Google Optimize – Google’s A/B, Multivariate & Redirect Testing Tool

Written by Michael Wilson

Michael is the Digital Analytics Director at GlowMetrics, implementing complex tracking for our largest clients via Google Tag Manager while leading our wider analytics work across Google Analytics, Data Studio and Optimize.
October 28, 2016

Google recently released their new product, Google Optimize, their own tool which allows you to test variations of your site, see what works best for your visitors and in turn, deliver the most engaging experience for them and the best return for you.  Win, win… right?

We’ve tested out the free version – you can run three different experiment types – A/B, Multivariate and Redirect – and as always, Google makes it as simple as possible to implement in each instance: there’s now an ‘Optimize’ tag option in Google Tag Manager.


We carried out a simple ‘redirect’ test to see which of two similar pages performs best for our visitors, and after leaving it for a few days, Optimize told us that the new version delivered 27% higher engagement and was 68% likely to beat the original.


This was a very simple example but it shows how easy it is to carry out experiments to improve your on-site engagement – whether you’re a small business or a large organisation, you can use Optimize to carry out tests to suit the scale of your operations.

Optimize is currently still in beta but you can sign up for either the free version or 360 here.

What’s the difference between the free version of Optimize and Optimize 360?


Have you tried Optimize yet? What did you think of it? If you’d like us to help you optimize your online presence, feel free to get in touch!


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