Google Website Optimizer

What it does is bring the previously high-end mechanics of A/B testing and multivariate testing to small businesses. For example, if you're not sure which "Add to Cart" button placement will spur more sales, Optimizer lets you run live tests on your Web site and reports the results when the test is over.

I've already shared my opinion on using Google Analytics, though I tend to agree with Matt about it being a valuable tool when you're first starting out. I'd encourage companies to switch to a paid analytics solution as soon as possible though.

I'm also a big fan of Google Maps and their Local Business Center. I've written articles outlining the steps to take in order to update your Google Maps business listing or to take advantage of Google coupons.

I haven't had as much time to play around with Google Base or Google's Website Optimizer though. In my opinion, the latter option has strong potential for small businesses that have neither the analytics solution, nor the budget for higher end site testing.

If you haven't checked out these four free offerings, you may want to set aside some time to look them over. Matt will be exploring four more offerings in next week's column.