Google Optimize is gone, but the need for simple website testing did not disappear. After the Google Optimize sunset, marketers keep searching for a Google Optimize alternative that feels easy, useful, and not too technical. Some teams need a full enterprise platform. Others need a Google Optimize free alternative or a practical Google Optimize replacement for small business websites, landing pages, ecommerce pages, and lead-generation forms.
This guide compares the 8 best Google Optimize alternatives for A/B testing, UX research, conversion optimization, and website optimization in 2026. You will see where Plerdy, Optimizely, VWO, AB Tasty, Kameleoon, Adobe Target, Convert.com, and GrowthBook fit best — plus one 2026 market shift (a merger between two names on this list) that changes how you should compare two of them. Not every tool is for every team. A small business does not always need a huge enterprise experimentation system; sometimes a lighter A/B testing tool with heatmaps, session recordings, SEO checks, pop-ups, and conversion tracking gives more practical value.
- What Was Google Optimize?
- Why Did Google Optimize Shut Down?
- Is Google Optimize Still Available?
- How the Google Optimize Sunset Affects Businesses
- 2026 Update: VWO And AB Tasty Are Merging
- Google Optimize Alternatives Comparison
- Top 8 Google Optimize Alternatives For 2026
- How To Choose the Best Google Optimize Alternative
- Conclusion
- FAQ About Google Optimize Alternatives
What Was Google Optimize?
Google Optimize was Google’s free website testing tool for A/B tests, multivariate tests, redirect tests, and personalization. Many marketers used it because it connected directly to Google Analytics and Google Ads audiences, and it felt easier to start with than large enterprise experimentation platforms.
For small and mid-sized businesses, Google Optimize was useful because it let teams test page changes without buying a costly CRO platform. Teams could compare headlines, CTAs, layouts, forms, product blocks, and landing page versions, then push a winning variant live. It was not perfect — the free version had limits on the number of concurrent experiments — but it gave thousands of companies a simple way to start website optimization.
The problem now is simple: Google Optimize is no longer available. That is why searches for Google Optimize alternative, Google Optimize replacement, Google Optimize sunset replacement, and Google Optimize alternatives for small business still carry real volume. People are not looking for history. They need a tool they can actually use today.
Why Did Google Optimize Shut Down?
Google Optimize and Optimize 360 stopped working after September 30, 2023. Any experiments and personalizations still running on that date ended automatically, so teams could no longer use Google Optimize as their A/B testing tool. Google confirmed the shutdown on its own support page: Google Optimize sunset — official help center notice.
Google’s stated reason was that Optimize did not include many of the features and services customers needed for modern experimentation. Instead of continuing the product, Google shifted its attention toward integrations between Google Analytics 4 and third-party A/B testing platforms.
For marketers, that created an immediate problem: find a new Google Optimize replacement, rebuild testing workflows, and decide whether they needed a lightweight tool or a full experimentation platform. Some teams moved to enterprise products like Optimizely, VWO, AB Tasty, or Kameleoon. Others needed a more affordable website optimization tool like Plerdy, where A/B testing works alongside heatmaps, session recordings, SEO audit, pop-ups, and conversion tracking.
Is Google Optimize Still Available?
No — Google Optimize is not available today. Google Optimize and Google Optimize 360 stopped working after September 30, 2023. You cannot create new tests, continue active experiments, or use it as a free A/B testing tool anymore, and there is no official Google successor product.
This is why many businesses still search for a Google Optimize free alternative, a Google Optimize sunset replacement, or Google Optimize alternatives for small business. The intent is practical: people want to know what replaced Google Optimize and which tool lets them keep testing pages without slowing down marketing work.
GA4 is not a direct Google Optimize replacement. GA4 helps with analytics and reporting, but it does not replace a visual A/B testing platform on its own. If your team wants to test landing pages, product pages, CTAs, forms, pricing blocks, or signup flows, you still need a dedicated testing tool sitting next to GA4.
How the Google Optimize Sunset Affects Businesses
Testing Workflows Had To Move
The Google Optimize sunset forced teams to move their entire testing process to another platform. That was never only about picking a new tool name. Marketers also had to rebuild experiments, reconnect analytics, re-check tracking, and decide how test results would be reported inside the team.
