Every user is unique and therefore your website should appeal to each user in a unique way. Google Optimize allows you to run website experiments to determine the optimal experience for each group of users. Google recently released the free version of Google Optimize. We have tested this for you. Do you also want to get started with A / B testing? Then read on to explore the optimization tool.


By running experiments in Optimize, you can test new designs, layouts and content of your website with a subset of your visitors. Anyone who contributes to the website experiences can benefit from testing.

Test options


Each variant is displayed at similar times so that its performance can be observed and measured independently of other external factors. With the targeting function you can also limit your experiments to a specific target group.

1. A / B testing

A / B testing is a randomized experiment with two or more variants from the same web page (A and B). Variant A is the original. Variant B contains at least one element that has been changed from the original, for example a call-to-action button with a different color.

2. Multivariate testing (MVT)

An MVT simultaneously tests variants of two or more elements to determine which combination yields the best outcome. Rather than showing which page variant is most effective (as in an A / B test), an MVT identifies the most effective variant of each element and also analyzes the interactions between those elements.

Chrome Extension

The installation for the above tests is in any case very simple. You add a code to your website and you install an Optimize extension in Chrome. Then you can easily create an experiment. The visual editor (which works through the Chrome extension) helps you make changes to pages instantly.

Google Optimize

You select a specific block on the page, and you can then define various test variants for this block. Every change you make can be easily edited or removed via a list of changes in the visual editor.

3. Redirect / split run

You can easily create variants that are identified by a URL. Optimize also takes care of the analysis and visitor flows. With redirect you compare different pages with a unique URL.

Set up Google Optimize


Create your Optimize account and container

  1. Go to optimize.google.com.
  2. Click Create New Account.
  3. Enter an account name.
  4. Specify a container name.

Link Optimize to Analytics

  1. Click on a container.
  2. Click in the information box for the container.
  3. In the properties panel, select the Analytics property that corresponds to the web domain on which you are running the experiments.

Google Optimize


Add Optimize to your site

Paste the code in your Google Analytics Tracking code on your website:

Google Optimize

Run experiment


  1. Create an experiment.
  2. Name the experiment.
  3. Enter the URL of the page you wish to test.
  4. Then choose the type of experiment.
  5. Click Create.Google Optimize
  6. Add a variation of the pageGoogle Optimize
  7. Have you set your goals correctly in Google Analytics? Then you can easily reuse it to evaluate your tests.

google optimize

Explore targeting options


Optimize targeting allows you to choose who to include in your experiment and when experiment variants are shown to those people.

Who determines whether a user is eligible for an experiment. If you have specified a user in the slider, he or she will see an experiment variant when the experiment is applicable.


When determines when an experiment variant is displayed. For example, you can activate a test aimed purely at smartphone users. Or adjust the message on your website if your office / store is not open. The possibilities are endless:

  • URL targeting

Target the specific URLs where your experiments are run.

  • Audience targeting

Target audiences you have created in Analytics.

  • Behavioral targeting

Target new / returning visitors or those coming from specific sources.

  • Geographic targeting

Target visitors who come from specific places, regions or countries.

  • Technology targeting

Target visitors using specific devices, browsers or operating systems.

  • JavaScript variable

Target a JavaScript variable in the web page source code.

  • Query parameter

Target specific pages or series of pages.

  • Variable for data layer

Target based on important values stored in the data layer.

Analyze the results


In a clear overview at the top of the page you can see at a glance which variant yields the best result after the start of an experiment. We are curious about your experiences. Leave a comment!


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