Enterprise CarShare offers a membership-based car sharing service where vehicles are parked at specific locations. It has over 130 locations on college campuses. While it has a lower number of average monthly visitors and unique visitors than competitor ZipCar, Enterprise CarShare has an appealing website that provides valuable information concisely on the landing page. To improve engagement, Enterprise CarShare could consider adding a vehicle matching feature to recommend suitable vehicles based on a user's needs.

1. Maddy Zeller
Intro to Web Publishing
2-5-19
Enterprise Car Share Popularity & Traffic Analysis
General Industry & Company Information
Overview:
Car sharing is a service that provides cars to individuals for a short period of
time. The concept is simple, environmentally friendly, cheaper and convenient. This is
why the car sharing industry has been on the rise since 2014, according to an article
published in earthsfriends.com, Best Car Sharing Service: Enterprise Carshare vs
Zipcar vs car2go vs Turo vs Getaround. The concept is simple, unlike a rental service,
everything from the pickup, drop off and reservation is all self-service. There are four
different types of carsharing services. Station-based, one-way, home area and free-
floating are the available options. These options differ in the style of the pickup and drop
off process.
Enterprise CarShare offers a membership style program where once you join,
you’re able to rent a vehicle 24/7. The vehicles are parked at a specific location close to
where you live or work. Members are able to rent a vehicle for an hour, day or
overnight. With an annual membership payment ranging from $25-$50 based on your
location and one-time application fee that ranges from $1-$10, also based on your
location, you’re able to rent day or night. Enterprise CarShare also offers the first year
membership payment free in multiple locations, this is a great way to attract potential
customer’s attention by offering the service without a large commitment price before

2. testing it out. Although rates vary by city, location and time, Enterprise’s car sharing
program is cheaper and more convenient than buying, leasing or renting a vehicle.
Enterprise CarShare was first known for their car rental service but has now begun their
car sharing service as well. They now have their car sharing service in 27 U.S. cities,
Canada and the United Kingdom. The car sharing service has also become a popular
mobility outlet for college students. Enterprise CarShare has their service available at
more than 130 U.S. college campuses. This allows students who either don’t own a
vehicle or possibly need a different sized vehicle for different purposes, locate and
easily access a vehicle at any time of day. There are multiple types of car sharing
programs varying in different styles of pick up and drop off. Enterprise CarShare offers a
station based car sharing service which means the vehicle must be returned in the
same place it was picked up. Finding the best vehicle for you is easy to do with the
mobile app that is available in both android and apple app stores. Enterprise CarShare
is an affordable alternative when planning a trip, running an errand or any other daily
activity that involves a vehicle.
Trust:
Enterprise CarShare stems from Enterprise Holdings who is known by their
Rent-A-Car service which began its business in 1957, giving them over 60 years of
experience in the car renting/sharing field. Immediately they gain a decent amount of
trust from loyal customers who have used the Rent-A-Car service before the CarShare
program was available. This is a high advantage for Enterprise CarShare and quickly
gains the value of trust within its new program from its established loyal customers. As I
was searching, I found multiple articles about Enterprise CarShare that came from

3. credible resources such as Forbes and Los Angeles Times. To add to its credibility
factor, Enterprise Holdings as a whole has won many outstanding awards. In 2018
Enterprise Holdings was awarded: Canada’s Top Trusted Automobile Rental Brand,
Tempkin Experience Ratings: Highest Customer Experience Among Car Rental
Companies and Money Magazine’s Best in Travel Awards: Platinum all within the
“Customer Service and Overall Reputation” division. All of their achievements dating
back to 2005 are all located on the Enterprise Holdings website. These awards
establish trust and credibility for the entire company all at once.
Quality Content Assessment:
Credibility:
When evaluating the content of Enterprise CarShare’s website I used on online
resource, Siteliner. This tool generates the content of the website in order to calculate
how much of the content is unique, common or duplicate. Unfortunately, the percentage
of unique content came down to 8% which is well below appealing. Unique content
simply means having content that isn’t used by anyone else, anywhere. Having unique
content is very important when it comes to a website because it allows search engines
to send more traffic to the websites that have the most unique content. It’s also
important to customers because it will stand out. The amount of common content is
55%, which originally comes of as an alarming rate. Once I looked further into the data
collected, the reasoning behind the high percentage of common content is due to the
fact that many universities that are partnered with Enterprise CarShare use their content
on their website to explain what the service is and how it works.

