Google Checkout may sink or swim on its conversion rates

[mandy]

Google`s new payment service Google Checkout sounds promising, but the proof of success will lie in conversion rates, says John Bresee, president of Backcountry.com...

...to run a successful e-commerce operation is difficult, Bresee says. “Understanding the whimsical ways of customers is hard,” he says. “While Google may understand search, it remains to be seen whether they understand consumer behavior.”

And although the prospect of lower advertising costs and low or no-cost processing of credit card transactions may persuade retailers to try Google Checkout, conversion rates will be the decisive factor in whether merchants continue to offer the service...

full article: http://www.internetretailer.com/dailyNews.asp?id=19120