Google Optimize: The Free A/B Testing Tool [Step By Step Guide] Skip to content

Google Optimize: the A/B testing tool to optimize your site for free

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If companies want to stay in the race, they have to constantly adapt their marketing strategies to the latest technological developments. Today, optimizing your website’s user experience to increase visibility, conversion rate and search rankings is the challenge you want to focus on. To help you, let’s take a closer look at Google Optimize, Google’s free solution for A/B testing.

What’s the point of an A/B test?

Companies perform A/B tests to compare different types of visual content on their website. The goal is to compare two versions of content, version A and version B, and identify which one is most successful and therefore most effective with an audience. Creating a website involves many decisions, all of which must be thought out and optimized for the user. Regularly testing content is therefore a strategy that many companies have adopted.

Convert your visitors with A/B tests

Thanks to A/B tests, a website can be effectively optimized to increase its conversion rate. A high conversion rate means that your site is profitable and high quality. This means that users value the user experience you provide, whether in terms of your products and services or in terms of content. A quality website that offers a good user experience is what the

search engines like! Since its latest algorithm updates, Google has used these criteria to position websites in search results and improve your SEO.

Why perform A/B testing with Google Optimize?

There are many online tools available for A/B testing. However, what makes Google Optimize different from others is the ability to link and integrate it directly into the various tools in the Google suite, including Google Analytics, Data Studio and Google Ads. This cross-platform approach makes it extremely easy to collect and compare data with specific goals while measuring specific behaviors on a website. Google Optimize is also very easy to set up and use. There is no need to have specific coding knowledge to set it up on your site.

Google Optimize Welcome Page


Getting started on Google Optimize

Once you have chosen your account name (which is usually the name of the company in question), you can install Google Optimize on your website via Google Tag Manager, but this is not a requirement. You can also manually add the “Google Optimize” tag on each page of your website. You must then enter your Google Analytics tracking ID and Optimize container ID.

It is also recommended to fill in the code snippet that will be generated by Google Optimize, which will prevent your different pages from flickering, i. e. from overlapping during the test phases. This is not a required step but it will improve the user experience for those with slow connections.

Google Optimize Code Snippet Installation

Configuring an experiment

Before performing a first test, you should be familiar with the different experiments that Google Optimize offers. You will be able to optimize your website in the way that seems most strategic for achieving your objectives.

Google Optimize Create an Experiment

A/B test

This involves comparing at least two variants to determine which one is the most efficient. This test is ideal for optimizing pages of a website step by step. This is the simplest and most common experiment.

Multivariate test

This involves testing different variants of elements on the same page simultaneously. It is the same approach as with A/B but with more variation. We want to see which combination is the most effective.

Redirection test

This involves testing important changes, such as completely redesigning a website, or comparing two paths by comparing different URLs.


Google Optimize Visual Editor

Google provides a text editor to make changes to your test web pages. To access it, install the Google Optimize extension for Chrome. It will allow you to perform experiments without the help of developers. However, this isn’t a tool for web design, since that requires technical skills.

You will quickly see that it is relatively simple and intuitive to use, and has three main functions:

  • The editor palette. This displays all the elements of your page that can be edited.


  • The current selection. This allows you to select elements on your page at any time, such as text for example.
  • The app bar. This allows you to switch between the different variants and display the changes.


Create your objectives

If you continue scrolling through the variants section, you will access the configuration, where you can manage your objectives or targeting.


To define your objectives, you can choose from different options:

  • Choose the objectives from your Google Analytics account;
  • Choose an objective directly in Google Optimize,

Once your objectives have been defined, you can be more specific and add secondary objectives. Next, formulate a specific hypothesis so that you remember it when you compare the results a few weeks later. For example, “If I change the color of the button to red, my requests for quotes will increase.”

Define your target

Targeting allows you to select the users who will be subject to your test, as a percentage, and decide when your different variants will be offered to them.


You will have the choice from a whole panel of targeting that will define the rules of this experiment. Their purpose is to help you refine and determine precisely who will have access to your content. For example, you can target visitors from a specific region, or those who use certain types of devices to view your content. There are many possibilities as shown in this section:

Google Optimize Rule Types

Create a variant

Once you have defined your objectives and targeted your audience, you can create your variants using the Optimize editor mentioned above.


Here is an example. For our test, we want to know if our normally black call-to-action button performs better in red. The original variant A will therefore be the black CTA and variant B will be the red one.




Run your test

Once you have defined your objectives, targeted your audience and created your variants, you can start your test by clicking on “start”.

Our Google Optimize A/B test therefore consists of comparing two versions of the same page. We have targeted 100% of the traffic on the test page and will display the original variant (A) for half of this traffic, and variant B for the other half.


You can also choose the duration and start date of your test in the “Planning” section. This will allow you to efficiently manage your tests so that you can make comparisons over time. We recommend planning your tests.


Track the progress of your Google Optimize test

When a test is completed, Google Optimize notifies you if it has detected a winning variant, or if none of the variants performed well. With this interface, you can track your test statistics in the “Reports” tab. They are also available on Google Analytics, since the platforms are linked and interact.

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Google Optimize offers turnkey solutions for A/B testing

As we can see, Google Optimize offers a free website optimization tool, which allows you to perform A/B tests as well as more complex multivariate tests. It is very easy to use, and thanks to the integration of other tools in the Google suite, audience targeting becomes child’s play.

However, if you want to push the optimization further and need to perform more complex tests, Google Optimize is available in a paid version: Google 360. This version allows you to perform more than 100 experiments simultaneously and gain access to more advanced objectives for customized results.

Optimize your website with the help of professionals

In order to avoid unnecessary optimizations, it is recommended to first consult professionals who will help you create a quality website, as well as produce valuable content. If you think you need this, don’t hesitate to contact us. Our team will be happy to help you create the platform your business needs.


Cofondatrice et Spécialiste SEO-SEM

Eugénie a commencé sa carrière en marketing Web chez Microsoft auprès de partenaires tels que Hewlett-Packard et Dell. En 2013, elle co-fonde My Little Big Web avec Maxence afin d'aider les PME à optimiser leur marketing Web. Ses compétences en SEO, publicité en ligne et expérience utilisateur permettent aux clients de My Little Big Web de se positionner rapidement et durablement en haut des résultats de recherche. Le partage de connaissances fait partie de ses priorités. Elle donne donc de nombreuses formations internes et externes ainsi que des conférences sur de multiples thèmes relatifs au marketing numérique.

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