Online Trust Gets More Validated – Google Introduces Trusted StoresOctober 3rd, 2011 | KikScore & KikReport,News,Online & Small Business Resources,Small Business | 4 Comments »
Google just announced a program called Google Trusted Stores. That means that Google has officially joined the trust seal party (see post at DIY Marketers site on the range of trust seal options). From the information that is available from Google along with the 50 second video on Google Trusted Stores, it looks like Google has seen the same issue many folks see shopping online and are trying now to help address that. Which stores, especially which small business stores, can you trust when you want to buy online? The data about shoppers online trust concerns is convincing that there is still a concern that shoppers have when buying on the internet and to top that off 7 out of 10 shopping carts are abandoned.
So Google’s Trusted Stores appears to do the following items:
1. Trust By Association with Google – This service puts Google’s name on your store website – another trust by association for small businesses. You trust Google so you should trust our store.
2. Google Tracks Product Shipping Timing – Google validates on time shipping for online stores – Does a store have a “high percentage of orders with on time shipping” and “low average days for product to ship.”
3. Google Tracks Customer Service Issues – Google will check to see are there a “high percentage of issues resolved quickly” and is there a “low number of customers needing assistance with an issue.”
4. $1,000 Purchase Protection - Google is going to offer to mediate if a dispute arises between a shopper and a Google Trusted Store and also the shopper will have the opportunity to opt-into getting purchase protection of up to $1,000 (in lifetime claims).
So what is new about what Google is doing in the trust seal space? They are essentially monitoring, tracking and then in some manner validating shipping, delivery and customer service issues with a online store owners. These are very important areas for shoppers and website visitors to find out information about prior to a sale, but there are still some areas that are missing as a part of the trust calculation.
Franky, Google looks to be focused on shipping and customer service issues, but does not really cover some other items that are important to the trust calculation for shoppers and these include:
1. Who is behind the website?
2. Where is the website hosted, is it in a country that has a high incidence of fraud?
3. Who is behind the business that runs the website?
4. Who manages the business and do they have a trackrecord of financial reliability or a propensity for committing fraud?
5. Does the business owner or business have any liens or judgements pending against them?
Incidentally, a lot of these questions are actually answered by sites that have a KikScore seal on their site. So that also helps answer how is KikScore different than the Google Trusted Stores. If you use KikScore, shoppers at online stores get a look into who is behind the business, the management, website history, customer feedback along with a dynamic and real-time trust score that gives shoppers an indication about whether level of trustworthiness for website owner. Here is an example of two customers: PaybaQ.com and Hand Law Offices. So if store owners decide to become a Google Trusted Store, they should still look at using the KikScore seal to provide important elements of transparency to website visitors about themselves, their business and track record of success.
Interestingly, Google appears to be focusing on online stores, but small business of all types from lawyers, doctors, contractors, plumbers, bloggers etc can use a trust badge for their website so they can demonstrate that their service business is trustworthy (see Hand Law Office example above). This is even more important with the increase in local search driving website visitors to new local service provider websites where they currently get little, if any, information about the local service provider beyond what may be on that service provider’s “About Us” page, if they even have one. We at KikScore offer a confidence badge for these types of non-ecommerce stores so that when website visitors locate and visit these small business websites the website visitors can make a determination whether these local businesses are trustworthy and have a track record of reliability too.
All in all an exciting day for our industry.
Please tell us how are you increasing your customer’s trust.