4. Along with having unique content, it’s also important to not have any mistakes
such as typos or grammar mistakes when constructing a professional website. A tool I
used to check possible typos within the Enterprise CarShare website was Internet
Marketing Ninja Spell Check Tool. This online resource spell checks the entire website
for potential typos or anything that could possibly come across as a typo, making it
harder for search engines to direct potential customers to the website. The results
showed that commonly misspelled words were “iphone” which is undoubtedly a
misspelled word that should be spelled iPhone. Another mistake was the word, “fulfil”
which is also a word that is clearly a typo. Other words that came up as typos are words
that were intentionally spelled wrong such as “wheelchairgetaways.” It makes sense to
readers while viewing the site but when it comes to search engines directing potential
viewers to the website, it may cause issues. Issues like typos and grammar mistakes
easily decrease credibility.
Value:
Enterprise CarShare’s website is appealing to the eye, includes helpful resources
and provides valuable information. All of these qualities increase the value of the
website. The landing page alone includes multiple visual aids that cover everything from
cities that Enterprise CarShare is located, the hourly and daily rates for each city and
FAQs. Something that the website lacks is customer reviews. There are no customer
reviews anywhere on the website. Potential customers look for reviews and testimonies
to figure out what company they would like to use. This came as a surprise because
after observing the mobile app for Enterprise CarShare, the reviews on the IOS App
Store show a 4.7 star rating on a 5-star rating scale with more than three thousand

5. reviews. With a rating that high, it would be beneficial to include on the website. Their
customer assistance is different than most. Enterprise CarShare has multiple phone
numbers for customers in need of assistance to call based on their location. This is a
great tactic to cut down waiting times and allow assistants to be more helpful by being
dedicated to a specific location. Enterprise CarShare’s website lacks images of vehicles
available. Including images of potential cars that customers can rent would spike
interest and could possibly be the determining factor of drawing new customers in.
Competing Site:
Just like any other company, Enterprise CarShare has a strong competitor,
ZipCar. ZipCar is another care share program that is very similar to Enterprise
CarShare. ZipCar is available in 170 cities, 44 states, Canada and Europe and located
on more than 300 U.S. colleges and universities, bypassing Enterprise substantially.
ZipCar began their business in 2000 and has grown into the most well-known car
sharing service in the U.S. The differences between ZipCar and Enterprise CarShare
are that ZipCar requires a monthly membership fee when Enterprise doesn’t. Which
could make Enterprise CarShare more desirable. ZipCar also has slightly higher rates
than Enterprise by just a few dollars when it comes to hourly and daily rates. Enterprise
has two separate plans for members to choose from, making it easy to fit the
membership with the user's style and needs. That is something that ZipCar lacks, only
providing one flat plan. Both companies excel when it comes to features, both providing
an app available in both the android and apple store that has GPS access along with all
of the website features. ZipCar has a better customer service rating than Enterprise
CarShare, which is a huge factor when it comes to potential customers choosing

