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FOCUS POINT Agency
見積
RBPS CAR — A car rental platform built to convert.
RBPS CAR2025·Car Rental

A car rental platform built to convert.

From a generic booking form to a category-defining web experience that drives direct bookings.

Web designE-commerceUX researchPerformance engineeringPhotography directionCMS development
  • +72%
    Direct booking share
  • ×2.1
    Mobile conversion
  • 1.3s
    Median LCP
  • +28%
    Average booking value

ブリーフ

01

RBPS CAR, a regional car rental operator, was losing market share to OTAs and global brands. Their site was slow, the fleet poorly displayed, the booking flow confusing — and customers were going to comparators instead of booking direct.

課題

02

Rebuild the entire web experience around customer decision-making, not internal taxonomy. Show real cars, real prices, real availability. Make direct booking faster than going through a comparator.

私たちのアプローチ

03

Strategy first : we mapped how customers actually compare rentals (vehicle, price, pickup, insurance, transparency). Then a fleet-first architecture : every car gets its own editorial page with photography, specs, real pricing calendar, customer reviews and add-on transparency. A booking funnel that completes in under 5 steps, optimized for both desktop and mobile. Edge-cached for sub-1.5s LCP across all markets.

成果

04

Direct booking share grew significantly in the first 6 months post-launch. Average booking value increased thanks to better add-on transparency. Mobile conversion rate doubled. Customer satisfaction scores climbed across all touchpoints. The platform now serves as the digital core of the brand.

取り組み方

5つのフェーズ。一つのプロジェクト。

  1. 01

    Audit & strategy

    Customer journey mapping, competitor benchmark (Sixt, Hertz, OTAs), fleet inventory audit.

  2. 02

    Information architecture

    Fleet-first taxonomy, vehicle page template, booking funnel redesign.

  3. 03

    Design system

    Typography, color, components, photography direction for the entire fleet.

  4. 04

    Build & performance

    Next.js + headless CMS, edge caching, image optimization, Core Web Vitals tuning.

  5. 05

    Launch & iterate

    Launch campaign, A/B testing program, weekly conversion review.

私たちの視点

このプロジェクトがクラフトについて教えてくれること。

Why most car rental websites lose customers in 8 seconds

Walk through the booking flow of any mid-market car rental brand and you'll find the same friction points: a homepage that asks for location and dates above the fold but doesn't show pricing until step four, a vehicle category page that buries the actual fleet under marketing slogans, and an add-on screen that feels designed to upsell rather than serve. Modern travelers — especially the business-leisure hybrid segment — make a decision within seconds of landing. If the site doesn't show real cars, real prices, and a clear next step, the booking goes to Sixt, Hertz or a comparator. The strategic answer isn't 'better UX'. It's a rebuild of the booking funnel around how customers actually decide.

Fleet transparency is the new brand differentiator

Customers don't trust 'similar to' messaging anymore. They book a specific model or they don't book at all. The brands that win in 2026 are the ones that show the real vehicle, with real photography, real availability per pickup location, and real pricing per day across the booking window. RBPS CAR's new platform was engineered around that single principle. Every vehicle has a dedicated page with editorial photography, a specs table, customer photos, and a transparent pricing calendar. The result isn't just better conversion — it's a brand customers actually recommend, because they got exactly what the site promised.

Performance is a brand signal in the rental category

A car rental website that loads in 1.4 seconds reads premium. A site that loads in 3.8 seconds reads cheap — regardless of the actual fleet. That's why RBPS CAR's rebuild treated Core Web Vitals as a brand investment, not a technical chore. Edge caching, image optimization, careful JavaScript budgets, and a checkout that completes in under five seconds — all of it serves the same goal as the photography and the typography: signaling that this brand knows what it's doing. Performance is the cheapest luxury signal you can buy in 2026.

関与した拠点

  • Paris
  • Casablanca

専門分野

  • Web design
  • E-commerce
  • UX research
  • Performance engineering
  • Photography direction
  • CMS development

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