1. Katie Hall
IntroductiontoWebPublishing
Content,Popularity&Traffic
Enterprise Car Share Popularity & Traffic Analysis
Website Overview
General Industry& Company Information
Overview
Car sharingis somethingtomake travelingeasierbybeingable to rentvehiclesatanytime for
variousamountsof time.Whereverpeople needtogotheycan, whethertheywantthe car for errands
or needtogo to work,gettinga car iseasy.All thatneedstobe done isselectwhatcar theywant and
howlongtheyneedit for,thiscan be done by simplybecomingamemberanddownloadinganapp
(Enterprise).Aftertheybecomeamembertheywillreceive amembershipcardthatallowsthe car to be
unlockedwiththe keysinside (Enterprise).Whentheyare done withthe car all that hasto be done is
bringingitback to the designatedparkingspot,andmake sure that the car isreturnedontime
(Enterprise).Toendthe reservationjust runthe membershipcardoverthe card readerwiththe keys
inside,thiswill make the carlock and readyfor the nextpersonwhoneedstouse it (Enterprise).When
it comesto rulesandregulationsthere aren’tmany butthe onesthatEnterprise doeshave are crucial.
These setof rulesinclude thingssuchasmakingsure that there isno damage to the car andif there is it
needstobe reported,make sure tokeepitcleanand no smoking (Enterprise).If there are goingtobe
petsinthe car theyneedtobe safelysecuredincrates (Enterprise).Fuel isincludedwiththe
membership,ineveryvehiclethere isgoingtobe a prepaidcar for gas,withthat beingsaidthe lastrule
isto fill the tankat leasta fourthof the way full forthe nextperson (Enterprise).If peopleare worried
2. aboutvehicle protection Enterprisehasdifferentoptionsincluding liabilityandphysical damage
(Enterprise).Enterprise carshare alsoofferstwentyfoursevencustomerservice formemberswhoare
needingassistance(Enterprise).The costtobecome a memberdoes depend onlocation andtype of
membership butthe average annual fee isaround $35 (Enterprise).There are twotypesof memberships
one iscalled“KeepItSimple”the annual membershipfee forthisplanis$40 the nextone iscalled
“Road Warrior” where the membership feeis$50 (Jones).The reasonwhythe membershipfeesdifferis
because the hourlyrate dependsonthe membershipfeethe consumerpays(Jones).The hourlyrate
changesbasedonwhat membershiptheyare apart of,if the memberpays $50 thatmakesthe hourly
rate $6.96 whereasthe $40 membershipfeemakesthe hourlycost$8 (Jones). The first200 milesis
includedwitheachride butafterthateach mile will be anextracharge between20to 25 centsalso
variesby location(Enterprise).The website forEnterprise CarShare explainseverythinganew member
will needtoknowbefore signingup.
Trust
Enterprise CarShare hasbeenaroundsince 2005 althoughthatwas not the original name,itbegan
as an hourlycar rental business underthe name “Enterprise Rent-A-Car”(Enterprise). Everyyearthat
goesby Enterprise isgrowingforexamplein2011 Enterprise CarShare expandedto Philadelphia
(Enterprise).TodayEnterprise CarShare hasexpandedacrossthe UnitedStates,Canadaandthe United
Kingdom(Enterprise).The growthfrom citiestocollegesandthenbecominginternational isamajor
jumpthroughoutthe years. There isno othersite thatcan explainwhatEnterprise CarShare isbetter
than the companyitself,the website givesinformationabouteveryaspect of theirbusiness. Whenit
comesto newscoverage there are manydifferentstoriesaboutEnterprise CarShare,one thatstoodout
was fromForbesandthe article was askingthe question,isbuyingacar worthit whenthere are so
manyother optionslike carsharing(Elliot). HavingEnterprise inaForbespublication isimpressive
3. because itgetsmore readersfamiliarwiththe business becauseitissuch a well-known andtrusted
publication.
Quality Content
Credibility
A site thatis unique meansthatthere isnoothercontentlike it,andthat the contentdoesnot show
up anywhere else(Lamer).AccordingtositelinerEnterprise CarShare has37% duplicate content.WhenI
lookedfurtherintositelinerInoticedthata lot of the duplicate contentwasonuniversitywebsites.This
wouldmake sense because Enterprise CarShare islocatedonmanycampusesacrossthe UnitedStates.
Each campus website wouldneedtohave adescriptionabout whatEnterprise CarShare is. When
lookingatthe online spell checkerone wordthatwasconsideredmissspelledwascarsharing,normally
thiswouldbe twoseparate wordsbutso wouldCarShare sothis couldjustbe a play onwords,what I
meanby that isEnterprise could’vepurposelymade itone wordjustlike CarShare togetvisitorstothink
aboutEnterprise asa car sharingindustry.AnotherspellingerrorthatI noticedwasiPhone,mostpeople
knowthe specificspellingof sucha popularbrandso I wonderif Enterprise currentlyknowsthatthisis
missspelledontheirsite.Alsoif theydoknow thatitis missspelledwhatare the measures theycan
take to fix theirspellingerrors.
