google-optimize-legacy vs vwo
Google Optimize vs VWO — features, pricing, and which to choose for your SEO workflow in 2026.
Quick Verdict
Google Optimize was Google's free A/B testing platform that made conversion optimization accessible to everyone, while VWO has been a premium conversion optimization platform since 2009. The comparison is now largely academic since Google sunset Optimize in September 2023, but understanding this shift reveals why businesses moved to paid platforms like VWO.
This comparison matters because thousands of SEO professionals who relied on Google Optimize's free testing capabilities had to migrate elsewhere. VWO became a popular choice for teams needing solid testing features, though it comes with a significant price jump from Google's free offering.
Feature Comparison
Google Optimize offered basic A/B testing, multivariate testing, and redirect tests through a straightforward interface that integrated smoothly with Google Analytics. It could test page elements, headlines, and call-to-action buttons — essential for SEO professionals testing title tags, meta descriptions, and page layouts. However, it was limited to 16 combinations in multivariate tests and lacked advanced targeting options. VWO provides comprehensive testing capabilities including A/B tests, multivariate tests, split URL tests, and funnel analysis. It offers advanced targeting based on visitor behavior, geography, and custom segments. VWO's heatmaps, session recordings, and form analytics give deeper insights into user behavior beyond basic conversion metrics. The platform supports unlimited test variations and provides solid statistical analysis tools that Google Optimize lacked. VWO also includes personalization features, allowing you to deliver different experiences to different visitor segments — crucial for testing SEO improvements across different user types or traffic sources.
Pricing Comparison
Google Optimize was completely free, making it attractive for small businesses and individual SEO consultants. The 360 version cost $150,000+ annually but offered enterprise features like advanced audiences and objectives. VWO uses custom pricing starting around $200-300 per month for basic plans, scaling to thousands monthly for enterprise features. Their Growth plan includes core testing features, while Business and Enterprise tiers add advanced targeting, personalization, and dedicated support. The pricing reflects VWO's position as a comprehensive conversion optimization platform rather than a simple testing tool.
Best For
Google Optimize was ideal for small businesses, individual SEO professionals, and teams just starting with conversion testing. Its Google Analytics integration made it perfect for those already using Google's ecosystem, and the free tier removed barriers to entry for testing SEO changes like page layouts or content variations. VWO suits established businesses and agencies that need advanced testing capabilities, detailed analytics, and personalization features. It's the better choice for enterprise SEO teams testing complex scenarios, multiple page variations, or sophisticated audience segments. The solid reporting and statistical analysis make it suitable for teams that need to justify testing decisions with detailed data.
The Verdict
With Google Optimize discontinued, VWO becomes the clear winner by default for active SEO testing needs. While Google Optimize's free pricing was unbeatable, VWO's comprehensive feature set, reliable platform, and ongoing development make it worth the investment for serious conversion optimization. Teams previously using Google Optimize should budget $200-500 monthly for VWO's capabilities, accepting the cost as necessary for maintaining competitive testing workflows.