The topic of our next meeting is High-converting landing pages – how to increase on-page conversions. Led by our new Sector Forum Digital Chair, Jill Leckie, this essential session will equip you with actionable strategies you can put into practice immediately.
Why does this matter?
Self storage customers increasingly reserve units online, so the ability to convert website visitors into renters directly affects occupancy and revenue. Conversion rate optimisation (CRO) focuses on improving the percentage of visitors who complete a desired action (online reservation, call, email).
Self storage customers increasingly reserve units online, so the ability to convert website visitors into renters directly affects occupancy and revenue. Conversion rate optimisation (CRO) focuses on improving the percentage of visitors who complete a desired action (online reservation, call, email).
Industry Evidence & Context
SSA UK’s 2025 Report shows 90% of operators now offer online booking, yet online conversions fell to 25% in 2024, which is the opposite of the wider e-commerce trends of rising consumer trust. This gap signals a CRO issue: while the tech exists, landing pages aren’t meeting customer expectations. To rebuild confidence, pages must shift from simple booking forms to guided, trust-rich experiences that support and simplify the self-led journey.
Immediate Actions and Takeaways
- Conversion Rate: Measure and set improvement goals for online move-ins vs. visitors
- Landing Pages: Ensure ads match landing page messages, and CTAs (Reserve Now) and unique selling propositions are visible without scrolling
- A/B Testing: Experiment with headlines, CTAs, and imagery
- Simplify Pages: Remove menus/excessive links; use whitespace and clear copy
- Social Proof: Add customer reviews/ratings
- Optimisation: Improve page load times and mobile responsiveness
We will also cover a quick round-robin of recent successes in the digital marketing landscape, i.e. Meta Lead Form Updates, GBP Updates, Social Media Updates and where to read more about them.