Small Businesses Lost a Free Testing Option
Google Optimize was popular with smaller teams for one simple reason: it let them start A/B testing without a large budget. After the shutdown, many companies began searching for a Google Optimize free alternative or a low-cost Google Optimize replacement. For this kind of team, a tool like Plerdy tends to fit well because it pairs A/B testing with behavior analytics, SEO checks, pop-ups, and conversion tracking — and its free plan still includes unlimited A/B tests.
Enterprise Teams Needed More Control
Larger companies usually need more than a basic page test. They may need multivariate testing, server-side testing, feature flags, advanced audience targeting, approval workflows, and deeper data-warehouse integrations. That is why platforms like Optimizely, VWO, AB Tasty, Kameleoon, and Adobe Target are often the better fit for mature experimentation programs.
2026 Update: VWO And AB Tasty Are Merging
If you are comparing Optimizely vs VWO vs Google Optimize alternatives right now, there is a fresh development most comparison guides have not caught up with yet. In January 2026, private equity firm Everstone Capital combined Wingify — the company behind VWO — with France-based AB Tasty into a single, $100M+ digital experience optimization group (TechCrunch coverage of the Wingify–AB Tasty merger).
What this means in practice, according to the combined company’s own leadership: customer experience stays unchanged in the near term, and both VWO and AB Tasty keep running as separate products while the group gradually deepens the platform underneath them. There is no forced migration today, and no announced feature removal. But if you are signing a multi-year contract with either tool, it is worth asking your sales rep directly how the roadmap will merge over time — this guide will flag it again below in both tool entries.
Google Optimize Alternatives Comparison
Before choosing a Google Optimize replacement, compare the tools by use case, pricing, and the main value each one brings. Some platforms are built for enterprise experimentation. Others are easier for small teams that need a Google Optimize alternative without a long sales process.
| Tool | Best For | Price | Main Value |
|---|---|---|---|
| Plerdy | Small and mid-sized businesses that need an affordable Google Optimize alternative | Free plan with unlimited A/B tests; Startup from $21/month billed yearly | A/B testing, heatmaps, session recordings, SEO audit, pop-ups, ecommerce and conversion tracking in one platform |
| Optimizely | Enterprise teams with mature experimentation programs | Custom pricing by request | Advanced A/B and multivariate testing, personalization, AI-assisted audiences, feature flags |
| VWO | CRO and growth teams that need testing with behavior analytics | Free explore tier; paid plans on custom/demo pricing | A/B, Split URL, and Multivariate testing with a visual editor and code editor |
| AB Tasty | Mid-market and enterprise teams focused on experimentation and personalization | Custom/demo pricing; no public fixed price | A/B/n and multivariate testing, WYSIWYG editor, personalization, feature flags and rollout control |
| Kameleoon | Teams that need AI-assisted experiments and feature rollouts | Free trial; enterprise/custom pricing by usage | Prompt-based experimentation, AI personalization, feature flags, progressive rollout |
| Adobe Target | Enterprises already running Adobe Experience Cloud | Custom/enterprise pricing inside Adobe bundles | A/B and multivariate testing, ML-based Auto-Target, Real-Time CDP audience integration |
| Convert.com | Agencies and privacy-conscious, GDPR-focused teams | From ~$299/month; 15-day free trial, no credit card | Independent, self-funded A/B and full-stack testing with strong first-party-data privacy |
| GrowthBook | Developer-led teams that want a free, self-hosted option | Free open-source Starter plan; Pro from $40/user/month | Open-source feature flagging and experimentation, bring-your-own data warehouse |
If you need Google Optimize alternatives for small business, Plerdy is the easiest option to start with because it has a genuinely free plan and a clear paid entry price. If you are weighing Optimizely vs VWO vs Google Optimize alternatives for an enterprise program, the choice gets more nuanced: Optimizely stays strongest for complex, large-scale experimentation; VWO and AB Tasty fit CRO and personalization teams but now share a parent company (see the merger note above); Adobe Target only makes sense if you are already inside the Adobe stack; and Convert.com or GrowthBook are the two picks worth a look if privacy independence or a real free/open-source tier matters more than an all-in-one feature list.
