Google Optimize shut down on September 30, 2023, leaving thousands of businesses scrambling to find a replacement. If you're still searching for the right A/B testing tool, you're not alone.
The good news? Several excellent Google Optimize alternatives have emerged—many with features Google never offered. This guide covers the best options for 2025, from free tools for small businesses to enterprise platforms.
Why Google Optimize Shut Down (And What to Do Now)
Google discontinued Optimize to focus on third-party A/B testing integrations within Google Analytics 4. According to Google's official announcement, the tool "lacked many features and services that customers request and need for experimentation testing."
The shutdown left a significant gap, particularly for small businesses that relied on Optimize's free tier. Most alternatives are paid solutions, though a few offer generous free plans.
The key is finding a tool that matches your needs without breaking your budget.
What to Look for in a Google Optimize Alternative
Before diving into specific tools, here's what matters most when evaluating alternatives:
Visual Editor & Ease of Use – Look for a no-code visual editor that lets you create test variations without developers. Point-and-click editing saves hours compared to writing code.
Pricing Model – Some tools charge based on traffic (monthly visitors or "tested users"), which can get expensive as you scale. Others offer fixed monthly pricing regardless of traffic volume.
Google Analytics 4 Integration – Since GA4 is now standard, ensure your chosen tool integrates seamlessly for unified reporting.
Free Tier Availability – If you're testing the waters, a free plan lets you validate the tool before committing.
AI-Powered Features – Newer tools use AI to generate test variations and analyze results automatically—a significant time-saver.
The 9 Best Google Optimize Alternatives in 2025
1. SplitChameleon – Best for Small Businesses
Pricing: Free forever plan; Pro starts at $29/month
SplitChameleon fills the exact gap Google Optimize left: affordable A/B testing designed for growing businesses.
Unlike most competitors, SplitChameleon uses fixed pricing—you pay the same whether you get 1,000 or 1 million visitors. No surprise bills based on traffic spikes.
The platform includes a visual no-code editor, AI-powered tools on paid plans, and results explained in plain English (no statistics degree required). Every account gets a 14-day free trial with full access to all features. Setup takes minutes: just add one snippet to your site.
Best for: Small to mid-sized businesses who want Google Optimize simplicity with more powerful features.
2. VWO – Best Free Option for Growing Teams
Pricing: Free plan available; paid plans start around $199/month
VWO (Visual Website Optimizer) offers one of the most generous free tiers in the industry—up to 50,000 monthly tested users at no cost. The free plan includes A/B testing, split URL testing, and a visual editor.
The platform is comprehensive, offering heatmaps, session recordings, and surveys alongside testing. However, enterprise pricing can climb into six figures annually for high-traffic sites.
Best for: Growing teams who want a full optimization suite and can start with the free tier.
3. Crazy Egg – Best for Heatmaps + A/B Testing
Pricing: Starts at $29/month; 30-day free trial
Crazy Egg combines heatmaps, session recordings, and A/B testing in one platform. It's particularly strong at visualizing user behavior before you decide what to test.
The A/B testing feature is straightforward: create variations with the visual editor, set your traffic split, and let it run. All plans include unlimited A/B tests.
Best for: Teams who want behavior analytics and A/B testing in a single, affordable tool.
4. Optimizely – Best for Enterprise
Pricing: Custom pricing (typically $36,000+/year)
Optimizely is the industry leader for enterprise experimentation. It offers the most powerful feature set available: server-side testing, feature flags, personalization, and advanced statistical models.
However, that power comes at a price. There's no self-serve option—you'll need to speak with sales. According to industry reports, annual contracts often range from $100,000 to $400,000 for larger organizations.
Best for: Large enterprises with dedicated optimization teams and substantial budgets.
5. AB Tasty – Best for European Companies
Pricing: Custom pricing (typically starts around $15,000/year)
AB Tasty is a European market leader with strong GDPR compliance built in. The platform offers A/B testing, personalization, and an AI feature called EmotionsAI that analyzes visitor emotional engagement.
