First paper for Introduction to Web Publishing taught by Jacquie Lamer

1. Andrew Johnson
Introduction to Web Publishing
Jacquie Lamer
2/1/2019
Enterprise Car Share Popularity & Traffic Analysis
WEB SITE OVERVIEW
General Industry & Company Information
o Overview
The car sharing industry is a growing and environmentally friendly way to travel. A
person may rent a car for hours or for the day. There is more than one car sharing models. There
is station based car sharing, one-way car sharing, home area, and free floating. Station based is
often referred to as round trip car sharing This means that the consumer must return the vehicle
at the same place they picked it up. One-way is when the consumer can pick up their vehicle at
one place and return it at another. It is a lot like Redbox for cars. Home Area is where a
consumer has a virtual fence and can park anywhere on permitted side streets or company
marked parking lots. Free floating is where the consumer picks up their vehicle and can drop it
off anywhere in their home area.
Enterprise Car Sharing is a station based car sharing company. A consumer must return
the vehicle they rent to same place they picked it up. The company is mostly located in the
United Kingdom but having been started by a US based company in Enterprise, Car Sharing does
have its hold in the United States. Enterprise is based out of St. Louis and that is the closest
Enterprise Car Share station to Maryville. The hourly rate is $9 with a daily rate of $65. There is,
however, an annual membership fee and a one-tome application fee to use the service.

2. o Trust
Immediately when anyone loads up the site, https are the first letters of the URL. The s
stands for security. It gives anyone who wants to use the site an added security knowing their
information will not be without their permission. Enterprise definitely has the authority on car
rentals but instead of renting for the day, Car Share rents for the hour. They also offer day rates
but they are at the same rates as the Rent-A-Car portion of the company.
Quality Content Assessment
o Credibility
Unique content is content or, in this case, services that no other company is offering. It is
something special to that company. Enterprise Car Share has a bunch of unique content. The
only sites that have repeated content are those of universities who offer Enterprise Car Share as a
service to their students. Enterprise most likely wrote the copy for the university’s page giving a
sense of familiarity to the copy being read on different sites. There were only a few typos found
on the site but where they are located is most troubling. The typos were found on the Frequently
Asked Questions page. Seeing how the FAQ page is the page most people go to if they are
having difficulties on the site, the typos on this page hurts their credibility.
o Value
Each Enterprise Car Share location has its own and have great detail about using the
company in that city. It is not just a simple description. It goes into detail about daily rates,
hourly rates, and fees for membership. They supply a map of each of the stations within their
network. On the homepage, it shows a list of all the cities currently offering Enterprise Car Share

3. in the United States, Canada, and United Kingdom. They offer a Frequently Asked Questions tab
and a list of all the companies Enterprise Holdings currently owns to ensure that the consumer is
safe in their hands.
Competing Site
Zip Car is the competing site. They were started in 2000 and jump-started the car sharing
industry. Like Enterprise Car Share, Zip Car is a station-based car sharing company. They offer
more cities in the United States than Enterprise. Their hourly and daily rates are very similar to
those of Enterprise. They don’t, however, operate anywhere in the United Kingdom. This fact
gives Enterprise the upper hand in Europe. Zip Car and Enterprise do share a few cities in the
United States including Philadelphia, Atlanta, New York, and Houston.
TRAFFIC ANALYSIS
Visit Analysis
EnterpriseCarShare.com ZipCar.com
12-Month Average Monthly
Visits
173,575 1,383,333
12-Month Average Unique
Visitors
100,908 765,467
Average Visits per Unique
Visitor
1.72 1.81
o Definitions

