Bundled product - A/B test

Hypothesis: Offering the customer a bundled product would increase conversion but not negatively effect insurance conversion because (German) customers expect this to be offered as standard.

What I did: This idea came about by speaking to native German people in our call centre. It was noted that German customers know and expect these types of bundles for car hire. I also got feedback of design versions which progressed from individual bundled cars with insurance to letting the customer choose a bundle type first and then select their car.

Results: This test ran for 4 weeks to get the required volumes for statistical significance. Testing this for the German market first and the results we found were that insurance conversion increased 3.5% and car hire conversion increased 6.6% and also revenue per booking increased 3.3%.

Further iterations: Up next is to see if this would work for other countries, for example Nordic as they convert very well on insurance.