Top Google Optimize Alternatives for A/B Testing

Google Optimize is gone. Now what?

On September 30, 2023, Google officially shut down Google Optimize and Optimize 360, tools that powered millions of A/B tests globally. Known for its seamless integration with Google Analytics and zero cost, it was the go-to solution for marketers, product teams, and CRO specialists alike.

According to BuiltWith, over 500,000 websites used Google Optimize before its sunset, leaving a significant gap in the experimentation landscape. Businesses are now urgently seeking powerful, privacy-compliant alternatives to continue optimizing conversions, user experience, and personalization strategies.

The shift isn’t just about replacing a tool. It's about adapting to a more advanced experimentation era, with features like AI-driven targeting, real-time segmentation, and no-code visual editors becoming the new standard.

In this guide, we’ve reviewed the top A/B testing tools you can trust post-Google Optimize. From Optimizely and VWO to Adobe Target, Thrive Optimize, and Nudge, we’ll break down their core features, strengths, limitations, and ideal use cases.

What Is Google Optimize and Why Use an Alternative?

Google Optimize is a free tool that helps you run A/B tests and personalize your website to improve user experience. It integrates smoothly with Google Analytics, making it easy to track test results and understand user behavior.

However, Google Optimize has some limitations. It lacks advanced AI-driven personalization and struggles with complex multivariate tests. Its support and feature updates have slowed, leaving businesses seeking more powerful, flexible solutions.

Many companies seek alternatives to address these gaps. Alternatives offer faster experimentation, deeper personalization, and better integration with modern data stacks. 

Choosing the right tool can help you move beyond basic testing to create truly tailored experiences that boost retention and conversions.

To effectively choose an alternative, it’s important to understand what A/B testing tools do and how they contribute to optimization.

What is an A/B testing tool?

An A/B testing tool is software that helps you compare two or more versions of a webpage, app feature, or marketing element to see which performs better. 

It splits your audience into groups and shows each group a different variant, then measures user actions, such as clicks, conversions, or engagement. 

This data-driven approach enables you to make informed decisions that improve user experience and drive business results.

With a clear understanding of A/B testing tools, it's crucial to know how to choose the right one to replace Google Optimize and effectively meet your business needs.

How to Choose the Right A/B Testing Tool

Selecting the right A/B testing tool enables your team to improve your website or app more efficiently. However, with many tools available, it can be challenging to determine which one is the best fit.

Here’s an easy guide to help you choose.

1. Know What You Want to Test: First, decide what you want to improve. Is it more sales, better clicks, or easier navigation? Knowing your goal helps you pick a tool that fits your needs.

2. Think About Your Website Traffic: If your site gets many visitors, almost any tool can work. But if your traffic is low, choose a tool that quickly shows results and can adjust tests as it learns.

3. Make Sure It’s Easy to Use: Pick a tool your team can use without needing lots of coding. Look for simple drag-and-drop features and clear reports.

4. Check if It Works With Your Other Tools: Ensure the testing tool integrates seamlessly with your existing systems, such as analytics or marketing platforms. This keeps your data clean and accurate.

5. See if It Can Personalize Tests: Some tools allow you to display different versions based on the visitor's identity. To provide users with a personalized experience, select a tool that supports this feature.

6. Look for Good Reports: The tool should provide clear results and insights, enabling you to determine what works best quickly.

7. Find Out About Support: Good customer support and helpful guides make using the tool easier. Check if the company offers these.

8. Consider the Cost: Check the price and see if it fits your budget. Additionally, consider whether the tool can scale with your business.

Read more: Effective A/B Testing Ideas for Optimization and Conversions

With several options available, here are ten powerful alternatives that can help fill the void left by Google Optimize.

Top 10 Google Optimize Alternatives to Supercharge Your A/B Testing

If you're looking for Google Optimize alternatives, there are a few options to consider. The following is a list of excellent choices to consider:

1. Nudge

Nudge is an advanced alternative to Google Optimize, designed for businesses that prioritize real-time personalization and rapid experimentation. Unlike Google Optimize, which is more suited for traditional A/B testing, Nudge uses AI agents to automate the process of testing, learning, and optimizing experiences.

Key Features of Nudge

• AI-Driven Personalization: Nudge doesn’t just run tests; it uses AI to learn from user behavior and optimize experiences continuously.

• Unified Experimentation: It provides a platform where marketers can experiment with various UI types (such as overlays or full pages) and make real-time adjustments.

• Seamless Integration: Nudge easily integrates with existing tech stacks, including Customer Data Platforms (CDPs), data lakes, and marketing automation tools.

• No Need for Developer Involvement: Unlike many testing tools that require developer resources, Nudge allows non-technical teams to launch experiments with ease.