Top 8 Google Optimize Alternatives For 2026
1. Plerdy A/B Testing Tool
Plerdy is a strong Google Optimize alternative for small and mid-sized teams that need testing without a heavy enterprise setup. It is not only an A/B testing tool — Plerdy also includes heatmaps, session recordings, SEO audit, pop-ups, ecommerce tracking, conversion tracking, and GA4 integration. That combination matters because a test result alone rarely explains why users behaved a certain way.
Best for: small businesses, ecommerce sites, SaaS teams, and agencies that need a Google Optimize replacement plus extra CRO and UX data, without buying a second analytics tool.
Key features:
- A/B testing for page changes, CTAs, forms, offers, headlines, and layouts
- Heatmaps to see where users click, move, and stop interacting with a page
- Session recordings to watch real user behavior before and after a test
- SEO audit tools for technical and on-page issues that quietly hurt conversions
- Pop-ups and forms for lead-generation tests
- Conversion and ecommerce tracking to tie tests to revenue
- Google Analytics 4 integration for cleaner, unified reporting
Use cases: testing a pricing block or checkout step while watching session recordings of the same visitors to see where they hesitate; running a pop-up A/B test and measuring its effect on conversion rate in the same dashboard; using the SEO audit to rule out a technical issue before blaming a losing variant.
Pros:
- Unlimited A/B tests even on the free plan
- Combines testing with behavior analytics and SEO in one login — no stitching data between tools
- Fast setup with no mandatory sales call for the entry tiers
- GA4-friendly reporting
Cons:
- Not built for heavy server-side or feature-flag-driven enterprise experimentation like Optimizely
- Deeper enterprise controls (SSO, longer data retention) sit in the higher-priced plans
Pricing: Free plan available with unlimited A/B testing; Startup from $21/month billed yearly ($32/month billed monthly); Scale and Thrive plans add more heatmap/session volume and storage; custom Enterprise tiers for larger traffic.
Why it works after Google Optimize: Google Optimize helped teams run tests, but it never showed the full behavior picture. Plerdy is useful when you want to test a page and also see UX issues, SEO problems, user clicks, scroll behavior, and conversion paths in one place.
2. Optimizely Web Experimentation
Optimizely remains one of the strongest Google Optimize alternatives for enterprise teams. It is built for companies that need A/B testing, multivariate testing, advanced experimentation, personalization, and structured CRO workflows across many pages, markets, or customer segments at once. In 2026, Optimizely kept shipping — including an Experimentation MCP server and an AI-powered “Idea builder” for generating test hypotheses.
Best for: enterprise companies, mature CRO teams, and product teams with high traffic and complex, multi-market testing needs.
Key features:
- A/B testing for web pages, user flows, and full digital experiences
- Multivariate testing for checking several page elements at once
- Feature flags and full-stack experimentation for product teams
- AI-assisted audience targeting and idea generation
- CRO-focused statistics and reporting to reduce guesswork
Use cases: running dozens of concurrent experiments across regional sites with a shared statistics engine; coordinating marketing and product experimentation under one governance model; using AI-generated hypotheses to keep a large testing backlog full.
Pros:
- Mature, extremely feature-rich experimentation engine with a large agency/partner ecosystem
- Strong statistical rigor for high-traffic sites
- Active 2026 roadmap (AI idea generation, MCP integration)
Cons:
- No public pricing — every deal goes through a sales conversation
- Overkill and costly if you only need to test one headline or CTA
Pricing: custom, quote-based; not published.
Why it works after Google Optimize: Optimizely is far more advanced than Google Optimize ever was. It fits best once testing stops being a small marketing task and becomes a serious, budgeted business process with technical support behind it.
3. VWO Testing
VWO — short for Visual Website Optimizer — is a strong Google Optimize replacement for CRO and growth teams. It supports A/B testing, Split URL testing, multivariate testing, custom goals, audience targeting, and funnel-focused reporting through a visual editor built for non-technical marketers, plus a code editor for developers.
Best for: CRO teams, growth marketers, agencies, ecommerce sites, and SaaS companies with an ongoing testing cadence.
