• Highly customizable experiments

Cons:

• Steep learning curve

• Overkill for smaller websites

3. Convert.com

Best for: GDPR-loving companies who still want robust A/B testing.

Features:

• A/B and multivariate testing

• Behavioral targeting

• Privacy-first approach (no personal data stored)

Pricing: From $99/month

Pros:

• Very privacy-friendly

• Reliable support

• Solid feature set for mid-sized businesses

Cons:

• Dated interface

• Not ideal for visual-heavy testing

4. Zoho PageSense

Best for: Small businesses (especially if you’re already using Zoho).

Features:

• A/B testing

• Heatmaps and funnel analysis

• Goal tracking

Pricing: Starts at $16/month

Pros:

• Affordable

• Good entry-level tool

• Integrates with Zoho ecosystem

Cons:

• Not as powerful as others for complex tests

• UI can feel basic

5. Optimizely

Best for: Enterprise teams with dedicated dev resources.

Features:

• Server-side and client-side testing

• Deep personalization

• Feature flagging and rollouts

Pricing: Custom (aka expensive)

Pros:

• Extremely robust

• Built for scale

• Flexible testing across platforms

Cons:

• Requires technical team for setup and maintenance

How to Choose the Right Tool Post-Google Optimize

Not all tools are created equal, and picking one depends on:

• What you’re testing (copy, design, UX, features?)

• Who’s running the tests (marketers vs. devs)

• Your tech stack (WordPress? Shopify? Custom-built app?)

• Budget (be honest!)

If you loved Google Optimize A/B testing for its simplicity, you’ll likely lean toward tools like PageTest.AI or Zoho PageSense.

If you were already stretching the limits of what Optimize could do, VWO or Convert might be a better fit.

Pro Tips to Keep Your CRO Game Strong

1. Always set clear goals before testing.
   Don’t test just for the sake of it. Know what metric you want to move.

2. Don’t ignore small wins.
   Sometimes a headline tweak can lift conversions by 5–10%. That adds up.

3. Use tools like Hotjar or Clarity for pre-test insights.
   Knowing why users aren’t converting is half the battle.

4. Test one thing at a time.
   You’re testing a button, not rebuilding NASA. Keep it clean.

5. Document your tests.
   What worked, what didn’t, and what to try next. It’ll save you time (and sanity) later.

Final Thoughts

The death of Google Optimize A/B testing was a blow, but it’s also a nudge to level up your CRO toolkit. Whether you’re chasing more leads, signups, or sales, the tools out there today offer more flexibility, deeper insights, and faster results than ever.

And hey – if your testing strategy starts with copy, content, and quick wins, we’d love for you to give PageTest.AI a try.

Because testing should be simple. Not something you need a dev team and three espressos to figure out.