Optimize Your Campaigns With Instapage Experiments

by Michael Egan in A/B Split Testing, Conversion Optimization, Instapage Updates This image shows how Instapage Experiments is a superior Google Optimize alternative

Google Optimize is shutting down

It’s the end of an era. Google announced that Google Optimize will be shut down in September 2023. Google Optimize uses Google Analytics data to show you which version is performing best, so that you can optimize your site for conversions and increase traffic. Marketers have relied on this tool to run experiments and improve the results of their Google Ads campaigns since it was launched in 2012. The good news for marketers who’ve relied on Google Optimize is that straightforward alternatives can help you accomplish the same goals.

For Instapage customers, the Google Optimize sunset is no big deal. Instapage offers many of the same features as Google Optimize (and some that Optimize lacks). Instapage can help marketers perform experiments like A/B/n tests and access in-depth analytics features like heatmaps for an all-in-one landing page experience.

What is landing page optimization?

Landing pages are the pages that you send your traffic to when they click on an ad. Since landing pages are so important, it’s worth taking the time to optimize them for maximum conversion rates.

When you optimize a landing page, you’re trying to improve its performance in terms of getting people who visit it (or click on it) interested enough to convert into leads or customers. This could mean generating more sales, qualifying leads better by having more people fill out forms on your website, and collecting information so you can reach out later with follow-up offers.

Optimization is a necessary part of any digital campaign. And Instapage is designed to help advertisers easily build and optimize pages for the best campaigns possible. Let’s explore how Instapage can replace or even exceed some standard Google Optimize features.

A/B testing

A/B testing is a way to compare two versions of a web page and determine which one performs better. A/B testing is a simple, fast and effective way to improve your website and increase conversions.

You can use Instapage to create multiple variations of the same page or experiment with different pages altogether. You can also run an A/B test on any element of your landing page (including images, text or videos).

And now, with Instapage AI Content Generation, you can build A/B tests faster and easier than ever before. Simply select the text element, like headline or button copy, that you’d like to test, and hit the “Rewrite with AI” prompt. You’ll receive several AI-generated variations on your copy that you can test against the original.

A/B testing is one of the most efficient ways to tailor a campaign’s landing page to a specific audience. But A/B tests focus on just one element at a time. The best optimization platforms let you take it a step further with A/B/n testing. This format allows marketers to create multiple variants and test them simultaneously. This form of split testing enables faster and deeper insights.

Instapage customers can easily build landing pages and conduct A/B/n tests all in one place—without the fuss of third-party tools.


A/B and multivariate tests give you hard data on which version of a landing page performs best. But sometimes, if you want to understand what a visitor experiences on your landing page, you need to dig a little deeper.

That’s where heatmaps come in. Instapage Convert customers can access in-depth analytics of visitor behavior on their pages. Heatmaps provide a visualization of page activity, including:

  • Scroll depth
  • Page clicks
  • Mouse movement

Using heatmaps, you can identify the most important elements on your landing page, which can help you set up future tests for maximum impact. This feature is something Instapage has that Google Optimize doesn’t, making it your ideal alternative.


We know these tools will help you optimize your campaigns and ensure they reach their full potential. If you’re interested in trying Instapage as your Google Optimize alternative, sign up for a 14-page trial.

Want to dive deeper with advanced analytics and heatmaps? Interested in migrating your existing landing pages and benefiting from a full conversion rate optimization analysis? Instapage Convert may be the right solution for you. Schedule a consultation today.

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