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Anyone who uses the internet to generate sales or leads knows that search engine and online marketing means nothing without conversions - which is why Google launched "Google Website Optimizer" in 2006.

Over 12 months later, and Google Website Optimizer has lost its beta tag, and been given full release status with its own website.

So what does Google's Website Optimizer offer for website owners and online business operators?

Online marketing is all about testing and refining, and Google Website Optimizer allows you to test elements of your website or landing page to determine which designs and copy work best.

It simplifies the process of setting A/B or multi variate testing on web pages and tracking the best performing combinations. Here's how Google explains it on their site:

Choose the pages and content to test
Using our web-based interface, provide us with the content -- headlines, images, or text, for example -- and design alternatives that you'd like to test.

Test these changes with your visitors
Website Optimizer will then show these content and design alternatives to your site visitors, all the while monitoring which combinations lead to the highest conversion rates.

Learn what changes drive the most conversions
Our intuitive reports allow even the mathematically-challenged to quickly and easily identify and implement the best combination.

The ultimate goal is to drive up conversions - which means better sales, more leads, less lost visitors and for Google - more advertising spend (hopefully).

Web page testing and optimization should be an ongoing process for all web based small businesses, however the complexity of setting it up and tracking it accurately is generally why it's neglected by most. Google's Website Optimizer should help many small businesses overcome these testing hurdles.

That said, it's hard to test web pages with minimal traffic or low conversion volumes. It's not impossible; it just takes much longer to get accurate indicators on what elements work!

If you're getting strong website traffic, but not seeing the conversions/sales, it's definitely worth checking out Google Website Optimizer, especially given its free!

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