Why having a postcode lookup on your e-commerce website is a smart idea

If you are a store owner living in the UK and if you are not using postcode lookup on your website then it’s time you seriously considered it.


Postcode lookup will help your customers to complete their checkout process much quickly than writing their address details on your website. If you consider your registration form at the moment it will be most probably be like the following.

Standard e-commerce website registration form without postcode lookup

If you minus the email address, password, first name and last name fields then there are still 5-6 fields which your customer will need to enter to complete the registration.

Hey! Its just 5 fields. What harm will that do?

It may not do that much for an unsuspecting customer but these days customers are quite intelligent and they compare a lot of websites before placing an order on your website. Unless you are a huge brand name that people can’t think to live without you should try to make life as much easier as possible for your customers because that will help your website with more conversions and orders. People usually send out gifts to their loved ones and friends via websites and they can lookup their whole address if they just know the postcode.

What about the costs involved?

It would seem like that there would be huge costs in going this route but if you do a search for postcode lookup on Google UK and check the costs involved it would come down to some where around 1 pence – 1.35 pence for one lookup. Not only that, there are several other payment options available offered by these websites which would help you to put this up on your website and start using it from the word go.

How will this look on my website?

It’s upto you really on how you want¬† it to look on your website. You could get in touch with your web developer¬† and talk it over with him and give him your ideas. Standard look and feel for this type of lookup would be as follows.

Step 1: Customers sees a form asking him to enter the postcode

E-commerce website registration with post code lookup - Step 1

Step 2: Customer enters his postcode and the system searches for addresses on that postcode

E-commerce website registration form with postcode lookup - Step 2

Step 3: Customer selects an address from the list of addresses which is his desired address.


And that’s it.

The customer needed to enter the postcode and with 2 clicks he was able to pre-fill his address thus saving his time and giving you a chance to convert one more prospective to a sale.

If you have any comments/questions then please do let me know.

Increase sales conversion with relevant product search results

Website conversion has always been important for website owners as they look for ROI on their investment. Rightly so as they spend thousands on developing a website and they expect a financial return so they could cover up their costs. They invest on a slick design, catchy graphics and nice behaviors which should attract any visitor who visits their website. Most of the time this logic works and it does keep the visitor on the website and the longer the visitor is on the website the more chances of conversion.

This logic however fails if the visitor is not able to find what he is looking for. Why?

If you have a website which sells products or in other words an e-commerce website then it is very important that your Site search (this is the search box on your website) facility provides targeted results. Most websites are being developed on some type of framework these days and due to this the problem is wide spread. Website owners have come across comments from several potential customers complaining that they were not able to find a specific product on the website even though that product existed on the website.

After investigation it was found that:

  1. Site search provided results which were not entirely related to the product that was actually being searched for by the visitor.
  2. Actual product searched was found to be way down in the search results where in fact it should have been at the top.
  3. In some cases even entering the actual product name did not provide any result and visitor was asked to search again for that product.

One can see how frustrating this can be to the visitor. You can liken the above to the following example

Suppose you need to buy a pair of jeans. You go to a departmental store. You give your query to the sales representative and expect him to show you the products you are interested in. If the sales representative starts to show you shirts or trousers instead of jeans would you not be frustrated? How about you ask for a specific brand jeans and he instead shows you jeans of some other brands? How would you feel if you ask for your favorite jeans and he says that they don’t have it even though you can see that they do?

You would most probably think that the store doesn’t want to make money and you would most probably not return to that store in the near future.

Seeing how important search is website owners need to check the site search results to make sure that they don’t lose a customer.

If you are owner of a website where the site search is not giving the right results then let me know and I can help you to sort it out.