While the self storage industry is growing, there is still room for facility owners to use data to improve facility performance. Before you can leverage your data, you need to know what it means and how to interpret it. Determining your Key Performance Indicators is your first step.
Determining KPIs
Looking at all your marketing data can be overwhelming and intimidating. Key Performance Indicators (KPIs) can help narrow your focus when looking at a large batch of data. These indicators can be anything from click-through rate to bounce rate. Looking for certain KPIs in your data will make your search easier and less frustrating. Here are a few possible KPIs and analytics to pay attention to:
- Traffic Source: Where is your website traffic coming from? Is it coming from social media, organic search, paid search? Knowing where your traffic is coming from will help you decide where you want to put your time, effort and money.
- Page Views: What pages are getting the most traffic? There could be a lot of people viewing your homepage and not viewing your rent page. This piece of data can give you insight into pages that may need some updating or fixing.
- Average Session Duration: Average session duration shows the average amount of time people are spending on your website. A good session duration time can range between two to three minutes.
- Bounce Rate: The bounce rate can tell you how engaged people are with your website. The bounce rate shows how many visitors got onto your website, visited a single page without doing anything and then left the site. Generally, anything under 40% is considered a good bounce rate. A high bounce rate could mean that there are technical issues with your website.
