Europcar Increases Online Bookings By 15% With Webtrends

LONDON, January 9, 2013 /PRNewswire/ --

Webtrends Optimize helps global car giant increase conversions and sale of add-ons

Europcar has experienced an increase in online visitor conversions of 15% following implementation of Webtrends Optimize and working alongside the team of Optimize consultants at Webtrends, the global leader in digital marketing optimisation and relevance through real-time, unified analytics and customer intelligence.

Since choosing Webtrends Optimize, Europcar, the Paris-based car rental giant, has also achieved its goal of increasing the purchase of extras and add-ons at check-out, experiencing a 12% increase in sales.

Using Optimize, an A/B and multivariate testing and targeting solution that uncovers the best combination of content to drive the highest rates of customer response, Europcar identified the landing page and purchase process as areas requiring optimisation. Segmentation was also introduced in tests across multiple geographies in Europe and the USA to explore how different cultures engaged with the Europcar website.

Catrena Blanco, Head of User Experience, Europcar, comments: "This entire optimisation process has been a real team effort from both parties. The guys at Webtrends are like an extension of my internal team here at Europcar. The quality of our relationship and this collaborative approach has been the key to delivering a successful testing strategy."

"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," added Catrena. "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."

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