GoDaddy to Google's Merchant Center

Making it easier for GoDaddy users to connect to Google's Merchant Center


GoDaddy's Marketplaces and Social selling solution allows merchants to sell through various platforms. Users could sell their goods and services on platforms such as; Amazon, eBay, Etsy, Facebook, and Walmart. During the summer of 2021, GoDaddy partnered with Google. Enabling GoDaddy users to sell their products on Google's network. Giving GoDaddy users the ability to reach millions more shoppers. 


Product Management | Engineering | Google Strategic Team


Sr. UX Designer



The Challenge

GoDaddy users faced connecting issues since the launch of Google’s integration. Which prevented users from successfully creating a Merchant Center account with Google. Both teams collaborated to consolidate and optimize this onboarding flow. The challenge was to simplify the onboarding flow to reduce the 44% of failed accounts.

The Hypothesis

Optimizing the onboarding flow reduced the number of accounts getting disapproved and resolved related issues. The updated flow enabled users to supply Google with their required business information and reduce the amount of failed accounts to less than 10%.


GoDaddy aimed to streamline the Google onboarding process for its users. We accomplished this by automatically sending the user’s business information to Google after they signed up with their Google account. This allowed users to quickly and easily add Google as one of their sales channels. 

Users didn’t need to confirm or verify if the business information sent to Google on their behalf was correct.  My investigation uncovered several issues with this approach.

GoDaddy online stores don’t require any business information to validate if the business is real.

Users could input their business information in multiple areas throughout the GoDaddy e-commerce platform.

The Problem

GoDaddy's inability to collect and transmit the necessary business information to Google resulted in up to 49% of new Merchant Center accounts getting disapproved. 


Optimizing Google's onboarding process and enabling users to input their business information would increase account creation success rates. The updated onboarding flow prompts users to provide their business phone number, address, and verify its website. This aligns with Google's requirements to create a Merchant Center account.

How might we “optimized” and increase “personalization” to the current experience?

Design Decisions

Business Information

Users had multiple ways to add their business's information to their GoDaddy website and account. And they weren’t connected to one another. Resulting in there being no source of truth for the business’s information.

Without a source of truth for the user's business details, how can we ensure that Google received the required information? Not being able to provide Google with the necessary business information caused a lot of issues.

To ensure Google received the necessary business information, the onboarding process was updated with business address, phone and website verification steps.

Design Decisions

Business Address

The implementation of a verified business address in the onboarding flow led to a decrease of 22% in the number of disapproved new account creations, reducing it from 49% to 27%. Further improvements to address backend issues are expected to bring this number down to single digits.

Design Decisions

Phone Number Verification

Implementing phone number verification greatly improved account approval, reducing the disapproval rate from 30% to only 6%.

Design Decisions

Website Verification

My analysis found varying levels of account failure based on the verification of the website. The data revealed a fluctuation in failure rates from 30% to 6%, with a downward trend. Despite the decrease, it was unclear what caused the fluctuation. As we sought to understand our users' experiences with the onboarding process, we had not assessed the impact of this step.

So what was happening? Initially, I assumed that an email or notification banner would inform users of the necessary website verification. While this method effectively communicated the necessary actions users needed to take, it still created a pain point for them. As a result, the onboarding process and connecting to Google were not as seamless as we had hoped for.

The direct sign-up process with Google involves verifying and claiming the website. Completing this step is crucial to move past the onboarding flow to create an account. To enhance the onboarding experience for GoDaddy users, I suggested incorporating a step where users would verify and claim their website as part of the flow."


End-to-end Improvements

  • 20% increase of successful account creations
Final Thoughts

Next Steps

The issue of disapproved products was another challenge faced by users and needed to be addressed. Only 50% of users were able to see their product listings on their Google sales channel. I proposed to run an experiment for the Google sales channel, splitting new account creations into two groups. The first group would go through the end-to-end onboarding funnel, while the second group would go through a flow for adding and creating their product listings for Google, similar to what has been established for the Etsy, eBay, and Walmart sales channels. My hypothesis was that this flow would increase the approval of the users' products on Google's network and result in a rise of product listings impressions.

Take Aways

Though I joined in the middle of the project, Google's fail fast and business first ideology was apparent. This framework made a huge impact on the user's experience. Making it more cumbersome than it needed to be.

Take a step to look at the bigger picture. Looking at what was happening at a high level revealed the high amount of users with disapproved listings. If the onboarding was complicated, there’s a likely chance that getting products listed could be complicated.

Having a close working relationship that's built on trust and open-mindedness is key to effective collaboration. With this close collaboration with Product, I was able to propose and get buy-in potential design solutions that haven't been considered. For example, we discussed the possibility for replacing the Google Ads funnel with an add listing flow. This proposal came after noticing that more than 50% of users had disapproved listings.

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