On September 26th, 2023 shopping on Google will change dramatically.

Google now takes purchases directly in search with its Buy on Google feature. But in September, that feature is being removed and Google Magi is going to start sending consumers to your checkout page.

Google claims that pilot test merchants using the new Google checkout feature have seen an improvement of gross merchandise value (GMV) between 1-10%.

In today’s Deep Dive we share 11 atomic steps you can take to optimize your checkout page to fully capitalize on this new opportunity.

Let’s dive in!

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Get Your Checkout Page Conversion — Ready in 11 Atomic Steps

This is what Google announced will be the new direct checkout experience:

“Instead of a multi-step buying journey, people who are ready to buy will now have the option to go directly from Google to the checkout flow on your website.

Once there, they will see the chosen product already in their shopping cart and can checkout on your site with whatever payment method they select.

We will be piloting this experience on Google and YouTube with select merchants and will share more information as we’re ready to take on additional partners.”

With the Google Magi update just a few months away, it's normal to feel a bit uneasy.

But remember, change is the only constant in the world of ecommerce.

It's time to gear up, prepare your store's checkout, and turn this change into a golden opportunity!

Here’s how you can get your checkout conversion-ready in 11 atomic steps.

1. Winning Customer Trust: Your First Victory

Trust is the foundation of any successful business. Your customers need to feel safe when they shop from your store. But how do you build this trust? It's simpler than you might think.

Start by displaying HTTPS certificates on your checkout page. These certificates tell your customers that their data is secure.

Don't forget to display payment processor logos. Seeing familiar logos like Visa, Mastercard, or PayPal can reassure customers about the safety of their transactions.

Next, add your customer testimonials and influencer endorsements to your checkout page. These social proof elements can overcome any last minute objections buyers may have.

Lastly, make your shipping and returns policies clear and easily accessible. Transparency builds trust, and trust leads to sales.

2. The Path Forward: Embracing Mobile Checkout

In today's fast-paced world, people shop on the go. In fact, nearly a third of US shoppers make purchases on their mobile devices every week.

To make your checkout mobile-friendly, start by ensuring your site's layout automatically adjusts to fit any screen size.

Next, make sure your buttons are large and easy to tap on a small screen. Lastly, use clear, readable fonts.

A mobile-friendly checkout isn't just a nice-to-have feature anymore - it's a must.

3. No More Hidden Costs: Transparency Wins

Nobody likes unpleasant surprises, especially when it comes to costs. Be upfront about any additional costs like shipping, customs, or tax.

If these costs are unavoidable, consider offering free shipping for orders over a certain amount.

This not only offsets the additional costs but also encourages customers to buy more.

4. Progress Bars: Guiding Customers to Checkout

A fast and smooth checkout process keeps customers engaged. One way to achieve this is by showing a progress bar.

This simple feature lets customers know how close they are to completing their order. It gives them a sense of progress and encourages them to complete the checkout process.

5. Payment Options: The Crossroads of Customer Convenience

Every customer has a preferred method of payment. Some might prefer credit cards, while others might prefer digital wallets like Apple Pay.

By offering a variety of payment options, you cater to these preferences and make it easier for customers to make a purchase.

6. Autofill: Reducing Time to the Sale

The faster your customers can checkout, the less time they have to second-guess their purchase.

Google Autocomplete can help speed up the checkout process by auto filling a customer's billing and shipping address.

This simple feature can reduce checkout time by 20% and lead to more completed purchases.

7. Discounts Done Right: Hidden Yet Accessible

Discounts can attract customers, but they can also distract them.

If customers see a discount code field during checkout, they might leave your site to look for a code.

To prevent this, consider hiding the discount code field behind a dropdown. It's there for those who need it, but out of sight for those who don't.

8. Upselling and Cross-Selling: More Value, More Sales

Upselling and cross-selling can help your customers get more value from their order.

For example, if a customer has a $19.99 three-piece bowl set in their cart, you could recommend a $24.99 set that contains five items (upselling), or a $3.99 mug that matches the bowl set (cross-selling).

These strategies not only allow you to offer more to your customers, but they also increase your average order value (AOV).

9. Guest Checkout: The Fast Track to Finalizing Sales

Forcing customers to create an account can be a barrier to purchase.

To remove this barrier, offer a guest checkout option.

This allows customers to complete their purchase with just an email address.

Alternatively, allow customers to log in using their social media accounts. This provides the benefits of account creation without the extra work.

10. Offering Chat Support: Instant Answers, Happy Customers

Live chat can answer last-minute questions and ease any doubts your customers might have.

With a tool like Shopify Inbox, you can provide real-time answers to common questions. This reassures your customers and can help boost your sales.

11. 1-Click Checkout: Making Sales in a Blink

1-click checkout is the fastest way for customers to make the purchase. With features like Shop Pay, customers can complete their order in just one click.

This not only speeds up the checkout process but can also increase conversions by over 35%.

Future-Proof Your Store: Confidence in the Face of Change

The ecommerce world is changing, but that's no reason to fear.

By implementing these atomic optimizations, you can prepare your store for Google's Magi update and turn change into opportunity.

So, get testing and get ready to see your sales soar.

Remember, every challenge is an opportunity in disguise. Embrace the future with confidence, and success will follow!

Want to sign up for Google’s new pilot program for direct checkout?
Google has shared this application form.

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