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Everything You Need To Know About Google Optimize

Estimated reading time: 4 minutes

Whether you’re a small business owner or branching out into the big world of e-commerce, Google Optimize is a software that is sure to come in handy. Google Optimize allows you to test alternative web content to see how they perform against an objective of your choice. This modern and handy site monitors the results of your experiment and tells you which variant is the strongest.

Google Optimize can help to achieve higher conversion rates and the content value of your site. Keep reading to explore more and find out if this is the missing piece in your digital marketing puzzle.

How Does Google Optimize Work?

Using Google software can sometimes be a bit overwhelming, that’s why it’s great to know exactly what you want to gain from using them. The first step would be to also get yourself familiar with Google Analytics, these two come hand in hand and you’ll need an account for both.

Google Optimize uses Analytics to measure your experiments and weigh your Analytics goals as experiment objectives. Through running experiments in Optimize, you can test your newly developed website designs, layouts and content with a selection of your visitors. This offers you real-world users and results that are simple to read and understand.

What Can It Do?

  • Builds and creates personal or company experiments.
  • Test your hypothesis.
  • Offers an evaluation of the experiments through a report.
  • Presents the winning variant.
  • Carries out another optimization if needed.

Helpful Features Google Optimize Offers

  • Experiment types: Can run almost all the essential types of experiments including A/B testing, multivariate test, split URL, server-side and personalisation.
  • Visual Editor: You can edit the copy of the webpage also known as the editor page. You also gain access to the app bar and editor palette.
  • Customisation: Gives the control to the developer regarding customising the experiment
  • Client-side signals: By enabling cookie-based targeting, you can then target specific users.
  • User rules: Also known as URL targeting. Helps to select a particular page or selection of pages that your experiment will affect.
  • User Attributes: Set up a more personalized user experience.

Why You Should Be Using Google Optimize

When it comes to comparing the best A/B testing tools out there, it is important to remember that all of them are paid tools. There’s no doubt they have their advantages and a great set of features, but despite being one of the only free tools, Google Optimize still takes first prize.

Google Optimize also doesn’t require you to have a fixed amount of traffic to use their site. It runs experiments with no judgement and offers a place for small and large businesses to enjoy. Other tools can sometimes require a website to have a minimum amount of traffic from the start, meaning if you don’t have the traffic, your site may get rejected. This is why it’s always important to remember your basics such as SEO from the start.

Experiment Types Available

  • A/B Testing: A random experiment using two or more variants on the same web page.
  • Redirect tests: Split URL tests.
  • Multivariate Tests: Tests variants of two or more elements simultaneously to compare the outcome.

You can also customize your experiments as much as you need. As it’s a free tool, you don’t need to require a developer or expert to help you out. It has all the fundamental features you need to explore your optimization ideas and even though some of these features include restrictions, they still do what needs to be done.

Best Practise When It Comes To Google Optimize

Before kick-starting your Optimization journey, remembering best practices is something to have in mind.

Here is a list of ones to remember :

  • Creating an A/B testing plan and timeline – Decide on what you need to test and which order you’ll be doing it in.
  • Decide on key metrics – Choose key performance indicators that work best for you.
  • Test one element at a time – This makes sure you know which one is making the difference and getting results.
  • Use on desktop-only first – This limits the number but avoids any responsive issues.
  • You can’t lose – Even if you don’t generate leads you’ve still learned things about your projects.

Google Optimize is a reliable A/B testing tool for diverse and straightforward experiments, offering most of the features you will find in enterprise tools. The fact it’s free is also a huge bonus! Companies such as us use this site to monitor and make your site the best there is! Don’t hesitate to contact us if you want to know more.


Annie is imaginaire's Digital Marketing Executive and covers topics such as social media, web design, SEO and content.

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