One of the most common controlled experiments used by marketers to optimise web marketing strategies is A/B testing. According to the statistics released by finance online, tech giants like Google, Amazon, and Facebook perform nearly 10,000 A/B experiments a year, and the most common A/B testing area is websites.
With the Optimize platform, Google gave thousands of brands the option to dip their toes into experimentation before taking the big leap. Despite the fact that it lacks some advanced features that are critical for successful experimentation testing, its capabilities and freemium availability remove barriers to exploring experimentation practices.
Now, the sunset of Google Optimize is certainly a huge disappointment for marketers. The future of A/B testing may be in jeopardy. Without an obvious free alternative, the number of brands that A/B test may decrease.
However, we were also informed by Google's announcement that Google is working on developing a more robust Google Analytics 4 environment.
So, we expect Google will provide more flexibility and speed going forward with the added functionalities in GA4. We anticipate more information and launch updates on these GA4 A/B third-party integration and conversion optimization features in the forthcoming months. Also, it's not sure if the A/B testing capabilities will be available in the free GA4 or the paid GA4 360 tools.
But for now, marketers that rely on Google Optimize should look for alternative experimentation platforms that suit their budget and needs.
Some popular enterprise AB testing tools include: