Hello, my name is Google, you shop here!
Since the end of 2013, German companies have been able to register free of charge for the beta test of the “Google Trusted Store” shop certification run by US search engine giant Google. The certification is not really new, as the concept is already successfully implemented by Google in the USA since 2012. The establishment in Germany will initially take place in test mode with a few selected dealers. But what is Google's goal, what are the requirements for participants and what are the advantages of the seal of approval for retailers and customers?
The goal of certification is, for example, with the "Trusted Shops" seal,</ a> made up of three components that build on one another.
First, trust is built through positive certification from an independent third party within the procurement process. The suspicion is obvious: the better known and more trustworthy the certifying authority, the easier it is for the customer to build up trust in the certified retailer. This results in a higher conversion rate, which in turn leads to an increase in sales. According to Google, the logo offers the advantage for end customers that those online shops that offer an “excellent” online shopping experience can be found more easily.
What requirements do online shop operators have to meet?
In order to be allowed to implement the certificate of a "Google Trusted Store" on its site, a retailer must meet two criteria that are particularly relevant to e-commerce. First, "outstanding customer service" and second, "reliable shipping."
In an interview with Internet World Business, Brian Marquardt, Group Product Manager at Google Shopping, explains that the selection criteria are both preliminary tests and constantly checked parameters, which are intended to ensure high quality. These include, among other things, the delivery conditions, after-sales service and data protection during payment. More specifically, Google's performance standards require that a high percentage of orders ship on time, while minimizing the time between order receipt and dispatch. The situation is similar in customer service: a high percentage of inquiries should be resolved as quickly as possible, while the absolute number of customers who need help should remain very small. However, Google does not give specific figures.
In the USA, where the certification is already established, in addition to setting up a "Trusted Store Profile" and installing the Trusted Store code in the online shop, all order details related to the delivery process (OrderID, shipping date, consignment number, carrier). This must be done through a sending feed in the form of tab-delimited .txt files or any other file format supported by Google Merchant Center at daily intervals. But why subject yourself to Google's evaluation and monitoring of service and logistics metrics? Especially if your own web shop may already have another seal of approval (e.g. Trusted Shops).
In his interview, Marquardt promises that the "certified retailer" logo will be displayed in Google Shopping results in the future. He also mentions the possibility of linking the dealer rating in Google AdWords with the survey results of the certified shop. These options suggest that the certification is not only designed to build trust, but also for a preferred placement on the SERPs (Search Engine Result Pages) or at least one that is enriched with additional features.
In the USA, where the certification is already established, in addition to setting up a "Trusted Store Profile" and installing the Trusted Store code in the online shop, all order details related to the delivery process (OrderID, shipping date, consignment number, carrier). This must be done through a sending feed in the form of tab-delimited .txt files or any other file format supported by Google Merchant Center at daily intervals. But why subject yourself to Google's evaluation and monitoring of service and logistics metrics? Especially if your own web shop may already have another seal of approval (e.g. Trusted Shops)?
In his interview, Marquardt promises that the "certified retailer" logo will be displayed in Google Shopping results in the future. He also mentions the possibility of linking the dealer rating in Google AdWords with the survey results of the certified shop. These options suggest that the certification is not only designed to build trust, but also for a preferred placement on the SERPs (Search Engine Result Pages) or at least one that is enriched with additional features.
What does Google Buyer Protection look like?
If a retailer has qualified for the Trusted Store program, they can embed the relevant logo on their site, as reported by Google in its blog. Statistics for the two criteria mentioned above are then displayed to the customer using the mouse-over function.
In addition, the option of buyer protection is also displayed (opt-in module), which the customer can take advantage of. Google thus assures the customer of support in the event of certain difficulties with purchases of up to €1,000. However, not per order, but as a maximum that a customer can be refunded in his lifetime (lifetime purchase protection) and only if the problem is reported within 60 days. If the issue cannot be resolved, Google will refund the customer for the purchase price including tax and shipping.
Buyer protection is also limited to two types of problems: the ordered item was not delivered or no refund was given although the purchased product was returned by the customer on time and in accordance with the contract. For other mistakes such as wrong delivery, error in the invoice amount or a different condition of the goods than expected, Google can voluntarily provide assistance, but is not obliged to do so. In addition, some products are excluded from protection a priori. A corresponding list was published by Google.
Conclusion for online shops
The introduction of Google-certified online shops is certainly an interesting and cost-effective extension of existing certificates. However, whether it is sufficient in itself as a (so far) largely unknown seal of quality to inspire trust among customers is still difficult to assess due to the ongoing test operation in Germany.
Google Trusted Store can only be compared to existing certificates to a limited extent, since, for example, the fulfillment of all (country-specific) legal requirements that apply to online shops is not part of the test procedure. On the other hand, the relevance of the certificate for the area of Search Engine Advertising (SEA) when the proposed connection with Google AdWords is introduced is given. The same certainly applies to including the logo in the Product Listing Ads (PLAs) of the Google Shopping results. Ultimately, the interested and, above all, certifiable online shop must weigh up whether the effort caused by the certification is in an economic relationship with the benefit, which may only arise after a connection with Google Shopping and the SEA area.