At RentalPlus.es, I focused on improving each aspect of the customer journey to make the rental process smoother, more intuitive, and ultimately more profitable. Over the past two years, I spearheaded several crucial changes that transformed the website into a more effective tool for driving conversions and meeting user expectations.
The vehicle listings and filter functionality were key to improving the user experience. We noticed that customers struggled with finding the right vehicle due to the limited filter options. So, I worked on an advanced filtering system that allowed users to refine their search by not only price and vehicle type, but also by features like fuel type, seating capacity, and special offers.
Car Details and Extra Enhancements
One of the biggest updates I led was on the car detail pages. The information displayed here needed to be comprehensive but not overwhelming, so we redesigned it with a focus on visual hierarchy. Users can now view more detailed vehicle information, from mileage to specific features (GPS, fuel efficiency, etc.), all organized in a clear and digestible manner.
The addition of dynamic pricing based on rental duration was a game changer. Users can now instantly see how prices change based on how long they want to rent a vehicle, which increased transparency and trust, leading to more bookings being finalized on this page.
Booking and Checkout Process
With an increasing number of users accessing the site via mobile, I prioritized a mobile-first design. This meant ensuring every element of the site—from filters to booking forms—was optimized for smaller screens without losing any of the functionality available on the desktop version. The improved mobile responsiveness led to a higher engagement rate on mobile devices and a noticeable increase in mobile bookings
We focused heavily on improving page load times. Through backend optimizations, such as image compression and better server infrastructure, we cut down the site’s load time, especially on mobile. This reduced bounce rates, as users no longer had to wait for pages to load. Site speed directly impacts user retention and satisfaction, and these changes contributed to a smoother and faster user experience.
The booking process was another area we identified for improvement. The previous flow had too many steps, which often led to cart abandonment. I simplified the process by reducing unnecessary fields and steps, ensuring users could move from selection to payment with fewer clicks. We also added a progress bar at the top of the checkout page to inform users of their stage in the booking, reducing the feeling of complexity.