You’re Getting Traffic, So Why Aren’t You Getting Storage Rentals?
In today’s economic environment, many owners and operators are taking a closer look at their analytics to understand why increases in website traffic are not necessarily translating into more storage unit rentals. This article takes a closer look at conversions and why driving targeted traffic is an important first step, but certainly not the final one. The overall goal of your facility’s website is to convert visitors into tenants by making it easy to rent or reserve a storage unit online.
Identify Possible Friction Points on Your Website
When your website attracts significant traffic, but visitors are not completing transactions, it is time to take a closer look at your website and the experience it provides. Start by evaluating where potential tenants experience friction. Friction on a website is any obstacle, confusion, or technical issue that slows users down or prevents them from completing a task. Ask yourself: Can visitors quickly find unit sizes, pricing, availability, and facility information? Is your website difficult to navigate on mobile devices? Does your rental or reservation process require too many steps? Is there an easy way for visitors to find the answers to the questions they have? Your website should not only look good, but also generate conversions.
Not All Website Traffic Has the Same Intent
Not all website visitors are ready to rent or reserve a unit. Some visitors come to your website simply to do research. They are further up the sales funnel, in the discovery and awareness stage. Those visitors are not necessarily ready to complete a rental at this time but could return to your site when they are ready. Other visitors are ready to find and rent a storage unit right then and there. The goal of your search engine optimization (SEO) and pay-per-click (PPC) efforts is not simply to drive more traffic but to attract qualified local prospects who are actively searching for self storage in your area.
Your Online Rental Process Matters
Your online rental tool should integrate with your property management system (PMS) so pricing and availability remain accurate and up to date in real time. ClickandStor® Online Rental Suite provides a streamlined online rental process. In fact, ClickandStor® makes it easy to compare units, review pricing, select a unit, rent or reserve online, and complete the payment. It is an all-inclusive online rental platform designed to reduce friction, increase conversions, and improve the online rental experience.
You Could Be Losing Rentals After Hours
Today’s tenants want to be able to rent or reserve a unit on their own schedule. They don’t want to wait for office hours. Think of your website as an extension of your physical storage facility, one that gives people access to your business 24/7. Potential tenants often have specific questions during these off-hours. You need tools in place to easily help answer those questions and keep prospects moving through the sales funnel. Many facilities are turning to AI-powered virtual assistants to bridge that gap. For example, AIden Chat and AIden Phone Agent provide 24/7 assistance to help answer questions, recommend units, assist with rentals, and capture opportunities that might otherwise be missed. Both solutions can work with ClickandStor® and integrate with top property management systems to provide current availability and pricing. By providing assistance around the clock, you make it easier for prospects to take the next step, even when your office is closed.
Look Beyond Traffic Numbers
Website traffic is an important metric, but it is just one piece of the overall conversion puzzle. Owners and operators also need to look at what visitors do once they come to your website. Reviewing key metrics, including unit views, rental starts, completed rentals, abandonment rates, device type, traffic sources, and after-hours activity, will help identify abandonment points in the process. When you understand where visitors are losing interest or encountering friction, you can make improvements that turn more website traffic into actual rentals.
Conclusion
Website traffic is the beginning of the customer journey, not the finish line. The ultimate goal is to turn qualified local prospects into completed rentals. With the proper combination of SEO, PPC, a conversion-focused website, ClickandStor® Online Rental Suite, AI-powered assistance, and performance analytics, you can turn more website visitors into tenants. Ready to get started? Contact The Storage Group® to learn how our digital marketing and technology solutions can help.