Key features:
- A/B testing for comparing page variations
- Split URL testing for larger design or flow changes on separate URLs
- Multivariate testing for combinations of page elements
- Visual editor and code editor to fit different team skill levels
- Audience targeting by traffic source, device, visitor type, and behavior
Use cases: split-testing two completely different landing page designs; combining VWO’s funnel and goal tracking with a multi-step checkout test; running a CRO program where testing sits alongside behavior-analytics add-ons.
Pros:
- Genuinely intuitive visual editor — true to the “Visual Website Optimizer” name
- Strong fit for teams that already run a structured CRO process
- Wide integration list
Cons:
- Pricing is not public — plans run through a demo/custom quote
- In January 2026, VWO’s parent company Wingify merged with AB Tasty under Everstone Capital (see the update above). The product is unchanged today, but ask about the long-term roadmap before a multi-year contract
Pricing: free explore tier; paid plans on custom/demo pricing via the official VWO pricing page.
Why it works after Google Optimize: VWO is useful when your team wants testing plus deeper optimization logic — not just changing one button, but connecting experiments to audience rules, goals, and conversion behavior.
4. AB Tasty
AB Tasty is a Google Optimize alternative for teams that want experimentation, personalization, and release management in one platform. Beyond basic split testing, AB Tasty includes A/B/n testing, multivariate testing, real-time dashboards, WYSIWYG and code editors, segmentation, feature flags, and progressive deployment.
Best for: mid-market and enterprise teams that want to connect website testing, personalization, and product release control in one place.
Key features:
- A/B/n testing for comparing several variations at once
- Multivariate testing for combinations of elements
- WYSIWYG editor and code editor for mixed-skill teams
- Feature flags, progressive deployment, and rollback controls
- Analytics connectors, including Google Analytics and Adobe Analytics
Use cases: rolling out a redesigned checkout flow gradually with feature flags while measuring it as an experiment; running personalized campaigns tied directly to test segments; giving product and marketing shared visibility into one release.
Pros:
- One platform for CRO, personalization, and safer feature releases
- Flexible editor options for both marketers and developers
Cons:
- Not the simplest choice for a small, single-site team
- Now part of the same ownership group as VWO after the January 2026 Everstone Capital merger (see the update above) — worth a roadmap question before signing long-term
Pricing: custom/demo pricing; no public fixed price.
Why it works after Google Optimize: AB Tasty covers more than page testing. It supports experiments, personalized campaigns, and safer feature releases, which makes it useful where CRO and product experimentation overlap.
5. Kameleoon
Kameleoon is a Google Optimize alternative for teams that want advanced experimentation with AI-assisted workflows. The platform helps teams build, test, and roll out experiments across websites and product interfaces, and in April 2026 it introduced a new AI personalization engine (internally called PBX) alongside its existing feature-flag and targeting tools.
Best for: product, marketing, and engineering teams that need controlled experimentation across web and product experiences.
Key features:
- AI-assisted, prompt-based experiment creation
- Combined web and product experimentation
- Feature flags for controlled releases
- Progressive rollout based on real-time targeting data
- Shared workflows for marketing, product, and engineering teams
Use cases: describing a test in plain language and letting the AI draft the experiment setup; rolling out a new feature to a small audience segment before a full release; running personalization alongside a classic A/B test.
Pros:
- Unified experimentation, AI personalization, and feature flags in one platform
- Actively shipping new AI capabilities through 2026
Cons:
- Can be more platform than a small team needs
- Custom pricing means a sales conversation before you see real numbers
Pricing: free trial available; enterprise/custom pricing based on traffic and usage.
Why it works after Google Optimize: Kameleoon fits teams that want more than classic A/B testing — idea generation, experiment building, feature rollout, and performance monitoring in one workflow.
6. Adobe Target
Adobe Target is Adobe Experience Cloud’s built-in testing and personalization engine. It is worth a place on this list specifically for one sub-intent: enterprises that already run Adobe Analytics, Adobe Experience Manager, or Real-Time CDP and want their Google Optimize replacement to plug straight into that stack instead of adding a new vendor.
Best for: enterprises already standardized on Adobe Experience Cloud who want testing and personalization native to that ecosystem.
Key features:
- A/B and multivariate testing
- Auto-Target: machine-learning-based automated targeting
- Native integration with Real-Time CDP audiences
- Product recommendations and Adobe Journey Optimizer Experimentation Accelerator
Use cases: personalizing a test variant based on a Real-Time CDP audience segment without exporting data anywhere; letting Auto-Target automatically route traffic to the best-performing variant across many small segments; running experiments that feed the same reporting layer as the rest of an Adobe marketing stack.
