Enterprise CarShare provides car sharing services in 27 cities and over 130 college campuses across North America and the UK. According to a traffic analysis, ZipCar has significantly more website visits and unique visitors than Enterprise CarShare. While Enterprise CarShare's website contains valuable information, only 8% is unique content which may hurt its search engine ranking. The analysis recommends Enterprise CarShare add a summary of the car sharing industry to help visitors better understand its services.

1. Jack Frazier
Jacquie Lamer
Web Publishing
24 January 2019
Enterprise Car Share Popularity & Traffic Analysis
WEBSITE OVERVIEW
General Industry & Company Information
 Overview
The car sharing industry, a sub-group of the mobility industry, is a relatively new service
that offers a quicker, more environmentally friendly option than standard car rental (Jones,
Sally). Companies that offer car sharing buy out parking spots, leave company vehicles in them,
and make them available for customers to rent, pick up, and return. Because of this quick-pick-
up style, car sharing is the better financial choice for small errands whereas renting a car is still
the better option for extended overnight trips. Car sharing came to life around 2000 when a
company called ZipCar started making cars available for pick up and return (Duhaime-Ross).
Since then, other companies such as Turo, Car2Go, and Enterprise CarShare have entered the
arena. Each business has their own rates, style of service and sharing specifications. Car sharing
is becoming especially popular on college campuses and in big cities. It’s convenient because if
there is a car sharing parking spot by your university or business, customers can park adjacent
to where they need to be instead of having to park a few blocks out and walk the rest of the
way.

2. According to Enterprise’s website, their car sharing services began in 2005, “under the
network of Enterprise Rent-A-Car’s hourly car rentals.” They officially expanded and branded
themselves as ‘Enterprise CarShare’ in the spring of 2013 and continued to buy smaller car
sharing companies in order to gain their clients and become what they are today. Enterprise
CarShare offers services in 27 cities in the United States, Canada, and the U.K., and at over 130
college campuses. It is a station based service which means customers must return the car in
the designated spot from which they picked it up. Rates vary from city to city, but are generally
lower than other competitors (Jones, Sally). However you must first pay an additional fee to
become a member. In most locations, their hourly rates are around $7-8, their daily rates are
about $50-60, and their overnight rates are around $30.
 Trust
Enterprise was founded in 1957 and is now operating in more than 85 countries with
over 7,500 locations. Enterprise CarShare is owned and operated by Enterprise which means
that it is apart of the reliable, 62 year old company. It is a big brand name that most everyone
knows about today and is an authority in its industry.
Enterprise has been written about my many credible news sources such as the Chicago
Sun Times, The Wall Street Journal, and Forbes on multiple occasions just within the last three
months. In one of their articles written in November of 2018, Forbes wrote that Enterprise
ranks as the most fulfilling company for customers to use in the mobility industry (Martin,
Grant). Based off of recent data, Forbes said that Enterprises exceptional performance has
much to do with their, “better app and superior customer service” (Martin, Grant). This is the

3. fifth year in a row that Enterprise has ranked the highest in the mobility industry (Martin,
Grant).
In regards to the trust of Enterprise’s website, it was created in 2012, updated in 2017,
and expires in 2020. It is on a secure server so you can be assured knowing that your personal
information can’t be accessed by a third party.
Quality Content Assessment
 Credibility
To check for credibility, we must check for “unique” content. Textbroker, a company that
specializes in producing unique content optimized for SEO so that other businesses are placed
higher in search engines, defines ‘unique content’ as, “content [that] is original and not
duplicated anywhere else” (textbroker). Search engines’ algorithms rank unique content highly
whereas they penalize websites that have duplicate content (textbroker). Therefore, the less
duplicate content you have, the higher you will place in searches and ultimately, get more
traffic on your website.
Enterprise CarShare’s website does not have a lot of unique content. Eight percent of
Enterprise CarShare’s website is unique content, while thirty-seven percent of their website is
duplicate content. The website that I checked this information on, Siteliner, went on to say
that, “The median for all other sites is 14%. The duplicate content for [Enterprise CarShare] is
more than 90% of all other sites.” However, after some research, I found that this is because
many universities that use Enterprise CarShare’s services have the exact same information on
their website as Enterprise CarShare does on their site. However, I still think that all of this
duplicate content is hurting Enterprise CarShare because when you search ‘car sharing’ in

