Although Avis Budget Group is one of the world’s largest car rental companies, it isn’t really in the car rental business.
These days, ABG is, more than anything else, a digital business. The Budget and Avis websites drive an ever larger proportion of their revenue – and even a tiny leakage in converting online shoppers to buyers can result in millions of lost dollars. Which is exactly what was happening.
ABG asked FROM to find the problem.
Through a structured approach that leveraged User Research, Error Reviews, Analytics Reviews, and Multi-Variate testing, we found eight categories of issues that were tripping customers up.
Using our knowledge of design best practices, combined with online multi-variate testing and in-person research, we designed a number of small, but extraordinarily effective enhancements to their sites ranging clearer error messaging to a new style of product presentation – improvements that are helping ABG capture tens of millions of dollars in incremental revenue. Every year.