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Why Self Storage Marketing Should Focus on Conversion Rate Optimization

While you’ve no doubt heard the term SEO (Search Engine Optimization), sinceit has saturated every digital marketing conversation over the last 10 years, the term CRO (Conversion Rate Optimization) seems a hile you’ve no doubt heard the term SEO (Search Engine Optimization), sinceit has saturated every digital marketing conversation over the last 10 years, the term CRO (Conversion Rate Optimization) seems a lesser-recognized marketing strategy. The great difference between the two is that SEO aims to optimize for machine behavior, while CRO optimizes for human behavior, in this case the site user.lesser-recognized marketing strategy. The great difference between the two is that SEO aims to optimize for machine behavior, while CRO optimizes for human behavior, in this case the site user.

Conversion rate measures the percentage of visitors to your website that complete a desired goal (a conversion). This may mean filling out a contact form, becoming customers, or downloading an app. For the self storage industry, reservations and rentals are typically the measured conversion.

Analytics & user feedback + Improved website performance = CRO

To execute this process well, you’ll need to understand:
How users navigate around your site
What actions they do/do not take
What are the barriers to completing a conversion (reservation)

Optimizing for conversion rate means working to improve what happens after the user makes it to your site, as opposed to optimizing for search engines which focuses on the before (how many clicks you get, which keywords are driving traffic, who clicks to your site from the search results). The focus with CRO is pushing more users through the funnel and getting the most qualified leads, not simply getting more traffic or volume of leads.

Conversion Rate Optimization benefits your business in a few key ways:

1. Collecting Insights for User Intelligence

Optimizing for user experience means cultivating a better understanding of your potential tenants. You’ll find which language, imagery, and design choices best suit their needs during the reservation process.

Website areas we often see success changing & testing according to user insights are:

  • Rates & Specials: This item is first for a reason. Aside from facility location, this is a huge decision-making factor for prospective tenants. Testing specials, and assessing the rates of your facility’s nearest competitors is a website change from which you can expect to see marked results.
  • Reservation Process: Lengthy reservation forms with seemingly unnecessary fields, and demands for a credit card to reserve a unit are often off-putting for users who just want to complete the initial process quickly and without commitment. Also, if the costs displayed across the site do not match in the reservation form or rental process, you can expect users to feel a lack of trust and leave the site.
  • Rates Page Scroll Time: Your rates page is where users are price shopping and making their final purchasing decision. Therefore, this page on your site is the most important. If users, especially those on mobile with a smaller screen, need to scroll excessively to get the necessary information to reserve, they are likely to bounce back to the search results page on Google. For self storage facilities, this means placing only important information above the unit size and rates table. Think just the basics: contact info, hours, or images, but no massive graphs of copy.
  • Imagery: High-quality photos of your facility give internet users a glimpse at your facility’s conditions enough to make them feel more secure about reserving with you. Make sure your facility photos are high quality and doing the job of selling your product.
  • Reviews: Highlight your positive reviews on your website to show trust and credibility. Feedback from other tenants will serve to strengthen a user’s trust in your business.

2. Anticipating Better ROI

You’ll be making more of the resources you have by testing and making site changes for a higher conversion rate. Analyzing results to better user experience for those already coming to your site means not spending time and money striving to bring in more users (who may or may not be qualified leads for your business).

Wondering which types of data allow us to call a winner when it comes to testing and site changes? Here’s a list of a few strong indicators:

  • Which page users land on first
  • Which features users engage with
    (where on a page do they linger)
  • What channel brought them to your page
    (referral traffic in Google Analytics)
  • Devices/browsers they use
    (desktop vs. mobile vs. tablet)
  • Where users abandon your site

3. Creating Better User Experience

Optimizing for conversion rate is a never-ending game, as you’re always trying to increase the number of reservations made online. Understand that the self storage user journey is important in how you design your site and integrate with digital marketing efforts. Foundationally, a clear path from the units & rates table to the reservation form means you’re helping guide the user through the sales funnel, making them less likely to bounce back to the search engine results page looking for something else (also known as Pogo Stick-ing). Aside from assisting with conversion rate for your website, this simple user journey will also be communicated to Google through user signals, and can contribute to better ranking for your page.

At this point, the “search intent” of its users is Google’s primary ranking factor. Search intent refers to the ultimate goal of the person using the search engine, most of which can be clustered into “do, know, go” intentions - do something, know something, go somewhere. Satisfying a user’s search intent means driving those users to conversion on your page, while Google sends more users to your page (as you prove that users can confidently complete their goal from that page).

To recap, and put conversion rate optimization simply:

1.

Identify your ideal action on the site

2.

Create a web design to guide the user appropriately

3.