4. Google, they are the fifteenth entry to pop up. Competitors Turo and Zipcar are the fourth and
fifth entries in Google.
 Value
Enterprise CarShare has quite a bit of valuable content on their website that keeps visitors
engaged. For starters, they have a very modern website that is attractive by today’s standards.
On their home page, they have a large, crisp image of one of their cars. Further down the home
page, they have an infographic to show what cities they are in and also an interactive chart so
that visitors can see what the rates are in their city. Under “Quick Links” at the bottom of the
page they have links to other subpages in the website. One of these pages has a video showing
how Enterprise CarShare’s services work. Another page shows all the types of vehicles that are
available for car-sharing. Enterprise CarShare states that they have, “a newer and larger fleet of
vehicles compared to any of our car-sharing competitors” (Enterprise CarShare). Another page
displays a timeline of Enterprise’s achievements that show how they turned into the company
they are today. All of these pages help keep visitors engaged and add value to the website.
Enterprise also prides itself on it’s award winning customer service. They have been on
BusinessWeek magazine’s annual list of “Customer Service Champs” in 2007, 2008, 2009, and
2010 and have led the industry in North American airport car rentals for the ninth time in the
last eleven years (Enterprise CarShare). You can email Enterprise CarShare at any time or call in
and talk to a live person over the phone.

5. Competing Site
ZipCar.com is a competing site to Enterprise CarShare. Both companies offer car sharing
and are station based (Jones, Sally). Both services include gas and insurance, however,
Enterprise CarShare’s rates are generally lower (Jones, Sally). Enterprise CarShare charges $7-8
an hour in most cities, whereas ZipCar charges $9 an hour everywhere. A number of Enterprise
CarShare customers have complained about dirty cars, bad customer service and a lackluster
mobile app (Jones, Sally). On the flip side, ZipCar has 24/7 roadside assistance and an intuitive
app that offers GPS location and directions to find your rental faster (Jones, Sally). One of the
main disadvantages of ZipCar is that you must have the car for at least one hour.
TRAFFIC ANALYSIS
Visit Analysis
EnterpriseCarShare.com ZipCar.com
6-Month Average Monthly Visits 167.4k 1.5M
6-Month Average Unique Visitors 96k 740.45k

6. Average Visits Per Unique Visitor 1.74 2.03
 Definitions
A visit in the website publishing world is defined as, a single visit to your
website. A unique visitor is someone visiting from a new IP address or device. This means that if
the same person visits Enterprise CarShare’s website from their, iPhone, iPad, and computer,
they will count as three unique visitors. To find the amount of visits per unique visitor, you
divide the average amount of visits by the average amount of visitors. In the example above,
each unique visitor visited Enterprise CarShare’s website an average of 1.74 times.
 Comparison
ZipCar had about 1.3 million more visits to their website within a 6-month time period than
Enterprise CarShare had. Enterprise CarShare was not even close to it’s competitor in this
category and was also far behind in unique visitors within a 6-month time frame. I speculate
two reasons for ZipCar’s dominance in the industry. First of all, they’ve been around longer.
Zipcar was founded it 2000 and quickly took off (Duhaime-Ross, Arielle). They’ve had more
experience and are the most recognized company in the mobility industry. Secondly, ZipCar
only offers car sharing, whereas Enterprise as a company does car rentals and car sharing. This
means that Enterprise has to split their attention between two different sub-groups within the
mobility industry. ZipCar however is focusing all of their energy on making their car sharing
service the best it can be. Because Enterprise has to divide their attention between car rental
and car sharing, their customer service and the quality of their car sharing service might not be
as good as ZipCar’s.

7. Engagement Analysis
6 month avgs EnterpriseCarShare.com ZipCar.com Web Averages
Bounce Rate % 22% 27.1% 20%
Pages Per Visit 3.98 8.35 4.6
Average Visit Duration 2:52 3:39 190 seconds
 Bounce Rate:
Bounce rate is when only one page is visited before the user leaves. If you have a high
bounce rate, that means most visitors are only seeing the home page and then leaving, whereas
if you have a low bounce rate, visitors are looking at multiple pages within your website.
Enterprise CarShare’s bounce rate is 5% lower than ZipCar’s bounce rate.
Enterprise CarShare’s bounce rate is an average number in relation to the type of website it
is. Most service sites’ bounce rates are somewhere in between 10-30% and Enterprise
CarShare’s is right in the middle of that. It’s hard to tell whether this number is good or bad for
the company. However, I think a low bounce rate is good for Enterprise CarShare because it
could mean that most visitors could be clicking ‘become a member’, being redirected to
another page, and signing up for their service. Enterprise CarShare has all of the essential
information on their home page, so I assume that the people who are visiting other pages are
either joining the program because they liked what they saw, or just looking further into the
company for their personal interest. Both of those things are good things. Having the ‘join now’
link to a different page will lead to increased pages per visit. The widget that shows rates in