Like Optimizely, pricing requires a sales conversation. The platform is powerful but not designed for small businesses or those seeking transparent pricing.
Best for: Mid-market to enterprise European companies prioritizing data privacy.
6. Convert.com – Best for Privacy-Focused Teams
Pricing: Starts at $99/month
Convert stands out for two reasons: privacy compliance (GDPR, HIPAA) and no feature gating. Every plan includes all features—you only pay more as your traffic grows.
The platform supports A/B testing, multivariate testing, and split URL testing with a solid visual editor. It's a favorite among agencies and privacy-conscious brands.
Best for: Agencies and businesses in regulated industries needing strong privacy compliance.
7. Zoho PageSense – Best Budget Option
Pricing: Starts at $12/month; 15-day free trial
Zoho PageSense is the most affordable paid option on this list. For just $12/month (billed annually), you get A/B testing, heatmaps, session recordings, and funnel analysis.
The platform integrates seamlessly with other Zoho products, making it ideal if you're already in that ecosystem. The interface is clean and beginner-friendly.
Best for: Budget-conscious small businesses, especially existing Zoho users.
8. Unbounce – Best for Landing Pages
Pricing: Starts at $99/month
Unbounce is primarily a landing page builder, but its Smart Traffic feature automatically routes visitors to the best-performing page variant. You can also run traditional A/B tests.
If you're focused on landing page optimization specifically, Unbounce provides an all-in-one solution. The drag-and-drop builder makes creating test variations fast.
Best for: Marketing teams focused on landing page conversion optimization.
9. Thrive Optimize – Best for WordPress
Pricing: $199/year (with Thrive Suite) or $99/year standalone
For WordPress sites, Thrive Optimize offers native integration without the performance overhead of third-party scripts. It works with the Thrive Architect page builder for visual test creation.
The annual pricing is reasonable compared to monthly SaaS fees, and you get access to other Thrive tools in the suite.
Best for: WordPress site owners who want a native, lightweight testing solution.
Quick Comparison Table
| Tool | Starting Price | Free Tier | Best For |
|---|---|---|---|
| SplitChameleon | $29/month | Yes | Small businesses |
| VWO | $199/month | Yes (50K users) | Growing teams |
| Crazy Egg | $29/month | No (30-day trial) | Heatmaps + testing |
| Optimizely | Custom ($36K+/yr) | No | Enterprise |
| AB Tasty | Custom ($15K+/yr) | No | European companies |
| Convert.com | $99/month | No | Privacy compliance |
| Zoho PageSense | $12/month | No (15-day trial) | Budget option |
| Unbounce | $99/month | No | Landing pages |
| Thrive Optimize | $199/year | No | WordPress |
Frequently Asked Questions
Why did Google discontinue Google Optimize?
Google officially stated they discontinued Optimize to invest in third-party A/B testing integrations for Google Analytics 4. The tool lacked advanced features that enterprise customers needed.
Is there a free alternative to Google Optimize?
Yes. VWO offers a free plan for up to 50,000 monthly tested users. SplitChameleon also offers a free tier that includes basic A/B testing capabilities.
What is the best A/B testing tool for beginners?
For beginners, SplitChameleon and Crazy Egg offer the gentlest learning curves. Both feature visual editors and don't require technical expertise to run tests.
Do these tools integrate with Google Analytics 4?
Most do. VWO, Convert.com, and AB Tasty offer native GA4 integrations. SplitChameleon works alongside GA4 for conversion tracking.
Conclusion: Which Alternative Should You Choose?
The right Google Optimize alternative depends on your situation:
- Small business with limited budget? Start with SplitChameleon's free tier or Zoho PageSense
- Need a free plan to get started? VWO's free tier is the most generous
- Enterprise with complex needs? Optimizely remains the industry standard
- WordPress site? Thrive Optimize offers native integration
- Want heatmaps too? Crazy Egg bundles both in one tool
The A/B testing landscape has actually improved since Google Optimize shut down. Today's tools offer more features, better AI capabilities, and options for every budget.
Ready to start testing? Try SplitChameleon free – no credit card required.