Optimize is a free tool produced by Google. The metric that it seeks to optimise for digital marketers is the conversion rates of landing pages. Google Optimize uses A/B testing (comparing the conversion rates of two different layouts) in order to refine a website’s landing page.
To allow Google Optimize to run these A/B tests, marketers must add a small script to their landing page. This script doesn’t need to be coded directly, it’s simply lifted from Optimize’s interface, using a visual WYSYWIG editor.
Because it’s a Google produce, Optimize can be run alongside Google Analytics, AdWords, Google BigQuery, and Google Firebase in order to provide deeper and integrated insights on website performance.
