Low Conversion Rate in Bus & Shuttle

This project focuses on identifying the factors contributing to a low 6.44% conversion rate in Bus & Shuttle tiket.com and developing effective solutions to tackle them.

Problem

Users experiencing multiple error results

Due to inaccurate location data, users often receive irrelevant results or no results at the Search Result Page.

Overview

This project is about improving tiket.com’s Car Rentals Mobile App in tiket.com, where we looked into the high number of customer complaints regarding the product.

Due to the confidentiality of work, please contact me to present the full case study. To view our existing Car Rentals Product, click here!

Background

During October 2021 - February 2022 period, there are a large number of complaints and inquiries regarding Car Rentals as listed below:

Top Inquiries & Complaints

General Information and How to order Car Rental at tiket.com
Additional Payment & Zone Issue

Understanding Car Rentals

Car Rentals is a product from tiket.com that provides Car Rental services for those who'd like to rent a car in Indonesia with or without a driver.

The main flow of the product is:

Landing Page: users can input their rental city, rental date & time, and rental duration.
Search Result Page & Choose Vendor Page: users select the type of car, the list of vendors that provide the type of car, and the type of package tiket.com provides.
Product Detail Page: users get a review of their type of car and vendor, along with the package they chose.
Booking Form Page: user inputs their pickup and drop-off location, along with additional zones they'd like to go.

Breaking down the Problem

To understand the problem more, the following research methods were conducted:

User Interview from Customer Service Complaints
User Behaviour Analysis through Amplitude (see where user converts and drop-off)

Where we found users to be inquiring or complaining about:

General Information and How to order Car Rental at tiket.com
Additional Payment & Zone Issue

General Information & How to Order

The following data were extracted

Customer Service Team
- 44% - Inquiries about General Information of Renting Cars
- 20% - Inquiries about how to order through tiket.com
Amplitude Analysis
- 62% - Drop-off from Landing Page to Search Result Page
- 8.5% - View Car Rentals Regulation

Problem Hypothesis

Our users behaviours are mostly still renting cars offline; Hence, the confusion and hassle of renting online becomes a pain-point.
Most users directly contact Customer Service team instead of exploring our product first.
The current design & information structure in our landing page doesn't assist users regarding any information about Car Rentals

How Might We