# Google Website Optimizer: what it is and how it works
> Google Website Optimizer was a free Google tool for A/B and multivariate testing, closed in 2012.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/google-website-optimizer.html

# Google Website Optimizer

Google Website Optimizer was a free Google tool for running A/B and multivariate tests on web pages

What it means, how it is used and where it comes up, with its related concepts.

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## What it is and how it works

It let users create versions of a page and split traffic between them to see which produced more conversions. It supported A/B tests, which compare complete versions of a page, and multivariate tests, which combine changes to several elements at once to measure the effect of each.

Google closed it in 2012 and folded some of its features into Google Analytics as Content Experiments. It later launched Google Optimize, which was also shut down in September 2023\. Such tests are now run with third-party tools. It is kept as a historical reference in conversion optimisation.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [A/B test](https://www.zorraquino.com/en/dictionary/digital-marketing/ab-testing.html)
- [Multivariate testing (MVT)](https://www.zorraquino.com/en/dictionary/digital-marketing/mvt-multi-variant-testing.html)
- [CRO](https://www.zorraquino.com/en/dictionary/digital-marketing/cro-conversion-rate-optimization.html)