In the competition for market dominance among enterprise-level conversion rate optimization solutions, Optimizely and Google Optimize face off.
How do you choose which of these solutions is best for your company? Both of them offer extensive capabilities that assist digital marketers in designing and optimizing user experiences on their web sites.
We are comparing and contrasting Optimizely vs. Google Optimize in this brief comparison article. To help you choose which of these effective CRO tools is best for your company, we'll highlight their similarities and distinctions as well as weigh their advantages and disadvantages.
Contrasting Google Optimize with Optimizely
In order to provide a fair and helpful comparison, we developed a grading system based on the top five characteristics of a CRO tool. Despite the fact that these five categories may not encompass all of the capabilities that Google Optimize and Optimizely have to offer, they do include the ones that we believe are crucial for a solid CRO software application.
Each of the following five categories is worth a total of 100 points in our scoring system:
- Ability to experiment with content (20 points maximum)
- Individualization and Targeting (20 points maximum)
- Monitoring & Reporting (20 points maximum)
- Integrity & Flexibility (20 points maximum)
- Cost and accessibility (20 points maximum)
- Now let's compare Google Optimize vs. Optimizely in these five categories to discover which performs better.
Google Optimize vs. Optimizely: Content Experiments
The most crucial conversion rate optimization activity is conducting content trials, also known as variation testing. A/B testing, split URL testing, multivariate testing, and other methods of contrasting the performance of two web pages or two iterations of the same web page are supported by content experimenting capabilities.
What’s the Same?
A/B testing, split URLs, and multivariate testing are just a few of the content experiment types that are supported by both Optimizely and Google Optimize. Digital marketers can easily customize page variations for each trial using these tools' visual page editors, which eliminate the need for coding. Both are very user-friendly and deliver on their promises.
What’s Different?
In terms of test coverage, Optimizely and Google Optimize differ slightly from one another. There are four possible experiences you may build when setting up a content experiment in Google Optimize.
Each experiment type that Google Optimize allows is available. You can design a customized experience for selected visitors or set up one of the three test kinds (more on this later).
You can also utilize Optimizely to carry out multi-page tests that aid in funnel testing in addition to A/B and multivariate testing. There are detailed instructions for setting up a variety of content experiments using Optimizely in the knowledge base on their website.
Score:
Google Optimize: 18/20
Optimizely: 19/20
Both tools provided the fundamentals, but Optimizely has the advantage due to its added support for multi-page funnel testing.
Personalization and targeting in Optimizely vs. Google Optimize
Digital marketers can limit which audience members will take part in a particular content trial by using a combination of capabilities known as personalization and targeting.
What’s the Same?
Again, there is a sizable degree of feature duplication between Google Optimize and Optimizely. Both technologies allow users to include or exclude visitors from an experiment depending on their device, how they found the page, their language, their location, and a number of other factors.
What’s Different?
Users can choose target audiences for tests that have previously been created in either tool thanks to Google Optimize's integration with Google Analytics and Google Ads. The ability to seamlessly exchange data across all Google marketing tools and services would be appreciated by webmasters who already utilize the Google Marketing Platform for PPC advertising and website analytics.
Marketers on Google Optimize rules can add as many rules as they like to limit viewership of an experiment to a precisely specified audience by using the targeting interface (shown below).
For each experiment, Optimizely offers a variety of basic and sophisticated customisation and targeting options. With dynamic customer profiles that include high-impact information from first- and third-party sources, users may establish audiences and target known visitors. The best thing is that combining targeting choices allows digital marketers to be very specific about which website visitors should be exposed to a certain page variation or participated in an experiment.
Score:
Google Optimize: 15/20
Optimizely: 18/20
Again, both solutions provide the fundamentals, but Optimizely goes above and beyond by giving online marketers more capabilities and options for customizing campaign targeting.
Comparison and Reporting of Optimizely versus Google Optimize
Any CRO tool should have the ability to evaluate the outcomes of content trials. In order to track user activity in relation to campaign goals, gather performance statistics for each test case, and provide that data in a clear style with useful insights, Optimizely and Google Optimize deploy tracking snippets on your landing pages.
What’s the Same?
Both Optimizely and Google Optimize employ sophisticated statistical modeling to assess the results of content trials and give consumers useful information about how to raise conversion rates. Most of the same data is included in their reports, including the quantity of visitors who interacted with each page variation, each page's conversion rate, which page did best, and the degree of confidence in the experimental outcome.
What’s Different?
When it comes to experiment evaluation and reporting, Google Optimize and Optimizely each have their own special capabilities. Google Optimize adds a "summary header" at the top of each report that briefly summarizes the status of the experiment to make it simple for users to keep track of their tests. If more data is required to proclaim an outcome, the header could read "keep experiment going" or "waiting for data" instead. The summary in the example below states, "At least one version is better than the original," once the experiment has been completed.
