2.5x customers
FIG. 01 / SELF-STORAGE OPERATORCRO AND PERSONALIZATION
Key takeaways the short version
- Result: Conversion rate jumped from 1 percent to 2.5 percent, turning roughly 1 in 100 visitors into 1 in 40, and the business won 2.5 times more of its most valuable customers.
- Challenge: The operator wanted more long-term, high-value renters: the people who lease larger units for extended periods.
- Approach: We let the behavior data tell us who the best customers were, then built the site around them.
The numbers measured results
FIG. A / CRO
1 to 2.5%
Conversion rate
FIG. B / VALUE
2.5x
More top-tier customers
FIG. C / LEADS
1 in 40
Visitors converted, up from 1 in 100
Situation
The operator wanted more long-term, high-value renters: the people who lease larger units for extended periods.
Action
We let the behavior data tell us who the best customers were, then built the site around them.
- Used Google Analytics to track dropdown interactions and identify handymen and small business owners as the prime large-unit renters.
- Spotted the pattern: high-value renters drove trucks and stored tools and vehicles.
- Personalized the site with Google Optimize, using contractor-focused imagery and content.
Result
Conversion rate jumped from 1 percent to 2.5 percent, turning roughly 1 in 100 visitors into 1 in 40, and the business won 2.5 times more of its most valuable customers.
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