Pros

• AI-driven personalization for continuous optimization

• Real-time adaptation based on user behavior

• No developer involvement needed

Cons

• Complex setup for larger teams

• Higher cost for smaller businesses

Best for: E-commerce, gaming, and subscription services looking for AI-driven personalization and rapid experimentation

Must read: Personalizing Your Website Experience — Google Optimize vs. Nudge

2. Optimizely

Optimizely is one of the most well-known A/B testing tools and an excellent alternative to Google Optimize. It allows businesses to run a wide range of experiments, from simple A/B tests to complex multivariate tests, making it a versatile solution.

Key Features of Optimizely

• Multivariate Testing: In addition to A/B testing, Optimizely supports testing multiple variations of a webpage simultaneously.

• Personalization Tools: Optimizely offers advanced targeting capabilities to deliver personalized content to different user segments.

• Comprehensive Analytics: Provides detailed reporting and insights to help teams make data-driven decisions.

Pros

• Advanced testing capabilities for complex experiments

• Easy-to-use interface

• Seamless integrations

Cons

• Expensive for smaller businesses

• Learning curve due to the wide range of features

Best for: Large enterprises or teams in retail, fintech, and ed-tech needing flexibility in testing and personalization.

Also read: Understanding What is Optimizely Tool and Its Alternatives

3. VWO

VWO (Visual Website Optimizer) is another powerful alternative to Google Optimize. It’s a comprehensive platform that covers everything from A/B testing to heatmaps and session recordings. VWO is ideal for teams seeking an all-in-one optimization suite.

Key Features of VWO

• A/B Testing and Multivariate Testing: Like Optimizely, VWO supports both A/B testing and more advanced multivariate testing.

• Behavioral Analytics: VWO integrates behavioral tools, such as heatmaps and clickmaps, to provide deeper insights into user behavior.

• Conversion Optimization Tools: It offers tools for improving conversion rates, including surveys, form analytics, and visitor segmentation.

Pros

• All-in-one testing, analytics, and optimization platform

• Comprehensive data insights

• Easy-to-use interface

Cons

• Performance issues with large traffic volumes

• Limited personalization features like Nudge.

Best for: Retail and e-commerce businesses seeking an integrated solution for website optimization.

4. Adobe Target

Adobe Target is a powerful, enterprise-grade tool for personalization and testing. While it is often compared to Google Optimize, Adobe Target is better suited for larger organizations seeking advanced personalization capabilities.

Key Features of Adobe Target

• Automated Personalization: Adobe Target utilizes machine learning to personalize content and optimize user experiences automatically.

• Advanced Segmentation: Enables you to target users with highly specific criteria based on their behavior, demographics, and other relevant data points.

• Integration with Adobe Experience Cloud: Seamlessly integrates with other Adobe tools, offering a unified experience for large businesses.

Pros

• Highly scalable for large enterprises

• AI and machine learning for personalized experiences

• Advanced testing features

Cons

• High cost

• Complexity in using advanced features

Best for: Large enterprises with complex personalization needs, particularly in retail, travel, or financial services.

5. Kameleoon

Kameleoon is a fast-growing alternative to Google Optimize, offering advanced A/B testing and AI-driven personalization. It focuses on delivering tailored experiences through real-time data.

Key Features of Kameleoon

• AI Recommendations: Uses machine learning to predict user preferences and personalize content dynamically.

• Full-Funnel Optimization: Supports testing across the entire customer journey, from acquisition to retention.

• Privacy-First Approach: Built with strong compliance for data privacy regulations like GDPR and CCPA.

• Visual Editor and Code Editor: Allows marketers and developers to create experiments with ease.

Pros

• Real-time personalization

• Comprehensive testing options

• Strong privacy controls

Cons

• Steep learning curve

• Premium pricing

Best for: Mid-sized to large companies in retail and finance that prioritize AI-driven personalization and data privacy.

6. Convert

Convert is a simple A/B testing tool designed for businesses that prioritize privacy compliance while offering powerful insights and customization options.

Key Features of Convert

• A/B Testing: Run basic to advanced A/B tests to optimize website elements and user experiences.

• Heatmaps & Clickmaps: Visualize user behavior on your site to identify areas for improvement.

• Advanced Targeting: Segment your audience based on various criteria for more personalized testing.

• Privacy Compliance: GDPR and CCPA compliant to ensure the privacy of user data.

• Easy Integrations: Seamlessly integrates with third-party tools like Google Analytics, Zapier, and other marketing platforms.

Pros

• Simple user interface

• Easy integrations with third-party tools

• Privacy-focused

Cons

• Limited advanced features

• Less flexibility for complex tests

Best for: Small to mid-sized businesses looking for a straightforward and privacy-focused A/B testing tool.

7. Unbounce

Unbounce is a landing page builder with built-in A/B testing, designed to help marketers optimize landing pages and improve conversion rates without requiring developers.

Key Features of Unbounce

• Landing Page Builder: Drag-and-drop builder for creating custom landing pages without needing coding skills.

