Abstract: The internet is electronic, but it services customers which live in physical space and often must visit a store.
Store location finders on websites tend to score higher hit rates than other types of searches but often lack enough detail about the locations themselves. Location finders without enough detail reduce conversion rates for web users attempting to reach physical stores.
As an example, let’s look at Muer’s locations page, a restaurant chain represented in a variety of US states:
http://www.muer.com/muer/restaurants.html
This location search assumes that users will identify with a restaurant that they would like to eat at by its logo. While logos are a must on a page such as this, there is little you can learn about the listed restaurantswhen viewing it. “Locations” is a homepage link (http://www.muer.com) at the bottom of the left hand navigation; a placement connoting low priority, and the location page details confirmed this:
Pizza Hut, http://www.pizzahut.com has done a nice job refining its homepage and also its location search:
http://www.pizzahut.com/more.asp?page=search_results.asp&zip=48108
Although there is frameset usage, the URL will allow for bookmarking the search results, a notorious shortfall associated with using frames. This page contains a map, complete address information, telephone, details (such as dine-in or carry out) and distance. Location searches that do not offer this specific information may deter users from visiting the location or cause customers expecting a sit down dinner to leave upset when they learn that the restaurant doesn’t have tables. In this example Pizza Hut has tailored its homepage for location finding and also optimized its results page to ensure potential customers don’t ask themselves “why didn’t the website say it was only carry-out?” Pizza Hut has increased its ability to convert searches into store visits because better location search results were presented. Simple math says the same number of searches sees more shoppers and therefore better sales.
These two location search examples differ in methodology because the Muer chain has a fraction of the locations. Regardless of this, there still is an obvious lack of basic information on the Muer page such as a phone number for reservations. No phone number or address makes it more likely that someone will abandon the search right there. Therefore Muer reduces their conversion rate and the locations receive fewer phone calls.
Our examples are not limited to restaurant chains; websites play a major role in helping customers locate many types of businesses:
- bank branches and ATMs
- travel agencies
- offices
- car dealers and rental car agencies
- postal locations
- movie theaters
- hotels
Success rates are higher for location searches but it doesn’t necessarily mean that the transaction was successful, users must:
- find the locatoron the website
- select a location
- successfully reach the location
If users fail to complete these steps, the transaction is in jeopardy.
For business deals developing from situations like retailers searching for distributors operating in both Tokyo and Chicago, or any group of cities, an internet location finder is invaluable to the transaction. Because distributor A’s website had a better location finder than distributor B’s, it was contacted instead. Large service industry companies like recycling, automotive parts, construction machinery, shipping, aerospace, medical supply, or market trading all have potential clients searching the internet for companies matching their characteristics.
For consumers and businesses, location searches are a positive message that this website, and as a reflection the business it describes, is organized and prepared to meet your needs.
While some may not fit in with your type of business, we make the following recommendations for store location searches:
Present a search box only for physical locations on the home page, well defined for that purpose.
Research shows that websites usually have 1-3 chances to return a matching search result to a user before the search is abandoned. When search boxes are not labeled clearly, the chances for users to search the wrong box increases and the chances for successful task completion decreases.
Present a link to a map for each individual location returned
Most users searching for a physical location should be able to receive directions to the location with a map, preferably with the possibility of door to door directions.
More attention to “no results found” pages
If a user is interested enough in your locations to perform a search then there is a higher probability that this person will become a customer, so by enhancing this targeted traffic companies can salvage potential abandonment. No results found pages should also offer help and suggestions.
Clearly identify the search query on the results page
“I don’t see it and I know it’s in Southfield, maybe I misspelled Southfield? Let me check.” Common questions that users ask themselves should be easily answered.
Consider a geographic root search that displays locations for the largest area the company spans
For users which haven’t ever heard of you before, the ability to see that you are national or even an international company means that you have passed across an important piece of information: you’re big. On a separate page on the website, offering a geographical map of your locations around the world gives potential customers a scope of your reach. Obviously not for companies with few offices or locations.
Offer address, phone, email, hours, fax, and important details.
If the location has its own website, offer a direct link to it.
Detail big differences in services between locations.
For businesses which have different brand names and logos, displaying logos to appropriate divisions helps users select the correct location.
Display “New” and “Coming soon” to highlight new locations, linked to a press release if appropriate.
Location searching in the website’s advanced search should be possible.
Place store hours prominently
Retail store hours placed in the search result is a good way to reduce phone calls to the store to find out when they close.
Auto correct common misspellings for location names.
Link to a map with directions, consider if cartography is appropriate to your business.
List cross streets to help spark familiarity with the location.
Make visual distinction between full service and non-full service locations, especially with wireless websitesAuto service chains are a good example of distinguishing. Towing your broken car to a location that isn’t open late or has very limited services spurs resentment.
Share hit rates with locations
Using messaging services such as BizTalk are useful ways of sending marketing information to retail locations.
Link to location specific contact forms
Link to reservations
Summary:
Searching locations on the internet is a common practice because it’s convenient. No phone books, calls, and taking dictation from an employee who says he’s sure but doesn’t sound it. The same location seen on a webpage with a detailed, printable map and quality directions is of higher value. Meetings are more often on time, less time is spent planning the visit, and it is a technology that is evolving. As physical location searches improve so too will the productivity of the company.
Article by Isaac Ferreira, visit http://www.onlinetransmissions.com for related articles.
