# 2023 Year of Rabbit in Digital Analytics

A/B testing is a valuable tool for digital marketers as it allows them to make data-driven decisions about their website or app's design and functionality.  
  
By comparing 2 versions of a webpage or feature, marketers can determine which one performs better in terms of metrics such as conversion rates, click-through rates, and bounce rates

Google Optimize is one of many tools that enable data-driven marketers to do A/B testing

### September 30, 2023

Google announced that Google Optimize will be ending on September 30, 2023. No further details have been provided so far, although Google has stated that it will integrate A/B testing capabilities into Google Analytics 4. The sun setting of Google Optimize has led to a surge in competition among [vendors](https://martechseries.com/technology/cro-company-intellimize-minimizes-industry-disruptions-with-free-service-for-google-optimize-360-customers/), notably one [ramp up their offerings](https://vwo.com/blog/launching-a-free-plan-of-vwo-testing-a-better-google-optimize/) to capture a void of the A/B testing market.

### Keep Experimenting

Don't let this sunsetting of Google Optimize - an entry-level CRO (conversion rate optimization) tool be one excuse not to test.

![](/assets/excuse-not-to-test.png align="left")

Source : https://support.google.com/optimize/answer/12979939?hl=en&utm\_source=testandoptimize&utm\_medium=blog

### Get first A/B test free

Get the first A/B test free from me. Using digital analytics, user feedback and measurement framework, I can help identify problem areas, discuss a strategy & put in place a testing roadmap.