Increasing membership through customer research and CX

The background

As the world’s largest car rental service, Zipcar helps users book cars on-demand with flexibility, whether by the hour or by the day. Zipcar came to us seeking help with their online experience. They had specific website pages for many cities across their website. However, this content wasn’t optimised to showcase the full features and benefits of Zipcar to visitors, with the storyline failing to encourage user interaction and registrations.

Our ambition

Initial research revealed that visitors were failing to interact with much of the content across the pages and registration rate was low. We were tasked with helping to drive membership sign ups, targeting the storyline for improvement. But before we embarked upon re-vamping the content and storyline, and addressing design concerns, we first had to discover the crucial user requirements which would underpin this.

Our approach

Initially, to better understand user requirements we kicked off with dynamic surveys which identified the content users required prior to the registration phase of their journey on Zipcar’s site. The results of these surveys suggested content gaps in the value proposition on the pages.

We hypothesised that the individual cities’ website content did not introduce the service and address key user questions. The frictional layout also created issues with content consumption.

By understanding user requirements, we were able to identify content gaps in the proposition across localised pages. Our in-house creative team crafted copy and design assets to address these issues and better position users, from application to conversion.

The results
  • +14.4% increase in membership signups