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Car Rental Usability Study - Desktop - April 2018

Car Rental

It was time for our second large-scale usability study. And this time, after the hotel industry, it is for the Car Rental industry.

We benchmarked the nine most significant car rental companies by running a large-scale usability test involving more than 2,200 users.

Here follow the desktop results. We will also publish the results for mobile in the next months.

If you own or run a car rental website or any other website that involves availability and booking, or if you are just a fan of UX and customer experience, you will find the following data extremely useful and impressive. Enjoy!


We asked users to perform a typical scenario that included two tasks:

1. Search for availability and pricing for a car rental in the San Francisco airport for four days.

2. Go through the booking process until you reach the final confirmation button.

For each task, we measured the completion rate, which means how many users succeeded to complete it along with the completion time. We also asked users to rate their experience for each task on a 1-7 scale from "Very difficult" to "Very easy".

We also included overall questions to get their rating for the aesthetics of the website and the delight to use.

Finally, we added the SUS (System Usability Scale) questionnaire and the NPS (Net Promoter Score) question.


Task 1: Search for pricing and availability

The first task involved searching for prices and availability for a car in the San Francisco airport for four days.

Here is an indicative session part of this first task on

The winner was with an average completion time of 2 minutes and 2 seconds. followed closely at 2 minutes and 5 seconds and then came,,, and with times up to 2 minutes and 16 seconds. At the last three positions were,, and with times up to 2 minutes and 27 seconds.

Task 1 Average task completion time

Test completion rates show that has done the process fail proof with a 100% completion rate and the rest follow nearby, while,, and had rates a little below 95%. Overall completion rates were excellent. That shows that these companies have invested heavily in making their websites user-friendly.

Task 1 Task completion rate

For this first task, we asked users to rate their experience on a scale of 1-7 where 1 is very difficult, and 7 is very easy. This subjective rating shows the perceived ease of use for this first task.

Task 1 Ease of use

Task 2: Checkout

After finding car rental prices and availability, next task is the booking (checkout) process.

This process starts with selecting the right car. Here you can watch a sample session:

Here, differences become more prominent and range from 1 minute and 52 seconds for to 2 minutes and 43 seconds for

Task 2 Average task completion time

Completion rates for the booking process fall at nearly 91% for which means that there's room for improvement.

Task 2 Task completion rate

Again, the final judge is the user. And users like a lot the checkout process of, but they don't seem to get excited about the one of and

Task 2 Ease of use

Overall benchmarks

After completing the above tasks, users were asked to rate their overall experience based on the delight to use and the website attractiveness (aesthetics).



We also asked them the NPS (Net Promoter Score) question (how likely it is to recommend the website to friends). The following graph shows the average of the NPS scores; it's not the formal way of calculating NPS but gives a clear picture as to how these car rental websites rank on this aspect.

Task 1 NPS

Finally, we asked users the 10-question SUS questionnaire which measures the perceived usability of the website.

Task 1 SUS

How will your website compare with these big players? Contact us in order to not only measure it, but also help you improve it.

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