Manhattan Mini Storage —
Conversion Rate Optimization (CRO)

Manhattan Mini Storage —
Conversion Rate Optimization (CRO)

A short case study on the process of increasing sales for an iconic New York brand. 

A short case study on the process of increasing sales for an iconic New York brand. 

With competition increasing each day, our client faced a challenge: how do they increase new leads through the online sales funnel, while retaining loyalty amongst existing customers?

With competition increasing each day, our client faced a challenge: how do they increase new leads through the online sales funnel, while retaining loyalty amongst existing customers?

Competitive analysis 
To know what was going wrong, we researched who was doing it right. Our first step was to do an audit of our competitors. We evaluated a few other storage companies and quickly noticed how aggressive they were in targeting their online audience - specifically in price, convenience, and content. We used these insights to help inform a number of hypotheses for A/B testing.

Competitive analysis

To know what was going wrong, we researched who was doing it right. Our first step was to do an audit of our competitors. We evaluated a few other storage companies and quickly noticed how aggressive they were in targeting their online audience - specifically in price, convenience, and content. We used these insights to help inform a number of hypotheses for A/B testing.

A/B Testing 
Next, my team and I created a backlog of tests to conduct using Optimizely. We held cross-departmental brainstorms, capturing everything from the minuscule (tweaking colors, updating site copy) to the larger and more fundamental overhauls (reimagining the user journey and rethinking the site structure). Our main goal was to see which of these tests - performed against the control of the current design - would be the key factor(s) in yielding higher conversion rates.

A/B Testing

Next, my team and I created a backlog of tests to conduct using Optimizely. We held cross-departmental brainstorms, capturing everything from the minuscule (tweaking colors, updating site copy) to the larger and more fundamental overhauls (reimagining the user journey and rethinking the site structure). Our main goal was to see which of these tests - performed against the control of the current design - would be the key factor(s) in yielding higher conversion rates.

Creating a testing plan
With all our informed hypotheses in place, the final step was to create a schedule that allowed us to implement our tests in a manner that would produce clear results. This meant prioritizing our backlog with the client, having a production team availble to create visual & copy assets on an adhoc basis, and analyzing the results regularly with our stakeholders.

Creating a testing plan

With all our informed hypotheses in place, the final step was to create a schedule that allowed us to implement our tests in a manner that would produce clear results. This meant prioritizing our backlog with the client, having a production team availble to create visual & copy assets on an adhoc basis, and analyzing the results regularly with our stakeholders.