The site search conversion optimisation hack you haven't tried but should

by Louisa Bainbridge
on Jan 30, 2017 11:06:30 AM

How to gain conversions by changing your site search

Take a look at every site search tool and there's always one thing in common - points of interest are always listed by distance rather than time. But when points are listed in miles, it's not the walking or driving distance you see, it's the straight line A>B distance. What users need to know is how long it will take them to get there - not the distance as the crow flies.  Do you not have a location search page? Take a look at this optimisation tips for any website.

Make local search more relevant for 300% more conversions

By listing search results by time, your customers can see where’s the quickest to get to and make an informed decision. When every result is accessible by time, they convert. Don’t believe me? The London-based Citymapper app is rumoured to be on 50% of all of the city’s smartphones. It’s a handy tool for customers trying to figure out how to get from A to B. The tool is used when the user knows exactly where they need to go but when people use a location search for hotels, properties or jobs, they don't yet know where their end location could be yet. They need to see a list of results organised using times. That’s where TravelTime search comes in.

By adding the TravelTime Search API, sites give users the ability to find points of interest ranked by shortest to longest journey time. They don’t need to navigate off your page to figure this out anymore. Limit their exposure to your competitor’s advertising by keeping them in your user journey. Customers don’t need to spend a long time researching different options, they need what they’re looking for first time.

Case study: Countrywide property search

The UK’s largest estate agency and lettings network chose TravelTime to power their location search. Since implementing they’ve boosted conversions by 300% vs. miles radius searching. Displaying two shapes overlapping on the map lets users visualise the locations that are best, take a look at more UX tips here


  • Enter your office location, or another place you regularly travel from home to (e.g. school)
  • Specify maximum travel time
  • Select your mode of transport
  • See travel time of each property in a list
  • See properties that fall within specified commute time on a map

Case study: Zoopla property search

As one of the fastest growing sites in the UK, Zoopla chose TravelTime to deliver the most relevant results to their customer base. Since implementing they have also seen a 300% increase in conversions.


  • Enter your office location, or another place you regularly travel from home to (e.g. school)
  • Specify maximum travel time
  • Select your mode of transport
  • Overlay a second person search – see properties that are suitable for more than 1 location
  • Sort properties in a list by fastest to slowest time
  • See properties on a map – the blue are within the specified time, the grey are just outside

Case study: Visit Britain

VisitBritain’s site dedicated to exploring things to do in the UK uses TravelTime to show tourists what’s nearby.


  • Pick your attraction of choice and find out what’s nearby
  • Filter by travel time and transport mode
  • Visualise the local area on a map
  • See what hotels are nearby the attraction using a Expedia plug in

Try site search conversion optimisation with TravelTime API

Step 1: Sign up for an API key here - pre-launch development time is free

Step 2: Send us your JSON requests via HTTP POST - this is when you'll tell us the coordinates, time of travel, maximum travel time and transport mode

Step 3: Watch the conversions sore as you turn miles into minutes

Learn more

Take a look at our industry spotlights for site search:




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