Pros:
- Deep native integration with the rest of Adobe’s marketing stack
- Strong ML-based automated personalization
Cons:
- Only makes sense if you are already committed to Adobe Experience Cloud
- Enterprise pricing and implementation timeline — not a fit for a small team testing one page
Pricing: custom/enterprise, sold as part of Adobe Experience Cloud bundles.
Why it works after Google Optimize: Adobe Target replaces the raw testing mechanics Google Optimize offered, but adds enterprise-grade automated targeting most Adobe shops were missing.
7. Convert.com
Convert.com is an independent, self-funded A/B testing company that leans hard into privacy — a real differentiator for teams that need a Google Optimize alternative with clean GDPR positioning and no acquisition risk hanging over the roadmap.
Best for: agencies managing multiple client accounts and privacy-conscious, EU/GDPR-focused teams.
Key features:
- A/B, multivariate, and full-stack testing
- Strong first-party-data and GDPR-compliant testing setup
- Multi-project management built for agencies
- Published, transparent pricing tiers
Use cases: an agency running separate experiments for many client accounts from one login; a European or EU-facing brand that needs documented GDPR compliance in its testing tool; teams that specifically want a vendor that has not been through a private-equity rollup.
Pros:
- Self-funded and independent — no acquisition or roadmap-merger risk like some competitors here
- Transparent published pricing, unlike most tools on this list
- Strong privacy/GDPR positioning
Cons:
- Pricier entry point than Plerdy or GrowthBook for a single small site
- Fewer built-in behavior-analytics extras (no native heatmaps/session replay) than an all-in-one tool
Pricing: Growth plan from roughly $299–399/month, Pro plan roughly $420–599/month, custom Enterprise; 15-day free trial with no credit card required.
Why it works after Google Optimize: Convert.com covers the same core A/B/multivariate testing job Google Optimize did, with clearer pricing and a privacy story that enterprise legal and procurement teams tend to like.
8. GrowthBook
GrowthBook is the closest thing on this list to a genuine free, open-source Google Optimize replacement. It is built for developer-led teams that want feature flagging and experimentation they can self-host and fully control, rather than a hosted black box.
Best for: startups and developer-led teams that want a real free tier or a self-hosted option, not just a limited trial.
Key features:
- Open-source, self-hostable feature flagging and experimentation
- Free Starter plan with unlimited feature flags and unlimited experiments (up to 3 users)
- Bring-your-own data warehouse for analytics
- Sequential testing and variance reduction (CUPED) on the paid Pro tier
Use cases: an engineering team that wants experiment results computed against a data warehouse it already owns; a startup that needs unlimited A/B tests without an enterprise sales call; a technical team that wants to self-host for full data control instead of sending traffic data to a third party.
Pros:
- Real open-source option with unlimited experiments on the free tier
- Self-hosting available for full data control
- Transparent, published pricing
Cons:
- Needs more developer setup than a plug-and-play visual editor
- No native heatmaps or session replay for teams that want that alongside testing
Pricing: free open-source Starter plan (up to 3 users); Pro from $40/user/month; custom Enterprise.
Why it works after Google Optimize: GrowthBook replaces the “free and simple to start” part of Google Optimize’s appeal for technical teams, without capping the number of experiments the way Google Optimize eventually did.
How To Choose the Best Google Optimize Alternative
The best Google Optimize alternative is not always the most famous one. It is the tool that fits your traffic, budget, team skills, and testing goals. A small business does not need the same platform as a global ecommerce brand, and buying a huge enterprise tool just to test one CTA button is not a smart move.
Start With Your Testing Maturity
If your team is new to A/B testing, pick a tool that launches fast and does not require a long technical setup. Plerdy fits well here because it combines A/B testing with heatmaps, recordings, SEO audit, pop-ups, and conversion tracking. If your company already runs many tests a month, Optimizely, VWO, AB Tasty, Kameleoon, or Adobe Target can offer more advanced workflows.
