Thrifty

Overview

Driving user engagement and organic traffic through an interactive quiz to match people with their perfect vehicle hire

Services: SEO, Content

Markets: Australia

The challenge

Thrifty is one of Australia’s leading car rental specialists, with over 170 locations nationwide. However, in a crowded and competitive space, Thrifty needed to stand out and ensure maximum visibility of their website and on-site content.

Thrifty had been working with Croud’s SEO and content teams to drive organic traffic for some time, which had included the creation of a unique Road Tripping Blog, which had become an important part of their digital marketing strategy. However, Thrifty still wanted something that would set them apart from their competitors, and help to drive both organic traffic and user engagement.

Thus, Croud’s content team was tasked with driving consistent organic traffic as well as user participation and engagement, and improving the organic traffic to all location landing pages. While not the primary goal of the campaign, Thrifty also wanted to see a 15% year-over-year increase in revenue from organic traffic.

The Croud difference

Croud wanted Thrifty’s blog to not only be a source of organic traffic, but also a destination for users looking to engage with the business. As such, Croud’s SEO team began to do research on popular terms to figure out what Thrifty users were looking for. Following this, the content team took those terms and created the ‘What Type of Vehicle Do You Need’ quiz, seizing the opportunity to gamify Thrifty’s services and provide current and future customers with an immersive experience when choosing a car to hire.

The quiz was created for those who are looking to hire a car, but uncertain of the type of vehicle to look into. Bridging the gap between SEO-optimized landing page copy and the potential for customer engagement, this quiz was a content creator’s dream. Croud saw it as an opportunity to drive extra traffic to their landing pages through direct interaction with the quiz.

The quiz was created start to finish by Croudies specializing in copywriting, graphic design and web development. At every stage of the process, Croud’s internal team reviewed the work, as well as seeking regular feedback from the Thrifty team. In order to ensure the best possible output, Croud also conducted several rounds of user experience testing.

The results

The quiz brought in organic sessions, conversions, a longer average time-on-page, and is the fastest-rising content piece in Thrifty blog history. Some of the year-over-year results driven by the quiz included:

%

increase in transactions

%

increase in sessions

%

increase in new users

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