- Zipcar has specific website pages for many cities across its website, but the content on these pages was not optimised to showcase the full features and benefits to visitors.
- Research revealed that visitors didn't interact with much of the content and click through rates were low, in part due to the storylines of these pages.
Phase 1: Better understand user requirements
- Dynamic Surveys identified content users require prior to the registration phase of their journey on Zipcar’s site. Results suggested content gaps in the value proposition on page.
Phase 2: Insight informed hypotheses & testing
- We hypothesized that the cities website content did not introduce the service and address key user questions. The frictional layout also created issues with content consumption.
- By identifying these key content gaps and creating copy and imagery to address them, we added further value proposition to the page and better positioned users to continue their applications through to the Registration funnel.
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