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If you’ve invested in your self storage website or your marketing strategies, self storage online leads will be arriving at your website. At this point, the focus shifts to converting online leads into storage unit rentals.
In this article, we’ll look at some of the reasons why people drop off during the online rental process, and we'll focus on how to increase your move-in rate. After all, if you’ve invested in driving online leads to your website, you want to be sure to convert them into tenants.
A fast-loading website is critical. A study by the Aberdeen Group found that for every one-second delay in your page load time, there is a 7% decrease in conversion rates. This means that your website needs to load quickly—otherwise you risk losing your hard-won leads. Ideally, your website should load within 1 to 2 seconds.
Once visitors arrive at your website, you have 15 to 20 seconds to make a good impression. This means your website must be easy to navigate and provide critical information on the home page—including strong calls to action, high-quality photos or video of your facility, highlights of your property amenities, and information on storage unit pricing and availability.
Many of your self storage online leads will be using mobile devices (e.g., phones and tablets). This means that your website—including all aspects of your online rental process—must be optimized for use on mobile devices. Mobile-friendly means that your website looks good on a variety of mobile devices without the user having to zoom in or adjust settings.
A call to action (CTA) on a self storage website usually takes the form of a button that says something like “Rent your storage unit” or “Reserve now.” Whether a visitor is coming from self storage online ads, your Google My Business listing, or an organic SEO search, having several prominent CTA buttons on your home page (and the other pages of your website) will encourage them to take the desired action of renting a unit using your online rental system. The best CTAs are:
Having a user-friendly online rental system is the most critical part of converting self storage online leads into self storage tenants. After all, when a visitor rents a storage unit online, it takes them off the market and turns them into your tenant.
Make sure your online rental system allows users to:
It is also important that your online rental system doesn’t contain surprises (such as hidden fees or higher rates than those posted), which can lead users to abandon the checkout process.
Providing up-to-date rate information is critical. Accurate rates allow visitors to make an informed decision and encourages them to rent a unit on your site—thereby taking them off the market.
Displaying discounts is another way to encourage visitors to become tenants, especially when combined with the next item on the list—urgency badges.
Urgency badges encourage visitors to take immediate action and rent a storage unit on your website. An urgency badge is a little graphic that shows how many of a particular type of storage unit is available to rent. It might say something such as “Only 2 units left.” When combined with a discount, urgency badges compel visitors to complete an online rental sooner rather than later.
Sharing customer testimonials and reviews on your website is another powerful tool for converting self storage online leads into tenants. After all, it offers “social proof” that others found your self storage facility to be a good place to store their belongings. Many people don’t make online purchases without reading reviews so why not make it easier by providing reviews directly on your website?
Your self storage website should include a size guide that shows the different sizes and types of storage units that your facility offers. A visual representation of what fits into different size storage units is most effective. Accompanying these graphics with phrases such as “can fit the contents of an entire house” or “similar in size to a walk-in closet” helps visitors get a clearer idea of which size storage unit will work best for their needs.
Along with a size guide, providing other information about storing at your facility (such as FAQs, Storage Tips, and Contact Information) keeps your leads from leaving your site if they have questions or need additional information.
Form abandonment (when an online shopper goes through part of the checkout process but does not complete the transaction) happens between 60% to 80% of the time in online shopping. There are multiple reasons why this happens, but the tips below will help to minimize form abandonment.
In this article, we looked at how to convert your self storage online leads into tenants. In summary, you can increase your online conversion rate by ensuring that:
By taking these actions—and using marketing techniques such as urgency badges and minimizing issues that lead to rental abandonment—you’ll ensure that more of your self storage online leads become satisfied tenants.
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