A conversion is the process of a user visiting a website and taking action, such as buying a product or getting in touch. If people are using your site but not converting, it could be that:
- There are too many results or details being shown at once
- Information is incomplete or incorrect
- Not enough information is being shown for a user to make an informed decision
- Information is not being displayed in a way that is easy to digest
How to use a map to convert
A map can help users visualise information in a way that is easy to understand. Let’s take a look at some examples of how using a map can help you increase conversion rates.
If you need an address entry box in order to place a location marker on a map, address verification is handy. Entering an address takes time and can increase the margin of error. Address verification tools, such as Experian’s Real-time address verification can save the user time by auto-completing their address. It also ensures that the address that is entered is correct.
As well as online deliveries, address verification can be used for store finders to help customers find a physical store in their area. The store can then be displayed on a map.
The example below shows how address verification works with the Sainsbury’s store locator.
You can use a map to help users find relevant points of interest, such as hotels, real estate or restaurants.
UK real estate site, Zoopla, use the TravelTime Search API to allow users to search by travel time. Instead of asking ‘where do you want to live?’ it asks ‘where do you need to commute to?’ and suggests properties within easy reach of this location. The user enters the starting location, such as their office, maximum travel time and mode of transport. The API then calculates where they can live and produces a unique travel time shape to be displayed on the map. Zoopla shows the user all the properties that fall within this shape.
Zoopla has increased conversions by 300% using the TravelTime Search API. Try the API free here.
When you see a map online, it's made up of tiles. This means the full detailed map doesn't need to be loaded every time you land on a page. It’s also why the level of detail shown on the map screen differs depending on the map zoom level.
Map tiles allow you to style your map in a way that is best fitted to your brand style guide.
Mapbox allows you to choose from a series of pre-designed map tiles for your website or app. For example, Mapbox Studio enables designers to create custom maps that change how each tile looks. Brands can edit colours to fit with their style guide.
By contrast, the Mapbox Satellite could be used for a geospatial analysis app.
Geolocation allows you to adapt the content shown to a specific audience based on their location. It sources the user’s location using different sources, such as the device’s GPS, IP address or wifi. A geolocator can act as a shortcut and filter out relevant results quickly by showing users products and services that relate to their location.
For example, when hovering over the Google Earth geolocator button, Google Earth displays the option for the user to 'Fly to your location'.
If the user were to click this button, Google Earth would ask for the user’s permission to access their location.
The geolocator would zoom in on the user’s location on the world map.
Points of interest
You can use a map to display places to visit in a specific area. Factual’s data asset is created from over 3 billion references to businesses, landmarks, and other points of interest across more than 100,000 unique sources.
To find out more about how you can increase your conversion rates using a map, get in touch.