Google Optimize is a free tool for creating experiments for conversion rate testing. You set up experiments for various elements on your pages and then Google randomly serves the different versions of your pages to real visitors who come to your website. There are huge advantages to this method of testing over other sites that test your pages with people who may or may not fall into your target market. With Google Optimize, you know that the people who are participating in these tests are your target market (or at least your target visitor).

But, what is A/B Testing?

In web analytics, A/B testing is a way to compare two versions of a single variable typically by testing a subject’s response to variable A against variable B, and determining which of the two variables is more effective.

For a developer, doing A / B testing, consists in creating different variations of the same page/element (2 or more) and making sure that depending on the target, one of the variants is displayed. This, therefore, requires both frontend and backend implementations and you do not always have the knowledge or the time to implement this process.

Why Google Optimize?

It’s a free tool made by Google. Need anything else?

No no ok, I was joking but the real strength of this tool, besides being simple to use and requiring 0.1 programming skills, is the fact that it is created by Google. Google Optimize is integrated with other Google tools like Analytics and Tag Manager. Google Optimize is strongly dependent on the Goals and Audience set in Google Analytics, it won’t work if these are not configured.