Avis Budget to roll multivariate testing and segmentation strategy out across Europe

Avis Budget to roll multivariate testing and segmentation strategy out across Europe

Avis Budget Europe, Middle East and Africa (EMEA) has appointed Maxymiser to optimise the booking process for its car rental company Avis in order to increase reservations.

The multivariate testing, personalisation and optimisation expert will work with Avis to optimise the reservations process across its EMEA websites to increase the number of bookings, improve the overall experience and enhance customer retention.

Strategic online commitment

Using Maxymiser’s MaxTEST system, Avis will initially use A/B and multivariate testing across the four stages of its reservation process to identify the variants of content, placement and design that drive the greatest number of bookings. Initial testing will take place on the French website and will then be rolled out across five other territories by the end of the year.

Maxymiser’s MaxSEGMENT will form a core part of Avis’ customer retention strategy, enabling the company to identify and target different types of website visitor, such as returning customers or first-time bookers, and automatically display the content they are likely to find the most compelling. Further into the optimisation programme, the vendor reported that Avis also plans to use MaxMOBILE to test different experiences for mobile visitors.

Gaining customer insight

Avis will be able to easily deploy all the Maxymiser products using the unique Maxymiser OneTouch Network, which is designed to require a one-time change, adding a single line of Javascript to the Avis website.

Ben Stephenson, Avis Budget EMEA e-channel development manager, said: “It is hard to truly understand the customer’s perspective and take an objective view on the experience delivered by the Avis site. By working with Maxymiser we can become a truly customer experience-focused company, constantly listening to our customers through their actions in real time and making changes based on the way they behave on our site.”