2015 - 2017 Product management Experimentation

Increasing conversion across the Sixt rental funnel

Redesigning and testing the booking journey to increase reservations and revenue: from offer search through booking completion

TL;DR

I worked with product pricing, 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.

Explore the case

Impact

Key outcomes

↑

+8.3%

Average CR uplift per test

↑

+7.7%

Average RPV uplift

↑

+9.7%

Highest bookings uplift

↑

+11%

Highest revenue / user uplift

See more details below

Approach

Optimizing the complete customer journey

The UX/UI design and optimization activities covered the full booking funnel. A/B testing experiments aimed to improve the transparency of rental offers and pricing, simplify decisions and introduce useful guidance to reduce the friction in the booking process.

Search

Help customers set the right context for their rental.

Compare

Make rates, prices and conditions easier to understand.

Configure

Support the selection of extras and protection options.

Checkout

Make the final booking steps easier and reduce uncertainty.

Tech stack

VWO Maxymiser jQuery JavaScript HTML/CSS

Data and user research

Google Analytics Hotjar Usabilla

Sixt

Evolving home page design

SIXT website in 2017 — Website concept in 2017

Examples

Select experiments across the rental funnel

01 · Pricing

Net pricing for US

Hypothesis

Displaying net prices to customers from the US will have a positive impact on reservations and revenue, because the displayed price structure will be more familiar to US customers. Net prices make the offer structure more familiar to US customers.

A/B Test results

+8.9% Car bookings

+9.5% Revenue / user

02 · Rate selection

Product offer

Hypothesis

Showing the rate selector - 'Pay Now / Pay Later' - on the offer listing page instead of the product page will increase the number of car bookings because of better pricing transparency.

A/B Test results

+6.8% Car bookings

+5.8% Revenue / user

03 · Price localization

Currency switch visibility

Hypothesis

Showing the currency switch at the top of the offer listing page will help international customers to find it and see the price structure they are used to.

A/B Test results

+7.9% Car bookings

Visible currency switch treatment — Variant

Note: In the control version the currency switch was at the bottom of the page.

04 · Offer clarity

Simplified offer page

Hypothesis

Using the progressive disclosure technique (hiding the rental summary) on the offer page will simplify the layout and help drive conversion rates.

A/B Test results

+8.1% Car bookings

+9.6% Revenue / user

05 · Extras

Dynamic extras summary

Hypothesis

Showing a summary of selected extras in the sidebar will help users choose the right extras and will have a positive impact on the AOV because users will be able to make a better decision.

A/B Test results

+3.5% Average order value

+2.5% Revenue / user

Dynamic extras summary variant — Variant

06 · Demand signal

Saturday truck demand notification

Hypothesis

Informing customers booking trucks that Saturday is a peak day will create useful urgency and encourage earlier reservations.

A/B Test results

+9.7% Car bookings

+11% Revenue / user

Saturday demand message variant — Control

Outcome

Evidence-led improvements across the booking funnel

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