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On 20th Jan, Google announced that it is sunsetting its free A/B testing tool, Google Optimize from 30th September 2023. That means any experiments still active on that date will end.
What is Google Optimize?
Google Optimize is a freemium tool for website experimentation and A/B testing. The tool has been around in one form or another for about a decade.
For many businesses, Optimize was their jumping-off point into the exciting world of A/B testing. Its integration into the Google Marketing Platform (GMP), alongside Google Analytics and Tag Manager, meant it was a natural and easy option for getting started.
However the free version does have its limitations, including a limit on the number of concurrent tests and the test duration.
Why is Google shutting Optimize down?
There were warning signs last year that Google intended to turn off Optimize when it stopped recertifying agencies for the GMP certification.
For now, there’s the lingering question of if Google plans to replace it at all. Google says they ‘remain committed to enabling businesses of all sizes to improve your user experiences and are investing in A/B testing in Google Analytics 4’.
Currently it’s unclear what this means exactly. Will all the features and functionality move over into GA4 or will it just become easier to import data from third-party A/B testing tools?
Either way, there’s a huge number of businesses currently using Optimize who are likely wondering if they need an alternative lightweight experimentation solution.
What should you do next?
More news is expected to come from Google in the coming weeks that should bring clarity. If you are currently using Optimize, then make sure that you have a Plan B.
- Begin thinking about reviewing other solutions by latest April, to give you enough time to review features and get up and running
- Luckily, we’re an industry that’s already rich with sophisticated testing platforms, ready to offer their solution to this growing market. We can help you evaluate your options.
- Aim for all experiments and personalisations to have finished by the end of July, to allow enough time to transfer to a new tool, if needed.
It’s also easy to forget that your experimentation platform is one ingredient in a successful optimisation programme. Even the most sophisticated tool is ineffective without a steady stream of UX research, analytics analysis and test ideation to feed your experimentation backlog.
If you’re an active Google Optimize user, or want to get started with conversion optimisation, then get in touch with our Conversion team to talk more about your options.
