Sparefoot - Scarcity Messaging

How we helped Sparefoot communicate to users looking for storage that there were only a few units left.

The Brief

Whether you are moving, need extra space, or want to store a vehicle, finding the perfect storage unit can be challenging. The unit needs to be the right price and size, have the appropriate amenities, be secure, and be in a convenient location.

We were tasked with helping users learn when units matching their specific needs were in short supply to encourage them to book a fitting unit while it was still available. This solution would be put through  A/B testing process to see if it helped increase reservation rate.

Our Hypothesis

If we emphasize that inventory is limited by visually calling out when there are five or fewer units left of a particular unit group, visitors will reserve at a 5% increased rate because they will feel more urgency to make a booking before the best units are gone.

Running the Test

After going through several variations, we selected one option to test against the control. This test was configured to run until site traffic to the variant and control reached statistical significance.  

Running the Test

After going through several variations, we selected one option to test against the control. This test was configured to run until site traffic to the variant and control reached statistical significance.  

Reservation Rate

-4.82% Lift on Desktop

-10.97% Lift on Mobile

Move-In Rate

-2.8% Lift Overall

Test Length

-43 Days

Participants

-50% of Site Traffic


Key Learnings

We learned that we could lift the web reservation rate by emphasizing the scarcity of units on search and facility pages. Our results helped us conclude that scarcity was an effective motivator and contributing factor for users to complete their reservations.


“Avani and her team are self-directed, thrive in ambiguity, and strive to understand our business inside and out. Their help has made a significant impact on the business with a 33% A/B test win rate over the last year. They are not afraid of feedback and will do whatever it takes to meet an aggressive deadline. Any business in any industry would be so lucky to collaborate with them.”


— Giselle Marsh, Senior Product Designer - Storable, Inc.


What’s next?

We continue to work with the Sparefoot team (now part of Storable, Inc.) to help them run optimization tests on their marketplace products.  


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