A Google “Buy” button, long-rumored and therefore Internet-named, became official on Wednesday and it’s actually called “Purchases on Google.”
Jonathan Alferness, VP of product management with Google Shopping, explains the tool in a post on Inside AdWords.
“For retailers, opting in to Purchases on Google means improved mobile conversions, thanks to a simplified checkout process,” he says on Wednesday. “Participating retailers only pay for clicks on the shopping ads to the product page; all clicks and interactions on the product page are free. While Google hosts the product page and provides purchase protection for customers, retailers own the customer communication and can offer customers the option to receive marketing and promotional messages.”
Now in the testing stage, companies including Under Armour and Staples allow Google to “reduce purchase friction” for smartphone shoppers, Jason LaRose, Under Armour’s digital chief revenue officer tells Google. And there is friction, Alferness writes. Using the search giant’s statistics from May, he says conversion rates on desktop computers are double those of mobile devices. These echo IBM’s Holiday 2014 online shopping results, which Big Blue reported in January 2015: Smartphone users accounted for 31.2 percent of e-commerce shoppers, but only 9.1 percent of all Web buyers.
“When a shopper searches on mobile for a product, such as ‘women's hoodies,’ she may see a shopping ad with 'Buy on Google' text,” Alferness says. “After clicking the ad, she's taken to a retailer-branded product page hosted by Google. Checkout is seamless, simple and secure, thanks to saved payment credentials in her Google Account.”
The announcement about testing the tool may have been the final subject in a long blog post because last year, Facebook began testing its “Buy” button and last month, TechCrunch reported the social media network is “opening it up to more retailers on Shopify‘s e-commerce platform.” Also last month, Pinterest started offering “Buyable Pins.” The list goes on.