Google Optimize Alternatives: The Best A/B Testing and CRO Tools in 2025

The digital marketing landscape felt a significant shift on September 30, 2023, when Google officially sunset its popular A/B testing tool, Google Optimize. For years, marketers and entrepreneurs relied on this free and powerful platform to run experiments, test website variations, and improve conversion rates. Its departure left a noticeable void, pushing teams to find new solutions.

The good news is that the market is full of incredible Google Optimize alternatives! Whether you’re looking for the best A/B testing tools, comprehensive CRO platforms, or advanced personalization engines, there’s a perfect fit for your needs and budget. This guide will help you navigate the options and choose the right software to continue your optimization journey. We’ll dive into the top contenders, compare their features, and give you the insights you need to make a confident decision. Let’s get started!

What Was Google Optimize?

Google Optimize was a free website optimization tool launched by Google in 2012. It quickly became a go-to solution for businesses of all sizes because of its seamless integration with Google Analytics and its user-friendly interface. For many, it was their first introduction to the world of A/B testing, split testing, and conversion rate optimization (CRO).

Its popularity stemmed from its powerful, no-cost features:

• A/B/n Testing: Easily test different versions (A and B) of a webpage to see which one performed better. You could also test multiple variants (n).
• Multivariate Testing: Test multiple elements on a page simultaneously to understand which combination produced the best results.
• Redirect Tests (Split URL Testing): Test separate web pages against each other by directing traffic to different URLs.
• Personalization: Deliver customized experiences to specific audience segments based on factors like location or behavior.
• Native Google Analytics Integration: Connect experiments directly to your Google Analytics data to measure impact and gain deeper insights.

So, why did Google shut it down? In their official sunset announcement, Google explained that they are investing in bringing A/B testing capabilities directly into Google Analytics 4. While they haven’t released a direct replacement, they have encouraged users to explore partner integrations within the GA4 platform. This strategic shift aims to create a more unified analytics and experimentation environment, but it requires users to adopt new third-party CRO software.

Criteria for Choosing a Google Optimize Alternative

Selecting the right A/B testing tool is a critical decision that will impact your marketing performance and ROI. As you explore the options, consider these key criteria to find the platform that best aligns with your business goals and technical needs.

Integrations (Especially with GA4)

Your testing tool shouldn’t operate in a silo. Seamless integration with your existing marketing stack is crucial. First and foremost, check for a robust integration with Google Analytics 4 (GA4). This allows you to push experiment data directly into GA4 and analyze results alongside your other marketing metrics. Also, consider other important connections, such as with your CRM (like HubSpot or Salesforce), e-commerce platform (like Shopify or Magento), and other marketing automation tools.

Ease of Use and Experimentation Features

The ideal tool should empower your team, not create a bottleneck. Look for a platform with an intuitive visual editor that allows you to create experiments without needing to write code. However, it should also offer a code editor for more complex tests. Key features to evaluate include the variety of tests available (A/B, multivariate, split URL), scheduling options, and audience targeting capabilities.

Pricing Tiers and Scalability

Budgets are a real constraint for many businesses. Google Optimize was free, but most powerful alternatives are paid. Examine the pricing models carefully. Some tools charge based on the number of tested users or monthly visitors, while others offer tiered feature packages. Find a plan that fits your current traffic levels but also offers a clear path to scale as your business grows. Don’t forget to look for free trials or demos to test the platform before committing!

Support and Documentation

When you’re running a critical experiment, you can’t afford to be stuck. Excellent customer support is non-negotiable. Look for vendors that offer multiple support channels, such as live chat, email, and phone support. Additionally, check for comprehensive documentation, tutorials, and a community forum where you can find answers and learn from other users. Good support helps you maximize the value you get from the tool.

Advanced Functionality

If you’re looking to elevate your optimization strategy, explore platforms that offer more than just basic A/B testing. Advanced features can give you a competitive edge. These might include:

• AI-Driven Testing: Use artificial intelligence to automatically allocate traffic to winning variations.
• Heatmaps and Session Recordings: Visually analyze how users interact with your site to identify points of friction.
• Personalization Engines: Deliver highly targeted content and experiences to different user segments.
• Server-Side Testing: Run experiments on the server for more complex tests and to avoid performance issues like page flicker.

