Do you market a multi-location business and want to know how to optimise your website’s usability in order to improve conversions? Then you came to the right place.
Displaying multiple locations on a website can be a tricky thing. Before even setting out a few things need to be considered. The most important decision is whether all the locations within the business have the same emphasis placed upon them or whether some need more emphasis than others. This will determine whether a location needs to be higher up the site pecking order.
If this is the case then it may be worth considering an emphasis on the main location. If, on the other hand, it is not the case then a more universal way of site/location navigation may be more beneficial.
Location Maps are a must for any business that has more than one location. These are incredibly easy to implement and allow users to easily locate a physical site from within the web. Location Maps are used by almost all multi-location businesses, from Waterstones to McDonald’s, allowing users to pick and choose where they shop from nationwide. Let me repeat: Location Maps are a must.
Once the Location Map has been set up several other options present themselves in terms of improving user experience (UX) for a website that has numerous equally valid locations. These must fulfil two basic needs - to provide the information required of the page and to improve the user accessibility to said information.
There are two ways of doing this:
Simplify the Menus
The first is to implement a menu with filter selections, allowing the user to filter which options or locations they want from the offset. This helps improve accessibility by editing out all the options that are not needed. These filter selections go hand in hand with navigational drop down menus.
Other options include utilising a carousel or image gallery in order to get ideas across. This was a mechanism recently employed by Google in order to list top rated films, music, and actors together. It was also used to differentiate domestic and tourist locations apart from one another.
Carousels and galleries are two great ways of improving the onpage customer experience by making sure that various locations stand out from each other. These could be the the physical locations of stores, events, or even pages onsite. What adding a carousel does is provide an easy to use and attractive way of navigation.
Create a Content Hub
Finally, from both a layout and content point of view, it makes sense for each location to have an information hub based around it. What does this mean? It means content.
Creating an information hub around each location not only improves SEO (Search Engine Optimisation) but it also helps improve the navigational function within the site. It instantly increases the number of pages that can be found for any one place. It makes each place more interesting and ultimately makes each place seem like an institution rather than just a location.