Retailers including Schuh have signed up to Google’s new certification service, Google Certified Shops.

The service, which already operates in the US, is going live in the UK today in a trial with retailers including Schuh, beauty brand and Retailers who sign up will carry a badge on their website to highlight their Google certified status, and the aim is to boost consumer confidence in buying online.

Google plans to eventually develop the service so that star ratings of online retailers, based on customer surveys carried out as part of the scheme, will appear next to the retailers’ Google ads. The certified badge will also appear. Regular Google search rankings will be unaffected by the scheme.

Sites carrying the Google badge will receive ratings on customer satisfaction and dispatch speed, and shoppers can also opt to receive free Google protection for their purchases, meaning Google will help resolve any future issues they have.

Google product manager Brian Marquardt said US retailers using the service saw conversion rates and average order size grow. He said revenue grew between 1% and 12% after implementing the certification, because of increased consumer confidence and trust.