Google Optimize and Optimize 360 are website optimisation and testing tools from Google. They allow  users to make changes to their website, such as redesigning a landing page or testing new headlines, and then measure the impact of these changes on website traffic and conversion rates. This can help businesses improve the user experience and increase conversions on their website. However, Google recently announced that it will be sunsetting (canceling) both Google Optimize and Optimize 360 later this year.

Google Optimize and Optimize 360 will no longer be available after 30 September 2023. According to Google, this is because it is currently unable to provide many of the features and services requested by customers for experimental testing. As a result, Google says it has decided to invest in more effective solutions. Many existing Optimize features will be integrated into Google Analytics 4. However, there is no guarantee that all existing Optimize features will transition to Google Analytics 4.

For those hesitant to fully commit to Google Analytics or seeking alternatives that can offer comprehensive testing features, there are several excellent options available:

There is a pro tip at the end of the blog which will help you speed up the testing process to another level. So read along to discover the futuristic features.

1. Adobe Target

Adobe Target is a popular alternative to Google Optimize that offers similar features such as A/B and multivariate testing, personalization, and integration with other Adobe products. It uses machine learning algorithms to optimize content and offers, and allows organizations to test and measure the performance of different variations of their content. In 2024, Adobe Target has introduced enhancements in its personalization capabilities, making it more user-friendly for marketers. (source)

2. Optimizely

Optimizely is a popular website optimization platform that offers a wide range of testing and personalization features, as well as a number of integrations with other tools. In 2024, Optimizely is expanding its offerings by incorporating AI-driven insights to enhance testing outcomes (source). Moreover, if you switch from Google Optimize to Optimizely they’ll offer you a discount.

3. VWO (Visual Website Optimizer)

VWO is another alternative that offers A/B and multivariate testing, as well as heatmaps and visitor recording. It has introduced a free plan for new users migrating from Google Optimize in 2024, allowing businesses to get started without initial costs. VWO's recent updates focus on improving user experience analytics, making it easier for businesses to understand user behavior.

4. Unbounce

Unbounce is a website and landing page builder that allows users to create and optimize landing pages without the need for coding or design skills. It provides a drag-and-drop interface and a variety of customizable templates, as well as features such as A/B testing and integration with various marketing and analytics tools. Many users find Unbounce easier to set up and administer than Google Optimize. In 2024, Unbounce has enhanced its analytics features to provide deeper insights into landing page performance (source).

5. Hotjar

Hotjar provides a variety of features such as heatmaps, session recordings, form analysis, and feedback polls to give users an in-depth understanding of user behavior on their website. Hotjar's heatmaps provide visual representation of clicks, taps, and scrolling behavior. Session recordings allow users to see exactly what users are doing on a website, while form analysis can help to identify where users may be dropping out of forms. Feedback polls allow to gather qualitative feedback from users. In 2024, Hotjar has added new analytics capabilities to enhance user insights further (source).

Pro tip: Speed up your a/b tests with attention prediction

We all know that A/B testing is time consuming, everyone recommends at least 1 week, and you need to have thousands of regular visitors to get a representative sample. It's also very difficult to implement without proper developer support. However, unlike traditional A/B testing, attention prediction does not require developer support and is less time consuming. It also does not require a large number of website visitors to provide a representative sample of data.

Attention prediction uses computer vision and machine learning to measure engagement with visual content. Predicting visual attention can be a powerful tool for improving conversion rates. Incorporating this technique into your A/B testing strategy can lead to more effective optimisation of visual elements and increased customer satisfaction. Let's take a look at the example below, which shows an A/B test of a website analyzed with the visual attention prediction platform expoze.io.

The call to action button in version A receives 4,7% of attention but only 1% in version B. This could have a significant impact on conversions when we account for thousands of visitors on these pages. Differences like this can be quickly identified with attention prediction without needing to run a week-long test on your website.

This method uses predictions instead of visitor data with impressive accuracy. The predictions generated by expoze.io are 95% accurate compared to the most optimal eye tracking studies. So you can trust that you are always getting reliable results.

Expoze.io is an easy and efficient way to start predicting visual attention on your website. With a free account, you can start exploring this feature in minutes without having to provide any payment details. Use the platform to determine which elements on your site attract the most attention with a high degree of accuracy, without requiring a lot of time, visitors/participants and developer support.