Module 3: Creating an effective mobile UX

3.3.1 A/B testing

Google Optimize

Every user is unique and your website should address their individual tastes. Google Optimize allows you to test variants of web pages and see how they perform against an objective that you specify. Optimize monitors the performance of your experiment and tells you which variant is the leader. To get started, set up Optimize and add the Optimize snippet to your website. Then, use the Optimize visual editor to create your first experiment.


If your goal is get visitors to sign up for a sales demo, you can experiment with changing your call to action, hero image, navigation bar or button color.

A/B testing

An A/B test, sometimes called an A/B/n test, is a randomized experiment using two or more variants of the same web page (A and B). Variant A is the original. Variants B through n each contain one or more elements that are modified from the original. For example, a different colored call-to-action button. In some experiments, variant B may be a completely different version of a web page.

Each variant is served at similar times so that its performance can be observed and measured independent of other external factors. You can also limit your experiment to a specific audience using the targeting feature. Optimize captures the performance data for each variant against an objective and identifies the leader.


An A/B test of two variants of a product page (A and B). Variant A has a blue photo, while variant B has a red photo.

Benefits of testing with Optimize

By running experiments in Optimize, you can test new website designs, layouts and content with a subset of your visitors. Instead of relying on instinct and opinion to determine the best page or site design, you can run an experiment that tests alternate designs with real-world users and get results that are simple to read and understand. Optimize leverages the power of Analytics by measuring all experiments natively with Analytics, allowing you to use your existing goals and metrics as experiment objectives. What's more, you can serve experiments to specific groups of users that you've defined as Audiences in Analytics.

There are two versions of Google Optimize: Optimize is our free offering (request an invite), and Optimize 360 is a premium, enterprise-class testing and personalization tool designed for larger enterprises or those businesses with more sophisticated testing needs. 

Was this helpful?
How can we improve it?