Enterprise CarShare Paper - Web Publishing Class - Junior Year In web publishing class we chose Enterprise CarShare's website as our site and we analysed everything about it. In this paper I used SEMRush to find all the statistics and then offered some suggestions on how Enterprise could make their site more user friendly.

1. Enterprise Car Share Popularity & Traffic Analysis
Caitlyn O’Connor
WEBSITE OVERVIEW
General Industry & Company Information
Overview:
The car sharing industry is an up and coming industry to help people move from place to
place easier. There are a few different types of car services out there right now. There is station
based, one-way, home area, and free-floating car sharing. Each service is a little bit different.
Station based car sharing is for roundtrip driving. One-way car sharing is for picking up a car at
one location and then dropping it off at a different location. Home area car sharing is picking up
the vehicle and dropping off the vehicle on certain spots of the street. Finally, free floating car
sharing is having the car in a certain virtually fenced in area and being able to pick up and return
the car anywhere in that area.
Enterprise CarShare is a station-based car sharing service. Enterprise CarShare is a quick
and easy way to rent a vehicle. Enterprise rents vehicles out by the day, night and even
overnight. It is a 24/7 service that is website and app based. Enterprise requires you to join their
CarShare program and become a member. Once you become a member, a card is mailed to the
customer and that is their key to the CarShare program. The member then can simply open up
their app or website, enter a credit card, looks to sees what cars are available, and then reserves
the car they would like and for how long they would like. On each of the cars, there is a bar code
scanner that the member swipes their membership card on that will unlock the vehicle for them

2. and the keys are inside the vehicle waiting. Then when it is time to return the car the member
simply drives it back to where they found it, leaves the keys inside and goes on their way.
Enterprise CarShare generally has lower prices than the competitors, but they are still an
evolving company that got a late start with their technology. One advantage of Enterprise
CarShare is gas and insurance are included in the rental fees as well as 24/7 roadside assistance.
There are locations all over the United States, United Kingdom and Canada. Their CarShare
business is unique because they also have locations on over 130 U.S. college campuses.
Targeting toward the college students that do not have vehicles, but still need to drive places.
They also have locations providing easy access for airports, businesses and government workers.
Enterprise CarShare charges customers by the hour or by the day. There is a one-time
membership fee and then after that, it depends on what city and state the customer is in so the
costs may vary. For example, if the customer is in New York it costs $8 an hour or a daily rate of
$69. If the customer is in Atlanta the cost is $5.50 an hour or $50 for the day. If you are a student
at the University of Missouri it would cost $8 an hour and $56 a day. Having this opportunity for
college students is huge because most rental car companies make the renter be at least 25 years
old and Enterprise CarShare does not. Renters must have a valid driver’s license and can be as
young as 18 years old, but must have two years of driving experience.
Trust:
Enterprise has proven they are a trustworthy site in many different ways. The first
assuring sign to recognize when opening the site is the URL. Their URL is an https: which
means it is a secure website. The website has been around for seven years. It was created in
January of 2012 and does not expire until 2020. Not expiring until 2020 is a good sign because

3. that means they still plan to have this site for at least two more years. Enterprise has also had
positive press in multiple news sources including Forbes, Bloomberg, and many other local
sources where they offer their services. Big companies talking about the company help viewers
feel more confident in the company. If well-known news presses are coving stories on Enterprise
CarShare, viewers know it is trustworthy. The way websites are designed can also help decipher
whether or not the website is trusted. For example, if the website looks sloppy and poorly set up
customers may leave. Customers want to be able to find what they want with the least amount of
clicks. Enterprise CarShare needs to be able to prove that they are a trustworthy company worth
using, and they need to do so in multiple different ways.
Quality Content Assessment
Credibility:
Every website is different. In order for customers to want to come to your website, it has
to be unique and better than the others. A unique website means it has to be different, have no
other content like it and cannot be duplicated. In order to check Enterprise to see how unique it is
I used Siteliner. Siteliner shows everything on the website that is duplicated. There were many
results that came up with duplication, but after looking into it most of the duplicate information
was okay. For example, Enterprise has the CarShare program for 130 different college campuses
so the content for each college page are very similar to each other. Enterprise’s website has many
different pages with lots of information on them to make it easier for the viewer. Overall,
Enterprise CarShare website has 37% of duplicated content, but for the viewer’s convenience.

