The years 2020, 2021, 2022, and 2023 have indeed been eventful. Sadly, there have been a lot of negative events and somehow, we have been fortunate enough to witness the positive events. 

Apart from Top Gun 2: Maverick topping the box office charts, we also have been able to witness Google Analytics 4 coming up. Brendan Fraser, Michelle Yeoh, and Ke Huy Quan won the Oscars for best actor, actress and supporting actor. Last year, Argentina won the FIFA World Cup and Lionel Messi made himself eternal and immortal.

Yet, the crash of the Silicon Valley Bank (SVB) is something that overshadowed the world of business. Now, Google is setting the sun on its Optimize tool in July and for digital marketers, the best time to act is now. 

Optimizely’s Web Experimentation platform is an industry-leading product when it comes to the experimentation space. Those who act quickly can be able to take advantage of additional discounts so marketers can make the switch from Google.

However, there is no time because Google recently announced that both Google Optimize and Optimize 360 are to close their operations on September 30 this year. All the experiments and personalizations companies implemented through them will no longer be active after that very date.

For what reason is Google making such moves?

Google Optimize is Google’s free analytics and testing tool giving digital marketers the chance to conduct A/B testing along with multivariate tests for improved conversion rates and for overall visitor satisfaction too. 

Optimize 360 is basically the paid version of Google Optimize which offers additional features and capabilities. Both software were used widely by numerous businesses of all sizes across the globe.

Google last year announced a transition from Universal Analytics to Google Analytics 4. The tech giant is making this move to raise and improve user experiences. As Optimize is integrated natively with Google Analytics, Google is investing in third-party A/B testing integrations for its new analytics platform.

According to Google, Its long-standing product did not have many features and services which customers usually request and require for experimentation testing.

This also indicates that no company will be able to access its historical raw data after September 2023. Hence, companies should now download their historical data from within the user interface of Google Optimize before the sun sets.

The solutions being offered in place of Google Optimize and Optimize 360 – what are they?

Until September 2023, Google Optimize will be available. This gives most companies and their marketing teams less than six months to download their historical data and switch to another experimentation platform.

Google Recommends the Optimizely Web Experimentation platform which is well known for advanced A/B testing along with multivariate tests with full-stack testing of omnichannel options. Such a tool favors companies having requirements for mobile app testing and those that need personalization.

To help professionals deal with the closure of Google Optimize and make the transition to the Optimizely platform the most smooth, a lot of companies are looking to provide Google Optimize users a good discount looking to migrate to the Optimizely platform before September.

The benefits of Web Experimentation through Google’s Optimizely explained

Known to be among the best-in-class platforms for digital experimentation, Optimizely is trusted by a lot of leading brands around the world. Moreover, numerous experimentation tacticians understand the platform quite well. Here are some key benefits of the Google Optimizely Web Experimentation platform:

Web experimentation with a wide array of features

Ranging from personalized experiences, targeted messages as well as recommendations to mobile app personalization plus tracking. Each kind of experiment marketers seek and more features they also seek is available in Optimize Web Experimentation. 

While Google Optimize only uses Firebase for their mobile app personalization, Optimizely offers full-stack support. This helps users experiment on both the web and mobile platforms.

It is accurate and reliable 

Optimizely utilizes Stats Engine providing real-time statistics for delivery of accurate outcomes quickly whilst allowing them to check their results at any time. The software by leaders in statistical research at Stanford University which helps users obtain more speed and a wider scale of experimentation along with improved accuracy of results through the stats engine.

Improved Performance and more scalability

Marketers from a web design company Dubai based in Downtown Dubai reveal that this software enables them to conduct experiments simultaneously in many places, either through the Optimizely Visual Editor or through the Server Side. Optimizely Visual Editor allows them to load their website quickly and lets them adjust the visitor experiment as per their desired margins.

It has robust integrations

Optimizely seamlessly integrates into all Google Products especially Google Analytics 4 and Google Ads. This helps remove worries about cross-app integrations.

Ease in implementation

In one update Google Optimize can be replaced with Optimizely Web Experimentation. This platform allows both developers and marketers to test and experiment across multiple touchpoints in the customer journey.

Conclusion

Google Optimize and Optimize 360 were indeed great tools for a wide array of businesses, brands, and companies alike. However, they will no longer be updated. That is the very reason all digital marketers and webmasters alike must download their historical data and look for a suitable replacement before Google closes them both Read more.