8. different cities definitely leads to a higher visit duration because visitors will want to compare
the numbers out of curiosity.
Having all of their essential information on their homepage such as rates and cities, will lead
to more bounces because those are the most frequently asked questions. However, bouncing
because of this reason is not a bad thing because people are finding the answers to their
questions quickly, so it’s difficult to tell if the people who bounced were frustrated or satisfied
customers.
 Pageviews Per Visit & Average Visit Duration
Pageviews per visit is the amount of pages that are visited by a user in one session. For
example, if one user visits the home page and the about page, then he would average two
pages per visit. Enterprise CarShare’s average pageviews per visit is much lower lower than
ZipCar’s average. Enterprise CarShare’s is almost five pages less than ZipCar’s.
I think Enterprise CarShare has a lower pageview average than ZipCar for several
reasons. Enterprise CarShare puts a lot of content from different topics on one page, whereas
ZipCar has separate pages for each individual topic. For example, on both websites, you can
look at different plans that each company has. Enterprise CarShare puts almost all of the
information on this one page. ZipCar however has different plans for students and businesses. If
you fall into one of those categories, you would click the link you want and then ZipCar
redirects you to a different page. Then you have to search for your school or business and
ZipCar redirects you to another page on their website. In conclusion, I think that ZipCar’s variety
of plans adds to their average page views per visit.
 Value Content & Engagement Improvement Recommendation:

9. Again, Enterprise CarShare has lots of value content on their website to keep viewers
engaged. It’s very modern and appealing with lots of graphics and visuals. One thing that I
would recommend adding to the website however, would be a summary of the car sharing
industry. For a couple weeks after our assignment was given to us, I still didn’t understand the
difference between car rental and car sharing. I didn’t know if you picked the car up at a
company building or if there would be cars parked on the side of the road. I wasn’t sure if car
sharing was like Uber, where anyone could donate their car or drive customers around. I finally
understood how car sharing worked when I saw a picture of an Enterprise CarShare sign in front
of a parking spot. Then I realized that car sharing companies essentially buy out parking spots
so that only they can use them. They then leave company cars their available for customers to
rent. On Enterprise CarShare’s website, they have information on how to join and they say that
customers need to return the car from where they picked it up. This basic information still left
me with a lot of questions. Since car sharing is a new service in the mobility industry, I think if
Enterprise CarShare added a block to their home page that summarized car sharing, visitors
would understand the industry faster and would be quicker to apply for Enterprise CarShare’s
services.

10. Bibliography
Jones, Sally. (2018). Best Car Sharing Service: Enterprise Carshare vs Zipcar vs car2go vs Turo vs
Getaround. Earth’s Friends, Retrieved from https://www.earthsfriends.com/enterprise-
carshare-vs-zipcar-vs-car2go-vs-turo-vs-getaround/
Enterprise. (2019). What’s the Enterprise way? Taking care of our customers, our communities,
our employees and our environment. Enterprise, Retrieved from
https://www.enterprise.com/en/about.html
Martin, Grant. (2018). Enterprise Ranks Highest Among Most Satisfying Car Rental Companies.
Forbes,Retrievedfromhttps://www.forbes.com/sites/grantmartin/2018/11/11/enterpris
e-ranks-highest-among-most-satisfying-car-rental-companies/#5b2e8c903f5b
textbroker. (2019). Unique Content. Textbroker, Retrieved from
https://www.textbroker.com/unique-content
Duhaime-Ross, Arielle. (2014). Driven: How Zipcar’s founders built and lost a car-sharing
empire. The Verge, Retrieved from
https://www.theverge.com/2014/4/1/5553910/driven-how-zipcars-founders-built-and-
lost-a-car-sharing-empire