Guest Post: Benefits of Website Analytics By Nick Bilava

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    With more potential clients turning to the Internet to find local storage facilities every day, storage operators around the nation have been investing more money into search engine marketing services to increase visibility and bring more visitors to their websites. While this is a smart move, these operators will want to make sure that the money they’re spending and the website visitors produced are profitable. That’s where a website analytics tool like Google Analytics can help.

    One of the biggest advantages of online marketing is that it’s highly measurable. Information, such as location demographics, time spent on the website, and the number of pages visited, are all tracked for every person that visits a site. These are the things that allow storage operators to gauge the effectiveness of their online marketing investment.

    Some storage operators may be taking on these marketing efforts on their own, while others have hired an agency to execute the online strategy. Either way, having the ability to see this information will provide insight into what’s working and what could be improved. For example, if a large percentage of site visitors are coming from a city or state that you don’t have facilities in, knowing this information allows you to identify that something isn’t quite right in the strategy. This allows you to change strategy to get the most out of your marketing time and money.

    For storage operators, the ultimate goal of a website visit is likely to secure a new tenant. Want to know how effective your website is at accomplishing this goal? Analytics can help. Conversion tracking is another major benefit that these tools can provide, and determining what constitutes as a conversion is entirely up to you. A conversion can be anything from the visitor clicking the “Contact Us” page to the visitor completing an online reservation form. If the website isn’t accomplishing conversions at a high enough rate, it could be an indication that there are things that can be changed on the website.

    There’s no denying that having a strong web presence is important to storage operators around the nation. For those trying to improve in this area, Google Analytics and other tools can provide incredible insight into your current situation and the areas to focus on moving forward.

    About Nick Bilava

    Nick Bilava is the Director of Sales & Marketing for Storage.com. Nick has been an active member of the storage community for over seven years and can be found at various industry events throughout the nation. Nick’s goal at Storage.com is to help storage operators market their business more efficiently and effectively. For more information, visit storage.com.

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