4. Another factor of a website being credible is the way it is written and organized. A sign
of a bad website would include many typos and poorly written sentences. In order to look at the
typos on Enterprise CarShare’s website I looked at Internet Marketing Ninja. The website came
up with several typos, but no typos that were bad. For example, a few words that came up as
typos include Iphone, carsharing, geolocation, smartphone and a few other words like these.
These small typo errors do not affect Enterprise’s website credibility; they are all commonly
mistaken words. It is important for websites to be unique and well written so that viewers see the
website as credible. Companies do not want boring websites either, because then viewers will
come and go quickly, which is not always a good thing.
Value:
Car Shares website has lots of value. Enterprise clearly explains everything on their
website and makes it easy for the users to find what they are looking for. They have pictures as
well as descriptions in order to fully explain what they are trying to tell the viewer. They also
have an awesome menu bar that will bring the viewer to whatever page they might need to go to
in order to find what they are looking for. On the home page of the website, it tells the customer
everything they need to know briefly and then the tabs go farther into detail. There is a great
FAQ’s page with a long list of frequently asked questions for customers to be able get all their
questions asked without the hassle of calling or emailing anyone. If there are additional
questions, there are contacts that can be reached easily via phone or email. The website is set up
so that customers can get on the website, find what they need and leave in a short amount of
time.
Another way Enterprise has added value is the company being able to give the customer
choices. Customers always have thoughts in their head of what they want, and companies have to

5. be able to accommodate those wants and needs. Enterprise gives customers the choice of car
including compact cars, hybrids, luxury vehicles, SUV’s and cargo vans. Customers want to
have good experiences with companies, and companies want to make customers happy so they
have return business.
Competing Site
One of Enterprise CarShares many competitors is ZipCar.com. The two websites share
many similarities, but they also have their differences. Zip Car started out in 2000 and then five
years later, 2005, Enterprise Car Share came around. Zip Car is similar to Enterprise in that they
are both car rental services that start at one place and end at that same place, station based car
sharing. You can rent by the hour as well as overnight with both companies. Both companies
include free gasoline, insurance, roadside assistance and many different vehicles to choose to
rent.
Some differences between the two competitors is their pricing and their mobile app
capabilities. Enterprise CarShare tends to be cheaper than Zip Car, but it depends a lot on where
you are, what you want to drive and how long you need to drive the vehicle. The two companies
both require memberships in order to use their services. Zip Car charges a signup fee as well as a
monthly fee, whereas Enterprise Car Share has a sign-up fee, but do not charge customers who
frequently use the services after the original fee. Zip Car has been around longer than Car Share
so therefore they have a better mobile app system. Zip Cars mobile app has maps, GPS and other
helpful directions in order to give customers a good experience. CarShare has a mobile app, but
it is still in the process of perfection. Both sites offer mostly the same services with a few
differences.

6. TRAFFIC ANALYSIS
Visit Analysis
EnterpriseCarShare.com ZipCar.com
12 Month Average Monthly
Visits 173.6K 1.5M
12 Month Unique Visitors 100.9K 765.5K
Average Visits Per Unique Visitor 1.7K 1.9K
Definitions
Looking at the data it clearly shows that ZipCar.com dominates in all three categorizes.
Zip Car having more traffic on their websites makes sense because they have had their car share
program longer than Enterprise. A visit means that someone has simply clicked onto the website.
Zip Car had average monthly visits of a million where Enterprise was in the thousands. A unique
visitor means that a new person has visited the site, rather than the same person visiting the site
multiple times. The average unique visitor is simply the difference between the average monthly
visits and the number of unique visitors. The average visits per unique visitor gives the company
a better glance at how many new people are actually visiting their site every month.
Comparison
The differences between the two sites numbers are drastically different. As stated above,
it makes sense that the two companies are drastically different because of when they started. Zip
Car has been around longer so Enterprise Car Share is still trying to catch up. The difference
between each company’s average monthly visits is a huge difference. The difference between
average monthly unique visitors is large, but not as large as monthly visits. When it comes down
to average visits per unique visitor there is not a big difference at all. This shows that although

7. Zip Car has a lot more traffic, Enterprise is still getting a good amount of return users on their
website.
Engagement Analysis
Bounce Rate
Bounce rates are measured in percentages and occur when only one page is visited before
a user exits the website. A high bounce rate is usually bad, but it can depend on the situation. In
this situation the difference in bounce rate between the two companies are only about a 10%
difference. The two companies are lower than the all web average, which usually ranges between
40%-50%. The average bounce rate for a service website although is 10%-30%. Zip Car fits into
that average, while Enterprise exceeds it by about 10%.
Enterprise’s bounce rate is higher than it should be, but this could be caused by a few
different factors. Enterprise has multiple different pages that customers can bounce in and out of,
not every user is going to start on the homepage of the website. If a user were to type in
something specific in their google search, they will go directly to the page they want to look at
and then they will be able to bounce right out of the site. The opposite side of that is a user may
bounce of out the website because they saw the homepage and found it confusing. Users also
tend to bounce when there are annoying pop-ups, the website is not loading quick enough or
because of bad page designs.
EnterpriseCarShare.com ZipCar.com Web Averages
Bounce Rate % 39.60% 28.50% 45%
Pages Per Visit 3.98 8.35 4.6
Average Visit Duration 2.76 Minutes 3.4 Minutes 3.1 Minutes

