14 Address Lookup Solutions To Improve Conversions

By | 18th April 2016

Image of address lookup on paddypower.com sign up form

Why Do Address Lookup Solutions Improve Conversion?

Address lookup solutions allow customers to quickly input and validate address details as they go through a sign-up or checkout process.    This helps to shorten the form and can significantly reduce the time it takes to complete a form and improve the conversion rate.

By allowing your visitors to enter their address more easily, especially on a mobile device, address lookup solutions can significantly increase your conversion rate. Hotel Chocolat achieved a 19% uplift in each step of their basket funnel following implementation of a smart address lookup solution.

Image of Hotelchocolat.com address lookup in checkout

Source: Hotelchocolat.com

Real-time verification also improves the accuracy of data by correcting typos at source and enhances the effectiveness of your marketing campaigns.  Address lookup APIs also reduce delivery problems as they improve the quality of your customer database. Additionally, address lookup APIs help combat fraud by identifying when bogus information is being entered.

Image of Sky TV promotional email

Source: Sky TV

Call centres can also use address lookup API solutions to capture and validate customer details. Shelving retailer Tufferman  significantly reduced both outsourced call centre costs and shopping cart abandonment on its website. Using PCA Predict’s address lookup API and validation solution the call centre was able to cut the time it took to take an order by between 30 to 60 seconds, making a huge cost saving and also  improving the customer experience.

When implementing an address finder check it regularly. I recently came across this address finder on the betfair.com desktop site. When I selected the address from the drop down menu it only populated the first input field and the other fields were left empty. This triggered an error message because the Town and Postcode fields were not populated. This made the address lookup pointless and probably reduced their conversion rate as it would annoy visitors.

Image of Betfair.com address finder error message

Image source: Betfair.com

14 Address Verification Solutions:

1.  Streetlayer:  – New Solution – An international address data analysis, verification and auto-complete solution. Maintain high quality customer data by analysing, validating and formatting international addresses in real-time.

The solution offers a simple and secure API using an easy to integrate GET URL structure. It offers full address verification, auto-complete with post code filtering, geocode look-up, reverse validation and standard address formatting.

Image of Streetlayer.com homepage


2. Address doctor from InformaticaVerifies addresses from
over 240 countries. The Fast Completion service will verify an address as a visitor enters each part of it and will auto-complete with the best match. This is ideal for organisations that need to validate information quickly, such as online retailers.

image of informatica address verification homepage


3. AFDSoftware: Offers a UK postcode lookup product and a global address lookup solution covering 230 countries. AFDWorldAddress
validates international addresses on desktop, network or internet.

Image of AFD.co.uk homepage

4. CapAdresse: Offers an address lookup solution  that will verify addresses in 192 countries. It offers solutions for entering an address in a single line or multiple fields and uses real-time validation to improve data quality.

image of capadresse.com homepage

5. CraftyClicks: A UK and Global address look-up solution that uses the visitor’s post code in the UK to provide a list of addresses for the user to select from. Also offers a Geocoding API to calculate distance between any two postcodes in the UK. Updated from the Royal Mail PAF database.  The global solution allows visitors to enter either their zip code or street name to provide a list of possible addresses.

Image of Craftyclicks.co.uk homepage

6. Data8: A global address lookup provider that offers a comprehensive range of data validation, cleansing, supply, and management solutions. Data8‘s  shopping cart web services includes auto-fill validation, address, phone, and email validation.

For web forms and checkout Data8 has two solutions; PredictiveAddress which uses predictive search technology to auto-complete addresses, and for the UK, PostcodeLookup, which retrieves addresses from the Royal Mail’s Poscode Address File (PAF).  Data8 also integrates with leading shopping cart solutions including Magento, Opencart and Prestashop.


Image of Data-8-co.uk validation page

7. Google: A free auto-complete address lookup solution for forms from Google Developers.  You must include the Powered by Google logo when displaying any returns from the lookup tool. If you only require an address and have no other verification needs this
solution is worth checking out as it’s free! However, the solution is not recommended for the UK as Google are unable to use the Royal Mail’s database. 

 Image of Google autocomplete address finder homepage

8.  Matchcode: Provides UK and global postal address lookup, email address, mobile and landline telephone number validation. Covers over 240 countries and includes commercial, names and geo-coding datasets. Software is easy to use, install and integrate across all major platforms and applications.

 Image of Matchcodeglobal.com homepage

9. Melissa Data: Their API parses, standardizes and validates U.S. and international addresses for over 240 countries and territories. The solution puts addresses in the standardised mailing format for each country and supports any UTF8 language. The tool will also add missing components, including post codes, region etc.

The Express Entry solution uses type-ahead search functionality that makes it easy to enter and complete accurate addresses with up to 50% fewer keystrokes. It works on both U.S. and international addresses.

Real-time email inbox verification removes up to 95% of bad emails and ID verification will add missing address, email ad phone information.

 Image of Melissadata.com homepage

10. PCAPredict (Previously PostCodeAnywhere): The Capture+ is a global smart address finder which suggests results as soon as the user begins typing.  Features a single click auto-fill for the whole address form and works in over 240 countries, correctly formatting international addresses.  Other solutions include mobile number validation, email validation, store finder, Geocoding and payment


image of PCApredict.com address lookup and validation homepage

11. Postcoder: Offers solutions for address lookup, auto-complete, validation, geocoding, IP address to location and email validation in over 240 countries.

Image of Postcoder homepage

12. Postcodes4u: A pay-as-you-go UK postcode and address lookup service. Over 15 years of being a Royal Mail re-seller and updated from the Royal Mail’s Postcode Address File (PAF) of over 28 million addresses.

Image of postcodes4u.co.uk homepage


13. SimplyPostCode: A UK address lookup solution that uses the visitor’s post code to provide a list of addresses for the visitor to select from.  Updated daily from the Royal Mail  PAF database.

image of simplypostcode.com homepage


14. Smartystreets.com: This is a global address look-up solution which performs look-ups in real-time to fill out missing information and standardise addresses.  It offers an autocomplete service so that it can suggest addresses as the user types. It can also find and verify addresses out of arbitrary text.

Image of Smartystreets.com homepage


Address lookup and verification tools are win-win solutions as you will improve the usability and conversion of your forms. At the same time you will also benefit from better quality customer contact data for your marketing activities. Not to have an address verification and look-up solution is definitely a false economy. Address lookup is essential for a good user experience as people almost expect them to be present to minimise the data they input. Don’t let you customers down.

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  • About the author:  Neal provides digital marketing optimisation consultancy services and has worked for  brands such as Deezer.com, Foxybingo.com, Very.co.uk, partypoker.com and Bgo.com. He uses a variety of techniques, including web analytics, personas, customer journey analysis and customer feedback to improve a website’s conversion rate.

2 thoughts on “14 Address Lookup Solutions To Improve Conversions

  1. Karen Anfield

    We are new to the online market but have worked with the Royal Mail PAF database for over 15 yrs and also offer an very competitive service at postcodes4u.co.uk

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