Multiple Variant Testing - Avis Reward Points

Avis Preferred program allows their customers to earn reward points for rentals and accessories, expedite check-in for your vehicle, complimentary upgrades, and much more. As you continue to rent cars and spend money with Avis, you will earn elite status in the Avis Preferred program, more points, and benefits with every rental.

Request/Problem

The problem the company had at the time was users were not utilizing their reward points enough. They gained a massive amount of reward points that can result in free rentals. The open question we wanted to answer was, "how do we convince our users to use their reward points?"

Idea
There's a feature on Amazon.com where you have the option to use your gift card as you check out. It's automatically added during the checkout process, and if you wish to, you can choose an alternative payment method if you prefer to save the gift card for later. I presented the idea to the stakeholders, "Let's do what Amazon.com does in pushing their user's gift cards at the end of the checkout process, but instead with rewards points which users will more likely use seeing the amount they saved at checkout."

Research

I logged into my Amazon account to audit how they handle gift cards in their checkout process. Before a user finally places their order, they can:

• Review the total amount, fees, and gif cards that are applied
• Has the option to change the shipping address, payment method, billing address, and delivery options
• once the payment method is selected, a user can unselect/opt-out of using their gift card