Google is pulling down the shutters on its Optimize (and Optimize 360) tool on 30 September 2023. As it’s the most popular freemium option out there, its sunsetting will impact a number of businesses and the way they test and experiment on digital marketplaces.
The time is now ticking and the most obvious, immediate change will be the need to find an alternative service for experimentation programmes. For businesses that currently rely on Optimize, this will mean the following:
Disruption to digital
The transition to a new A/B testing tool can be especially disruptive for companies that have ongoing campaigns, or experiments, that require consistent testing and optimisation.
Budget considerations
It’s an obvious one, but worth mentioning. Companies which choose to migrate to paid A/B testing tools and/or enterprise-level solutions will need to allocate additional resources to pay for the tools.
Learning curve ahead
Switching to a new A/B testing tool will mean upskilling and setting aside extra training resources, in order for digital teams to fully understand and utilise the replacement platform’s features and capabilities.
First things first, though. Here are some actions you can and need to do now (and have hopefully already done, or at least begun the process), in preparation to the plug being pulled on Optimize.
1. Secure your data
All active experiments and personalisations will end on 30 September and you won't be able to access your experience inference results or your historical Google Analytics raw data after the sunset. In other words, any insights into customer behavior and/or preferences will be lost. So make sure you retrieve your data before 30 September. You can download your historical data before the sunset date here: Export your Optimize report data. To access your historical raw data, use the Google Analytics Data API.
2. Update your systems
You can continue using Google Optimize for your experimentation programmes up until 30 September, but you should already be going ahead with transitioning your Universal Analytics – which will sunset in July 2023 – to Google Analytics 4. This is important, as year on year data will not be available once GA360 is turned off. If you need more help and information on the transition, have a read of this excellent blog by Biglight’s senior data analyst last year.
Also, Google has announced that it is investing in third-party A/B testing integrations for Google Analytics 4. Find out how to transition to Analytics 4 here.
3. Search for a replacement (if you haven’t already)
Map out how you will continue to conduct testing after the sunset date. Research alternative tools now – don’t delay – and identify the ones that best meet your needs early. Compare pricing and features of alternative platforms to determine which one is the best fit for your budget and requirements. Test, run a pilot and aim for a proof of concept on alternative tools well ahead of 30 September, in order to ensure you can pick the right fit – and to discover any potential issues or shortcomings they may have.
Although there are a number of free tools you can consider, the best option will depend on your specific requirements – which might mean you’ll need to opt for a paid-for service. For example, if you are in the next stage of maturity when it comes to feature testing and new experiences, you should consider a mid-level tool.
Here are some you might want to consider, depending on the stage/size of your business and specific requirements.
BEGINNER’S LUCK – For companies setting out on their optimization journey
Free version of VWO
VWO is an experimentation platform consisting of several different products – from Testing, Insights and Personalize to FullStack. It’s free to use for up to 50K users per month. https://vwo.com/pricing/
STEPPING UP – For companies on the second rung of the conversion optimisation ladder and ready to move on to something more complex.
AB tasty
AB Tasty is a solution for testing, re-engagement of users, and content personalisation, designed for marketing teams as well as optimisation specialists.
Optimizely Web
The leading A/B testing tool. It’s easy to use – you don’t need to be technical to launch small tests so is excellent for the users wanting to step up – and the Stats Engine makes testing easier for beginners.
MATURE – For companies ready to move on to more complex feature testing (along with exciting segmentation and personalisation).
Sitespect
SiteSpect is the only solution that enables you to test and optimise every part of your digital customer journey – from client-side look and feel to server-side functionality – with a single implementation and single UI with a single view of the customer. Leverage all your client-side targeting capabilities on the server-side without writing any code.
Coveo (Qubit)
Coveo (Qubit) is a testing platform which was focused primarily on AB testing but is now highly engaged on personalization for marketing. Accordingly, it has some of the strongest segmentation capabilities of any tool on this list.
Adobe Test and Target
One of the more expensive tools but very powerful. If you already use Adobe for analytics, migrating to Test and Target is a no-brainer.
Optimizely
Optimizely provides server-side testing, A/B testing and multivariate testing tools, website personalization, and feature toggle capabilities, as well as web content management and digital commerce.
Start the process - talk to a specialist
While the end of Google Optimize will present short-term challenges for companies that rely on it, the impact can be mitigated by planning and a well-planned migration to a new A/B testing tool.
At Biglight, we help businesses grow and achieve their commercial goals by creating exceptional digital experiences – that’s why we're chosen by leading brands across a range of sectors.
If you need help with your transition from Google Optimize – or want to know more about how we turn data and insight into digital experiences that deliver commercial success – get in touch! You can also read more on the topic of Google Analytics in another blog post here.
Louise Godwin