It's a day of liberation and sovereignty at Google. Keeping in mind that many professionals in different fields of work like web designers, web developers, and marketers also like to try content experiments, Google announced complete freedom to its Web Optimizer. Now anyone with access to Google (a simple Gmail ID or a Google Analytics account will do) can now avail the benefits of Google Web Optimizer.
Google will reach billions of users with this step, who up till now didn't use Google Web Optimizer. Those who use Website Optimizer from AdWords would not have to change anything. Additionally, Google will continue to add features to the Website Optimizer regardless of how it is accessed. For those users who did not wish to create an AdWords account, Google has released a standalone version as well. Both, the AdWords and the standalone versions are free to use, and are compatible with all traffic (pay-per-click, organic, and direct navigation) and support numerous amounts of experiments. With the information garnered from user feedback, Google has incorporated multivariate experiments in both the versions.