Conversion optimisation is no accident. When done correctly, small changes to your website can have a big impact on your ROI. So if you’re designing a website from the ground up, it certainly helps to pay attention to the little things.
Websites like Amazon have perfected the art of CRO. Small changes to the platform are rolled out all the time, allowing the organisation to collect data on the changes that make the biggest impact. The result is a continually evolving marketplace that makes you want to hit the “buy now” button.
We’re not saying you have to constantly tinker with your website to get results. But there are a few steps and principles you can observe to help you convert more of your website visitors.
Reduce the steps to convert
Approach your website as a customer and ask yourself how many steps you have to take before you can take any action that can be considered a “conversion”? If it’s more than 3, you might have a problem.
You can explore how customers navigate through your website using the “Behaviour Flow” tab on Google Analytics. If customers are forced to take a long winded route to get in touch, you could be losing leads every day. Some customers will get tired of looking for the right page while others may be unable to navigate the site.
Adding a contact form to every single page on your website will allow potential customers to quickly get in touch without needing to click on multiple pages.
Show, don’t tell
Website imagery is key to selling storage space. Storage units are often sold in square feet or square meters, but not many of us are aware of what this means. Offering illustrations of what can fit in different sized storage units will help potential customers to make a choice.
Prioritise bespoke photography
There’s no shortage of stock photography for self storage units out there. But your customers don’t want to see stock photography, they want to see your site and your units. The type of site you offer can be one of the many factors that goes into a purchase decision. If the customer then arrives at your site and discovers their storage unit doesn’t have drive up access as seen on your website, this could be problematic.
Always use original imagery to help project an accurate and trustworthy appearance. While stock photography might be acceptable while you get your website up and running, it should be replaced with original photographs as soon as possible.
Consider online booking and bill payment
When given a choice between a company that allows you to book and pay online, and one that requests a call, the vast majority of people will go with the online option. Switching to an online booking service will free up the phone lines for customers with issues or questions not answered on your website.
According to stats from the 2019 Self Storage Association UK Annual Industry Report, 71% of customers are aged 40-69. Some of your customers might not be digital natives, so it’s important to offer a traditional route to convert for those who prefer to sign up over the phone.
Ultimately, creating the best user experience is all about putting your customer’s needs first. If the same questions come up in phone enquiries time and time again, you have to ask if your website is presenting the information correctly.