Google Optimize is a free tool launched by Google to create conversion and testing experiments. Its premiumversion, Optimize 360, is part of the Google Analytics 360 digital marketing suite (integrated since July 2018 into Google Marketing Platform) along with Google Analytics, Google Tag Manager, Audiencie Center 360, Attribution 360 and Data Studio 360.
How Google Optimize works
You can vary the configuration of several elements of the page, creating several versions of it, which will be shown randomly to users who visit it. Each user will see a version, and their navigation will be recorded, so that, when the experiment is over, it will be possible to evaluate which of the versions converts the most.
Google Website Optimizer allows you to do A/B test (two different pages) and multivariate test (multiple elements at once). Its configuration is very simple and its use is not complicated.
How to configure Optmize
To start using this tool it is necessary to have:
- A Google Analyticsaccount, with its respective tracking code (Universal Analytics) installed on our website.
- The Chromebrowser.
- To create experiments with the Optimize visual editor, you need to download the Optimize Chrome extension. It is not necessary if you only want to check the results of experiments.
The next step will be to create the Optimize account, link the container created with Analytics, and add Optimize to our website.
On what elements can be tested?
In principle, the number of objects that can be tested is very high. Some examples:
- Logo size and position
- Page colors and backgrounds
- Calls to action
- Product Descriptions
Differences between Optimize and Optimize 360
The main differences between the free and paid version of Optimize are in the number of experiments that can be done and the scope of support that Google offers you. One of the advantages of the premium tool is that it allows you to segment by Google Analytics audience. It allows you to do more than 100 simultaneous experiments (the free version only five) and up to 36 combinations in the multivariate tests, twenty more than the other version. In addition, it allows to increase the number of objectives of the experiment from 3 to 10.