November 26, 2007
Dollar Rent A Car


website | email | search marketing | affiliate management
state of state
  • Online reservations are driving real value for competitors
  • Growing reliance on aggregators but at a high cost per acquisition
  • Travel agent business continues to decline
the challenge
  • "Own the Internet" (when it comes to renting a car)
  • Completely overhaul web site usability and functionality to be best of breed
  • Acquire new customers and increase conversion of current customers
  • Drive online reservation revenue
the solution - a two pronged approach was necessary
Site Overhaul:
Redesigned & optimized the dollar.com site focusing on making reservations quicker and easier while at the same time enabling for solid promotions to acquire new customers and significantly enhance the experience of extremely profitable loyalty customer program.
  • Consolidated reservation process down to 2 steps
  • Visually partitioned homepage to allow target - specific path
  • Streamlined navigation
  • "Punched up" components like pick up calendar and quick car selector
Media campaign: (research, planning, production, tracking & management)
  • Online banner & affiliate advertising on AOL, Yahoo, BudgetTravel, Burst, DrivePM, Travel Ad Network, Tribal Fusion, Washington Post, Weather.com, Businessweek.com, Entrepreneur.com
  • Pay - per - click on Google and Yahoo
the results (because of comprehensive approach)
  • Dollar Rent A Car is “PROFITABLY” one of the top 50 advertisers on the internet
  • 34% of all Dollar’s net reservations are from dollar.com (up 20% in just 2 years)
  • Media campaign has increased both time and mileage reservations by over 800%
  • Dollar.com becomes the #1 booking tool achieving an 80% improvement on customer experience survey
  • Conversion rate increased by an astounding 30%
  • Dramatically reduced costly no show rate

Printable Dollar Case Study