• A/B Testing: Built-in A/B testing tools to compare different landing page variations.

• Dynamic Text Replacement: Personalize landing pages based on keywords and search queries.

• Conversion Insights: In-depth analytics to monitor the performance of landing pages and A/B tests.

• Integrations: Connects with a wide range of CRM, email marketing, and analytics tools.

Pros

• Easy-to-use landing page builder

• Effective for conversion rate optimization

• No need for developers

Cons

• Limited to landing page testing

• Less comprehensive than full-scale A/B testing tools

Best for: Marketers focused on optimizing landing pages and increasing conversions without technical expertise.

8. Crazy Egg

Crazy Egg offers A/B testing combined with heatmaps, scroll maps, and user behavior tracking to help businesses improve website conversions.

Key Features of Crazy Egg

• Heatmaps: Visualize where users click, scroll, and how they interact with your site.

• Scroll Maps: Understand how far users scroll down your pages and identify potential drop-off points.

• A/B Testing: Easily run A/B tests to optimize website elements and conversions.

• User Session Recordings: Watch user sessions to gain deeper insights into their behavior.

• Simple Reporting: User-friendly dashboard for viewing test results and insights.

Pros

• Simple, intuitive interface

• Provides valuable visual insights

• Affordable pricing

Cons

• Limited testing features compared to other platforms

• Basic reporting

Best for: Small businesses or startups looking for a cost-effective and easy-to-use A/B testing tool with strong visual insights.

9. Freshmarketer

Freshmarketer is a conversion optimization platform offering A/B testing, funnel analysis, and session replays to help businesses improve their conversion rates.

Key Features of Freshmarketer

• A/B Testing: Run A/B tests on landing pages, forms, and other website elements.

• Funnel Analysis: Track the user journey and identify bottlenecks in your conversion funnel.

• Session Replays: Watch session recordings to understand how users interact with your website.

• Real-Time Analytics: Analyze the impact of your tests and optimizations in real-time.

• Integration with Freshworks: Seamless integration with Freshworks tools like Freshsales and Freshdesk.

Pros

• Comprehensive conversion optimization suite

• Session replays for better user insights

• Integrates with Freshworks tools

Cons:

• Limited customization options

• Not as advanced for large-scale testing

Best for: Small to medium-sized businesses that use Freshworks and need an easy-to-use optimization tool.

10. Split.io

Split.io specializes in feature flagging and experimentation, allowing teams to test new features and deploy updates incrementally.

Key Features of Split.io

• Feature Flagging: Roll out new features gradually and test their impact before full-scale deployment.

• Experimentation: Run experiments with real-time data to understand how new features impact user behavior.

• Incremental Releases: Control how and when features are rolled out across different user segments.

• Easy Integration: Integrates with development workflows, including SDKs for multiple platforms.

• Real-Time Data: Access real-time analytics and insights to measure the impact of feature changes.

Pros

• Robust feature flagging and experimentation tools

• Great for incremental releases

• Easy integration with development workflows

Cons

• Not focused on traditional A/B testing

• It can be complex for marketing teams without development support

Best for: Development teams or product managers working with feature flags and looking to test new features incrementally.

Looking ahead, the future of digital optimization is shifting towards AI-powered solutions that provide more personalized and scalable experiences.

The Future of Optimization

The landscape of digital optimization is rapidly evolving, moving beyond the limitations of simple A/B testing towards more intelligent and personalized approaches. 

While traditional A/B testing remains a foundational element, the future lies in leveraging AI and machine learning to understand individual user behavior and deliver truly tailored experiences at scale.

Did you know the revenue from customer experience personalization and optimization services totalled over $8 billion worldwide in 2022?

Platforms like Nudge are at the forefront of this evolution, offering agentic AI engines that automate experimentation and personalization, freeing marketers and product teams from manual efforts. 

This shift enables faster learning, continuous optimization, and substantial improvements in key metrics, such as customer lifetime value. 

As you consider your next steps beyond Google Optimize, evaluate solutions that align with this future-forward approach, empowering you to connect with each user uniquely and drive unprecedented growth.

The Final Line

The deprecation of Google Optimize opens the door to rethink your A/B testing and personalization strategy. 

Choose based on your budget, technical resources, and personalization needs. For consumer-facing companies aiming to automate experiments and deliver 1:1 personalized UX at scale without heavy engineering, Nudge is built for that. It adapts to user behavior and continuously optimizes in-app experiences.

Selecting the right alternative ensures your testing remains effective and your user engagement continues to grow.

If you’re looking to move beyond basic A/B testing and embrace a smarter, more automated solution, Nudge could be the right fit for your team. It’s designed for product and marketing teams that want to scale experimentation and deliver highly personalized experiences without relying on extensive developer resources.

Book a Demo with Nudge