The Best A/B Testing Tool? Comparing Google Optimize, VWO, and Convert

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If you want to improve your website conversion rate and grow your business, you’ve probably heard of A/B testing. It’s an online tool that many people use to test which version of their website converts more users into sales.

Choosing an A/B testing tool is essential for helping your business grow, but it can be difficult to know which one is right for you.

To help you decide which of the many A/B testing tools is best for you, I created a guide comparing Google Optimize to two other leading tools, VWO and Convert.

Not only will this guide provide you with a side-by-side comparison of each tool, but I will also take a closer look at each one’s pricing and features.

Google Optimize vs VWO vs Convert: Which Is The best?

Let’s get started with a comparison table to highlight the main differences between these testing tools.

Google Optimize VWO logo
Cost rating
10/10 Free (with premium 360 version also available). 5/10 Plan prices now only available if you contact their sales. 7/10 Plans start at $559 per month for their lite plan.
Test creation options and ease of use
5/10 Good but only using Chrome plugin. Poor A/B test creation user experience. 8/10 Great A/B test creation process, with easy to use visual and code editing options. 8/10 Very good editor for coding and CSS. A/B test creation process is lacking though.
Testing types available
7/10 A/B tests, MVT and redirect tests, but no multi-page tests. 6/10 A/B tests and redirect tests included in all plans, but MVT not in basic plan. 9/10 A/B tests, MVT, redirect, multi-page included in all plans.
Test targeting options
6/10 Basic targeting. No ability to use Google Analytics segments (only in premium 360 version). 8/10 Good targeting behavioural options for all levels, with basic ability to build custom target segments. 9/10 The most advanced targeting options included even in lowest level plan.
Success metrics 7/10 Only 3 objectives can be used per test, with limited ways to customize them. 9/10 Great – good selection of goals and metrics, including revenue. 9/10 Great – good selection of goals and metrics, including revenue.
A/B test reporting
6/10 Standard reporting, but in-depth analysis can be done in Google Analytics. 9/10 Great reporting, and includes an A/B testing repository for managing insights. 8/10 Good results reporting and dashboard overview. Being updated soon.
Customer service
1/10 No support offered. Only included in premium version. 8/10 Email support included in basic plan, 24/7 phone support in enterprise plan. 9/10 Support available by web chat in addition to phone and email.
Overall rating 7/10 Good for beginners, but lacks advanced features and support options. 9/10 Highly recommended for all types of users, with reasonable costs. 9/10 Better features for A/B testing pros – although more expensive initial cost.
Free trial? Try Google Optimize – free Get a 30-day free trial of VWO Get a 30-day free trial of Convert


Now let’s get more detailed, with an overview of each of these tools, including their pros and cons.

Google Optimize Review

Google Optimize dashboard

Google Optimize launched in 2017 and is a major improvement over their previous A/B testing tool which was built into Google Analytics (called Google Content Experiments).

By offering Google offering this for free, it has now become the most commonly used A/B testing tool in the industry, but it has limitations, and is better suited to newer A/B testing users with fewer needs.

As of November 2022, there is some talk of the free version being removed, with only the paid Google Optimize 360 remaining. It that happens, it will definitely cause a huge shift in the market, with no good free or low cost A/B testing tools available at the moment.

Let’s take a look at the notable pros and cons of Google Optimize.

Google Optimize Pricing: 

They offer two different plans, offering a free plan and a plan focused on the enterprise market.

  • Google Optimize: Free
  • Google Optimize 360: You have to contact their sales team for customized pricing

Google Optimize Pros:

  • Very good tool for free, and is ideal for businesses who only have basic A/B testing needs.
  • Excellent integration with Google Analytics to help improve A/B testing reporting.
  • Easy to analyze reports in greater depth using by Google Analytics alongside it.
  • Can be upgraded to their premium 360 version to unlock more features.

Google Optimize Cons:

  • The usability of it is lacking compared to other tools, particularly the creation of A/B tests.
  • Only 5 tests can be run at the same time (unlimited when upgrading to 360 version).
  • No ability to use Google Analytics segments (only in 360 version).
  • Only 3 success metrics (objectives) can be used (unlimited in 360 version).
  • Multi-page testing is not included in the free version (only in 360 version).
  • Reporting is not real-time, with 6-8 hour delays in data coming through.
  • No ability to copy tests between containers for staging and live, so manual copying is needed.
  • No support included, only through forums or paid 3rd party consultants or agencies.
  • Upgrading to Google Optimize 360 is very expensive, and really only for enterprise clients.