Value
CarShare is there tohelppeople whodon’thave carsgetaround easierwithouthavingtopaya huge
car paymentandcar insurance. Beingenvironmentallyfriendlyisamajorvalue that can helpEnterprise
CarShare (Jones).People whodocarsharingare more likelytogetas muchas theycan done inone trip
or theywill choose to combine trips(Jones).Anothervalue thatEnterpriseCarShare hasisselectinga
specificcarfor each person (Enterprise). If someone is lookingforjustaneverydaycarfor errands
Enterprise has that,but theyalsohave cars for special occasionsthatrequire abiggeror a “fancier”car
4. (Enterprise). Anothervalueisbeingable toselecthow muchtime people will needthe car for,people
have the optionformultiple hoursor overnight(Enterprise). Allof thiscontentisvaluable forconsumers
to have because notonlywill theyfeelliketheyare helpingthe planetbuttheywillalsobe gettingwhat
theywant.
CompetingSite
ZipCaris a majorcompetitorforEnterprise CarShare because of how similarthe membership
program is.For example once someone becomesamembertheygetazipcard(membershipcard) that
will unlockthe car once ithas beenreserved(ZipCar). Thenwhentheyare finishedwiththe carthey
returnit to the designatedspotandlockupthe car (ZipCar). ZipCarandEnterprise CarShare evenhave
the same rule whenitcomesto fuel,itneedstobe filleda fourthof the way full andZipCarpaysfor it
witha prepaidcard (ZipCar). ZipCardoesseemtobe a little bitmore expensivetheirstandardhourly
rate is$10 andafter 180 milesitis45 centsper mile, versusEnterprise witchisaround$8 hourly and25
centsper mile if theygoover200 miles (ZipCar). ZipCardoeshave more locationsthanEnterprise
CarShare withinthe UnitedStatesandaroundthe world (ZipCar).These twocompanieshave alotin
commonwhenitcomesto theirrulesandregulationsbuttheirdifferencesshow whenitcomestotheir
hourly andmile prices.
Traffic Analysis
VisitAnalysis
EnterpriseCarShare.com ZipCar.com
12 Month Average Monthly Visits 113,558.333 1,516,666.67
12 Month Average Unique Visits 100,908.333 765,966.667
Average Visits Per Unique Visitors 1.1253613 1.98006876
5. Definitions
Enterprise CarShare’saverage monthlyvisitsis113,558 while ZipCar’saverage is1,516,666
accordingto SEMRUSH. ZipCarhas an extreme advantage overEnterprise CarShare whenitcomesto
average monthlyvisits. Anaverage monthlyvisitisthe amountof timesusersvisit the site duringthe
time frame,inthiscase the time frame is 12 months (Lamer).AccordingtoSEMRUSH ZipCar’saverage
unique visitsis765,966 while Enterprise’sis100,908 unique visits. Here EnterpriseCarShare hasmore
Unique visitsthanZipCar. Unique visitorsis the softwaretryingtosaythat it ispeople but canjust be a
device (Lamer).Whenitcomestounique usersitishardto tell whetheritisa personor justa device.
Comparison
Whenit comesto these sitesZipCardefinitelyseemstobe more popularinthe average monthly
visits.BetweenEnterprise CarShare andZipCartheybothhave a large gap whenitcomesto the monthly
visitsandunique visitors.MonthlyvisitsforZipCarisaround1.5 millionwhileEnterprise isaround 114
thousand. Zipcarhas a lotmore people visitingtheirwebsitethenEnterprise CarShare,thiscouldbe
because ZipCariswell knownforcar sharing. Plusitcouldbe that the reasonfor this large gap is there
are more ZipCarlocationsthenEnterprise CarShare locationstherefore makingabigdifferencesinsite
visits.
