Ecommercial 2015 - An introduction to Google Certified Shops

Google’s Trusted Stores programme is a free initiative to help online merchants build trust with their prospective customers by carrying the ‘Google Trusted Store’ badge. Having successfully certified many ecommerce clients at Creare, I’ll be explaining what the programme is, which businesses are eligible and also how the technical integration works using real-world examples throughout.

Transcript

1. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Google Certified Shopping James Bavington Technical Director, Creare @jamesbavington @creare
2. @jamesbavington @creare Google Certified Shops Building site authority & customer trust
3. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Web SEO PPC Video Social
4. @jamesbavington @creare Google Certified Shops Building site authority & customer trust 1. What it is 2. Why you would use it 3. Are you eligible? 4. How do you get it
5. @jamesbavington @creare Google Certified Shops Building site authority & customer trust ‘Certified Shop’ ‘Trusted Store’
6. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Reach new customers and improve sales with the free Google Certified Shops programme. “
7. @jamesbavington @creare Google Certified Shops Building site authority & customer trust
8. @jamesbavington @creare Google Certified Shops Building site authority & customer trust
9. @jamesbavington @creare Google Certified Shops Building site authority & customer trust
10. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Customers still hesitate to buy from websites where they have no previous experience.
11. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Do I risk getting a cool one? From a website I’ve never used before? Or do I get the boring one, because I know I’ll get it?
12. @jamesbavington @creare Google Certified Shops Building site authority & customer trust 1.4% increase in conversion small uplift in avg. order size 3.0% increase in conversion 5.0% uplift in avg. order size 1.4% increase in conversion 2.3% uplift in sales overall
13. @jamesbavington @creare Google Certified Shops Building site authority & customer trust What about in the real world?
14. @jamesbavington @creare Google Certified Shops Building site authority & customer trust
15. @jamesbavington @creare Google Certified Shops Building site authority & customer trust 2.73% increase in conversion 7.89% increase in average order value
16. @jamesbavington @creare Google Certified Shops Building site authority & customer trust It’s more than just a badge..
17. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Qualify for Seller Ratings
18. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Enhanced Ads
19. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Enhanced Ads
20. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Enhanced Shopping Listings
21. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Enhanced Shopping Listings
22. @jamesbavington @creare Google Certified Shops Building site authority & customer trust What’s the catch?
23. @jamesbavington @creare Google Certified Shops Building site authority & customer trust You’re in: You can’t sell restricted products Your customer support must respond within 1 day You can provide accurate delivery estimates Your checkout is secure over https Your basket is not hosted on a separate domain Your average monthly transactions are over 200 You must maintain a 4.0 Star Rating on surveys
24. @jamesbavington @creare Google Certified Shops Building site authority & customer trust google.co.uk/certifiedshops
25. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Step 1 Create an account Verify your eligibility, review the Programme Agreement and provide details about your shop 30 mins
26. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Step 1 Create an account Verify your eligibility, review the Programme Agreement and provide details about your shop 30 mins Step 2 Technical Integration Add the certified badge script and order confirmation module to the thank you page A few days 3-4 hrs
27. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Step 1 Create an account Verify your eligibility, review the Programme Agreement and provide details about your shop 30 mins Step 2 Technical Integration Add the certified badge script and order confirmation module to the thank you page A few days 3-4 hrs Step 3 Qualification Period Sit back and wait while Google analyses your customer’s feedback over a few months 30-90 days
28. @jamesbavington @creare Google Certified Shops Building site authority & customer trust
29. @jamesbavington @creare Google Certified Shops Building site authority & customer trust
30. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Technical Integration i. Badge site-wide (front-end) Script. ii. Order confirmation module code.
31. @jamesbavington @creare Google Certified Shops Building site authority & customer trust <!-- BEGIN: Google Certified Shops --> <script type="text/javascript"> var gts = gts || []; gts.push(["id", "639421"]); gts.push(["badge_position", "BOTTOM_RIGHT"]); gts.push(["locale", "PAGE_LANGUAGE"]); gts.push(["google_base_offer_id", "ITEM_GOOGLE_SHOPPING_ID"]); gts.push(["google_base_subaccount_id", "ITEM_GOOGLE_SHOPPING_ACCOUNT_ID"]); (function() { var gts = document.createElement("script"); gts.type = "text/javascript”; gts.async = true; gts.src = "https://www.googlecommerce.com/trustedstores/api/js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(gts, s); })(); </script> <!-- END: Google Certified Shops --> </body>
