This pre-read leads with the measured Amplitude funnel, clarifies what is and is not currently instrumented, and translates the evidence into a prioritized roadmap for international conversion work.
The web evidence is an endpoint funnel: page viewed on country vehicle pages to successful reservation API response on checkout. That makes vehicle-page clarity, checkout reassurance, payment recovery, and instrumentation the most defensible starting points.
| Market | Web conversion | Gap to top-3 avg | Read |
|---|---|---|---|
| AU | 9.05% | -0.88pp | Benchmark market |
| NL | 8.23% | -0.06pp | Benchmark market |
| CZ | 7.22% | +0.95pp | Benchmark cohort |
| FR | 7.17% | +1.00pp | Strong performer |
| BE | 6.61% | +1.56pp | Strong performer |
| UK | 6.12% | +2.05pp | Good sprint market |
| ES | 5.44% | +2.73pp | Underperforming |
| IT | 4.19% | +3.98pp | Weak |
| NZ | 3.65% | +4.52pp | Critical gap |
| DE | 3.13% | +5.04pp | Critical gap |
Search entered, vehicle selected, extras continued, checkout started, payment started, and payment error need explicit events before claiming exact step cliffs.
Mobile country conversion exists, but it is not the same denominator as the web dashboard. UK mobile is 25.6%; US mobile is 40.7%.
Sessions, booking count, revenue, and AOV are not visible in the current dashboard and should be joined before publishing revenue upside.
The endpoint data is sufficient to justify a conversion sprint and a Germany parity investigation.
The matrix is the bridge between the measured funnel context and the roadmap. It shows why the first sprint should favor clear, low-effort conversion fixes while the larger market and mobile work is sequenced behind it.
| Rank | Opportunity | Goal | LOE | Impact | Evidence link | KPI |
|---|---|---|---|---|---|---|
| 01 | Vehicle-card CTA and all-in price clarity | Conversion | Low | High | Measured funnel starts at vehicle page. | Vehicle page -> reservation success |
| 02 | Pay Later / deposit / tax explanation copy | Conversion NPS | Low | High | Targets uncertainty before payment. | Checkout start -> payment start |
| 03 | Payment error recovery | Conversion NPS | Low | High | High-intent recovery near booking. | Error -> recovery conversion |
| 04 | Full step instrumentation | Conversion | Low | High | Needed to rank exact cliffs. | Step data completeness |
| 05 | Germany parity sprint | Conversion | Med | Critical | DE is 3.13% vs 8.17% benchmark. | DE vehicle -> reservation CVR |
| 06 | Mobile EU simplification | Conversion | Med | High | Separate mobile funnel shows UK below US. | Mobile vehicle -> reservation |
| 07 | Confirmation readiness | NPS | Low | Medium | Post-booking support and confidence. | Confirmation action completion |
| 08 | Intent-specific merchandising | AOV | High | High | Needs segment analysis first. | AOV, attach rate, segment CVR |
Use the evidence to align on a short sprint for the upper-left matrix items, use UK and Germany as first validation markets, and require an export of sessions, booking counts, revenue, and AOV before any revenue upside is published.