Multilocation businesses often have store locators, but many aren't making the most of them. Columnist Adam Dorfman suggests ways to optimize your locator to provide a better user experience and increase conversions.
How often do you review your store or professional locator to make sure it is up to date and optimized to convert on the KPIs that matter most? After all, anyone who is visiting your locator is already interested in your brand. Your job is to use your locator to turn that consumer intent into a purchase or lead, as successful online shopping carts do.
At a time when Amazon is giving brick-and-mortar stores the fight of their lives, locators are a not-so-secret weapon to combat Amazon’s dominance — but only if you treat your business locators as revenue generators. Here are 10 tips to get you thinking about your store locator in a new way.
1. View your locator as a revenue generator
2. Optimize your locator for mobile
3. Leverage location detection and autocomplete technology
4. Consider vertical-specific needs
5. Be thoughtful with filters
6. Consider multiple locators
7. Include ratings in your locator results
8. Remember the specific needs of professionals
9. Keep it clean
10. Test, experiment and iterate
Just remember…
The key to making your locators useful in this post-digital era of omnichannel search is to first understand your customers’ journeys, from awareness of your brand to in-store sales, and then create a strategy that combines data, contextual content and a compelling user experience. Your locators are perfectly positioned to do this and will make location marketing more valuable to your brand.
For more details : http://searchengineland.com/10-ways-improve-business-locators-267982
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