SpareFoot SMS Reminders

Sometimes the most obvious solution isn't the right one. Getting a user to opt-into text message reminders proved a little more complicated than the team thought, but was well worth our efforts—and we learned a few things along the way. 

Offer SMS Opt-In on the Reservation Form

The team was consulted and we agreed to add an opt-in checkbox at the bottom of the reservation form. At the time, it seemed like the most logical place to ask users to opt-in.

One issue that occurred was the mandatory legal language our lawyer provided. I expressed my concerns for the unfriendly language, but it was imperative that we were legally covered and the language stayed as it was originally provided. Ultimately, it was agreed that we could revisit and retest new copy if we found it was necessary. We updated the reservation form and AB tested our variation to the control.

Key Learnings and Takeaways

To our surprise, the variation could not be rolled out, as we saw reservation rate decrease with both desktop and mobile users. Though, we did see a significant appetite for SMS reminders among mobile users, with a 54% opt-in rate and +8% lift in move-in rate.

We speculate the following elements contributed to these results: 

• The opt-in language could have caused friction; we plan to work with the lawyers to brainstorm and fight for friendlier language

• It’s possible “receive offers” didn’t add value and were interpreted as SMS spam to some users

• Introducing one more cognitive hurdle at this crucial point on the reservation form caused abandonment

“Sometimes...you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.” –Steve Jobs

Phase 2: Offer SMS Opt-In on the Confirmation Page

We still believed in the value of offering SMS reminders to customers, so we decided to take another swing and designed an alternative opt-in option. This time we focused on the post-reservation experience. Customers had already completed the reservation form and so this was a small ask, comparatively.

Post-Reservation SMS Exploration

We considered post-reservation solutions on a modal before the confirmation page was presented as well as directly on the confirmation page. Sending one SMS asking the customer to opt-into the service was also an option.

Below are some early options explored of various ways we could educate the customer about our SMS services and allow them to opt-in.

The final Phase 2 treatment on the reservation confirmation page presented a design that would not easily be overlooked and conveyed the new features value to the consumer through lifestyle photography. The opt-in language is clear and simple.

Phase 2 Learnings and Takeaways

• 30% mobile and 45% desktop opt-in rate

• 12% total user response rate

• Top three reasons users text agents are: change their move-in date, cancel their reservation or ask what will be due at check-in

• Opportunity for a "cancel rescue" initiative, in which we train call center agents to offer help finding a new facility or change a scheduled date, rather than just accept the cancelation at face value

• We are currently conducting exploratory research to understand if presenting “price transparency” (aka what is due at check-in) during the reservation process effects our primary KPIs

Phase 3: Scale SMS Capabilities 

Now that we found success on a post-reservation opt-in, we wanted to apply our learnings throughout the entire business and expand our SMS capabilities to our partner sites.

We are currently in the process of running a test on SelfStorage.com with a similar opt-in treatment.

We are also in the process of arming our call center agents with the tools and capabilities they need to offer SMS reminders to those who book their storage unit over the phone. We have simplified our opt-in language, and once the user has agreed to SMS reminders, they are sent a text with the legal details.

And finally, in the near future we hope to begin testing messaging that would empower customers to not only call us for assistance, but text us as well.

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