Rental engine Product management Experimentation

Increasing conversion across the rental funnel

Redesigning and testing the booking journey to increase reservations and revenue—from offer selection through pricing, extras and forms.

Company SIXT
Initiative role Product Manager, UX & Conversion
Scope Online rental engine
Period 2015–2017

TL;DR

I worked with design and development to improve e-commerce performance across search, offer listing, ancillary sales and forms. Each change was tied to a measurable hypothesis and rolled out only after its impact was confirmed.

↑
+8.3%
Average CR uplift per test
↑
+7.7%
Average RPV uplift
↑
+9.7%
Highest bookings uplift
↑
+11%
Highest revenue / user uplift
SIXT website in 2014 SIXT website in 2015

1. The approach

Optimizing the complete commercial journey

The work covered the full booking funnel rather than isolated interface elements. Experiments improved transparency, simplified decisions and introduced useful guidance at high-friction moments.

Search

Help customers begin with the right rental context.

Compare

Make rates, prices and conditions easier to evaluate.

Configure

Support extras and protection decisions.

Complete

Reduce uncertainty through the final booking steps.

VWO Maxymiser Google Analytics Hotjar

2. Evidence

Six confirmed experiments across the rental funnel

01 · Pricing

Net pricing for US customers

Hypothesis

Displaying net prices makes the offer structure more familiar to US customers and increases reservations and revenue.

+8.9% Car bookings
+9.5% Revenue / user
Control
Gross pricing control
Variant
Net pricing variant
02 · Rate selection

Rate selection on the offer page

Hypothesis

Moving Pay Now / Pay Later selection to the offer listing improves pricing transparency.

+6.8% Car bookings
+5.8% Revenue / user
Control
Rate selection control
Variant
Rate selection variant
03 · Localization

Currency switch visibility

Hypothesis

Placing the currency switch at the top helps international customers find it and reserve more easily.

+7.9% Car bookings
Currency switch treatment
Visible currency switch treatment
04 · Offer clarity

Simplified offer page

Hypothesis

Progressive disclosure reduces visual complexity and makes the route to conversion clearer.

+8.1% Car bookings
+9.6% Revenue / user
Control
Detailed offer page control
Variant
Simplified offer page variant
05 · Extras

Dynamic extras summary

Hypothesis

A persistent summary of selected extras supports better decisions and increases basket value.

+3.5% Average order value
+2.5% Revenue / user
Control
Extras summary control
Variant
Dynamic extras summary variant
06 · Demand signal

Saturday truck demand

Hypothesis

Explaining that Saturday is a peak day creates useful urgency and encourages earlier reservations.

+9.7% Car bookings
+11% Revenue / user
Control
Saturday booking control
Variant
Saturday demand message variant

3. Outcome

Evidence-led improvements across the commercial journey

The experiments showed that clearer pricing, better-timed guidance and lower visual complexity could improve both reservations and revenue. Together, they created a repeatable model for evolving the rental engine through measured customer behavior.

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