using analytics to unlock the potential - logon rates online reservations/rates #issexpo...

Using Analytics to Unlock the Potential of Your Self-Storage Website

Presented by:

Christopher Baird, CEO

Automatit Inc.

#ISSExpoinsideselfstorageworldexpo.com

What Do You Need to Know?


What Your Website Must Have?

A great mobile experience

A great tablet experience

A great desktop experience

Real-time rates

Online reservations/rates


RIGHT?

That’s It, I’m Done … or Am I?

Website looks great.

I have a good Google rank?

I’m done!


WRONG!

Go through the five stages of grief:

Denial Anger Bargaining Depression Acceptance


Ok What’s Next

Now let’s improve your creation.

First, you’ll need to:

Set up analytics to track metrics Set up observational testing Benchmark performance


What Are the Important Metrics?

You’ll need to track:

Website visits

Phone-call volume

Reservations

Conversion rate

The dollars spent


Why Do I Track It?

• Calls

• Visits

• Reservations/rentals

• Cost per acquisition

What happens over time with:

To gauge performance.


What Are Important Observations?

Any observation that makes an impact on your revenue.


Your Customer Path

How visitors get from entry point to reservation.


Where the user is clicking within your site.

Your Site Heat Map


What obstacles are in the way of making

a reservation?

Your Site Usability


Why Do I Observe It?

To make your user experience better.

Over time this will: Increase conversion rate Increase SERP rank


More qualified visitsHigher call volumeA higher conversion rateA good cost per acquisitionMore reservations/rentals

What Is Good Performance?


What Is NOT Good Performance?

Simply acquiring more visits Saving money – can lose revenue. The mindset “I think it is working” Focusing on impossible goals


How to Improve Poor Performance

Use your observations to remove obstacles in the customer path.

Use your CPA to determine how to spend MORE money wisely.

A/B Test to make improvements in the user experience.

NEVER use misleading language to offer specials.


What to Avoid

Being too focused on any one metric

Making decisions without proper amounts of data

Trying to focus on your spend vs. your return


The Bad News!

You may not have to pay the Yellow Pages anymore, but Google isn’t the wealthiest company in the world by giving things away!


The Good News!

Internet marketing is:Highly trackable Fairly nimbleAble to produce high returns


Immediately compare two numbers:

Take Action!

1. Website visitors

2. Conversions


Web Traffic Is Worthless Until It Converts


Unlocked Potential


Contact the Presenter

CEOAutomatit Inc. [email protected]

Christopher Baird

mailto:[email protected]

http://www.automatit.net/

using analytics to unlock the potential - logon rates online reservations/rates #issexpo...

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