Check Whether You Need More Than A/B Testing
Google Optimize was useful, but it never showed the full visitor journey. That is why many teams now want tools with behavior analytics built in. Heatmaps, session recordings, form analytics, and funnels help you decide what to test before you build a variation — without that research, A/B testing can turn into guessing with nicer charts.
Think About Pricing Early
Pricing is one of the biggest reasons people still search for a Google Optimize free alternative. Plerdy and GrowthBook both publish free tiers with real limits you can check before signing up; Convert.com publishes its paid tiers directly. Optimizely, VWO, AB Tasty, Kameleoon, and Adobe Target work through custom quotes and sales calls. Neither model is wrong, but a small team usually needs fast setup and predictable cost, while an enterprise team may need governance, security, and dedicated support that only comes with a custom deal.
Look At GA4 And Data Integrations
Many marketers used Google Optimize because it worked closely with Google Analytics. After the sunset, check how each tool sends experiment data into your analytics stack. GA4, CRM tools, ecommerce platforms, data warehouses, and tag managers can all matter — the cleaner the integration, the easier it is to trust the test result.
Conclusion
Google Optimize is no longer available, so waiting for it to return is not a strategy. The better move is to choose a Google Optimize replacement that matches how your team actually works. Plerdy is a strong option for small and mid-sized teams that want A/B testing together with heatmaps, session recordings, SEO checks, pop-ups, ecommerce tracking, and conversion tools. Optimizely, VWO, AB Tasty, Kameleoon, and Adobe Target fit larger teams with more complex experimentation needs, while Convert.com and GrowthBook are worth a look if privacy independence or a genuine free/open-source tier matters most to you.
The right choice depends on your budget, traffic, and testing maturity — and, for VWO or AB Tasty specifically, it is worth a quick question about how the January 2026 Everstone Capital merger affects your contract long-term. If you need a simple Google Optimize alternative for practical website optimization, start with the tool that helps you launch your first test fastest and understand user behavior best. A long feature list means nothing if your team never gets a test live.
FAQ About Google Optimize Alternatives
Is Google Optimize Still Available?
No, Google Optimize is not available anymore. Google Optimize and Optimize 360 stopped working after September 30, 2023, so businesses now need another A/B testing tool for website experiments and personalization.
Why Did Google Optimize Shut Down?
Google shut down Google Optimize because the product did not include many of the features and services users needed for modern experimentation. Google shifted its focus toward third-party A/B testing integrations with Google Analytics 4 instead.
What Happened To Google Optimize 360?
Google Optimize 360, the paid enterprise version of Google Optimize, was sunset on the same date as the free version — September 30, 2023. There is no Google-branded successor for either version, which is why former Optimize 360 users typically move to an enterprise platform such as Optimizely, Adobe Target, VWO, AB Tasty, or Kameleoon.
What Is the Best Google Optimize Alternative?
The best Google Optimize alternative depends on your business size and testing needs. Plerdy is a strong choice for small and mid-sized teams that need A/B testing, heatmaps, session recordings, SEO tools, and conversion tracking in one platform. Optimizely, VWO, AB Tasty, Kameleoon, and Adobe Target are stronger for larger experimentation programs.
Is There a Free Google Optimize Alternative?
Yes. Plerdy offers a free plan with unlimited A/B testing alongside heatmaps, SEO checks, session recordings, and conversion tracking. GrowthBook also offers a genuinely free, open-source Starter plan for developer-led teams that want to self-host.
Did VWO And AB Tasty Merge?
In January 2026, Everstone Capital combined VWO’s parent company Wingify with AB Tasty into a single $100M+ digital experience optimization group. Both products currently keep running separately with unchanged customer experience, but the roadmap is expected to converge over time, so it is worth asking about long-term plans before signing a multi-year contract with either tool.
What Replaced Google Optimize After It Shut Down?
Google did not release a direct one-to-one replacement for Google Optimize. Instead, businesses now use third-party A/B testing tools such as Plerdy, Optimizely, VWO, AB Tasty, Kameleoon, Adobe Target, Convert.com, and GrowthBook.
Is GA4 a Replacement For Google Optimize?
No, GA4 is not a direct replacement for Google Optimize. GA4 helps with analytics and reporting, but it does not replace a visual A/B testing platform for creating and running website experiments.