Google Checkout
Launched in the US in 2006, and here in the UK in April 2007, Google Checkout simplifies the payment process on a merchant’s website, allowing for a greater sale conversion rate. Shoppers only need to register their payment details once with Google Checkout, and then can purchase simply by filling in their user name and password to log in.
This is obviously a much more convenient way to buy for customers; not only are there no lengthy forms to complete, the service is protected from fraud and so buying is secure. Buyers can also track all of their online purchases from around the web in one place, and feel confident clicking through to buy with a brand they trust. All of this makes it much more likely that you will see a higher conversion rate on your e-commerce site.
Google Analytics
As a merchant, using Google Checkout means that you can also use Google Analytics to track your buyers through the conversion process as the two are integrated. This is really useful and you can track separate activity on each of these three pages: the login page, which appears after someone clicks the Checkout button, the order placing page, which is the first to appear after a buyer logs in, and the confirmation page, after they’ve made a purchase. Google Analytics reports from each of these pages.
The login page details the buyer’s order and lets the buyer either set up an account, or log in to an existing one. The next page is the Place Order page which shows the user what items they have ordered and lets them select payment option, delivery address and shipping method. Providing the user proceeds with the order, they are then taken to the Order Confirmation page, where the order is listed, along with a link back to your website.
E-Commerce Reporting
You need to change the settings for your website profile to enable e-commerce reporting from Google Checkout. This is relatively simple; start by going to the Analytics Settings page in your Analytics account and click on the edit button for the website profile you want to track. Next, the Profile Settings page for that profile should load, and when it does, click edit at the top right-hand corner of the Main Website Profile Information section. On the next page, change the radio button to yes from no under E-commerce Website. Now you have Analytics tracking data from Google Checkout.
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