Maximizing Online Conversions With a Location Landing-Page Strategy

Presented by:

Barbara Le, Senior Digital Marketing Strategist

Linkmedia 360

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Is your self-storage website delivering what users

are looking for?

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Companies that believethey deliver what users want

80%

Source: Bain & Co.

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Customers who agree

8%

Source: Bain & Co.

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Companies that believethey deliver what users want

80%

8%

Customers who agree

The Experience Gap

72% of customers can’t find what they’re looking for.

Source: Bain & Co.

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If users can’t find what they are looking for,

they will leave.

Worse … they’ll go to a competitor.

#ISSExpoinsideselfstorageworldexpo.com

If users can’t find what they are looking for

quickly and easily,they will leave.

Worse … they’ll go to a competitorand perform a transaction.

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Desktop vs. Mobile Users

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Time Spent on Devices

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How That Time Is Used The average person looks at his phone 46 times a day compared

to the average user who goes on his computer one to three times a day.

Users are using their phone for micro-moments:

• I want-to-KNOW

• I want-to-GO

• I want-to-DO

• I want-to-BUY

Average time spent on self-storage websites:

That’s 55% less time people spend on mobile compared to desktop.

Desktop

Mobile

3.25 minutes

1.8 minutes

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So how do I decrease the experience gap?

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Start With a Location Page

Local landing pages (aka city landing pages) are pages you create on a website to highlight a

geographic aspect of a business for targeted customers.

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The Importance of Location PagesThe location landing page is a critical asset in tenants' journey

to help them decide whether or not to reserve a storage unit online. Poorly planned, built and optimized location pages can severely limit

your site’s ability to obtain new tenants in their moment of need.

The need for self-storage

is discovered.

A search is performed for nearby

self-storage facilities.

User clicks on your

search-result listing.

User lands on a location

page.

User decides whether or

not to convert.

KNOW GO DO BUY

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Most Important Factors

Product/service list (i.e., unit sizes, climate control, moving supplies, etc.)

Opening hours

Phone number

Price list

Clear physical address

Contact details

Detail/description about the business

Business proximity

Customer testimonials

Credibility and security badges

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Most Common ProblemsTop three issues:

1. Poor quality content2. No phone number displayed3. No pricing (or inaccurate)

Other common problems: Not mobile-friendly No contact e-mail/form No map Poor-quality photos No reviews/testimonials No storage sizes listed

(or listed toward the bottom of the page)

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I have all that information on my website,

so I’m good, right?

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Is It Easy to Find?

Does the user have to click through different pages to get basic information?

Is the most relevant information below the fold? Do users have to scroll down to find general information?

Can the user find the information quickly?

Does it take too long for the page to load?

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Maximizing Online Conversions With a Location-Page Strategy

(Make an awesome location landing page.)

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What Should Be on a Local Landing Page?

Physical Address Contact DetailsBusiness & Gate

Access Hours

Product/Service List Price List Call-to-Action

Map & Business Proximity

Business Details & Description

Customer Testimonials

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Information Organization

Display the most relevant and important information toward the top of the page—“above the fold.”

Clear PhysicalAddress

Phone Number Contact Details

Business & Gate Access Hours

Product/Service List Price List

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Example of a Common Landing Page

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Don’ts

1. Don’t create local landing pages with thin orduplicated content.

2. Don’t display important content below the fold.

3. Don’t stuff local landing pages with blocks of city names, ZIP codes or keywords.

4. Do not bury local landing pages deep within the architecture of the website.

5. Avoid loud distractions that will deter the user from the main call-to-action.

X

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Do’s

1. Display important information above the fold.

2. Have a clear and consistent call-to-action.

3. Display storage unit sizes and pricing.

4. Display physical address and contact information (i.e., phone number and e-mail address).

5. Include unique and relevant content.

6. Display business and gate hours.

7. Display high-quality location photos.

8. Incorporate reviews/testimonials.

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Example of a Great Landing Page

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The Importance of Customer Reviews and How They Add Value to Your Location Page

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Consumer Reviews

Allow businesses to get a better handle of consumers within the research phase.

Allow consumers to feel comfortable and confident about making some sort of conversion, whether it be online, over the phone or driving to the location.

Alleviate any hesitation for first-time tenants.

One of the top features on a location page that has the biggest influence on whether or not a consumer contacts and uses your business.

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Guiding Users Down the Funnel

(The Conversion)

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Methods of Conversion

Call the location

Drive to the location

E-mail the location (through a form or e-mail address)

Submit a reservation or rental form

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Reservation/Rental Page

Make the online reservation/rental process as quick and easy as possible.

Keep the form short (avoid asking for too much information if it’s not required).

Display the form prominently on the page (above the fold).

Display the submit button above the fold.

Avoid other calls-to-action (CTA) that can distract the user from submitting a form.

Highlight the unit and location the user has selected for reservation/rental.

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Common Reservation/Rental Pages

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Reservation/Rental Page Made for Conversions

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What’s Next?

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Track and Analyze

Use Google Analytics to track success as well as discover new opportunities.

View keyword rankings.

Track traffic visits.

Track goal conversion.

Evaluate bounce rate and average session duration.

Analyze user flow.

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Recap

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Maximizing Online Conversions1. Provide information users are looking for.

Product information, price, contactinformation, business description

2. Display the information prominently.

Display above the fold on desktop and mobile.

Display the information neatly and organized.

3. Have a strong call-to-action (CTA).

Display the CTA above the fold.

Avoid distracting the user with multiple CTAs.

4. Fine tune.

Analyze data and uncover more opportunities to bridge the experience gap.

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Questions?

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Contact the Presenter

Senior Digital Marketing StrategistLinkmedia 360216.447.9400ble@linkmedia360.comwww.linkmedia360.com

Barbara Le