Reimagining the SIXT Car Rental flows using SEO
SEO is one of the most cost-effective customer acquisition mechanisms for any e-com funnel. SIXT digital experience is no different. At the beginning of 2022, we embarked upon reimagining all our SEO landing pages across 20+ domains and 20+ languages.
Ottawa, Ontario, Canada
2006
E-commerce
$1.578 billion (2019)
5,000+
Challenge
SEO landing pages help our customers, based on their intent, land into a specific booking funnel. We have 130k+ pages across all our domains. Our task was to reimagine them completely.
Results
Post-redesign, user engagement significantly increased with a 25% reduction in task completion time and a 30% decrease in user error rates. User satisfaction ratings improved from 3.2 to 4.6 stars. The streamlined workflows and modern interface resulted in a 20% increase in new subscriptions within the first six months of the launch.
+25%
Improved click-through rate
+3
Increase Conversion rate
-14
Reduction in bounce rate
+11%
Improved average session duration
-1
Average SEO rank
65%
Reduction in CLS score
Defining Goals
At the outset of the project, we had clear goals for the landing page:
1- To understand the reason for low conversion rates compared to our homepage and increase them.
2- To build trust and communicate the brand better.
3- To create a scalable solution for future design automation.
We teamed up with the SEO team to analyze our landing pages and understand why our conversion rates are low. By examining SEO query data, insights, and strategies, we gained crucial insights to guide our redesign process objectively and without biases.
Understanding users’ search intent
We started by tagging all customer’s Google search queries. We looked into the data for user search queries. This helped us understand-
1- How do our customers search?
2- What are the various search patterns?
3- What are our customers’ expectations and intents?
List of search queries
Our approach
We created a category-tagging framework to
1- Analyze all the customer queries and understand the intent.
2- Tag all the queries based on intent and categorise them into groups.
3- Understand reasons for customer dropoff and low conversion rate.
Category tagging framework
Takeaways from the Analysis
1- Customers were most interested in geography.
2- A significant number of customers were interested in specific car brands and models.
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Tobias Lütke
CEO, Co-founder | Shopify
Conclusion
The modernization of the subscription management platform successfully addressed the core usability issues and improved the overall user experience. By focusing on simplifying the interface and optimizing workflows, we were able to create a more efficient and enjoyable platform for users. The significant improvements in user engagement, satisfaction, and subscription rates underscore the importance of user-centric design in achieving business success.
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