Google Website Optimizer was a free website optimization tool that helped online marketers and webmasters increase visitor conversion rates and overall visitor satisfaction by continually testing different combinations of website content. Google Website Optimizer could test any element that existed as HTML code on a page including calls to action, fonts, headlines, point of action assurances, product copy, product images, product reviews, and forms. It could be used at multiple stage in the conversion funnel.
On 1 June 2012, Google announced that GWO as a separate product would be retired as of 1 August, and some of its functionality would be integrated into Google Analytics as Google Analytics Content Experiments. Google Website Optimizer allowed webmasters to test an alternative version of an entire page, known as A/B testing — or test multiple combinations of page elements such as headings, images, or body copy; known as Multivariate testing. This tool was part of Google Analytics, though accessed through a different user interface. As it was part of Google Analytics, it used the Google analytics scripts.