Office of Marketing

UX Test Results: Website footer

In heat maps of websites, we sometimes see a cluster of dead clicks on the address in the footer. We believe people attempt to select and copy the address to get approximate location, probably for mapping or visiting.

Partner: BUX UI team

Question and approach

Experiment question: In our websites, the footer sometimes contains a building address. If we promote a map link in the address, which do you prefer?

Cartoon library footer with scarlet pindrop icon
Option 1: Add location pin icon next to address. Make it link to Google Maps.
Cartoon footer with Map it underlined link
Option 2: Add a separate link called "Map it" that links to Google Maps.
Cartoon website footer with address underlined
Option 3: Just add a hyperlink underline to the address.
Cartoon footer with "Show on map" link with icon
Option 4: Scarlet "Show on map" link to Google Maps with icon.

51 people participated and gave us solid results

15 external panelists and 36 staff panelists responded to our question.

  • Pin with “Show on Map” was a clear winner.
    • 83% of the 15 external panelists answered “show on a Map was their preference.
    • 84% of the 36 staff panelists answered “show on a Map was their preference.
  • Two people mentioned the color in their comments. The scarlet color stood out, which was an afterthought, and may have skewed the results slightly.
  • Next, we asked, “Which map would you prefer the link to open?”

Ohio State staff answered:

Preference chart

Overall answers were:

Response chart

Google map locations are preferred by users so the most usable preferred option would be to use Google map pins.

Some participant comments

  • I like there being the pin icon; having all three lines of the address underlined right above the underlined phone number and email makes reduces the emphasis of the text decoration and reduces legibility
  • The separate icon, color, and text are together most likely to direct users where intended. As for which map service, on mobile it should query the device default.
  • It might be nice to have the campus map open up as well.
  • My only concern with this is if it is distinguishable for someone with color blindness. Perhaps make this a button?
  • I think Google is the most universal
  • I chose Google just because it's a more direct route to getting directions than the campus map, and while I'm an Apple user myself, I think Google is more ubiquitous.
  • I think having the link red made it more noticeable.
  • Just underlining or just showing the icon does not indicate that this is a link to open a map.
  • I don't know an easy way to do this, but I wish this would go to the OSU map but then still have a way to jump to Google/Apple Maps for GPS navigation
  • The first option with only the location icon was a very close second.
Blue response chart

Experiment dates: 5/4 – 5/5/2026

Link destination expectations

We also asked users about expectations: “Which map would you prefer the link open?”

Blue response chart

Google Maps are more widely expected/preferred, but supporting Ohio State campus maps was the team decision. Even with data, you can make decisions that align to your business goals.

“Other” answers respondents gave:

  • Copy address to use preferred mapping
  • If you can give the user (especially on a phone) the choice, that would be best, if not - then the OSU Campus Map with maybe some links to Google.
  • Is it possible to have the user choose their recommended app? I would say ohio state app if they are using a phone
  • Waze

Reach us to see if an experiment can help you pursue your web goals at userexperience@osu.edu

This page last updated 6/5/2026.