8. Both pages per visit and average visit duration affect the bounce rate. If there is a higher
bounce rate than there is going to be a lower visit duration. If visitors are only going to one page
of the website then they are not staying on the website for long. Similar with the pages per visit,
if a visitor is bouncing out of the website after looking at a single page then the average page per
visit is going to be lower.
Page views Per Visit & Average Visit Duration
Page views is the amount of pages that are viewed during a single visit. Average
visit duration is the amount of time a visitor spends exploring the website. Page views and visit
duration go hand in hand. The more pages a user visits usually means they are spending more
time on the website.
Enterprise’s website has a lot of information on it that can take some time to read. When
users spend more time on websites it can be a good thing, because they are finding all the
information they need, or a bad thing because they are searching the website forever trying to
find the one thing they are looking for. When a user first visits a website, it is crucial that they
look at multiple different pages so that they can clearly see what the website has to offer in hopes
they will visit it again.
I would say that Enterprise’s numbers look decent for their website. With users looking at
about four pages per visit and spending about three minutes on the site that means that each page
they are looking at is taking less than a minute. Enterprise wants it be easy for customers to be
able to get on their site, book their car they want and leave the site. Enterprise CarShares goal is
to make it as easy as possible for customers.

9. Overall, a company usually wants a low bounce rate, a higher average time spent on the
site and lots of page views. While there can be many factors that make this statement wrong, this
is typically what a successful company wants to see. Enterprise’s bounce rate is a little higher
then they would probably like, but the average duration and page views is pretty average for a
company that is not all that well known yet.
Value Content & Engagement Improvement Recommendation
If I were to change one thing about Enterprise CarShares content to add more value to the
company I would add a “Sign in as guest” option. After reviewing this website and looking into
the company, I see a company that is very successful in what they are doing but I also see more
potential in them. If Enterprise were to allow customers a one-time free membership pass, they
will more than likely get more customers. Customers like to try new things out before actually
buying a full time membership right away. Enterprise offering a one-time free membership pass
will allow customers to see what the service is all about and see how convenient it actually is.
Offering a one-time deal without buying the membership is a great way to market the
company as well. Consumers love the word “free” and will more than likely look into something
with the word “free” rather than “pay the membership fee.” I think this would be a very easy
adjustment for Enterprise to make happen. The first thing Enterprise CarShare would need to do
is add a segment on their home page of the website. Below is a screenshot of the CarShare
homepage. Enterprise can simply add another box that says, “Try as Guest” or “Become a
Guest.” This will get customers attention right away and then once they click on that box they
will not only bounce to another page, but they will go to another page that will explain it in
detail. This change will increase engagement as well as get more people talking about Enterprise
Car Share.

10. The idea I recommended came from the way Uber runs their business. Uber and
Enterprise CarShare are similar because they are both ways to get around without having your
car, but they are also very different. The major difference is Uber is a taxi service and Enterprise
is more of a rental service where you actually have to drive the vehicle. Uber’s promotion to get
customers to try their service is giving them a free ride the first time. While Enterprise Car Share
would only be waiving their first membership fee, it is still the same concept just like it.

11. Citations
“Car Sharing: An Alternative to Car Rental with Zipcar.” www.zipcar.com/.
“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/
“Enterprise CarShare.” Hourly Car Rental Locations - Enterprise CarShare,
www.enterprisecarshare.com/us/en/home.html.
Internet Marketing Ninjas Blog, www.internetmarketingninjas.com/online-spell-checker.php.
Navy, Mike. “Shared Mobility Comprehensive Guide 2018 by Movmi.” Shared Mobility, 31 Jan.
2018, www.sharedmobility.news/shared-mobility-comprehensive-guide/#.
SEMrush Blog,
www.semrush.com/analytics/traffic/overview/enterprisecarshare.com?competitor=zipcar.
com.
“Www.enterprisecarshare.com.” Www.junickfilms.com - Site Report - Siteliner,
www.siteliner.com/www.enterprisecarshare.com?siteliner=site-dashboard&siteliner-
sort=scan_time&siteliner-from=1&siteliner-message=frequency.
“10 Best Car Sharing Programs in USA - Electric Car Sharing.” Clean Fleet Report,
www.cleanfleetreport.com/best-car-sharing/.