4. The date above shows the 12-month average monthly visits, 12-month average unique
visitors, and the average visits per unique visitor between Enterprise Car Share and its
competitor ZipCar. A visit is to a website with one or more page views with inactivity happening
after 30 minutes. A unique visitor is more about a device than the person. One person could use
ten different devices and count as ten unique visitors. The visits per unique visitor is taking the
average monthly visit and divide it by the unique visitors.
o Comparison
Zip Car was created in 2000 giving it an eight-year head start on Enterprise. Zip Car
essentially created the car sharing industry. The numbers shown of two companies with 19 and
10 years respectively. Zip Car has been able to gain a loyal base of consumers with little to no
competition. Enterprise Car Share has a bunch of companies to vie for their services. On top of
that, Zip Car is in more cities in the United States and Canada. Enterprise Car Share is in a few
different cities than Zip Car including St. Louis, Louisville, and Tampa. However, both
companies have very close to each other when it comes to visits per unique visitor. It shows that
regardless of how many unique visitors and visits each company has, they are about even with
very little discrepancy.
Engagement Analysis
EnterpriseCarShare.com ZipCar.com Web Averages
Bounce Rate % 38.93% 29.21% 20%
Pages Per Visit 3.75 pages 7.61 pages 4.6 pages
Average Visit
Duration
177 seconds 216 seconds 190 seconds

5. o Bounce Rate:
A bounce rate is the percentage of visitors that only visit one page on a site. It doesn’t not
matter how long they are on that page. It only matters that they only are on that page of the site.
Enterprise Car Share is way above the average bounce rate and dangerously close to be over
40%, the threshold of the maximum for this industry. Zip Car is also above the average bounce
rate but it is a little closer to the middle. By that logic, Zip Car has the better bounce rate but that
would come from Zip Car being the longer tenured company.
o Page views Per Visit & Average Visit Duration:
Page views per visit is the number of pages that someone visits while on that site. The
average visit duration is how long the consumer is on that site. Enterprise Car Share is behind
Zip Car in each category. Enterprise is more than half of Zip Car’s pages per visit and about 30
seconds behind on the average visit duration.
Enterprise’s number are bad. Their pages per visit is under the web averages by almost a
page. It is also 13 seconds less than the average visit duration. The locations of the stations is the
main reason for the numbers. Consumers come into the site trying to rent a car in their city only
to find out Enterprise is not offered in their city. They must move on to another site. A site that
provides car sharing in their city. Adding more cities that offer car sharing from Enterprise
would increase page views and duration.
Value Content & Engagement Improvement Recommendation:

6. A more complex look at the vehicles they offer would greatly help their numbers. They
should make it a lot like buying a car. They should show the car from every possible angle and
get as many shots of the car as possible. Enterprise should to make sure that the consumer has all
the tools to make the most informed decision of which vehicle to use for their trip to the store, to
pick up their children, or just for a fun couple of hours.
Works Citied
Jones, Sally. “Car Sharing: Enterprise Carshare vs Zipcar vs car2go.” Earth's Friends, Earth's Friends, 9 Oct.
2018, www.earthsfriends.com/enterprise-carshare-vs-zipcar-vs-car2go-vs-turo-vs-getaround/
“Www.enterprisecarshare.com.” Www.junickfilms.com - Site Report - Siteliner,
www.siteliner.com/www.enterprisecarshare.com?siteliner=site-duplicate&siteliner-sort=match_words&siteliner-
from=1&siteliner-message=
Internet Marketing Ninjas Blog, www.internetmarketingninjas.com/online-spell-checker.php.
SEMrush Blog, www.semrush.com/analytics/traffic/overview/zipcar.com?competitor=enterprisecarshare.com.
“Car Sharing: An Alternative to Car Rental with Zipcar.” Ziptopia, 2019, www.zipcar.com/
“St. Louis.” Hourly Car Rental Locations - Enterprise CarShare, 2019,
www.enterprisecarshare.com/us/en/programs/retail/st-louis.html#rates.
“Enterprise Drives Value with Supplier Diversity Program.” TravelPulse, 2019, www.travelpulse.com/news/car-
rental-and-rail/enterprise-drives-value-with-supplier-diversity-program.html.

7. Parnell, Miranda. “COMET Renting out Vehicles to Offer Carpool Options for Commuters.” South Carolina's
News, Weather and Sports Leader - Wistv.com - Columbia, South Carolina, 21 Dec. 2018,
www.wistv.com/2018/12/21/comet-renting-out-vehicles-offer-carpool-options-commuters/
“Carsharing Market Analysis: Growth and Industry Analysis.” Movmi, Movmi, 18 May 2018,
movmi.net/carsharing-market-growth/
Navy, Mike. “Shared Mobility ComprehensiveGuide 2018 by Movmi.” Shared Mobility, 31 Jan. 2018,
www.sharedmobility.news/shared-mobility-comprehensive-guide/#.