By Delete, United Kingdom
  • E-commerce
  • Migration
  • Mobile website
  • Real Estate
  • Services

Safestore is the UK's largest and Europe's second largest provider of self-storage solutions. In this project, Delete implemented a new user experience strategy and a complete website platform overhaul geared around driving increased customer enquiries and revenue.

Site of the Month


Due to the additional customer activity, the new website instantly gained an increase in quotes and revenue as it powers 85% of all bookings.

The first Kentico version of the website was launched in November 2015. Safestore's financial results published in October 2016 declared a profit of £62.7m, which was a 12% year on year increase.

The first five statistics reflect a a period from January to June 2019 (compared to the same period in 2018), while the rest reflects a comparison between the three months before and after launch, ending in January 2017.

5% increase in quote requests successfully submitted
5% increase in goals completions
32% increase in users
4% decrease in bounce rate
27% increase in sessions
93% increase in conversions from mobile devices
70% increase in total sessions
6% increase in average session duration
74% increase in total number of users

Room for Everything under One Roof

Firstly, it was necessary to migrate a variety of small sites into one solution, then ensure fluent integration with third-party systems and strengthen the focus to a conversion funnel.

At any phase of the user’s site engagement, they could enter into the quote process. This approach led to a highly prioritized interface where content is rationalized, primary CTAs are clearly visible, and for people with little time, it is easy to navigate on pages.

It would not have been possible to achieve the above results without a precise e-commerce solution. Kentico ensures fluent:

  • products and prices management (directly in Kentico admin, not imported)
  • shopping cart 
  • order management
  • checkout wizard
  • fixed delivery rate calculation
  • customization of a specific product (while a visitor books a storage space for the first time or prolongs the existing storage space usage)


The website also integrates with these in-house systems and third-party platforms:

  • Space Manager - bespoke storage space quotation and customer management
  • Sage Pay and PayPal
  • Google Maps
  • Post Code Look-up
  • Twitter
  • Feefo (customer feedback system)


Launch dates of key project phases:

  • November 2015 - First go live
  • March 2016 - Safestore Hub go live
  • The middle of 2016 - Security and CRO updates go live
  • December 2016 - Corporate site first go live
  • January 2019 - Migration to Kentico 11
David Cox

The team at Delete are a fantastic digital partner for Safestore. At the core of their offer is innovative and market leading UX and creativity with strong Kentico development capabilities, married with comprehensive and accurate project management and results-driven SEO approach. They have been a pleasure to work with and will be a part of Safestore’s future digital progression.

David Cox , Marketing Director

We're named a Challenger in the 2019
Gartner Magic Quadrant for WCM!