The Google Optimize Tool is Gone… Now What?

The Google Optimize tool had one job – make A/B testing less scary. And for many marketers, UX folks, and SEO nerds, it did just that. It was free, relatively easy to set up, and played nicely with Google Analytics.

Then Google pulled the plug.

And just like that, a chunk of your website optimization stack disappeared.

So now what? In this article, we’ll take a look back at what made the Google Optimize tool so useful, then dive into the best alternatives on the market, complete with pricing, pros, cons, and what to expect when you switch.

Let’s get into it…

Why People Loved the Google Optimize Tool

For a free tool, Google Optimize punched well above its weight. Here’s what made it so popular:

• Native integration with Google Analytics (especially GA4)

• WYSIWYG editor for quick front-end changes

• Simple A/B, multivariate, and redirect testing

• Geo and behavior-based targeting

• Budget-friendly (aka free!)

It was the go-to entry point for teams just dipping their toes into conversion rate optimization (CRO) – especially when the budget said “nope” to pricey tools.

But it wasn’t perfect. It had some rough edges – like limited experiment targeting, a not-so-pretty interface, and integration quirks with non-Google platforms.

And now it’s… gone.

So let’s look at what you can use instead.

6 Best Google Optimize Alternatives (With Pros, Cons & Pricing)

We’ve tested and compared the top A/B testing tools that can step up where the Google Optimize tool left off. Whether you’re a scrappy solo marketer or running CRO at scale, there’s something here for you.

1. PageTest.AI (Yep, that’s us.)

Best for: Marketers who want fast, AI-powered content testing without dev headaches.

What it does:
PageTest.AI lets you test headlines, copy, CTAs, and other content tweaks directly – no coding needed. It uses AI to simplify setup, run multivariate tests, and show you what’s working (and what’s not) without needing a data science degree.

Pricing:
Free plan available for the first 10,000 impressions. Paid plans start from £29/month.

Pros:

• Super simple to set up (seriously, 5 mins or less)

• Smart test suggestions via AI

• Lightweight script, doesn’t slow down your site

• Designed with SEO content in mind

• Integrates with most CMS platforms

Cons:

• Not ideal for heavy front-end layout testing (yet)

• Still growing its feature set (but fast!)

Verdict:
If the Google Optimize tool overwhelmed you – or you only ever used it to test copy – PageTest.AI is a solid, friendly next step.

2. VWO (Visual Website Optimizer)

Best for: Larger teams and CRO pros who need advanced targeting.

What it does:
VWO is a full-fledged experimentation platform with A/B, multivariate, split URL, and server-side testing. It also includes heatmaps, surveys, and session recordings.

Pricing:
Starts around $200/month (no free plan). Pricing is based on monthly tested users.

Pros:

• Packed with features

• Strong segmentation and personalization tools

• Integrates with major analytics and CRM platforms

Cons:

• Steeper learning curve

• Pricey for smaller teams

• Clunky UI in places

Verdict:
Powerful, but possibly overkill if you’re just trying to test some CTA buttons and move on with your life.

3. Optimizely

Best for: Enterprise companies with dev resources.

What it does:
One of the OGs of the CRO tools world. Optimizely offers serious horsepower for large-scale testing, personalization, and experimentation at the server level.

Pricing:
Custom pricing, but you’re looking at several thousand per year.

Pros:

• Ultra-robust for experimentation across channels

• Great for engineering-led teams

• Powerful integrations and API options

Cons:

• Definitely not for beginners

• Long onboarding and setup time

Verdict:
If your company has a CRO department and a dev team, Optimizely is a beast. For the rest of us? Probably too much muscle.

4. Convert.com

Best for: Privacy-conscious businesses (think GDPR ninjas).

What it does:
Convert offers solid A/B testing with a focus on privacy compliance and sustainability. Think of it as the eco-friendly, security-savvy cousin in the testing space.

Pricing:
Starts at $99/month.

Pros:

• Easy to use

• Excellent support

• Strong GDPR and CCPA compliance

Cons:

• UI feels a bit outdated

• Reporting can be less intuitive than others

Verdict:
If data privacy is a major concern, Convert is a worthy alternative to the Google Optimize tool—with decent flexibility and fair pricing.

5. AB Tasty

Best for: Marketing teams who want testing + personalization.

What it does:
AB Tasty blends A/B testing, personalization, and session replays into one tidy package. Great for marketers who want insights and tweaks in one dashboard.

Pricing:
Custom pricing: starts around $1,000/month.

Pros:

• User-friendly interface

• Combines testing with personalization

• Decent support and onboarding

Cons:

• Expensive for what it offers

• Feature set may be too broad for simple testing needs

Verdict:
More of a “CRO suite” than a lean testing tool. Nice if you’ll use all the extras – less so if you just want straightforward testing.

6. Zoho PageSense

Best for: Small businesses already using Zoho apps.

What it does:
Lightweight A/B testing, heatmaps, and funnel tracking, wrapped into the Zoho ecosystem.

Pricing:
Starts at $16/month.

Pros:

• Affordable

• Great for Zoho users

• Simple test setup

Cons:

• Lacks depth and flexibility

• Interface can feel clunky

Verdict:
A handy starter tool for Zoho users, but not the most powerful replacement for the Google Optimize tool if you’re running frequent or complex tests.

Final Thoughts: Choosing Your Google Optimize Replacement

The Google Optimize tool earned its spot in the CRO hall of fame for making testing accessible. And while we’re still mourning its loss (just a little), the good news is that there are now better, more flexible tools for just about every kind of team.

Whether you want enterprise muscle (hello, Optimizely), a privacy-first option (Convert.com), or something lightweight and copy-focused (PageTest.AI, ahem), the options have never been better.

Just remember: your tool should match your workflow. Not the other way around.

Want to see what a modern, no-fuss testing tool looks like?
Try PageTest.AI for free and get your first test live in under 5 minutes.