We can all learn a thing or five from Google Checkout. The official Google Checkout site has testimonials stating that customers who go through Google Checkout are 24% to 40% more likely to convert than those who go through a websites traditional checkout.
What’s Google doing that makes more people convert in their checkout than sites with only in-house checkout? Here’s a list of five features that are aiding its success and can be integrated into all checkouts.
1. They stripped unnecessary steps from the checkout process, making it very easy for the customer: there are no additional steps to sign up; the customer simply enters his information and they have an account; there’s only one field for an address displayed in their form; following the form is a button to open another section of the form to enter a different shipping address only if necessary. There are also no optional fields in their forms; no fax numbers, no entering in your email address twice. They don’t worry about where you heard about the site. Just the bare minimum of what is needed to allow the customer to pay for the product and get it shipped.
2. Its only two pages and very fast! Customers barely have to time to second-guess their purchase.
3. Google gives assurances near each Call to Action, telling the customer what to expect in their checkout, and delivers. On the first page of checkout it says, “You can still make changes to your order on the next page.” They do something similar on the first page in the product review. By telling the customer that their shipping and tax will be calculated on the next page.
4. A brief synopsis of the company’s return policy on the second page with a link to read the entire policy.
5. Google shows customers which products they’re ordering before they’re required to enter any credit card information.
There are many more reasons to the success of Google Checkout. There is also room for improvement. For instance:
Do you have any experience with Google Checkout? Have you noticed any impact on your conversion rate in checkout with Google Checkout as opposed to your sites checkout? Any other observations or concerns? Google Checkout looks like it’s set to take the lead as the main third party provider for customers and merchants beating out Yahoo and PayPal’s combined effort (which Marketing Pilgrim likes to call “Payhoo”).