Optimizing Enterprise Canada’s Digital Experience for Seamless Car Rentals
Enhance Enterprise Canada’s website usability and conversion rates by streamlining the car rental process and improving mobile responsiveness for a frictionless customer experience.
Challenge:
- Complex Booking Flow: Multi-step forms caused user drop-offs.
- Mobile Optimization Gaps: Key pages (e.g., checkout) lacked responsive design.
- Localization Needs: Limited French-language content for Quebec users.
- Seasonal Campaign Integration: Promotions were buried in navigation.
Solution:
- Redesigned the booking flow with a single-page reservation system.
- Implemented a mobile-first redesign of critical pages.
- Launched bilingual (English/French) content and localized SEO.
- Integrated dynamic promotional banners tied to Canadian holidays.
Category
Automotive Rental & Leasing
Clients
Enterprise Rent-A-Car Canada
Location
Alberta, Canada
Project Duration
2022–2023
My Role
UX Consultant & Digital Strategy Lead
2. My Contributions
Web Design & Development:
- Tools Used: React.js, Adobe XD, AEM (Adobe Experience Manager).
- Key Improvements:
- Simplified Booking: Reduced steps from 5 to 3, cutting form abandonment by 25%.
- Dynamic Pricing Display: Added real-time price calculators for transparency.
- Mobile Checkout: Redesigned payment pages for smaller screens, improving mobile conversions by 18%.
UI/UX Enhancements:
- Conducted user testing to identify pain points in navigation and form fields.
- Introduced progress indicators during checkout to reduce anxiety.
- Enhanced accessibility with ARIA labels and keyboard-friendly controls.
Digital Marketing:
- Local SEO: Optimized for keywords like “car rental Toronto” and “van hire Montreal”.
- Seasonal Campaigns: Created landing pages for winter tire rentals and summer road trips.
- Performance Metrics: Set up Google Analytics 4 to track bounce rates and funnel drop-offs.
3. Results & Impact
- Conversion Rate: Increased bookings by 22% post-redesign.
- Mobile Traffic: 58% of total traffic (up from 45%), with a 15% rise in mobile conversions.
4. Technical Details
- Platform: Adobe Experience Manager (AEM) with React frontend.
- Pages/Content: 50+ pages, 8 bilingual landing pages.
- Launch Phase: Rollout completed Q3 2023.
- Tech Stack: React, Node.js, Google Optimize (A/B testing), Akamai CDN.
