Despite all the benefits of online shopping (e.g. convenience and speed) many Web shoppers are still hesitant to click the buy button.

Google is aiming to ease their anxiety with the release of Google Trusted Stores, a program (free by the way) for merchants that shows Web shoppers that they are dealing with a reputable retailer and can "feel confident making an informed purchase."

Google has been testing the program (which was released to all U.S. merchants today) with 50 online merchants since late 2011 on more than 10 million orders and the results sound promising. Home goods retailer Wayfair increased sales on its site by 2.3 percent with the Google Trusted Stores badge and gifts retailer Beau-coup saw an 8.6 percent increase.

The Google Merchant Trusted Store badge indicates to users (see the image below) the overall experience that other shoppers have had as related to shipping and customer service. Plus, when consumers buy from a Google Trusted Store, they can opt in to get up to $1,000 lifetime purchase protection.

Merchants can display their badge on their websites, but it will soon make its way onto Google.com ads and in Google Shopping results (see below).

Sample of the Google Trusted Stores report card: 

Google Trusted Stores Badge within Adwords: