The case for experimentation using Google Optimize
summary
Claims that Google Optimize runs A/B, multivariate, redirect and personalization experiments and ties directly to Google Analytics, Tag Manager, Ads and BigQuery, with a built-in visual editor that edits a demo site called limitless buzz and serves a mobile-only variant live. Cautions: industry sources report 80–90% of A/B tests are flukes, another cites 1 in 8 tests significant and Converted.com reports ~14% success, multivariate needs massive traffic and tests run weeks. A published Google case study on a large bank shows it can work in enterprise settings.
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