Case Study: Budget Rent-a-Car boosts conversion rates and drives millions in ROI with Bridgeline Digital's multivariate testing

Using Multivariate Testing to Improve Conversion Rates

Budget Car Rental, a global brand with more than 3,000 locations in 120+ countries, needed to move a larger share of its business online amid fierce competition and a growing online market. Its objectives were to improve customer service and usability on Budget.com, simplify the reservation process so customers could compare rates more easily, and strengthen brand perception to lift online conversions.

Bridgeline Digital led a customer-centered redesign using multivariate/A-B testing (over 2,000 homepage permutations), an RSS-based promotion alert, and iterative UX refinements to the reservation form and information architecture. The work reduced friction and help requests, increased page speed and satisfaction, and helped Budget top industry customer-experience rankings; homepage conversions rose 3.42% (about $3M annually), contributing to a multi‑million‑dollar ROI.

Budget Rent a Car