Why has Fareportal's car rental upsell rate declined by 25% for international bookings since the latest website update?

Introduction

The recent 25% decline in Fareportal's car rental upsell rate for international bookings following the latest website update is a critical issue that demands immediate attention. This analysis will systematically investigate the root cause, considering both internal and external factors, to develop a comprehensive solution strategy.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking the website update might be directly related. Has there been any change in the placement or visibility of the car rental upsell option during the booking process?

Why it matters: This could directly impact user awareness and conversion. Expected answer: Yes, the upsell option was moved to a different stage in the booking flow. Impact on approach: If confirmed, we'd focus on UI/UX improvements in the new placement.

• Considering user segments, I'm curious about the impact across different demographics. Have we seen a uniform 25% decline across all user groups, or is it more pronounced in certain segments?

Why it matters: This helps identify if the issue is universal or specific to certain user types. Expected answer: The decline is more significant among first-time international bookers. Impact on approach: We'd tailor our solution to address the needs of this specific user group.

• Thinking about the metric itself, I'm wondering if there have been any changes in how we calculate or track the upsell rate. Can you confirm if the definition or measurement of this metric has remained consistent?

Why it matters: Ensures we're comparing apples to apples in our analysis. Expected answer: No changes in metric definition or tracking. Impact on approach: If changed, we'd need to reassess the actual impact and adjust our analysis accordingly.

• Considering potential technical issues, have there been any reported problems with the car rental integration or API since the website update?

Why it matters: Technical glitches could be preventing successful upsells. Expected answer: Some intermittent API timeouts have been reported. Impact on approach: We'd prioritize technical fixes and stability improvements in our solution.