Track user behavior through analytics and heat mapping

4.

Run A/B tests as you make changes and optimizations

5.

Reduce friction and continue ongoing optimizations



The essence of this process as Automatit sees it is “don’t guess - know.” Testing may not always provide instant gratification and remarkably clear results, but in an effort to put the user first, it will ultimately yield the best results.

WHAT OUR CUSTOMERS SAY ABOUT US

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David Segal
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Automatit has been a great company to work with. They are incredibly responsive and friendly. I am very impressed with their company and all the people who I interact with there.
David Allan
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Automatit has been a great partner to work with and helped us put together a top notch website. They've been responsive to our questions and minor maintenance issues and have been a great partner over the last 5 years. Thank you!
Michael Tsouroupakis
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I recently redesigned my website and Automatit did the work for me. They were excellent especially Victoria who led the project from start to finish. Overall I'm very happy and I highly recommend them. Thank you for everything.
Maria Arcenas
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We are very satisfied with the new website Automatit created for Aliso Viejo Self Storage. Automatit's staff gave the best customer service!Thanks to everyone involved in this project.
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Highway 5 Self Storage
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We are so pleased with Automatit. They were helpful and made it so easy for us. There very creative and will walk you through the project from beginning to finish. There knowledge and customer service is awesome.
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We are so happy with our new website! Thanks Automatit!
Neil Kadakia
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Heather and Kelly from Automatit were very friendly, courteous, and their customer service was top-notch. They were patient through our yearlong process to complete our website and worked with us to create a website we're happy with. I would recommend their service to other self-storage business owners. Cheers!
Nancy Persico
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If you are looking for a web team to truly take you to the top with expert advice, beautiful design, and data-driven results, then Automatit, Inc. is definitely your A-Team.
James Nault
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Sira Lawless
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Michael McDaniel
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martin westbrook
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I’m am very pleased with the Automatit team in the development and implementation of my self-storage website!
Tom Leddy
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Excellent partner with my business. They have had a major impact on the growth as customers search over the internet.
Jeff Romlein
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The dedicated team at Automatit did an excellent job at redesigning our Stadium Self Storage website making it clean, modern and easy to navigate. They integrated seamlessly into our unit management software, allowing us to publish our rates to the web, as well as rent and reserve units online. If you are in the self storage business, and want a successful web presence, then you need Automatit a... Read More
The dedicated team at Automatit did an excellent job at redesigning our Stadium Self Storage website making it clean, modern and easy to navigate. They integrated seamlessly into our unit management software, allowing us to publish our rates to the web, as well as rent and reserve units online. If you are in the self storage business, and want a successful web presence, then you need Automatit as your partner.
Amelia Sholar
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Our experience with the Automatit team has been exceptional at every level. They have been incredibly responsive and exceeded our expectations with our new website design. I would highly recommend working with them for self storage web design.
Harold Panciera, Jr.
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Over the past 2 months, I have been working with Automatit to develop our new website. It went live recently and I want to share that it was a pleasurable experience to work with them. Their team is comprised of highly qualified, professional people and all have an abundance of sincere caring to please the customer. Having owned numerous businesses throughout the U.S. over the past 41 years, I kno... Read More
Over the past 2 months, I have been working with Automatit to develop our new website. It went live recently and I want to share that it was a pleasurable experience to work with them. Their team is comprised of highly qualified, professional people and all have an abundance of sincere caring to please the customer. Having owned numerous businesses throughout the U.S. over the past 41 years, I know the critical importance of those qualities to a successful business. While there may a bit more fine tuning to do, I am very pleased with our website.
Jacqueline Feldman
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Automatit is a great company to work with! Their staff is very friendly, and their customer service is top of the line! They always go above and beyond when answering questions or making updates to our website, and they are very timely. Highly recommend!
floyd hubbell
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I've been a customer for many years. They do a great job with my website and SEO!
G Dog
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Sean Barron
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The team at Automatit has been a pleasure to work with over the past year. From web design to SEO to tech help, they are first rate. They are attentive, responsive and really care about serving the customer to the best of their ability. I look forward to a long and prosperous relationship.
Brad North
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I've worked with Automatit for years and they've been great to work with. They seem to always be on the cutting edge of driving internet traffic to our stores through optimizing our Search Engine Optimization and Paid Search Programs. They have become my #1 source for lead generation!
A Schillinger Self Storage
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Excellent service..very attentive to individual needs..I highly recommend them!!! Jim Tucker
Ann Winston
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We highly recommend Automatit. They helped us design an attractive and easy-to-navigate website for our self storage business. When we request changes, they are quick to respond. Most importantly, the website functions really well, with a large portion of our customers making reservations for rentals on the website.

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