A/B Testing Tools: Your Options After Google Optimize

The Google Optimize Void

Google Optimize was deprecated in September 2023, leaving thousands of companies scrambling for a replacement. Many hadn't realized how much they'd relied on free, good-enough A/B testing until it was gone. The replacement landscape is fragmented and significantly more expensive — but also more capable.

Our CRO team has evaluated and run tests on every major platform. Here's an honest assessment of what's available.

Tier 1: Enterprise Platforms ($1,000+/month)

Optimizely Web Experimentation

The oldest and most established enterprise A/B testing platform. Strong statistical engine with configurable significance thresholds, sequential testing, and multi-armed bandit options. Excellent for complex multi-page experiments.

Best for: Large enterprises running 10+ concurrent tests, developer-built experiments, personalization at scale.

Limitation: Pricing is opaque and expensive. No self-serve pricing published — expect $50K+/year for serious usage.

Kameleoon

Strong in Europe (GDPR-native architecture) with server-side testing capabilities. Feature flagging + A/B testing in one platform. Client-side, server-side, and full-stack testing options.

Best for: Technical teams needing server-side experiments, European businesses with strict GDPR requirements.

Tier 2: Mid-Market Platforms ($200–$1,000/month)

VWO (Visual Website Optimizer)

The most Google Optimize-like replacement — visual editor, easy setup, and built-in heatmaps + session recordings. Starting at ~$200/month for small sites.

Best for: Marketing teams wanting an all-in-one CRO suite (testing + behavior analytics). Strong visual editor means non-developers can create test variants.

Limitation: Pricing scales with monthly tracked users, can get expensive at volume.

Convert.com

Privacy-focused A/B testing platform with a strong statistical framework (Bayesian + frequentist options). GDPR-compliant with cookie-free testing option. Integrates well with GA4.

Best for: Mid-market businesses prioritizing privacy compliance and statistical rigor.

AB Tasty

Feature management + experimentation platform. Particularly strong for product teams doing feature rollouts alongside A/B tests.

Best for: Product-led companies wanting to combine feature flags with A/B testing.

Tier 3: Budget Options (Free–$100/month)

Google Optimize 360 Alternative: Google Tag Manager + GA4

Not technically an A/B testing tool, but you can implement basic client-side experiments using GTM custom templates + GA4 experimentation:

• Use GTM to randomly assign users to control/variant (via a custom JavaScript variable)
• Push a custom dimension to GA4 indicating assignment
• Use GA4 Explorations to compare conversion rates between groups

This requires more setup but costs nothing beyond your existing tools.

Statsig (Free tier)

Feature flagging + experimentation platform with a generous free tier (up to 1M events/month free). Strong statistical engine. Primarily designed for product/engineering teams doing feature experiments.

GrowthBook (Open Source)

Open source A/B testing platform that works with your data warehouse. Connect to BigQuery, Snowflake, or Redshift for analysis. Self-hosted free; cloud managed from ~$150/month.

Best for: Data engineering-led teams who want full control and warehouse-native experiment analysis.

Decision Framework

Scenario	Recommendation
Was using Google Optimize, small site, small budget	GTM + GA4 manual setup or GrowthBook free
Marketing team, wants visual editor, <100K monthly visitors	VWO Starter
Privacy-conscious, EU business	Convert.com
Product/engineering team, feature flags needed	Statsig or AB Tasty
Enterprise, 10+ concurrent tests	Optimizely or Kameleoon

Our CRO team can set up and configure any of these platforms. Contact us for a recommendation based on your specific traffic, team, and budget.