Scoop has an Ethical Paywall
Work smarter with a Pro licence Learn More

Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

How One Small Change Made A Big Difference For RentalCars NZ

How One Small Change Made A Big Difference For RentalCars NZ

FIRST NZ has just released a new case study showing how they increased per visitor value by 78.6% for a particular landing page by improving the overall user experience by increasing bookings and revenues for the 100% kiwi-owned and operated family company Rental Cars NZ, who specialise in rental vehicles at affordable prices.

RentalCars NZ offer a wide range of rental vehicles and pricing options from small hatchbacks through to 12 seat minibuses at prices to suit all budgets from various locations around NZ.

Conversion Rate Optimisation provides an environment that enables RentalCars NZ to quickly test different scenarios aimed at improving user experience, conversions and revenue.

Goal

For this particular experiment, our goal was to increase online completed bookings, and increase revenue by using Optimizely.com. FIRST applies a data driven CRO methodology to all tests which helps uncover key focus areas to analyse and test. Below is the simplified 5 step approach used for this experiment.

Advertisement - scroll to continue reading

Are you getting our free newsletter?

Subscribe to Scoop’s 'The Catch Up' our free weekly newsletter sent to your inbox every Monday with stories from across our network.

1. Ask a question
What cause and effect relationships can we examine to boost the conversion rate?

2. Do Background Research
Being hands on with Rental Car NZ’s PPC, FIRST decided to focus on the /vehicles/ page as this is one of the primary landing pages for AdWords visitors.

3. Construct a hypothesis
FIRST felt there may be slight disconnect from a user experience perspective, if a user clicks an ad that promotes a specific price, then a product that matches that price point should be immediately visible on the landing page.

4. Test with an experiment

5. Analyse data and draw conclusions
There was an immediate improvement in engagement, bookings conversion rates and revenue.

Sometimes small changes really can make a big difference.


Read what Marty Oetgen, Business Owner of Rental Cars NZ says about FIRST: “Working with the team at FIRST Digital has been very valuable for our business. They have worked hard to understand our company and the industry we operate within and provide a service to meet our needs. They have challenged our thinking at times and have helped us to make some important changes to our website and digital marketing strategy”

You can view their full CRO case study online.

© Scoop Media

Advertisement - scroll to continue reading
 
 
 
Business Headlines | Sci-Tech Headlines

 
GenPro: General Practices Begin Issuing Clause 14 Notices

GenPro has been copied into a rising number of Clause 14 notices issued since the NZNO lodged its Primary Practice Pay Equity Claim against General Practice employers in December 2023.More

SPADA: Screen Industry Unites For Streaming Platform Regulation & Intellectual Property Protections

In an unprecedented international collaboration, representatives of screen producing organisations from around the world have released a joint statement.More

 
 
 
 
 
 
 
 
 
 
 
 

Join Our Free Newsletter

Subscribe to Scoop’s 'The Catch Up' our free weekly newsletter sent to your inbox every Monday with stories from across our network.