With a Web Performance Score of 71, Europcar is the favorite of consumers looking to rent a car online. WUA studied their preference in March 2018 with its Web Performance Scan. WUA asked 200 consumers to go online on desktops and find a rental car. The top-3, like in the previous two studies, consists of Europcar, Sixt, and Rentalcars.
The same top-3 as in 2015, but with smaller differences
Ever since the 2014 study, Europcar has managed to grab the number 1 position in the benchmark. This shows most consumers prefer this company when they’re looking to rent a car. Europcar doesn’t get the best scores on every element of the benchmark: the ‘First Impression’ in the categories ‘Look & Feel’ and ‘Brand’ is won by Avis.
In the so-called ‘In-Depth’ phase, when consumers decide to continue on a website, Europcar wins every single element.
Smaller differences in the market
Since the 2015 study, the differences between the players in the market have become smaller. We see Sixt inching closer and closer to Europcar. This is possibly a result of the new website the company launched last year. The differences between Sixt, Rentalcars, and Avis are minimal.
We’re overjoyed that we’re once again the winner of the online orientation study on car rentals.
Optimizing our website and service is a continuing process, one we work hard on improving every single day.
This award is a great acknowledgment that we’re on the right track, but we’ll keep developing ourselves in order to provide our customers with even better service!
-Wietske Aaftink, Marketing Manager Europcar
Whereas the previous editions of the study showed large differences in the ‘Conversion’ section, these have all but disappeared. Nearly every provider gets an average ‘Conversion’ score.
The AirBnB of the car rental industry?
It’s interesting to take a look at the new players on the market. As we saw with AirBnB, for example, it became relevant to simply offer a platform, and let consumers offer their own products to each other. One ‘odd man out’ in the study is SnappCar. ‘Rent out your car, help others, and earn back the costs of your car’. It sounds like a beautiful solution, but in the benchmark, the company doesn’t get a lot of preference yet. It does, however, manage to make the top-3 in the areas of ‘Continue’ and ‘Offer’ in the in-depth phase. In any case, we’ll keep a close eye on this company.