6. between two different companies. Out of all the factors between the two competitors,
the main difference that matters the most is the ratings. Enterprise CarShare needs to
increase their ratings in order to dominate the car share industry.
Traffic Analysis:
Visit Analysis:
EnterpriseCarShare.com ZipCar.com
6-Month Average Monthly Visits 167.3 K 1.6 M
6-Month Average Unique Visitors 96 K 740.4 K
Average Visits Per Unique Visitor 1.74 K 2.2 K
To evaluate the average visitors on both Enterprise CarShare and Zipcar's
website, I used an online resourced, SEMrush.com. This online tool allowed me to
calculate the 6 month average monthly visits, unique visitors and average visits per
unique visitors, which are all documented within the chart above. To define, a “visit” on
a website, is when someone, or a device, view the website. Within a 6 month time
period between July and December of 2018. Enterprise CarShare had 167.3 thousand
visits on a monthly average. A “unique visitor” refers to a device that visits your website,
rather than a person. For example, if I visit the same website on three different devices,
tools such as Google Analytics would measure my visits as three separate visits
because I visited on three separate devices. On average, over a 6 month time period,
enterprisecarshare.com had 96,000 unique visits a month. To calculate the visits per
unique visitor you take the average monthly visits divided by the number of unique

7. visitors. In this case, in that same 6 month time period, on average
enterprisecarshare.com received 1,740 visits per unique visitor on a monthly basis.
Comparison:
When comparing Enterprise CarShare and ZipCar’s analytics, ZipCar’s averages
were overall higher on every level. As shown in the chart above, Enterprise CarShare’s
This drastic gap could be due to the fact that ZipCar is located in more cities and
college campuses, making it more popular than Enterprise CarShare, therefore drawing
more visits to their website. Out of curiosity, I Google searched “car sharing companies”
and the first company listed is ZipCar. Enterprise CarShare isn’t listed once on the first
page. More times than not, when someone is searching for something through Google,
they don’t look past the first page of results. This could be a reason why ZipCar's
website ratings are higher than Enterprise CarShare. After taking a deeper look into
both websites, I observed that both websites include the most important information
right on the first page. There isn’t a lot of clicking around involved to find the information.
Both websites have remotely similar layouts. They both include a list of cities, prices,
FAQ and “how it works” all located on the home page. One concept that ZipCar has that
Enterprise CarShare doesn’t is a visual aid to show what exact cars ZipCar has to offer
and how much their hourly rate is. Visual aids are crucial to important customers, having
that incorporated within the landing page could draw in more potential customers than
Enterprise CarShare.
Engagement Analysis:
EnterpriseCarShare.com ZipCar.com Web Averages

8. Bounce Rate % 39.48% 27.10% 20.00%
Pages Per Visit 3.98 8.35 4.6
Average Visit Duration 200 seconds 233 seconds 190 seconds
Bounce Rate:
The bounce rate is typically a measurement that indicates the percentage of
visitors who left the website after viewing one single page. Typically a high bounce rate
isn’t necessarily a good thing. It could possibly mean that the website was unappealing,
difficult to use or was simply not what the visitor was looking for. On the other hand, in
some instances, a high bounce rate could be a good factor. It could indicate that the site
has all of the information the visitor is looking for right away, or the visitor is a return
visitor and knows how to easily navigate the website. In those instances, a high bounce
rate is good. Online tools such as SEMrush.com can’t indicate whether the reasoning
for the bounce rate was good or bad, so it automatically assumes that a high bounce
rate is a negative factor.
As shown in the table above, the bounce rate for Enterprise CarShare’s website
is well above average at 39.48%. Its competitor, ZipCar also has an above average
bounce rate of 27.10%. After observing both websites there could be numerous reasons
why both websites have above average bounce rates. Both websites have the majority
of their information on the landing page. This allows visitors to find almost everything
they need on the first page they visit. In this case, a high bounce rate is good. Another
possible reason behind a high bounce rate could be that most users most likely use the
app version of this website for convenience and easier use. Again, in this instance, a

