Welcome to Blueleaf's UXpert, our regular look at UX that could improve your website for users and ultimately deliver increased conversion rates. This week, we're talking about address lookup.

What's the problem?

Addresses are fiddly things to enter into websites. Data from Salesforce Commerce Cloud tells us that 14% of address forms have some kind of error in them, which can be a huge problem when it comes to delivering items or for users trying to get through checkout validation.

What's the solution?

You should add an address lookup service to your site. This can be implemented anywhere users enter addresses (delivery and payment pages, account pages etc) and allows users to enter their postcode or first line of their address, showing an instant list of matches which when selected fills out the user's entire address. This can always been edited or overridden by the user if anything is wrong in the data or where a user may be entering a brand new property address for example.

What could the benefit be?

Salesforce data gathered from clients on their Commerce Cloud platform showed that offering address lookup improves conversion by 4.85%, likely to offer excellent ROI versus the costs of implementation and paying for the lookup service.

I hope you found this useful – if you have any questions on this or anything else to do with UX, please do message me.

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