PENSKE

Penske’s internal analytics showed that mobile traffic to the consumer truck rental website had tripled during the previous twelve month time period. Although the company was attracting a large volume of mobile search traffic, mobile-based conversions (i.e. truck rental reservations) were low, primarily because small-screen mobile users were directed to navigate to Penske’s standard website. 

Over the course of a two-phase engagement which involved creating a mobile-optimized site and restructuring the truck rental process, Acquity Group was responsible for driving nearly every aspect of Penske’s mobile channel expansion, including strategy, design, testing, branding and other development tasks. Acquity Group took the lead on visual and user interaction design, usability testing, content strategy, front-end development and assisted Penske with integration of the site to back end services.

The development of a mobile-friendly website substantially improved Penske’s customer experience for mobile users. Penske was able to streamline the amount of time and effort consumers required to reserve a moving truck and purchase accessories using a mobile device. And even more importantly, by securing its footprint in the mobile space, Penske Truck Rental increased its ability to compete in its target demographic and reinforced the brand’s connection with younger consumers.

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