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Rent-A-Center has completed its
second revision of
www.rentacenter.com since January. The previous version,
as we
reported in our review, was not up to Rent-A-Center's usually high
standards. The newly revised site is a huge step forward in eye appeal.
 The
original Rentacenter.com offered basic company information and was geared
towards investors. Later incarnations gave a product focus, but still appeared
to be an afterthought. This latest revision shows an honest effort at appealing
to the online consumer.
Rent-A-Center's homepage shows an interior shot of a typical
store crammed with merchandise and happy shoppers. Following the example set
last year by Rent One, and later Rent Way, every page is anchored with a photo
of either a satisfied customer extolling the virtues of rent to own, or a
smiling employee anxious to give the viewer what they want when they want it.
It's amazing what the addition of a few happy humans can do. The
feel of the site went from stark and cold, to warm and inviting. A true visual
sales pitch.
 The catchphrase
"My Rent-A-Center" is seen throughout the site, capitalizing on the close
relationship that develops between rent to own customers and "their" rent to
own.
Where's Bob?
Conspicuously absent from the new site is
Bob,
Rent-A-Center's replacement for spokesperson John Madden. The 'Bob' campaign was
developed by Brann Dallas, a division of
Brann
Worldwide, Rent-A-Center’s advertising
agency of record. The campaign was launched in March of this
year. Bob was meant to represent a typical Rent-A-Center customer. At press
time, inquiries as to Bobs whereabouts were not returned (Hopefully he remains
lost...we like the new look better).
On the downside
The enormous Flash file used to scroll brand names was eliminated from the
homepage (hooray!) however, the page is still image intensive and slow loading.
There are 21 images totaling 119535 bytes. This contributes to a page load speed
of over 24 seconds at 56k, and nearly 46 seconds at 28.8k. Viewers with high
speed connections will never notice, but the bulk of consumers still use dialup
connections. Compare page load speeds to other sites below...
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Page load speed comparison |
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Connection Speed |
Company |
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1 Easyhome |
2 Rent Way |
3 Rent
One |
4 Rent
a Center |
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14.4Kbps |
13.99 seconds |
65.57 seconds |
89.12 seconds |
89.89 seconds |
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28.8Kbps |
8.00 seconds |
33.79 seconds |
45.56 seconds |
45.95 seconds |
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56Kbps |
5.05 seconds |
18.17 seconds |
24.16 seconds |
24.36 seconds |
|
ISDN |
3.35 seconds |
9.15 seconds |
11.80 seconds |
11.89 seconds |
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T1 (1.44 Mbps) |
2.12 seconds |
2.64 seconds |
2.87 seconds |
2.88 seconds |
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page load tests conducted by
netmechanic |
Summary
Rent to Own is a relationship business and all relationships begin with a first
impression. In this increasingly networked world, a consumers first impression
is often gained online. The new rentacenter.com brings Rent-A-Center's online
image closer to the image it projects to walk-in traffic.
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RTO Online is the official channel for Rent-to-Own Industry News and the
only independent source of news for the rent-to-own, rental-purchase,
lease-purchase trade. RTO Online (Rent to Own Online) represents the choice
of the entire RTO Industry for trusted information, as it happens. |
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