The sunset of Google Optimize: Alternatives & Approach

Mark de Winter

Director Innovations

7 February 2023

8 minutes reading time

As Google has now officially announced the sunset of Google Optimize after the 30th of September 2023, it’s time to start looking for an alternative.  

Read the announcement from Google here:  

In their communication Google does not suggest that Google Optimize will return, but they do point out that they’re aiming for partnerships and integrations with 3rd party A/B testing platforms.  

Google is starting to build integrations with many partners such as:

  • A/B Tasty 
  • Optimizely 
  • VWO 
  • Convert

With these integrations “users will be able to choose the Google Analytics property to associate with the experiments and consent to the integration. They can then manipulate their experiment data using reports, Explorations and audiences in Google Analytics”. More details on these integrations will follow.”  

Google hints that this is their initial list, so more integration partners could follow. 

For users that would like to have a Google validated integration with their Google Analytics, it would make sense to include these three in their investigation.  

As Clickvalue, we also have our preferences concerning A/B testing tools. With >15 years of experience, >1000 tests per year and >30 dedicated optimizers we are happy to help in the quest for the best alternative.  

Keep in mind that setting up a new tool and testing its integration with analytics, will take some time. So make sure to start the search process early. 

Here is a list of our favourite AB-testing Tools (in no particular order): 

  • Headless A/B testing 
  • Visual Website Optimizer 
  • AB Tasty 
  • Kameleoon 
  • Sitespect 
  • Convert 
  • Optimizely 


Google Optimize alternatives, details, pro’s & cons: 

Headless AB-testing: The first tool on our list is actually not an AB-testing tool, but a solution. Our developers always use custom code to create experiments to ensure changes are applied correctly, so there is no need for a WYSIWYG editor. We can develop the essential AB-testing features and load this on your website. 

Pros: No subscription needed, it’s a lean & mean solution. 

Cons: The initial setup requires more development time, all changes in experiments need to be done by developers.  

Visual Website Optimizer: This tool is focused on AB-testing, but it also includes split URL testing, multivariate testing, and personalisation. It also has a built-in analytics platform and integrates with other tools like Google Analytics and Salesforce. 

Pros: Easy to setup, use and understand, everything you need for AB-testing such as multivariate testing and split url testing, built in analytics and sound integrations with many tools such as Google Analytics, Salesforce, etc.  

Cons: Limited personalisation options, limited options for app testing and default used for client side testing (although server side can be supported). Service and support is sometimes harder to reach compared to other tools. 

AB Tasty: This is an optimization platform that includes AB-testing, personalisation, visitor segmentation, and real-time campaign management. It also has a built-in analytics platform 

Pros: Sufficient AB-testing options including multivariate testing, split URL testing and real time campaign management. They also have a “patch” function which allows you to push winners live whilst not paying extra credits. They also have built in analytics and personalisation options.  

Cons: It does seem to be limited to web (and not suitable for app testing). Although it integrates with Google Analytics, it has less integration options compared with other tools.  

Kameleoon: This tool is focused on personalisation, but it also includes AB-testing, visitor segmentation, and real-time campaign management. It also has a built-in analytics platform and integrates with other tools like Google Analytics and Adobe Analytics. 

Pros: Many personalisation options, real-time campaign management, integrated analytics, real time campaign management, server side options , advanced anti flicker options, and many integrations. It can combine data from different sources for more comprehensive analysis.  

Cons: Limited AB-testing options compared to other tools. The tool is mainly build for personalisation and may not be the best option for users who are mainly looking for AB-testing capabilities.  

SiteSpect: This tool is focused on AB-testing and optimization, but it also includes personalisation, visitor segmentation, etc. It also has a built-in analytics platform and integrates with other tools like Google Analytics and Adobe Analytics. 

Pros: Easy to use interface, good analytics, server side functionality (no flickering and no ITP issues), built in analytics and many integrations with analytics tools.  

Cons: Setup requires more effort compared to other AB-testing tools. Also the tools is slightly more complex to understand compared to other tools, with a more steep learning curve.  

Convert: Convert Experience is an optimization platform that includes AB-testing and personalisation.  

Pro’s: Great support team, both serverside and clientside are supported, no flickering, many integrations, personalisation options and easy to setup.  

Cons: Less integration options compared to other tools. 

Optimizely: Optimizely is one of our favourite AB-test tools to work with. They offer great (tech and account) support and have one of the best interfaces for AB-test tools. It is a one stop shop for all optimization needs: personalisation, multivariate, server side capability, integrated analytics, extra functionalities, etc.  

Pro’s: Easy to setup and easy to use (friendly user interface), server-side capability, great analytics engine, many integration options.  

Cons: Higher priced compared to many other tools available.  

Things to consider when choosing a Google Optimize alternative: 

  • Although several AB-testing tools have a very good statistical engine implemented that can provide valuable and accurate results, we recommend opting for a tool with good integrations with analytics tools. This integration will allow for more custom data analyses. It gives you more control over the analysis methodology, a better ability to handle large datasets, and – perhaps most important – it gives you more flexibility regarding additional data filtering or segmentation.  
  • If personalisation is in the core of your business, there could be other tools that offer personalized experiments as default. Kamaleoon for example, but also tools such as Qubit, Dynamic Yield or custom tools and integrations.  

To understand which tools would work best for you, please contact us for more information. We are happy to help search for the best AB-testing tool for your team and toolstack.  

How to best approach the selection Process:

In terms of requirements you can think of the following:

Requirements and questions for decision makers:

  • Budget: How much are you willing to pay for additional features? As mentioned, for regular AB testing functionality where developers develop and publish tests within the code you don’t need fancy AB testing tools. However, there could be some reasons that you would want additional functionality from your AB testing tool. Such as:
  • Who is going to work within the AB testing tool?
  • And what do you expect them to do within the AB testing tool?
  • Advanced personalisation: There are some tools specifically designed for this purpose which could be a better choice.
  • What is your CXO Program ambition and maturity?
  • Should your test link with data platforms or CDP’s?
  • If you’re already looking into other tooling for example analytics, CMS, CDP, etc. it could be worthwhile to check if there is off the shelf AB testing functionality available in those suites.
  • Serverside support (for example with a server-side SDK) can be useful to facilitate implementation for backend developers.
  • Other specific requirements can be:
    • Specific integration requirements for analytics.
    • Specific requirements for dynamic sites or single page applications.

Making the choice:

  1. It is adviced to walkthrough the questions above discuss them and come to a shortlist.
  2. Contact the vendors and ask for additional information / specs / princing / etc. (We can do this for you)
  3. Update the shortlist
  4. Ask for a trial period with one or more of these tools
  5. Determine critical success factors on which you will decide to go for a tool
  6. Make sure to involve all stakeholders in the choice and let them work with the tool during a proof of concept period.
  7. Walkthrough critical success factors and make a decision

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