Google Optimize was the gold standard for accessible A/B testing. It was free, simple, and just worked. When Google discontinued it in September 2023, it left millions of marketers scrambling for alternatives.
Here's the truth: most "Google Optimize alternatives" articles are written by companies trying to sell you their $50,000/year enterprise platform. This guide is different. We built ExperimentHQ specifically to fill the void Google Optimize left — and we'll tell you honestly when our tool isn't the right fit.
What Made Google Optimize Special
Before we dive into alternatives, let's understand what we're trying to replace:
No cost for most users, no sales calls
Anyone could learn it in an afternoon
Point-and-click, no code required
Native connection to Google Analytics
The Short Answer
If you loved Google Optimize for its simplicity and free tier, ExperimentHQ is the closest spiritual successor. We built it with the same philosophy: simple, fast, accessible. If you need enterprise features like heatmaps and have a large budget, look at VWO. If you're a Fortune 500 with dedicated experimentation teams, Optimizely is the safe choice.
The Complete Comparison
ExperimentHQ
RecommendedBest Overall · Free – $49/mo
The spiritual successor to Google Optimize. Built with the same philosophy: simple, fast, accessible.
Pros
- Free tier with 1,000 visitors
- Under 5KB script
- 2-minute setup
- Visual editor
- Real-time analytics
Cons
- Newer platform
- No heatmaps (yet)
VWO
Best for Enterprise · $10,000+/year
Full CRO suite with A/B testing, heatmaps, and recordings. Overkill for most teams.
Pros
- Heatmaps included
- Session recordings
- Mature platform
- Good support
Cons
- Expensive
- ~100KB script
- Complex setup
- Sales-driven pricing
Optimizely
Best for Enterprises with Budget · $50,000+/year
The enterprise standard. Powerful, but requires dedicated teams and significant budget.
Pros
- Feature flags
- Server-side testing
- Advanced statistics
- Enterprise support
Cons
- Very expensive
- Complex implementation
- Long onboarding
Convert
Best for Privacy-Focused · $99+/mo
Privacy-focused A/B testing with good e-commerce features.
Pros
- Privacy-first approach
- Good Shopify integration
- Solid support
Cons
- Limited free tier
- Smaller community
- Less intuitive UI
AB Tasty
Best for European Companies · $10,000+/year
European CRO platform with AI features. Good for EU compliance needs.
Pros
- AI-powered features
- Strong EU presence
- Personalization tools
Cons
- Expensive
- Complex pricing
- Sales-heavy process
How to Choose
You're a startup or small team
→ ExperimentHQ. Free tier, fast setup, no enterprise complexity.
You need heatmaps and session recordings
→ VWO. All-in-one CRO platform, but expect $10K+/year.
You're a large enterprise with dedicated teams
→ Optimizely. The safe enterprise choice, with enterprise pricing.
Privacy and GDPR are top priorities
→ Convert or ExperimentHQ. Both are privacy-first by design.
Our Honest Take
Most A/B testing tools became enterprise suites. They added heatmaps, session recordings, personalization, feature flags — and prices ballooned to $10K–$100K/year. For most teams, this is overkill. You don't need 200 features. You need clarity, speed, and trustworthy data. That's why we built ExperimentHQ: the tool we wish existed after Google Optimize died.
The Bottom Line
Google Optimize set a standard for accessible experimentation. The good news: that standard doesn't have to die. ExperimentHQ carries forward the same philosophy — simple, fast, and accessible to everyone.
The best time to start testing was yesterday. The second best time is today. Pick a tool, start experimenting, and let data guide your decisions.