List of Google Optimize Alternatives (Detailed Reviews)

Let’s explore the best A/B testing and CRO tools available in 2025. Each has its own strengths, making them suitable for different types of businesses.

Optimizely

Overview: Optimizely is an enterprise-level digital experience platform and a true powerhouse in the experimentation world. It goes far beyond simple A/B testing, offering a full suite of tools for web experimentation, personalization, and feature flagging. It’s known for its reliability and robust feature set, making it a favorite among large corporations and mature growth teams.

• Pros: Extremely powerful and scalable, offers both client-side and server-side testing, advanced AI-powered personalization, and excellent support. Its Stats Engine provides rigorous, trustworthy results.
• Cons: Very expensive, which puts it out of reach for most small and medium-sized businesses. The platform can have a steep learning curve due to its extensive features.
• Ideal User: Enterprise-level organizations with dedicated optimization teams and large budgets.
• Pricing Snapshot: Custom pricing based on product needs and usage. Expect a significant investment, often starting in the high five figures annually.

VWO (Visual Website Optimizer)

Overview: VWO is one of the most popular and user-friendly Google Optimize alternatives on the market. It offers a comprehensive suite of CRO tools, including a visual editor for A/B testing, heatmaps, session recordings, on-page surveys, and form analytics. It strikes a great balance between powerful features and ease of use.

• Pros: Intuitive interface that’s great for beginners. All-in-one platform for testing, analysis, and personalization. Strong GA4 integration and excellent customer support.
• Cons: Pricing can be a bit confusing as it’s broken down by different product lines (Testing, Insights, Personalize). Some advanced features are only available on higher-tier plans.
• Ideal User: SMBs, mid-market companies, and marketing agencies looking for a powerful yet accessible CRO platform.
• Pricing Snapshot: Offers various plans starting from a few hundred dollars per month, based on traffic volume and features.

Convert.com

Overview: Convert.com stands out for its strong commitment to privacy and data protection, making it a fantastic choice for companies in regulated industries like healthcare and finance. It’s a fast, flicker-free A/B testing tool that doesn’t use cookies for tracking, ensuring GDPR and CCPA compliance. The platform is powerful and developer-friendly.

• Pros: Privacy-focused with no cookie-based tracking. Extremely fast performance with no flicker. Unlimited projects and active tests on all plans. Great for agencies with its client management features.
• Cons: The interface is more functional than flashy and might feel less intuitive than VWO for non-technical users. It lacks built-in features like heatmaps or session recordings.
• Ideal User: Privacy-conscious businesses, agencies, and companies that need a reliable, high-performance testing engine.
• Pricing Snapshot: Plans are based on tested traffic, starting around $99/month for the community plan and scaling up for businesses and enterprises.

AB Tasty

Overview: AB Tasty is an all-in-one experimentation and personalization platform that helps brands build better user experiences. It combines A/B testing, server-side experimentation, and AI-powered personalization into a single solution. Its visual editor is easy to use, and it offers robust audience segmentation capabilities.

• Pros: Strong focus on AI-driven personalization. Includes both client-side and server-side testing. User-friendly interface with a good set of features for audience engagement.
• Cons: Pricing is on the higher end, which may not be suitable for smaller businesses. Some users report that the reporting features could be more advanced.
• Ideal User: Mid-market to enterprise companies focused on delivering highly personalized customer experiences.
• Pricing Snapshot: Custom pricing based on your needs and traffic.

Kameleoon

Overview: Kameleoon is an AI-powered optimization platform designed for speed and reliability. It offers A/B/n testing, multivariate testing, and a powerful real-time personalization engine. One of its key differentiators is its focus on flicker-free performance and its ability to accurately measure the ROI of experiments.

