Some would say that just like our skyline and bridges, Manhattan Mini Storage ads have become an iconic part of the New York landscape. At one time they were the #1 storage provider in New York, with 17 locations all around the city
But as the number of storage services in New York have increased over the years, Manhattan Mini Storage saw a steady decline in room reservations through their website.
The following process walks through how we increased conversion rate on the hompeage of the Manhattan Mini Storage website.
From what we’ve heard - the renewals process from our competitors wasn’t great. In fact, everyone involved dreaded when this time came around. This was an opportunity for us to improve that.
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.
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.
After months of this process, we were able to draw conclusions which gave us the opportunity to help Manhattan Mini Storage confidently architect a landing page and reservation funnel for maximum CRO (conversion-rate-optimization).
After our updates were live for a few months, we saw statistical significance in a number of KPIs - more specifically:
Lowered bounce rate (75% down to 50%)
Increased onsite duration (0:20 to 1:25 on average)
Increased conversions (1% to 2.6%)
Based on our testing, we refined our user flow. We now felt confident building out our final screens. Since Oscar’s branding and UI are at the heart of what makes the company so great, we drew from that as often as we could.