This year has been full of changes for Foursquare as it transitions from a check-in app to a location discovery and recommendation service. Despite several upgrades this year alone, the company hasn’t lost any momentum. In an effort to capitalize on increased traffic, Foursquare today introduced redesigned venue pages with a focus on explore and discover functionality.
Foursquare is no longer limited to members-only. There are some 50 million unique visitors to the site each month, and considering the service only has 33 million members, that’s 17 million people who are seeing a logged-out experience. That means they’re coming to Foursquare for the best information about venues in the quickest way possible.
Prior to launch, powerful content (like photos) were pushed down the page, giving more focus to the map. Additionally, important business information like when the venue was open wasn’t easily accessible. Visitors had to search for it, which shouldn’t be the case. The new venue pages are much cleaner and now have all of the information that consumers need in quick, easy-to-find sections.
But while the experience is meant to satisfy logged-out visitors, Foursquare hopes this page will attract new members. Logging in will provide information like which friends have visited the venue, or recommendations on where to go after visiting. It’s certainly a wise way to leverage the data Foursquare has been collecting.
Businesses can take advantage of the new pages by first claiming their venue on Foursquare. If you’ve already done that, make sure that all of your information is accurate and up to date. Explore usage has doubled, making this a great opportunity to attract new customers.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.