A superb A/B Testing tool for smaller teams.
January 22, 2018

A superb A/B Testing tool for smaller teams.

Anonymous | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
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Overall Satisfaction with Google Content Experiments

Google Content Experiments was one of the tools that we used when looking to do A/B testing within the organisation. Typically we would work with customers to determine what elements were important to their business and use this to come up with ways to validate the ideas or disprove them. Content Experiments was ideal as it was a free tool - that could be rolled up quite quickly and was free!
  • Has a great analytics engine in its backend which uses multi-arm bandit methodology- and thus can perform multiple variations at once.
  • Multi-arm bandit means that it's also really effective in finding the winning solution.
  • It can be based on Analytics Goals via Optimize so you can drive things that are important to the business.
  • Their documentation is not the best and it's quite a steep learning curve.
  • They also don't tell you particularly well what sorts of things you should be testing.
  • Compared to other suppliers of A/B testing tools- it needs a simpler interface. Optimize is starting to answer that - but is still quite Beta-like.
  • Doing good experiments/Optimize has helped to take out the guesswork of the things we want to implement.
  • We have done fairly complex changes such as changing navigation and managed to see improvements outcomes immediately before we have to request developer.
  • Our teams have become more data centric in how they approach changes.
It frankly was down to cost. Other platforms offer better targeting etc., however, we found that unless we could demonstrate early value - we didn't get budget sign off. Our teams aren't usually large enough to justify the cost and time to invest in a more complex platform - so Google's tech fits the bill perfectly.
Google Content Experiments (along with Optimize) are best suited to get your team started on the path of A/B testing. It's a cheap and low-risk way to test, and also ties well into Google Analytics. Its integration with Optimize is built on top of Google Tag Manager so again this is well-understood technology and chances are most businesses would have someone who is familiar with it.