32. @jamesbavington @creare Google Certified Shops Building site authority & customer trust <!-- BEGIN: Google Certified Shops --> <script type="text/javascript"> var gts = gts || []; gts.push(["id", "639421"]); gts.push(["badge_position", "BOTTOM_RIGHT"]); gts.push(["locale", "PAGE_LANGUAGE"]); gts.push(["google_base_offer_id", "ITEM_GOOGLE_SHOPPING_ID"]); gts.push(["google_base_subaccount_id", "ITEM_GOOGLE_SHOPPING_ACCOUNT_ID"]); (function() { var gts = document.createElement("script"); gts.type = "text/javascript”; gts.async = true; gts.src = "https://www.googlecommerce.com/trustedstores/api/js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(gts, s); })(); </script> <!-- END: Google Certified Shops --> </body>
33. @jamesbavington @creare Google Certified Shops Building site authority & customer trust <!-- START Google Certified Shops Order --> <div id="gts-order" style="display:none;" translate="no”> <span id="gts-o-id">MERCHANT_ORDER_ID</span> <span id="gts-o-domain">MERCHANT_ORDER_DOMAIN</span> <span id="gts-o-email">CUSTOMER_EMAIL</span> <span id="gts-o-country">CUSTOMER_COUNTRY</span> <span id="gts-o-currency">CURRENCY</span> <span id="gts-o-total">ORDER_TOTAL</span> <span id="gts-o-discounts">ORDER_DISCOUNTS</span> <span id="gts-o-shipping-total">ORDER_SHIPPING</span> <span id="gts-o-tax-total">ORDER_TAX</span> <span id="gts-o-est-ship-date">ORDER_EST_SHIP_DATE</span> <span id="gts-o-est-delivery-date">ORDER_EST_DELIVERY_DATE</span> <span id="gts-o-has-preorder">HAS_BACKORDER_PREORDER</span> <span id="gts-o-has-digital">HAS_DIGITAL_GOODS</span> <span class="gts-item"> <span class="gts-i-name">ITEM_NAME</span> <span class="gts-i-price">ITEM_PRICE</span> <span class="gts-i-quantity">ITEM_QUANTITY</span> <span class="gts-i-prodsearch-id">ITEM_GOOGLE_SHOPPING_ID</span> <span class="gts-i-prodsearch-store-id">ITEM_GOOGLE_SHOPPING_ACCOUNT_ID</span> </span> </div> <!-- END Google Certified Shops Order -->
34. @jamesbavington @creare Google Certified Shops Building site authority & customer trust <!-- START Google Certified Shops Order --> <div id="gts-order" style="display:none;" translate="no”> <span id="gts-o-id">MERCHANT_ORDER_ID</span> <span id="gts-o-domain">MERCHANT_ORDER_DOMAIN</span> <span id="gts-o-email">CUSTOMER_EMAIL</span> <span id="gts-o-country">CUSTOMER_COUNTRY</span> <span id="gts-o-currency">CURRENCY</span> <span id="gts-o-total">ORDER_TOTAL</span> <span id="gts-o-discounts">ORDER_DISCOUNTS</span> <span id="gts-o-shipping-total">ORDER_SHIPPING</span> <span id="gts-o-tax-total">ORDER_TAX</span> <span id="gts-o-est-ship-date">ORDER_EST_SHIP_DATE</span> <span id="gts-o-est-delivery-date">ORDER_EST_DELIVERY_DATE</span> <span id="gts-o-has-preorder">HAS_BACKORDER_PREORDER</span> <span id="gts-o-has-digital">HAS_DIGITAL_GOODS</span> <span class="gts-item"> <span class="gts-i-name">ITEM_NAME</span> <span class="gts-i-price">ITEM_PRICE</span> <span class="gts-i-quantity">ITEM_QUANTITY</span> <span class="gts-i-prodsearch-id">ITEM_GOOGLE_SHOPPING_ID</span> <span class="gts-i-prodsearch-store-id">ITEM_GOOGLE_SHOPPING_ACCOUNT_ID</span> </span> </div> <!-- END Google Certified Shops Order --> Order details are defined once on the order confirmation page Each product is specified within a foreach loop
35. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Google’s own extension is poor, but paid versions are available on Magento Connect. £FREE - £40 magentocommerce.com /magento-connect/google- trusted-stores.html New app launched May’15, however it requires a Shopify Plus account. £5.80 per month apps.shopify.com /google-trusted-store Although no official extension, free plugins exist on GitHub & WordPress. £FREE - £35 github.com/enollo/ woocommerce-google-trusted- stores-integration Extensions
36. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Our free Magento Extension github.com/creare/MagentoCertifiedShops
37. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Taking stock
38. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Building Trust NellyDuff.com Independent Street Art Gallery in London
39. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Building Trust NellyDuff.com Independent Street Art Gallery in London i. Mobile friendly WooCommerce site ii. Payments via WorldPay & PayPal iii. Social proof with social media iv. Good About & Contact pages v. Google Certified Shop vi. Review Management
40. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Tips i. Check eligibility first ii. Don’t over promise iii. Keep your eye on the Merchant Dashboard iv. Use a plugin/extension where available v. Keep an eye on the programme
41. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Summary i. Build Trust with new customers ii. Proven to increase conversion & sales iii. Enhances your Ads & Shopping feed iv. It’s free and fairly easy to set-up
42. @jamesbavington @creare Google Certified Shops Building site authority & customer trust Thank you James Bavington @jamesbavington http://bit.ly/cert-shop