Skip to content
Split Hero

Google Optimize to Sunset: Alternatives for AB Testing in WordPress

Google Optimize is an A/B testing tool designed to help website owners improve the user experience for their visitors.

The news has come that, like many other Google properties, Google has decided to sunset Google Optimize and Optimize 360 and will no longer be available after September 30, 2023.

Google Optimize had a lot going for it. It is extremely powerful, versatile, and best of all - free.

The downside is it was not the best fit for every user, complex to set up, hard to configure, and sometimes even harder to understand the results and take action.

It’s looking like Google will eventually look to implement all, or at least some, of the features from Google Optimize into Google Analytics 4. It does feel like a good home for it to go to, however, arguably GA4 isn’t user-friendly either.

Let’s look at the alternatives available for your AB testing needs in WordPress.

Split Hero

Well, it would be rude not to talk about ourselves a little, right? Split Hero has been growing and quickly taking place in the market as a contender to lead in the WordPress A/B Testing space.


  • Unlimited campaigns, traffic, and vs our competitors - unlimited sites/domains!

  • Very user friendly

  • Suitable for businesses of all sizes

  • Tailored towards marketing/digital agency owners and their clients

  • Advanced white-labeling options

  • Client access to campaigns

  • SaaS-based for better management outside of WordPress

  • Open roadmap and suggestions for user voting

  • Excellent support team


  • Slightly more costly compared to plugin options

  • We need to improve our documentation and videos - it’s a work in progress!

AB Split Test

AB Split Test is a plugin that is highly integrated into WordPress. Like Split Hero, it works with a bunch of different page builders and native WordPress stuff like Gutenberg.


  • Native WordPress for people who prefer a plugin option.

  • Some nice integrations with other plugins.

  • Open roadmap and suggestions for user voting


  • Being plugin-based means more reliance on your own hosting and configurations

  • Higher chance of conflicts with plugins and the need to keep on top of updates due to the great integrations needing to stay up to date with other plugin developers.

Nelio A/B Testing

I think it’s fair to say that Nelio is one of the more long-term established solutions in the WordPress AB Testing space.


  • Native WordPress for people who prefer a plugin option.

  • Offers some extra functionality such as heat maps.

  • Some cloud functionality


  • Limited monthly views on all plans

  • Most expensive option vs other solutions

  • Site limits


So there you have it! 3 options to kick start your WordPress AB Testing journey. There is no perfect solution for everyone. Everyone has their own requirements so it’s important to evaluate which solution best meets your needs.

Of course, we hope you give Split Hero a go and you can sign up here for a free trial. No credit card required and you can get started in just a few minutes. If you have any questions and want to speak with one of the team, feel free to contact us.

Adam Lacey
Hi 👋 I'm the founder of Split Hero. I love chatting about conversion rate optimisation and all things tech. I'm a self-confessed geek. I love pizza, the seaside and Disney World. I live in Somerset, UK with my wife, daughter and dog Loki.
❤️ by 1,000+ freelancers and agencies.
Ready to start testing?

We are loved by startups, freelancers and agencies big and small.
A/B testing is a great way to provide client value. Get started now 👇

Start your free trial