If you’re a marketer, you may have heard the news that Google Optimise is coming to an end in 2023. This has come as a shock to many, as Google Optimise has been a valuable tool for A/B testing and website optimisation since its launch in 2017.

So, what does this mean for marketers and businesses who rely on Google Optimise? In this post, we’ll dive into the details of the shutdown and what alternatives exist for website optimisation moving forward.

What is Google Optimise?

Google Optimise is a website optimisation tool that allows businesses to test different versions of their website and see which one performs better. With its easy-to-use interface and integration with Google Analytics, Google Optimise has been a popular choice for A/B testing among marketers.

Google Optimise offers two versions: Optimise and Optimise 360. Optimise is a free version with a limited set of features, while Optimise 360 is a premium version with advanced features for enterprise-level businesses.

Why is Google Optimise shutting down?

Google has announced that they will be shutting down Google Optimise in 2023, citing a need to focus on other products and services. Google has not provided any specific details on which products or services they will be focusing on, but it’s clear that Google Optimise is no longer a priority for the tech giant.

What are the alternatives to Google Optimise?

If you’re a marketer who relies on Google Optimise, don’t worry – there are plenty of alternatives available. Here are some popular A/B testing tools that you can consider:

  • Optimisely: Optimisely is a popular A/B testing tool that allows businesses to test different versions of their website, as well as mobile apps and other digital experiences. Optimisely offers a variety of features, including personalisation and experimentation, to help businesses optimise their website and improve their user experience.
  • VWO: VWO is another popular A/B testing tool that allows businesses to test different versions of their website and track user behavior. VWO offers a variety of features, including heatmaps, surveys, and personalisation, to help businesses improve their website and increase conversions.
  • AB Tasty: AB Tasty is an A/B testing tool that allows businesses to test different versions of their website and track user behavior. AB Tasty offers a variety of features, including personalisation, segmentation, and analytics, to help businesses optimise their website and improve their user experience.

What should businesses do now?

If you’re a business that currently uses Google Optimise, it’s important to start looking at alternative solutions as soon as possible. While Google Optimise won’t be shutting down until 2023, it’s important to give yourself enough time to transition to a new tool and ensure that your website optimisation efforts aren’t impacted.

Here are some steps that businesses can take to prepare for the shutdown of Google Optimise:

  • Evaluate your website optimisation needs: Take a look at your current website optimisation efforts and determine what features and capabilities you need in a new A/B testing tool.
  • Research alternative solutions: Look at different A/B testing tools and compare their features, pricing, and user reviews to determine which one is the best fit for your business.
  • Create a transition plan: Develop a plan for transitioning from Google Optimise to a new A/B testing tool. This may include training your team on the new tool, migrating your existing tests and data, and updating your website to integrate with the new tool.
  • Monitor your website performance: After transitioning to a new A/B testing tool, monitor your website performance to ensure that your optimisation efforts are still effective and driving results.

Conclusion

In conclusion, the end of Google Optimise in 2023 is a significant event for marketers and businesses who rely on the tool for website optimisation. While it’s certainly a loss for those who have come to depend on it, there are plenty of alternative solutions available.

The key for businesses is to evaluate their website optimisation needs, research alternative solutions, create a transition plan, and monitor website performance after the transition. By taking these steps, businesses can ensure that their website optimisation efforts continue to be effective and drive results, even without Google Optimise.

Overall, while the end of Google Optimise may be a shock to some, it’s important to remember that change is a constant in the world of digital marketing. As technology and consumer behavior evolve, so too must the tools and strategies that businesses use to reach their target audience. By staying informed and adaptable, businesses can continue to succeed in the ever-changing landscape of digital marketing.