Hertz · Digital optimisation and experimentation
Hertz’s booking journey had evolved over time. Parts of the experience felt dated, there was a lot of information competing for attention and some of the more complicated decisions were difficult for customers to work through. I led a programme of redesign and A/B testing to make the journey easier to use and understand which changes genuinely improved customer behaviour and commercial performance.
The challenge
The booking journey had built up over time. Customers had to work through a lot of information and some parts of the experience made comparing options harder than it needed to be.
The opportunity was not simply to make the site look more modern. We wanted to improve the experience while being able to show which changes made a measurable difference.
The approach
Rather than treating the redesign as one large launch, we tested improvements across different parts of the booking journey.
This allowed us to understand how individual changes affected customer behaviour before deciding what should be rolled out more widely.
The aim was not simply to make the booking journey look better. It was to test whether each change made it easier for customers to make a decision.
What we changed
The work covered both the overall design of the journey and specific areas where customers had to understand or compare different options.
We redesigned the wider booking journey and simplified the route through checkout.
We changed the results layout so more vehicles could be seen at once and important information was easier to scan.
We explored different ways of presenting rental insurance, including how options and prices were shown.
We reduced the complexity of legal content and made important information easier to understand at the point it was needed.
The outcome
The programme of redesign and experimentation increased revenue per visitor by $12.
Testing the journey iteratively meant decisions were based on customer behaviour rather than opinion. Individual changes could be tested, measured and improved before being rolled out more widely.
What made the work effective
Changes were measured against customer behaviour rather than being rolled out because they appeared better.
The work focused on helping customers understand, compare and choose rather than simply reducing the amount of content.
Breaking the journey into testable improvements allowed learning to shape what happened next.