The results of multivariate and A/B testing has exceeded expectations, Paris-based car hire operator Europcar has claimed.
Since Europcar tied up with Webtrends to use its Optimize service it has seen a 15% increase in conversions as well as hitting its target of a 12% uplift in the sale of add-ons at check-out.
Using Webtrends’ analytics, Europcar identified that its website’s landing pages and purchase process required updating to optimise for sales.
The firm tested various content options and layouts according to the international markets in which it operates to determine how different cultures interact with the site.
This helped Europcar deliver the best combination of content to drive the highest rates of customer response, the firm said.
Catrena Blanco, head of user experience, Europcar, said: “To see an uplift of 15% in conversions and a 12% rise in add-ons is more than we had expected when we started optimisation.
“It’s proof that A/B and multivariate testing works and delivers a healthy ROI for online sales. We look forward to continuing to work with Webtrends and running further testing campaigns to improve the Europcar websites and the experience of our online customers.”
Nick Sharp, vice-president and general manager EMEA at Webtrends, added: “Working with an international brand like Europcar, with thousands of online customers, is an exciting project for Webtrends.
“Europcar, like so many global brands, recognise the need for optimisation, targeting and testing across their online platforms, not only to help drive an increase in revenue, but more importantly to ensure the customer experience is as friendly and streamlined as possible.”
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