On August 1, 2012 Google closed down their A/B testing tool, Google Website Optimizer. We’ve written about it before and always thought that it was a bit of a hack product. It didn’t seem complete enough to stand on its own and required a bit too much effort for most of us to get something out of it. Our thought was that it was a fine tool once “free” and “Google” were factored in but that really, if you’re looking for an A/B solution, you’re probably best looking at something more along the lines of Optimizely.
The good news for Google Website Optimizer is that rather than getting the Google Wave treatment – that is, being shut down and taken off line – Google has decided to take the product more seriously and they’ve now rolled it into Google Analytics. Now it’s called Google Analytics Content Experiments.
It’s still Google Website Optimizer but revamped and implemented into Google Analytics. I think this is a smart choice. When it was a stand alone product, we found the most value in the product by looking at the results in Analytics. So it makes all the sense in the world to incorporate them into the tool completely.
Google put out a video that explains better than I can exactly what Content Experiments are and how to use them. Check it out below.