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.
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.