Pre paid deposit - A/B test

Hypothesis: offering the customer the option to pay a deposit on car hire (paying balance 7 days before pick up) will increase conversion because the partners customers are price sensitive, especially when the flight is very cheap and car looks expensive.

What I did: From analysis it was noticed that when customers were buying very cheap flights they were not taking car hire so to lighten the initial cost the pre paid deposit product was tested. Offering customer the opportunity to pay a 25 euro deposit now and the balance deducted 7 days before their flight.

The rules of the test were that the price of the car had to be greater than €50 and the flight cost had to be less than €50.

Results: After running the test for four weeks it was determined that pre paid deposit won versus the standard offering. It had an increase in interactions of 15.3% and an increase in conversion of 22.4%.

Further iterations: To test a cheaper 5 euro deposit product when the partner has a 9.99 seat sale as there is usually a dip in car hire conversion.