Avis Europe has appointed Maxymiser as its online customer experience optimisation partner.

Maxymiser will work with the car rental giant to optimise the reservations process across its EMEA websites to increase the number of bookings, improve the overall experience and enhance customer retention.

By partnering with Maxymiser, Avis will have access to a full portfolio of online testing, personalisation and multichannel optimisation solutions.

Using the MaxTEST solution, Avis will initially use A/B and multivariate testing across the four stages of its reservation process to identify the variants of content, placement and design that drive the greatest number of bookings.

Initial testing will take place on the French website and will then be rolled out across five other territories by the end of the year.

MaxSEGMENT solution will form a core part of Avis’ customer retention strategy, enabling the company to identify and target different types of website visitor, such as returning customers or first-time bookers, and automatically display the content they are likely to find the most compelling.

Further into the optimisation programme, Avis also plans to use MaxMOBILE to test different experiences for mobile visitors.

Ben Stephenson, e-channel development manager, Avis Budget EMEA, said: “It is hard to truly understand the customer’s perspective and take an objective view on the experience delivered by the Avis site. 

“By working with Maxymiser we can become a truly customer experience-focused company, constantly listening to our customers through their actions in real time and making changes based on the way they behave on our site,” he concluded.