HS2 has done many projects for Zipcar over the past several years to address numerous challenges related to the marketing “Presales” site and platform.
After Zipcar’s acquisition of a Barcelona-based car sharing company, Zipcar needed to establish a rebranded online presence with a platform that supported multiple languages, with content that was easily maintainable by IT and Marketing. The platform also had to support easy expansion into new markets throughout Europe and Asia.
The site would need the flexibility to evolve with Zipcar expansion and car sharing market changes to address new challenges, such as increasing member registration conversion, attracting new talent and increasing social sharing.
In building the initial platform, HS2 Solutions leveraged our experience with interactive website development and complex content management systems to implement a Drupal-based Internet platform that serves Zipcar’s multilingual, content-driven needs. The platform was integrated with Translations.com to provide Zipcar with a streamlined process for translating U.S. content to other countries, thus minimizing the effort required to manage global content.
To improve registration conversions, HS2 Solutions created a multi-disciplinary team including analytics, UX, creative, and development. The team rapidly identified areas that caused potential members to “drop off” before becoming a member. The insights gained from this analysis led to a complete UX and creative redesign of the North America home page.
We undertook a UX and development effort to completely redesign the “Careers” portion of the site to reflect the latest Zipcar culture and attract new talent to Zipcar. This solution was tied in with analytics to provide additional tracking and analysis for Zipcar.
We collaborated with a creative agency Zipcar had engaged to design a blog for North America to increase social networking. To support the highly dynamic content of the blog, and to provide the marketing team with the tools they required, we integrated the Drupal platform with a third-party marketing content lifecycle management tool.
The new, Drupal-based platform allows Zipcar to launch a website in a new country in a matter of days instead of months. Using this platform, Zipcar has expanded into six countries in EMEA: Spain, France, Austria, United Kingdom, Germany and Turkey. Marketing team members in all local markets now can easily manage their own content and tailor messaging to local needs, with content fully SEO-optimized to the locale.
The North American home page, which we redesigned based on registration conversion analysis, led to a 7% increased rate of conversion of new member registrations.
The “Careers” section continues to be used as a key recruiting tool for Zipcar in North America and Europe.
And the Zipcar North America blog, Ziptopia, is now a key part of the company’s social networking strategy. The content presented in the blog and throughout the “Presales” site engages potential and existing members with relevant content, such as local stories.