Correction: As clarified in a follow up post, what Google said was that the Checkout icon makes the ads 10% more clickable to Checkout Users, a potentially important distinction. [Thanks Ben!]
Furthermore, Google quotes one advertiser, Fred Lerner of Ritz Interactive, saying the Checkout icon has given them “a 23 percent lift in clickthrough rate.”
Good for Google, perhaps less good for competition like EBay-owned PayPal.
Different Google Checkout icons used over time (is the middle one still currently used? Above image is older, and I’ve not spotted one for a while)
*I’m not sure how Google came up with these stats, e.g. whether they directly compared the same ad with and without an icon, or if they compared ads using Checkout to those not using Checkout (potentially problematic as sellers using Checkout may not be a strictly average sample). The click rate itself does also not exactly tell why users click more: is it indeed visibility, or is it extra trust emitted because users may consider it “Google-approved” due to the icon, or because users know and like Checkout, or a mixture of factors, etc.
[Thanks Tony for the screenshot!]
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