GooGle CheCkout Case study …

                                           GooGle CheCkout Case study



                                           SportsCloseouts.com increased sales 20 percent
                                           with Google Checkout.


                                           Business
                                           Covering everything from cycling and golf to soccer and winter sports, SportsCloseouts.
      "It has been great                   com specializes in selling name-brand sporting goods at steep discounts. Founder Lanny
   leveraging the savings                  Morton started the company in 2002 with $800 in startup cash ­ and today, it brings in
  in processing fees and                   $3.35 million annually.
   turning that into more
                                           Approach
     traffic generated by
    AdWords, creating a                    Among Morton's main concerns is ensuring that shoppers are comfortable making
  positive cycle of growth                 purchases on his site. He heard about Google Checkout ­ a fast, secure way to shop
                                           online ­ and believed it would increase conversion rates by turning more browsers
      for my business."                    into buyers.
             Lanny Morton                  In addition to increasing convenience and security for his customers, Morton was
               Founder                     intrigued by how Checkout works together with Google AdWordsTM through the Google
                                           Checkout badge ­ a small shopping cart icon that he can add to his AdWords ads. To
                                           add to the attraction, Morton learned that, based on his AdWords spend, Google would
                                           pay his transaction processing fees when customers used Checkout to make their
                                           purchases. "With Checkout, I could reduce my expenses and increase conversions and
                                           sales at the same time," he notes.

                                           Results
About GooGle CheCkout                      Morton implemented Checkout on his site and took advantage of a $10 discount promotion
                                           Google offered to customers using Checkout. Immediately, results from Checkout exceeded
Google CheckoutTM is a checkout process    his expectations. Conversion rates on the site jumped 40 percent ­ a sign that shoppers
that you integrate with your website,      are more comfortable completing their purchases using Checkout. "Buyers tell me they
enabling your customers to buy from        love Checkout because it is fast and simple," says Morton. "Plus, I'm saving a considerable
you quickly and securely, using a single
username and password. Checkout also
                                           amount of money on transaction processing that goes straight to the bottom line."
works with Google's search advertising
program, AdWords, to increase your sales
and minimize your expenses throughout
the online sales and marketing process.                "Buyers tell me they love Checkout because it is fast and
For more information, visit
                                                     simple. Plus, I'm saving a considerable amount of money on
http://checkout.google.com/sell.                     transaction processing that goes straight to the bottom line."


                                           Morton expected to increase conversions and reduce costs, but other, unanticipated
                                           benefits arose from using Checkout. Due to the Checkout shopping cart icon garnering
                                           shoppers' attention, the clickthrough rate (CTR) on the site has nearly doubled, going
                                           from about 1.5 percent to between 2.5 and 3 percent. Morton plowed his savings in
                                           transaction processing fees back into AdWords and his additional spend increased traffic
                                           to his site 25 percent.
                                           The biggest bottom-line benefit: sales have increased 20 percent since bringing Google
                                           Checkout online. "It has been great leveraging the savings in processing fees and
                                           turning that into more traffic generated by AdWords, creating a positive cycle of growth
                                           for my business," says Morton. "I love Checkout, and would have every transaction go
                                           through it if I could."



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