Enterprise Cars

SeventyTwo has been looking after the online presence of Enterprise Motor Group for over a decade now. In late 2018 we launched a fully responsive, mobile-first, web application which vastly improved the performance and user experience of the older website that had been running for almost 8 years. The project involved just about the whole team here at SeventyTwo and since launch we have worked with the client to fine tune and make improvements that have kept this website fresh.

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The Mission

Before we launched the new site we had been maintaining a mobile website and a desktop website for the client. A dedicated mobile website was not uncommon 5+ years ago but we had recommended a move towards a fully responsive website and the client was onboard with this and was actually very much in favour of a mobile first approach.

For a number of years we had been making advances in the usability and quality of the mobile website. This was motivated by analytical data that showed a growing audience of users searching for vehicles on the Mobile website. At a certain point the mobile website performed and looked better than the desktop website which was the catalyst for this redesign.

Our mission was to create a user experience that was seamless across all devices. We had to make it simple to perform detailed searches for vehicles, we also wanted to make the browsing of vehicles more informative with a UI that utilised cards in such a way that the key features of vehicles were always present.

We were also tasked with simplifying the Application Form process; we knew we could make improvements to the layout, structure and logic of the form that would remove pain points for the customer and also help the client process the applications and ultimately convert more applications to paying transactions.

The Outcome

Although no cash transactions take place on the website the client has noticed an increase in vehicle enquiries and successful application submissions. We monitor the analytics for this site and can see that the shift to browsing vehicles on mobile has continued to increase. This has led to further improvements that offer further functionality and options for users on mobile.

The card system we implemented for vehicles has been a big hit. Almost 2 years after the new site launch and the website is standing up well with all of the content that goes up.

The new Comparison feature we added to the site has also been well received and is a valuable addition to the site.

Overall the new website has created a fresher, modern brand presence for Enterprise and customers have responded well to this.

The Impact

Improved customer experience and an increase in successfully submitted Finance Applications has been the legacy of this new website. The redesign has evolved since we went live in late 2018; we work closely with the client and make improvements and updates to smooth processes or add features that will support customers.

The new website has been a great platform to build on and the Enterprise team have really made full use of the CMS. The client has given good feedback around features we can build into the CMS that have integrated the website into their own systems, saving them time and money.

Site performance has been tuned to such a level that there is practically no delay or interruption in a users vehicle browsing. We made this possible by integrating with an image CDN (Content Delivery Network) to optimise and serves images faster resulting in faster page load times.

Features such our improved favourites allows a customer to subscribe and receive email notifications when new cars are added that match their criteria. Our comparison tool offers a quick and easy way to weigh up the pros and cons of several vehicles to make a more informed buying decision and our improved finance calculators ensure that customers can borrow within their means.

We continue to monitor user habits via the analytical data on the site traffic and will feedback on any areas we feel can be improved.

The new website has established a strong online brand for Enterprise Cars which is perceived as a reliable, trustworthy company. So much so that the company was awarded with a Highly Commended Trusted Brand award in 2020.

Services

We have a long established relationship with Enterprise Cars. We were able to support them though the COVID-19 lockdown here in New Zealand with the addition of new homepage promotions with custom graphics and content that offered customers innovative options for shopping for vehicles at a time when it wasn’t possible to physically visit their branches.

Over the years the CMS for Enterprise Cars has developed into a very customised web application that is a key part of their business.

Project Planning & Management
Content Strategy
Wireframing
Prototyping
User Experience Design (UX)
User Interface Design (UI)
Front-end Development
Ongoing CMS customisation
Integration with Autoplay
ImageKit.io integration

Hayden and the team have built more than 5 websites for different parts of our business over the last decade. Their work is fantastic and forward thinking, they are responsive and easy to deal with. We will continue to use them well into the future. I would highly recommend them for any size project.

Christopher Stephenson

Enterprise Motor Group