9. high bounce rate wouldn’t necessarily be a negative factor. To possibly lower the
bounce rate, the website layout could be more spread out. Adding more pages could
increase a visitor's chances of clicking through multiple pages. Enterprise CarShare’s
website lays everything out on the landing page, which is convenient, but it allows
visitors to access all of the information instantly on one page which increases a higher
bounce rate.
Pageviews Per Visit & Average Visit Duration:
Page views per visit is exactly what it implies. It is the measurement of pages
viewed by users on a website. On average, visitors on a website view 4.6 pages during
their session. Enterprise CarShare’s website has a slightly below average page views
per visit measurement. On a 6-month average between the months of July and
December of 2018, Enterprise CarShare’s average of page views per visit was 3.98,
which is substantially lower than its competitor ZipCar who on average had an 8.35
page views per visit. This could be due to the fact that ZipCar has more interactive links
that take viewers to a different page when clicked on. For example, ZipCar includes
images that are posted on Instagram with the hashtag, #WorthTheTrip and when
clicked on, it takes viewers to a separate page. ZipCar also includes a link to a blog that
directs viewers to different pages as well. Including interactive links that attract viewers
to click on, tremendously increases the page views per visit. This is something that
Enterprise CarShare’s website lacks.
Average visit duration simply means the amount of time a visitor spent on
the website in one session. On average, most visitors spend 190 seconds on a website
in one session. Over a 6-month time span, Enterprise CarShare’s average visit duration

10. time was 200 seconds. Compared to the overall web average of a visit duration time,
Enterprise is above average. When compared to its competing site, Enterprise
CarShare falls short by 33 seconds on average. This can simply be due to the fact that
ZipCar has more tabs, interactive features and more content on their website that take
visitors longer to navigate through. An easy way for Enterprise CarShare to increase
their average visit duration time would be to add more content. This would allow visitors
to have more features to engage in, read or navigate through, ultimately increasing their
session time. An instructional video would be a great feature to add to the website in
order to increase both visit duration and engagement.
Value Content & Engagement Improvement Recommendation:
A concept that I believe would increase engagement and interaction on
Enterprise CarShare’s website is simple, interactive and beneficial. After observing the
website and multiple competing websites I started thinking about something that is
unseen and unique to make Enterprise CarShare stand out from its competitors. I came
up with a concept of a matchmaking feature that would potentially match a customer
with the ideal car that suits his or her needs. Including a quick and easy questionnaire
asking questions such as SUV or Car? Day trip or multiple day trip? Style of the car?
Luxury or practical? Many more questions could appear but this is a general idea. At the
end of the questionnaire, it would generate the most practical vehicle to suit the
customer's needs, including that specific vehicle’s hourly rate and daily rate and a few
different vehicles to choose from. I believe a concept such as this would increase
engagement, spike interest and be beneficial for both the customer and the company all
at once.

11. “Awards & Honors” Enterprise Holdings
https://www.enterpriseholdings.com/content/dam/ehicom/docs/Awards.pdf
“Best Car Sharing Service: Enterprise Carshare vs Zipcar vs car2go vs Turovs
Getaround.” earths friends, 9, October 2018.
https://www.earthsfriends.com/enterprise-carshare-vs-zipcar-vs-car2go-vs-
turo-vs-getaround/
“Duplicate Content” Siteliner
http://www.siteliner.com/www.enterprisecarshare.com?siteliner=site-
duplicate&siteliner-sort=match_words&siteliner-from=91

12. Enterprise CarShare, https://www.enterprisecarshare.com/us/en/home.html
“Online Spell Checker” SeoChat, http://tools.seochat.com/tools/free-spell-
checker/#sthash.th5iJTNC.eXQTOQeo.dpbs
“Press Archive” Enterprise Holdings, https://www.enterpriseholdings.com/en/press-
archive.html.
“Shared Mobility Comprehensive Guide 2019 by Movmi” Shared Mobility, 31, January
2018. https://www.sharedmobility.news/shared-mobility-comprehensive-
guide/#
“Traffic Analytics: enterprisecarshare.com” SEMRush,
https://www.semrush.com/analytics/traffic/overview/enterprisecarshare.com?c
ompetitor=zipcar.com
ZipCar Carsharing, https://www.zipcar.com