Google Optimize and the 5 Stages of Grief Part 4

Part 4: Acceptance & Resolve – A Better Solution, A Better Day!

If you’ve been following this blog series, you know Google announced the end of its Optimize A/B testing solution, and we’ve been walking its users through their 5 Stages of Grief. While likening this loss to other life losses is intended as a parody, we hope the real parts of each post have provided a useful thought process for replacing your Google Optimize solution. With that said, this may be the most important entry of the series: Choosing a new solution.

If you’ve gone through the first 4 stages of grief, we have good news: Better days are ahead! With the final stage of Acceptance, you are about to bring your optimization program to a new level. You’re about to support that with a technology that is far more functional than Google Optimize, one that has continued development and support behind it, and one that will help make your digital properties better than they’ve ever been. There are many options out there. However, we recommend you use your earlier needs assessment and the below guide to help you choose the right solution:

Impact on Site Speed

Some studies have shown nearly 70% of consumers admit that page speed impacts their willingness to buy from an online retailer. You may already be aware that Google Optimize was a big offender of load time latency and at times created a flicker effect (loading a default experience and then loading a variation or personalization after that). Google Optimize and solutions like it (JavaScript tag-based solutions) also limit the number of tests and customizations you can apply at one time, as well as the number of users involved in multiple A/B tests and personalizations at one time. Find a solution that doesn’t use JavaScript tags to apply variations, personalization, or recommendations, and that can guarantee no flicker effect without adding to page load times.

For more information on SiteSpect vs. tag-based solutions read: 9 Compilations Why You Should Stop Using Tag-Based Solutions For Your A/B Testing

Data Accuracy

Business decisions are only as good as the data on which they are based. The most accurate data comes from solutions that are not prone to JavaScript tag misfires, are not impacted by browser privacy provisions and integrate easily with other data platforms. If you read earlier sections of this blog, you’re aware Google Optimize didn’t have good answers for dealing with data results skewed by browser privacy protection. Many competing solutions suffer the same problem. Make sure your replacement solution has an answer to how they ensure data is accurate despite browser tracking protections (ITP, ETP, MSFT Edge Tracking Prevention, and the like). Make sure the solution filters out bot traffic in test results, and that it allows you to measure A/B test results against all available metrics at once without performance degradation.

Multi-team support?

Sometimes, multiple teams (e.g. Marketers/CRO Specialists, Product Managers, Developers, Network Operations, & Data Analysts) will contribute to revenue growth and user experience improvement. The strongest optimization solutions will address the individual needs of each team, while also providing a holistic platform for all optimization activities. Seek a replacement for Google Optimize that provides both client-side and server-side A/B testing under a single platform. Many companies will claim they do this when in fact, they provide client- and server-side A/B testing via separate logins and interfaces. Make a vendor demonstrate both client and server-side testing in their demo and show how the activities of all can be orchestrated, viewed, and reported in a single view with a single login.

Choose A “Complete” Solution

A complete solution should offer A/B and multivariate testing for both client- and server-side user experience elements. It should support testing and rollout of new features and optionally provide personalization and product recommendations consistently across all channels. You’ll also want to find a solution that offers different deployment options (private cloud, public cloud, CDN edge, on-premise, API, etc).

Security & Privacy

Nothing you optimize will matter if user privacy and site security are compromised. Choose a solution that has all the necessary security and privacy accreditations and can stand up to your own security team’s vetting. If you monetize online, make sure the solution is compliant with the most current PCI DSS (Payment Card Industry Data Security Standard), audited by an independent third-party audit (versus self-assessment). Make sure your solution meets the requirements of privacy provisions such as GDPR (General Data Protection Regulation), CCPA (California Consumer Privacy Act), and HIPAA (Health Insurance Portability & Accountability Act). Make sure the solution offers things like two-factor authentication, single sign-on, and the ability to run the solution in the cloud, behind your own firewall, or within your own virtual private cloud if desired. Visit our Secure And Certified page to learn more about SiteSpect’s security and compliance.

Built-In Consulting & 24×7 Support

If you’re paying for your Google Optimize replacement solution, it should come with a level of consulting. Additionally, those providing training, consulting, and support should feel like extensions of your own team. Avoid pooled support models, chatbot support, and consulting delivered by third-party “partners.” Rather, look for services that provide named/designated resources, and can outline the alignment of those resources to your team. A strong provider should also be able to articulate their onboarding and ongoing governance processes. Visit our Partner With An Expert page to learn more about SiteSpect’s support.

Segmentation, Analytics, and Reporting

Your replacement solution should offer its own advanced segmentation, analytics, and reporting, and also allow for easy export of raw data, as well as integration with other segmentation, analytics, and reporting platforms. The solution should additionally track business, engagement, and site speed metrics to capture a complete view of the customer experience. Visit our Analytics page to learn more about our reporting.

Integrations

Your replacement solution should support your specific technology stack including single-page applications (SPAs), progressive web applications (PWAs), and content delivery networks (CDNs). You should also ensure the solution can integrate with all other components of your ecosystem (CMS, CDP, email, etc). Visit our Third-Party Integrations page to see who we integrate with.

ROI

If you’ve been using the free version of Google Optimize, you may not have had to defend ROI in the past as strongly as you will now. You should demand a minimum 10x return on your investment with normal use and collaboration with a new provider’s consulting team. Choose a provider who is willing to sign up for this result and who can report on these metrics as part of their service.

Check out this Case Study: Weyco Group Boosts Revenue by 408% by A/B Testing with SiteSpect

Ease of Use

This is likely one of the reasons you started with Google Optimize. You’ll want to make sure your replacement solution provides a visual editor and a user-friendly interface for building experiences and viewing results. Learn more about SiteSpect’s Visual Editor.

Customer Retention & Industry Experience

Customer retention is the “litmus test” for the value a provider’s aggregated customer base feels it is getting from its technology and service. Consider replacement solutions only from providers with retention rates well above 90% and who can provide reference customers that are willing to talk to you.

Summary

It may not feel this way today, but you’re going to look back and see moving on from Google Optimize was one of the best things that happened to your optimization program. Now that you’ve processed all five stages of grief, your digital properties are about to become as valuable and effective as they’ve ever been. You’re about to make the numbers on which your merit is based go up, and revolutionize optimization at your company for the second time.

Comparing SiteSpect to other A/B testing solutions? Check out our Compare page.

Need more resources? How to Prepare for a Discovery Call with SiteSpect.

Ready to see SiteSpect in action? Schedule a demo: Click Here.