Rating on G2: 4.1/5 (as of November 2022)

VWO Review

VWO visual editor

VWO are one of the pioneering A/B testing tools who launched in 2010. They initially started off as a low cost A/B testing tool, but have recently added many excellent features and started to focus more on the enteprise market.

In particular they recently expanded their offerings to include many different plans with additional tools.

VWO Pricing: 

They have 6 different plans, but unfortunately pricing is not publically available.

  • VWO Testing – the A/B testing tool only which is the lowest cost version
  • VWO Full Stack – for doing mobile app and server side testing
  • VWO Insights – includes CRO tools for session recordings, survey tools and form analysis
  • VWO Personalize – for doing advanced personalization campaigns
  • VWO Deploy – lets you deploy winning versions without needing development
  • VWO Services – their agency handles all the A/B testing strategy, design and dev for you

Here are the pros and cons of the VWO Testing plan, which is the plan most of their clients choose.

VWO Pros:

  • Intuitive user interface with great A/B test design wizard to help you get better results.
  • Includes A/B test duration estimator tool which helps you see if you have enough traffic.
  • Includes their very good ‘VWO Plan’ for managing and recording insights from A/B tests.
  • Great integration between all the tools on their platform, including visitor recordings and surveys.

VWO Cons:

  • Pricing is not publicly available, and has increased as they moved away from the low cost tool market.
  • While they now offer many CRO tools, the different plans and tools are confusing to understand.

Rating on G2: 4.3/5 (as of November 2022)

Convert Review dashboard

Convert has evolved from being a great low cost A/B testing tool to one of the most advanced and complete tools available.

Convert Pricing:

They offer 4 plans, with slightly improved features for the more expensive plans, but all with unlimited tests included. Here are the prices as of November 2022.

  • Lite: $559 per month  (save 30% when paying annually)
  • Optimal: $769 per month (save 30% when paying annually)
  • Expert: $1,119 per month (save 30% when paying annually)
  • Enterprise: You have to contact their sales team for customized pricing

Convert Pros:

  • Great for A/B testing pros, including a very good editor for CSS and Javascript.
  • Is one of the only GDPR compliant A/B testing tools.
  • The fastest loading tool for user experience, with no flicker experienced.
  • Offers the best support of all tools, including web chat support.
  • Their pricing is transparent and publically available, unlike other premium tools.

Convert Cons:

  • Expensive monthly plans, but is cheaper than using VWO or Optimizely (an enterprise tool)

Rating on G2: 4.7/5 (as of November 2022)

I got their free trial extended from 14 days to 30 days for you – you won’t find this elsewhere.

The Verdict: Google Optimize, VWO, or Convert? 

To help you make up your mind about which is better for your needs, here are is my expert opinion about these tools:

  • Google Optimize is the best for beginners or those with no budget for A/B testing, but has limitations.
  • VWO is a great tool for those looking for more A/B testing features than Google Optimize.
  • Convert is best for advanced users, with excellent features and the best support options.

Ultimately I suggest you sign up for Google Optimize to see if that meets your needs, and also try a free trial of VWO to see the benefits of their more advanced A/B testing features. If your company can afford to invest in Convert and you want expert features, then use that tool instead.

If you want to get much better results from using these A/B testing tools, then don’t forget to read my essential user guide for A/B testing tool success.

Other A/B Testing Tools Worth Considering

I reviewed 3 of the most popular A/B testing tools, but there are certainly some other less popular tools you may want to consider. Here are some of the best other ones for you to also consider, each with their own strengths:

  • Omniconvert – a multi-purpose tool that also offers personalization, surveys, and website popups.
  • A/B Tasty – a good tool that also includes useful options for visitor recordings and heatmaps.
  • Optimizely – was the most popular low-cost testing tool, but is now enterprise market only.
  • Adobe Target – a very good A/B testing, but is very expensive and for the enterprise market only.

Improve Your A/B Testing and Conversion Rates Today

In this guide, I’ve reviewed three popular A/B testing tools to help you choose the best one for your budget and needs.

If you’re still unsure about which tool is right for you or if you’re looking for expert advice on conversion optimization tactics after you’ve launched your A/B testing, I can help you.

I’m a conversion rate optimization (CRO) expert with over 15 years of experience. Not only do I work closely with different A/B testing tools every day, but my CRO services also have a proven track record of increasing revenue for online businesses.

Reach out to me today and get a free consultation and CRO teardown for any page on your website.