What Does the Sunsetting of Google Optimize Mean for Your Testing?

Last week, Google announced that effective September 30, 2023, they will be sunsetting Google Optimize and Optimize 360.

According to Google, the decision to sunset Google Optimize and Optimize 360 is due to Google’s commitment to improving the user experience by including A/B testing in Google Analytics 4 aka GA4.

In addition, Google also recognized that Google Optimize and Optimize 360 do not have all the features that customers have requested or currently need for experimentation or CRO (Conversion Rate Optimization).

Based on this information and Google’s investment in Google Analytics 4, what does the sunsetting of Google Optimize and Optimize 360 mean for current users? What are some viable alternative solutions for Google Optimize and Optimize 360?

Implications of Google’s Investment in A/B Testing

Although Google’s announcement mentions that they are investing in A/B testing for Google Analytics 4, what exactly does this mean?

Based on the announcement itself and speculation from the industry it’s unclear whether Google will include A/B testing as a feature of Google Analytics 4 or if they will support A/B testing integrations. So, the question is: Will Google Analytics 4 include testing technology or simply strong integrations to testing vendors? It will be interesting to watch.

Either way, it’s good to have an alternative solution in mind for A/B testing. This way you’re prepared.

And while the possibility of Google launching a testing tool as part of Google Analytics 4 is interesting, there will likely be some teething problems or hiccups that come with the uncertainties of using a new tool compared to using a tried and tested solution like Monetate.

So, what should current users of Google Optimize and Optimize 360 consider as they look for an alternative solution?

Time to Reassess: New Testing Solution to Replace Google Optimize & Optimize 360

Now that it is time to reassess testing solutions and figure out the best fit for your team, here are some things you should consider:

1. Make Records of Old Tests

When Google Optimize and Optimize 360 are sunset at the end of September, you won’t have access to all your old tests.

You will want to make sure you have a record of all your old tests, including what you already ran, what worked, and what failed. This way you don’t have to duplicate efforts when you select a new testing solution.

We recommend saving all your tests and results to a CSV file or taking screenshots and then logging your data in a repository.

2. Consider if You’re Even a Good Fit for A/B Testing

A/B Testing requires a good amount of traffic to be effective. But what if you don’t have a massive amount of traffic? Is A/B Testing even the right method for you and your team?

If traffic is low, then perhaps there are better ways for you to learn about your customers and make informed data-driven decisions such as customer interviews, online surveys, and user research with tools like Contentsquare.

3. Look for Alternative A/B Testing Solutions that Match Your Goals

If A/B testing is a fit, then there are several free A/B testing tools out there such as the ones offered by VWO.

We also advise checking out the reviews on G2 for more insight into testing tools that offer free trials and paid plans for testing tools.

But, if you’re looking for something more robust that not only gives you experimentation capabilities, Monetate is also a great solution to replace Google Optimize and Optimize 360.