Have you ever visited a website and been confused or overwhelmed by the layout? Only to leave and find a website that is easier to use? If you have, you’re not alone. According to Mark Brinker, 75% of consumers admit that they judge a business’s credibility based on their website design. This means that if your facility website is slow, clunky, or difficult to navigate, you could be losing valuable tenants.
Keep reading to learn about user experience and some of The Storage Group’s tips and tricks to make sure your website visitors are being converted into tenants.
What is the user experience?
User experience, or UX, is arguably the most important part of your entire website, second only to security. If you have an online rental tool on your website, but it’s difficult to find or use, potential tenants will leave in search of an easier checkout experience.
While user experience is not one-size-fits-all, there are some basics that every website should follow. For example, don’t fill every section of the page with content – leaving white or solid-colored areas will help draw the visitor’s eye back to important text and call to action buttons. Reflect on the websites you regularly visit. What do you like and dislike about them? Oftentimes, the websites that people come back to are ones that are extremely easy to navigate, that make information and a call-to-action clear.
Keep your website fast and optimized for mobile. According to Neil Patel, 47% of consumers expect a web page to load in 2 seconds or less. When websites take too long to load, your facility can lose 40% of website visitors. This is a huge problem in today’s digitally-focused age. Unless you’re truly the only facility within your vicinity, don’t take a chance with an older, outdated, or self-created website.
In 2019, more than 57% of website users would not recommend a business with a poorly designed mobile website. For facilities, it’s not just websites, but also your online rental tool that needs to be optimized for mobile devices. The best way to improve the mobile user experience for a facility is to adopt a Progressive Web App (PWA), which allows tenants to download your online rental tool onto their smartphones without needing to access the mobile app store. This streamlines the user experience and creates a more convenient approach for online conversions.
With modern technology combinations such as Progressive Web Apps and smartphones working together to create a cohesive experience, it’s important that potential and current tenants are able to easily navigate your facility website from any device. Tenants should be able to checkout without leaving the website. Online rental tools that take users to a third-party website for payment, create distrust with tenants because they are unsure why they’re being taking off the rental page and on to another webpage to input payment. When handing over credit card information, give tenants as little doubt as possible to distrust your facility by keeping them on your website from start to finish within the rental process.
Ensuring a good user experience
The best way to make sure your website visitors are having a good user experience is to work with a professional web design agency, specifically one that specializes in self-storage websites to ensure you’re working with industry experts that understand your business. Agencies such as The Storage Group that specialize in self-storage can answer questions about what research went into their website design, what security features are built-in, and how this design will improve the user experience and increase conversions.
Interested in learning more about user experience? Reach out to our Director of Sales, Jill Baker at firstname.lastname@example.org or call (407) 392-2328 x 113.