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In February 2019, 400 customers, small and medium-sized enterprise business car lease drivers, searched for a Business Lease Car on smartphone and desktop. Athlon.com is the Digital Sales Scan winner in this study and gains 29 points, LeasePlan.com and LeasePlanDirect.nl are runners-up with respectively 23 and 21 points.

The CX-Score shows Ahtlon.com in first place on desktop where the provider has a point total of 65 points, while LeasePlanDirect.nl has 67 points on smartphone.

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  • Digital Sales Score
    Study: Business Car Lease
    Measurement: February 2019
    Country: Netherlands
  • Total Desktop Mobile
  • 1 Athlon.com 29 31 28
  • 2 LeasePlan.com 23 22 24
  • 3 LeasePlanDirect.nl 21 20 23
  • 4 DirectLease.nl 18 19 17
  • 5 MultiLease.nl 12 15 9
  • 6 DutchLease.nl 11 8 14
  • 7 TerbergLeasing.nl 7 4 9
  • 8 FinancialLease.nl 5 7 3
  • 9 LeaseLinq.nl 5 1 9
  • 10 Stern.nl 4 5 3
  • 11 Volkswagen.nl 4 3 4
  • 12 Justlease.nl 2 4 0
  • Schow full list
  • Highest total score
  • Highest score on device

Athlon.com and LeasePlanDirect.nl trade places

Last year, LeasePlanDirect.nl was good for a first position; this year Athlon.com takes over, climbing up from its previous third place. This is thanks to its Findability score of 54% and its 19% Preference. Interesting in this study: LeasePlan has two URLs in this ranking, namely LeasePlandirect.nl and LeasePlan.com, who have a lower combined Findability score than LeasePlandirect.nl alone had a year ago. Both websites are better at converting the customer, receiving a Conversion score of 38% for LeasePlan.com and 37% for LeasePlanDirect.nl.

DirectLease.nl, multilease.nl, and DutchLease.nl preferred by 5-10% of consumers

The top three all show Conversion percentages of 35% and higher, a number not easily achieved by other Business Car Lease providers. Numbers four to seven, DirectLease.nl (21%), multilease.nl (25%), plus newcomers in the ranking DutchLease.nl (16%) and TerbergLeasing.nl (16%), can’t get close in terms of Conversion to the first three in this study. Of these three, multilease.nl is best at Converting its customers, but due to a lower Findability (21%), this does not yet translate to absolute preference. Customers would like DutchLease.nl’s offer to be presented more clearly on the website.

DirectLease.nl drops from 4th to 8th place

Directlease.nl drops two places compared to December 2017, from a 4th to an 8th spot. Although they have a high Findability (49%) they are only able to get Preference from 10% of orienting consumers, resulting in a 21% Conversion. This is partly because the Business Car Lease company isn’t able to assist the consumer in their quest for more information. Additionally, Directlease.nl doesn’t explain its Offer well enough and, as an unknown party, is not to gain trust among respondents.

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Get free high level results in the Insights Update Business Car Lease February 2019.
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New: The Digital CX-Score

The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look & Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.

  • Digital CX-Score | Desktop
    Study: Business Car Lease
    Measurement: February 2019
    Country: Netherlands
  • Score
  • 1 Athlon.com 65
  • 2 LeasePlan.com 64
  • 3 LeasePlanDirect.nl 62
  • 4 DirectLease.nl 59
  • 5 DutchLease.nl 55
  • Digital CX-Score | Smartphone
    Study: Business Car Lease
    Measurement: February 2019
    Country: Netherlands
  • Score
  • 1 LeasePlanDirect.nl 67
  • 2 LeasePlan.com 66
  • 3 Athlon.com 65
  • 4 DirectLease.nl 61
  • 5 DutchLease.nl 58

Athlon.com first place in CX ranking on desktop, LeasePlanDirect.nl better on smartphone

The Digital Customer Experience ranking shows Athlon.com in first place on desktop (65 points), while LeasePlanDirect.nl attains 67 points on smartphone. Overall, Athlon.com scores best on themes like Look & Feel of the website on desktop, while LeasePlanDirect.nl excels at presenting its Offer. Customers on LeasePlanDirect.nl: “generous offer”, “nice filter options” and a “good representation of different brands”. Athlon’s customers praise the website’s “look”, “clear website structure” and “professional” Look & Feel.

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Goal and relevance of this research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves with taking out business car lease. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.