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 avis.com:
The winner was thrifty.com with an average completion time of 2 minutes and 2 seconds. Acerentacar.com followed closely at 2 minutes and 5 seconds and then came dollar.com, nationalcar.com, alamo.com, and enterprise.com with times up to 2 minutes and 16 seconds. At the last three positions were budget.com, hertz.com, and avis.com with times up to 2 minutes and 27 seconds.
Test completion rates show that dollar.com has done the process fail proof with a 100% completion rate and the rest follow nearby, while acerentacar.com, alamo.com, and enterprise.com 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.
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 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 enterprise.com to 2 minutes and 43 seconds for dollar.com.
Completion rates for the booking process fall at nearly 91% for acerentacar.com which means that there's room for improvement.
Again, the final judge is the user. And users like a lot the checkout process of budget.com, but they don't seem to get excited about the one of thrifty.com and dollar.com.
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.
Finally, we asked users the 10-question SUS questionnaire which measures the perceived usability of the website.
How will your website compare with these big players? Contact us in order to not only measure it, but also help you improve it.