• Pros: AI-driven personalization helps automate targeting. Fast performance with an anti-flicker solution built-in. Strong server-side capabilities and good integration with analytics platforms.
• Cons: Can be complex to set up and may require developer support for advanced implementations. The pricing structure is geared towards larger enterprises.
• Ideal User: Enterprise and mid-market e-commerce and product teams who need a fast, AI-powered solution.
• Pricing Snapshot: Custom enterprise pricing.

SiteSpect

Overview: SiteSpect is a leading solution for server-side testing, which makes it incredibly powerful and flexible. Instead of using JavaScript tags in the browser, it sits in the flow of traffic and modifies pages on the server. This approach eliminates flicker and allows for testing on any device, including mobile apps and APIs.

• Pros: The most powerful and flexible testing methodology (server-side). No performance impact or flicker. Can test anything, from site features to algorithms.
• Cons: Highly technical and requires significant developer involvement to implement and manage. It is one of the most expensive solutions on the market.
• Ideal User: Large enterprise organizations with complex technical environments and dedicated engineering resources for optimization.
• Pricing Snapshot: Custom enterprise-level pricing.

Adobe Target

Overview: Adobe Target is the experimentation and personalization solution within the Adobe Experience Cloud. It’s an enterprise-grade tool that offers robust A/B and multivariate testing, along with an AI-automated personalization engine called Sensei. It’s designed to work seamlessly with other Adobe products like Adobe Analytics.

• Pros: Deep integration with the Adobe ecosystem. Powerful AI and machine learning capabilities for automated personalization. Highly scalable and reliable for large enterprises.
• Cons: Extremely expensive and locks you into the Adobe ecosystem. The platform is complex and requires specialized training to master.
• Ideal User: Large enterprises already heavily invested in the Adobe Experience Cloud.
• Pricing Snapshot: Custom enterprise pricing, typically one of the highest-cost options available.

Dynamic Yield

Overview: Acquired by Mastercard, Dynamic Yield is a platform that excels at personalization. While it offers A/B testing and multivariate testing, its core strength lies in its ability to create individualized customer experiences across web, mobile apps, and email. Its machine-learning algorithms help automate product recommendations and content targeting.

• Pros: Best-in-class personalization and recommendation engine. Omnichannel capabilities that go beyond just websites. Strong segmentation and targeting features.
• Cons: A/B testing is a feature, but not its core focus compared to dedicated platforms like VWO or Optimizely. It is an enterprise solution with a corresponding price tag.
• Ideal User: Enterprise e-commerce and retail brands focused on creating highly personalized, omnichannel customer journeys.
• Pricing Snapshot: Custom enterprise pricing.

Freshmarketer (by Freshworks)

Overview: Freshmarketer is part of the Freshworks ecosystem and offers a suite of marketing tools, including CRO features. It provides A/B testing, split URL testing, heatmaps, and personalization in an affordable package. It’s designed for SMBs who want a simple, all-in-one marketing automation and optimization solution.

• Pros: Very affordable and offers a free plan with basic features. All-in-one solution that includes email marketing and analytics. Easy-to-use interface.
• Cons: The A/B testing features are not as advanced as specialized tools. Best suited for simpler experiments rather than complex multivariate tests.
• Ideal User: Small businesses and startups looking for a budget-friendly, all-in-one marketing and CRO tool.
• Pricing Snapshot: Offers a free plan for up to 100 marketing contacts. Paid plans are very affordable, starting around $19/month.

Zoho PageSense

Overview: Zoho PageSense is another excellent budget-friendly alternative from the Zoho ecosystem. It provides a comprehensive set of CRO tools, including A/B testing, heatmaps, session recordings, form analytics, and push notifications. It’s a great starting point for businesses new to conversion rate optimization.

• Pros: Very affordable with a transparent pricing model. All-in-one CRO toolkit with a wide range of features. Seamless integration with other Zoho products.
• Cons: The platform can feel a bit slower than more expensive competitors. The A/B test editor is functional but less polished than VWO or Optimizely.
• Ideal User: Small to medium-sized businesses, especially those already using other Zoho products, who need a cost-effective CRO solution.
• Pricing Snapshot: Pricing is based on monthly visitors, with plans starting around $10/month.

