Post on 07-Jul-2020
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.
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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