With over half of their traffic coming from mobile devices (and climbing), Public Storage needed a mobile-first website that made it easy for customers to find, compare and reserve storage units.
Note: the new website described here has not launched yet. Launch is scheduled for January 2019.
As the largest self-storage provider in the world, Public Storage manages inventory for more than 2,400 locations through their website. And with paid search driving a large percentage of their traffic, they needed to make sure that they converted that traffic into customers at a high rate. I worked with a team of UX specialists, designers, researchers, copywriters and business analysts to completely revamp the customer experience on their website.
I started by performing an exhaustive qualitative and quantitative audit of their content. After years of ad hoc updates and different business units publishing content across their website, they were left with redundant, duplicate and, in some cases, outdated content that made it hard for potential customers to find the information they were looking for.
From their main landing pages and help center content to their sales funnel and checkout process, I helped them update, consolidate, expand and, in some cases, completely rewrite content to more efficiently move customers through the reservation process.
Elevating the Brand
While their bright orange signage is an instantly recognizable brand element in the real world, their website had relied on promotional messaging and discount pricing for far too long.
After an exhaustive customer segmentation study, we identified key messages that would resonate with their most valuable customers segments. While most self-storage providers focus on the triggering events that cause people to need storage (death, divorce, downsizing, etc), we found that people just wanted to know that their stuff was safe and accessible at a moment’s notice.
By emphasizing that we had more locations than anyone else, we helped customers realize that their valuables were easy to access – whenever they wanted.