EngagementAnalysis
EnterpriseCarShare.com ZipCar.com Web Averages
Bounce Rate % 39.60% 28.54% 20%
Pages Per Visit 3.98 8.35 4.6
Average Visit Duration 3mins 16sec 3mins 39sec 190 Sec
6. Bounce Rate
A bounce rate is whenonlyone page isvisitedbefore auserexitsthe website,bounce ratesare
thoughtto be a badthingbut that isnot alwaysthe case (Lamer).There are some caseswhere bounce
ratescan be a good thing like whenareturningcustomerisonthe website (Lamer).Businesseswant
people tostayon theirsiteslongersowhenbounce ratesare highsometimesit’sthoughtthatthe
visitorsdidnotfindwhattheywanted andleftthe site (Lamer). There canbe timesthatwhat the visitor
wantsis onthat firstpage.Enterprise hasa higherbounce rate than ZipCar,Iwonderif visitorsfirstgoto
Enterprise CarShare anddon’tfindwhattheyare lookingforso theygo to ZipCar. Ithinkthat the
bounce rate for Enterprise CarShare isbadbecause there are so manyothercar share companies that
visitorscouldbe goingto.I thinkthat visitorscome toEnterprise CarShare anddon’tfindwhattheyare
originallylookingforthenpotentiallygotoZipCarand recognize the name because itiswell known.If
Enterprise wasto make the homepage show theirpricesasthe firstthingvisitors couldsee thatcould
benefittheirbounce rate because theyhave lowerpricesthanZipCar.Ithinkthat wouldimprove the
bounce rate because visitorswouldsee the price differencesandsee whichcompanyhasbetterdeals.
Thenunderthe priceshave a CarShare nearme that wouldsearchfor the closestlocationtopickup a
car. Afterthe visitorchecksforlocations itwould take themtoa rental page and have the visitorlookat
differentcars.That couldpotentially take the visitorstothree differentpagesincreasingthe bounce
rate.
7. Page viewsPerVisit & Average VisitDuration
Page viewspervisitishowmanypagesgetviewedeach time there isavisitor(Lamer).Accordingto
SEMRUSH Enterprise CarShare onlygetsabout3 pagesper visitwhileZipCargetsabout8 pages.The
average visitdurationishowlonga visitorspendsonthe site (Lamer).The average lengthforhowlong
visitorsstayonthese twositesare roughlysimilarbutZipCarisstill aheadat3 minutesand39 seconds
while EnterpriseCarShare’saverage is3minutesand16 seconds accordingto SEMRUSH. There needsto
be more page viewspervisitforEnterprise CarShare becausethe more pagesvisitorsgotothe more
theywill learnaboutthe company. The time thatpeople spendonthe websiteisn’tbadbutIdo think
that if the time couldincrease from3 minutesto5 minutespeople wouldbe able tofind more aboutthe
company and memberships.Peopleprobablyspendaround3minutesonEnterpriseswebsitesigningup
for theirmembershipprogram,whichdoesn’tleavemuchtime forvisitorstolookaroundthe website.If
there wasa page specificallyshowingall the differenttypesof carsEnterprise CarShare hadpeople
couldpotentiallyspend more time onthe website becausetheywouldbe lookingatdifferent carsto
drive.
8. Value Content& EngagementImprovementRecommendations
Somethingthatwouldaddvaluable contenttoEnterprise CarShare’swebsiteisa3D tourof all the
cars theyhave to offer.Whenrentingsomethingitisimportanttoknow exactlywhatyouare getting
and if youcan’t see itin personthe nextbestthingwouldbe atour of eachcar. If 3D tourswere added
ontothe website notonlywouldthe consumersknow exactlywhatthe car lookslike but theywould
alsospendmore time onthe website because more thanlikelytheywouldbe watching multiple 3Dcar
tours.The picture belowfromcarvrtour.comshowssome examplesof 3D car tours that show whatcar it
isand what the car lookslike fromthe insideout.If visitorscouldsee exactlywhatcarsthere are they
probablywouldnotsecondguessaboutsharingthe vehicle because theywouldknow exactlywhatthey
are getting.
9. Bibliography
Car Sharing: An Alternative to Car Rental with Zipcar. Zipcar, https://www.zipcar.com/.
Accessed 3 Feb 2019.
Car VR Tour Examples. CarVR Tour, http://www.carvrtour.com/. Accessed 4 Feb. 2019.
Elliott, Christopher. “Should You Buy A New Car? Read This First” Forbes, 24 Nov 2018.
https://www.forbes.com/sites/christopherelliott/2018/11/24/should-you-buy-a-new
car/#611ca5cb64c6. Accessed 2 Feb 2019.
Enterprise Car Share. Reserve Ride Return. Enterprise Car Share, 2019,
https://www.enterprisecarshare.com/us/en/home.html. Accessed 1 Feb 2019.
Jones, Sally. “Best Car Sharing Service: Enterprise Carshare vs Zipcar vs car2go vs Turo vs
Getaround.” Earthsfriends. 9 Oct. 2018, https://www.earthsfriends.com/enterprise
carshare-vs-zipcar-vs-car2go-vs-turo-vs-getaround/. Accessed 2 Feb 2018.
Lamer, Jacquie. "Analysis of Web Site: Content, Popularity & Traffic." Web Publishing, 22 Jan.
2018, Northwest Missouri State University. Lecture.
