Google Optimize is part of the Google Marketing Platform, where it serves as a tool for simple A/B testing by adjusting the page after loading or redirecting.
It can also manage the personalization of page content for specific groups of users. Think of A/B tests or personalizations as text or images that are only displayed to specific users.
The advantage is that they can be changed dynamically without having to modify the site code and everything can be set up in a clear interface. You can easily modify the colors and text of CTA buttons on key landing pages, edit key messages on the sales page or product detail, or hide certain page elements so that they do not distract users. You can then track the impact of these changes on the site’s conversion rate or on specific goals in clear reporting.
If you use Google Tag Manager to implement marketing tags and Google Analytics to measure traffic and want to start A/B testing individual features of your website, there’s no need to look for complicated tools and you can use Google Optimize for now, which is available for free.
Why do we use the tool
A/B testing of text, buttons, pop-ups, or entire sections and features of a website is becoming a common part of marketing practice, even for smaller digital projects. Often, new versions of a template or website feature are also A/B tested on a part of the audience.
We like Google optimize for its ease of implementation and integration within the Google Marketing Platform, which most marketers and professionals are familiar with. If you’re new to A/B testing, its features are fully sufficient and will allow you to get to a higher level of maturity where you’ll find it essential to run A/B tests directly from the e-commerce site solution.
The biggest advantage and disadvantage of Google Optimize is that it is basically a JavaScript library that is loaded asynchronously. That means edits are applied after the page has loaded, which can cause what is known as a flickering effect. In the case of key tests that must be available when the page is loaded, synchronous loading can be enforced.
Our clients use Google Optimize extensively on their web projects and we handle the implementation, proper test setup and integration with other tools.
