Google Optimize, the free website testing solution, is out of beta

Optimize runs on top of Google Analytics.

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Google’s A/B testing and content personalization solutions, Optimize and Optimize 360, are both out of beta. The free version, Google Optimize, is available in 180 countries.

Optimize debuted in beta last fall, several months after Google introduced Optimize 360 last spring as part of the new a la carte Google Analytics 360 Suite.

Optimize is designed for small to mid-sized businesses. It ties in with Google Analytics, and that data is used to inform website tests. A visual editor lets users drag and page drop elements and it’s also possible to edit raw HTML or add JavaScript or CSS rules in the editor.

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Source: Google

Tests can be targeted at specific user segments, and URL rules determine which pages a test runs on.

Initial demand for a free website testing solution from Google that’s already integrated with Analytics has been solid. Google says over 250,000 users had requested access to the free version since the beta opened. It’s impact on mid-market paid solutions remains to be seen. It could pull some paying customers away from other solutions. Or longer-term, it could open up a new realm of demand for more advanced testing capabilities from sites that hadn’t employed testing previously.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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