Google Optimize is a free tool that helps businesses improve their websites by testing different versions of web pages. It allows users to create experiments, such as A/B tests, where they can compare how changes in design or content affect user behavior and engagement. This helps in making data-driven decisions to enhance user experience. With Google Optimize, users can easily set up experiments without needing extensive coding knowledge. The tool integrates seamlessly with Google Analytics, providing insights into how changes impact key metrics like conversion rates. This makes it a valuable resource for marketers and website owners looking to optimize their online presence.