Comparison Table of Google Optimize Alternatives

Tool Name	Best For	Key Features	Pricing	Integrations
Optimizely	Enterprise	Advanced A/B & server-side testing, AI personalization	Custom (High-end)	GA4, Salesforce, Adobe Analytics, etc.
VWO	SMBs & Mid-Market	A/B testing, heatmaps, session recordings, surveys	Starts ~$300/mo	GA4, Shopify, HubSpot, WordPress, etc.
Convert.com	Privacy-Conscious & Agencies	Flicker-free A/B testing, no-cookie tracking	Starts ~$99/mo	GA4, HubSpot, Shopify, WordPress, etc.
AB Tasty	Mid-Market & Enterprise	AI personalization, A/B & server-side testing	Custom	GA4, Adobe Analytics, Salesforce, etc.
Kameleoon	Enterprise (E-commerce)	AI-powered personalization, fast performance	Custom	GA4, Segment, Adobe Analytics, etc.
SiteSpect	Enterprise (Technical)	Server-side testing, API testing	Custom (High-end)	GA4, Adobe Analytics, and any data layer
Adobe Target	Adobe-Invested Enterprises	AI-automated personalization, MVT	Custom (High-end)	Deep Adobe Experience Cloud integration
Dynamic Yield	Enterprise (Personalization)	Advanced personalization, product recommendations	Custom	GA4, Salesforce, Shopify Plus, etc.
Freshmarketer	Small Businesses & Startups	A/B testing, heatmaps, marketing automation	Free plan; Paid starts ~$19/mo	Freshworks suite, Zapier, etc.
Zoho PageSense	SMBs (Budget-conscious)	A/B testing, heatmaps, form analytics	Starts ~$10/mo	Zoho suite, GA4, WordPress, etc.

FAQ Section

What happened to Google Optimize?

Google officially sunset Google Optimize and Optimize 360 on September 30, 2023. The platform is no longer accessible, and all experiments were stopped. Google stated that they are focusing on integrating A/B testing features into Google Analytics 4 through third-party partners.

Is Google Optimize being replaced?

Google has not announced a direct, one-to-one replacement. Instead, they are encouraging users to integrate third-party A/B testing tools directly with Google Analytics 4. Several platforms, including Optimizely, VWO, and AB Tasty, now offer official integrations with GA4.

What is the best free A/B testing tool?

With Google Optimize gone, truly free, full-featured A/B testing tools are rare. However, some platforms offer limited free plans that are great for small-scale testing. Freshmarketer has a generous free plan for up to 100 contacts. Another option is to explore open-source tools if you have developer resources.

Which alternative works best with GA4?

Many leading platforms have built strong integrations with Google Analytics 4. VWO, Optimizely, and Convert.com all offer robust, officially supported integrations that allow you to push experiment data into GA4 for deeper analysis. The “best” one depends on your specific needs and budget.

Are there open-source A/B testing tools?

Yes, there are several open-source options for teams with engineering resources. GrowthBook and PostHog are popular open-source platforms that offer feature flagging and A/B testing. They require self-hosting and technical expertise but provide complete control and data ownership, making them a cost-effective solution for technical teams.

Conclusion

The end of Google Optimize marked the end of an era, but it also opened the door to a new world of powerful and innovative CRO platforms. While it might seem daunting to choose a new tool, the options available today are more advanced and feature-rich than ever before. You can now access everything from AI-powered personalization engines to detailed user behavior analytics in a single platform.

The key is to find the tool that aligns with your team’s skills, business goals, and budget. For small businesses, affordable all-in-one solutions like Zoho PageSense or Freshmarketer are a fantastic starting point. For growing companies ready to invest in optimization, VWO and Convert.com offer the perfect balance of power and usability. For large enterprises, platforms like Optimizely and SiteSpect provide unmatched scalability and advanced capabilities.

Don’t be afraid to experiment! We recommend shortlisting 1-2 tools that seem like a good fit and taking advantage of their free trials or requesting a demo. This hands-on experience is the best way to determine which platform will help you unlock growth potential and transform your marketing efforts for years to come.