Google’s A/B testing and personalization products, Google Optimize and Optimize 360, are now free for everyone, the company announced in a blog post. The tools are integrated with Google Analytics and Google Tag Manager, and help businesses test and experiment multiple versions of their site to see how they perform against each other.

“The Optimize visual editor allows for WYSIWYG (what-you-see-is-what-you-get) editing so you can change just about anything on your site with a drag and a drop. And more advanced users will enjoy the ability to edit raw HTML or add JavaScript or CSS rules directly in the editor,” the post said.

Google Optimise supports three types of experiments on websites:

  1. A/B testing
  2. Redirect tests
  3. Multivariate tests

A/B tests

A/B tests are randomized experiments using two or more variants of the same web page (A and B). Variant A is the original. Variants B is the modified version. It could mean replacing an image, a headline or an element on the webpage with another.

The performance of each variant is observed and measured independent of other external factors. Google Optimize captures the performance data for each variant and identifies the leader.

Redirect tests

Redirect tests allow users to test separate web pages against each other. Redirect tests are useful when you want to test two very different landing pages, or a complete redesign of a page. In redirect tests, variants are identified by URL or path instead of an element(s) on the page to identify where and how a user lands on a specific URL.

Multivariate tests

Multivariate tests test variants of two or more elements simultaneously to see which combination creates the best outcome. Instead of showing which page is most effective (as in an A/B test), MVT identifies the most effective variant of each element as well as analyzing the interactions between those elements.