The advantage of optimization
The biggest advantage of Google Optimize is the easy integration with Google Analytics. Essentially, Google gives you a unified platform where you can track your website's performance and evaluate your A/B test results at the same time.
With Optimize, you can also choose test goals based on previously set Google Analytics goals. This makes the testing process more straightforward and convenient.
Another key lever of Optimize is its cost of entry. free! Of course, it's perfect for you from a financial standpoint, but it's also very good for Google.
Google is constantly working on product innovation and improvement. So with the rise of AI and machine learning, Google Optimize will become more sophisticated when it comes to Latest Mailing Database on-page optimization. In the future, it might even automatically start optimizing and running experiments for you.
Disadvantages of optimization
If you opt for the paid Optimize 360 version, you can work around some of the pitfalls of the free version of Google Optimize:
Limited free simultaneous experiments : The free version of Optimize limits you to only 3 simultaneous experiments. If you're just getting started with the tool, these 3 experiments might be enough for your business needs. However, if you're getting serious about CRO, you need to experiment as much as possible and go beyond the potential of the page.
Limited free experiment goals : "Optimize" limits the experiment goals you want to quantify to 3. However, in most cases, measuring 3 goals is enough to measure winning combinations.
Limited free multivariate tests : The free version of Optimize limits multivariate tests to 16. This is great if you want smaller multivariate tests, however, it's not enough for larger tests involving multiple page elements.
No real-time data : Experiments run in Optimize will not get real-time data reports. If traffic is high, this can cause trouble if you don't make decisions about experiments at the right time.
No heatmaps and scrolling maps : Google Optimize relies on Google Analytics to gain insights and find problems. While this combination is great for mastering a cross-site experience, it's not perfect for deeper on-page analysis. Tracking tools like Hotjar offer features like heatmaps, scrollmaps, and form analytics that aren't yet available in Optimize.