Handyman Storage – 2.5X More High-Value Customers

Services:

TLDR:

SEO, Data Analytics, CRO / UX

Windrose Digital used behavioral data to uncover and target handymen as high-value storage users, boosting conversions from 1% to 2.5%—resulting in 2.5X more top-tier customers.

Windrose Digital
August 4, 2025
St. Micheal, Minnesota

Situation:

A self-storage company wanted to grow its customer base—but not just any customers. Their focus was on acquiring long-term renters who provided high lifetime value, especially those needing larger units.

Task:

Windrose Digital was brought in to drive traffic and increase the conversion rate of long-term, high-value storage users—ideally customers who would rent large units for extended periods.

Action:

Using advanced tracking via Google Analytics, we monitored interactions with dropdown menus and discovered a surprising trend: the largest storage units were being rented primarily by handymen and small business owners—many of whom drove Ford trucks and used storage to house tools and vehicles.

We leveraged this insight to personalize the site experience using Google Optimize. By swapping in imagery and content that resonated with this niche (e.g., showcasing Ford trucks and contractor-related visuals), we created a hyper-relevant funnel that spoke directly to their needs.

Result:

This data-driven personalization paid off:
– Conversion rate jumped from 1% to 2.5% among the handyman segment—turning 1 in 100 visitors into 1 in 40 leads.
– These were the highest lifetime value customers, helping maximize revenue per unit with minimal additional ad spend.