To understand more about how visitors interacted with each page variant, marketers may filter through experimental results and group them in various ways using Optimizely's additional reporting options. Additionally, the platform automatically removes duplicate conversions from your results, providing the highest level of accuracy in each report.
It's also important to note that these tools use various statistical techniques to assess experiments and confirm the statistical significance of findings. To precisely determine the likelihood that one page outperformed another in a content experiment, Google utilizes a framework known as Bayesian inference together with a variety of hierarchical, contextual, and restless models.
Stats Engine, a statistical framework for analyzing the outcomes of A/B testing, was created by Optimizely in collaboration with a group of statisticians from Stanford University. When compared to traditional statistical approaches, Stats Engine's conclusions are correct a high percentage of the time because it evaluates experimental data in real-time and successfully controls for false positives. They even conducted a false positives experiment to show this.
Score:
Google Optimize: 16/20
Optimizely 18/20
Both programs have produced effective assessing techniques and a visually appealing reporting interface, and both do a good job of informing users about the outcomes of their campaigns. Although Optimizely has a few more capabilities than Google Optimize, the latter is more user-friendly.
Versatility and Integrations of Optimizely and Google Optimize
Native integrations make it quick and simple to join software tools in one ecosystem so they may exchange data and take advantage of complimentary features. Simply put, versatility refers to the full range of capabilities and adaptability provided by each CRO instrument.
Google Optimisation
With Google Optimize, what exactly can be optimized? The first step in personalizing an experiment is to enter a URL. You cannot improve web apps or any other sorts of landing pages using Google Optimize because it was designed specifically for website optimizations. Google Optimize is a component of the Google Marketing Platform in terms of integrations. There are just two native integrations available when you visit the integration center on the platform website.
Optimizely
In contrast to Google Optimize, Optimizely enables users to create custom content trials for websites, mobile applications, television apps, IoT devices, and conversation apps that employ machine learning. The Optimizely Full Stack solution, which has extra tools for software developers including feature flags, is the only one that supports some of these functionalities.
You can see in the graphic below that Optimizely provides a variety of third-party integrations with top analytics programs and other programs that provide complimentary functionality. For instance, Optimizely doesn't provide heat maps, but it integrates Clicktale into all of its plans so users can easily obtain heat map analysis for their pages.
Users of Google Optimize can still integrate with outside programs, although doing so will involve some manual coding and a working grasp of Javascript.
Score:
Google: 12/20
Optimizely: 16/20
Integrations are one of Google's biggest weaknesses. While Optimizely integrates with a variety of third-party software solutions and offers greater flexibility and agility in optimizing various forms of media experiences, Google Optimize does add to the power of the Google marketing platform.
Google Optimize vs. Optimizely: Cost and Accessibility
No matter how effective a software tool is, its price ultimately decides who gets to use it and what kinds of users can make a profit from their purchase.
Google enhances accessibility and pricing
Google Optimize comes in two flavors: Google Optimize 360, which costs money, and a free version that customers can access online. Users can only conduct three tests at once in the tool's free version, and multi-variate tests are only allowed a certain number of variations. In addition, the free edition does not support Google Analytics targeting.
The fact that Google does not provide pricing information for Optimize 360 on its website and instead prompts visitors to contact a sales representative indicates that the software is expensive. A Google Optimize 360 subscription might cost up to $150,000 a year or more, according to one source we located.
Pricing and accessibility that is optimal
In terms of pricing, Optimizely is comparable to Google Optimize and doesn't even provide a free trial version for those who are unsure. According to Capterra software reviewers, the cost of a one-year subscription for Optimizely starts at $50,000 but may go higher depending on how much traffic your website receives.
Both of these tools are enterprise-level solutions for big businesses with well-known websites and a lot of traffic to optimize, as is evident from these price patterns. Given this, it comes as no surprise that 24 of the Fortune 100 businesses are listed as users of Optimizely.
Score:
Google: 16/20
Optimizely: 13/20
Although both of these software products are too expensive for many businesses, those that can afford them stand to gain significantly from being able to more effectively monetize their high levels of online traffic. The advantage goes to Google because it provides a no-cost alternative that enables digital marketers to test out most of the services before making a purchase.
What's Better for You Between Optimizely and Google Optimize?
We appreciate you reading our comparison of Google Optimize vs. Optimizely. We thoroughly liked examining both of these effective CRO tools, but we were only able to select one winner. The result was that:
Google Optimize: 77
Optimizely: 84
It's hardly surprising that Optimizely is ahead of Google Optimize in terms of offering cutting-edge features given their longer tenure on the market. Optimizely is definitely the finest solution for you if you require the most flexible and individualized targeting options as well as the ability to dig deep into your results and provide useful insights.
On the other hand, you might want to think about incorporating Google Optimize into your toolkit if you've already made a significant investment in the Google marketing platform. Smaller digital marketers in particular can gain a lot from using the free version of this service, which is especially true.
Which of these CRO tools will you be utilizing in 2020 to optimize the content experiences on your website?
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