If you’re tasked with improving conversion rates for a B2B site, you’ve probably heard about A/B testing tools—maybe even tried a few. The problem? There’s a lot of noise out there, and picking the right platform isn’t as easy as reading a few “Top 10” lists. This guide is for B2B marketing teams who want real answers: what actually matters, what doesn’t, and how to cut through the hype—especially when comparing Google Optimize to other A/B testing platforms.
Let’s keep it simple, practical, and honest.
1. Know What Matters for B2B A/B Testing
Before you start comparing tools, get clear on your actual needs. B2B sites aren’t e-commerce stores. You’re trying to get leads, demo requests, maybe subscriptions—not push impulse buys. This makes your A/B testing needs a bit different:
- Low traffic: Most B2B sites don’t have millions of monthly visitors. Some tools handle low-traffic sites better than others.
- Complex user journeys: Your “conversion” might happen over days or weeks. Maybe it’s a form fill, maybe it’s a booked meeting.
- Integration needs: You probably use a CRM, marketing automation, and some homegrown analytics Frankenstein. Smooth integration isn’t optional.
- Data privacy: B2B clients often care more about compliance (GDPR, CCPA, etc.) than B2C.
- Team workflow: Are you a team of one, or do you have devs and designers on standby? Some tools are friendlier to “DIY marketers” than others.
If a tool can’t handle these realities, it doesn’t matter how shiny it looks.
2. Quick Reality Check: The State of Google Optimize
Let’s address the elephant in the room: Google Optimize is being sunset. (If you missed that memo, now’s the time to double-check Google’s latest announcements.) As of early 2024, the free version and Optimize 360 are no longer being actively developed or supported. Yes, it was popular, because it was free and easy to bolt onto Google Analytics. But free tools rarely stay free forever, and Google has moved on.
What does that mean for you? - If you’re still using Google Optimize, it’s time to plan an exit. - If you’re evaluating it for a new project, don’t. Even if you find a workaround, you’re building on borrowed time.
Still, it’s worth knowing what made Google Optimize so popular, since that’s what you’ll want to replace.
3. What Google Optimize Did Well (and Not So Well)
Let’s give credit where it’s due:
The Good: - Free (for most use cases) - Easy setup (especially if you already had Google Analytics) - Basic A/B, multivariate, and redirect tests - Simple UI for non-developers - Decent targeting (geo, device, behavior, etc.) - Solid reporting (if you trusted GA’s numbers)
The Not-So-Good: - Limited experiments (hard cap on simultaneous tests) - Sample size issues (not great for low-traffic B2B sites) - Weak support for advanced targeting - Minimal integrations outside Google’s ecosystem - Basic audience segmentation - Lack of roadmap or future support
If you loved Google Optimize for its simplicity, you’ll want to find something just as straightforward. If you hit its limits, you already know you need more horsepower.
4. What to Look For in an A/B Testing Tool (for B2B Teams)
When you’re shopping for alternatives, ignore flashy features you’ll never use. Focus on what makes a difference for B2B:
a. Easy Experiment Setup
- Can a marketer (not a developer) launch a simple test?
- Is there a visual editor that doesn’t require code?
- How easy is it to revert or pause tests?
b. Solid Reporting (That You Can Trust)
- Does the tool handle low-traffic sites without bogus “statistically significant” claims?
- Can you segment results by company size, industry, or known CRM data?
- Are the reports clear, or will you be exporting to Excel every time?
c. Integrations That Actually Work
- Native integrations with your CRM, analytics, and marketing automation
- Webhook or API access for custom data flows
- Does it play nice with your tag manager?
d. Privacy and Compliance
- Does the tool store EU data in the EU? (If you care about GDPR)
- Can you customize data retention and cookie behavior?
- Are you in control of what’s tracked?
e. Support and Documentation
- Do they have actual humans who answer tickets?
- Is the documentation honest about limitations?
- Can you find answers without a PhD in statistics?
f. Price (and Pricing Model)
- Transparent pricing, or “call us for a quote”?
- Per-user, per-site, or based on traffic?
- Any hidden costs? (Some tools charge for every feature)
Pro tip: Most B2B teams don’t need “AI-powered” or “personalization engines.” If you’re not already maxing out basic A/B tests, skip the buzzwords.
5. How to Compare: A Step-by-Step Process
Here’s a no-fuss way to vet A/B testing tools for your B2B team:
Step 1: Make a “Must-Have” and “Nice-to-Have” List
Write down what you actually need—form testing, analytics integration, CRM sync, etc. Ignore features you never used in Google Optimize.
Step 2: Shortlist 3–5 Tools
Pick a few based on honest reviews, not vendor demos. (Some to look at: VWO, Optimizely, Convert, AB Tasty, and Split.io. Each has pros and cons.)
Step 3: Get a Real Demo (Not a Sales Pitch)
Ask for a walkthrough of: - Setting up a test you actually run (e.g., demo request form, pricing page tweak) - Viewing results for low-traffic segments - Exporting data to your analytics or CRM
If they can’t show this live, move on.
Step 4: Trial on Your Own Site
Nothing beats hands-on. Set up a test that matters to you—not just a button color. See if your team can use it without calling IT every five minutes.
Step 5: Evaluate Reporting and Actionability
- Are the results clear?
- Can you easily share insights with your boss or sales team?
- Is there enough data to make a decision, or are you stuck waiting for months?
Step 6: Check Data Handling and Compliance
If you handle customer data, ask exactly where it’s stored, how it’s processed, and how you control retention. Vague answers are a red flag.
Step 7: Compare Real Costs
Factor in: - Monthly/annual fees - Cost per user, experiment, or visitor - Time your team has to spend (hidden cost)
Don’t just chase “free”—you’ll pay for it in headaches later.
6. What to Ignore (Mostly)
- Overpromising dashboards: Fancy analytics are useless if you can’t trust the data.
- AI “insights”: Machine learning is cool, but unless you’ve nailed the basics, skip it.
- Personalization hype: For most B2B sites, basic user segments (new vs. returning, industry, company size) are more valuable than AI-driven personalization.
- “Unlimited” tests: Sounds great, but low-traffic sites can’t run 20 valid tests at once.
7. Honest Takes on Popular Alternatives
Here’s a quick, no-nonsense rundown of what’s out there (as of 2024):
VWO
- Pros: Good for both beginners and pros, visual editor is solid, decent reporting, supports low-traffic
- Cons: Gets pricey as you scale, some features are locked behind higher tiers
Optimizely
- Pros: Very robust, strong for enterprises, great support
- Cons: Overkill (and overpriced) for small B2B teams, can be complex
Convert
- Pros: Focus on privacy, solid for compliance, flexible targeting
- Cons: UI isn’t as slick, learning curve for advanced features
AB Tasty
- Pros: Friendly for marketers, good visual editor, reasonable pricing
- Cons: Reporting can be a bit basic, not as many integrations
Split.io
- Pros: Geared toward product teams and feature flagging, strong dev support
- Cons: Not ideal if you want visual, non-technical A/B tests
Wildcard: Open-source tools like GrowthBook or PostHog. If you have dev resources and want to host your own, these are worth a look. But don’t underestimate the setup and maintenance work.
8. Wrapping Up: Don’t Overthink It
A/B testing is about learning what works, not showing off your tech stack. Pick a tool that fits your real needs, helps you get experiments live with minimal fuss, and lets you trust the results. Don’t get sucked in by features you’ll never use.
Start simple. Run tests that matter. Iterate based on what you learn. The tool is just a way to make better bets—not the answer to all your marketing problems.