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Hertz Improves Conversion Tracking in China

How WPIC helped Hertz better understand customer behaviour and identify friction across its China booking journey.

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Key Deliverables

Hertz case study

About Hertz

Hertz is a global car rental company serving customers across markets worldwide.

The company partnered with WPIC to improve how it measured customer behaviour and conversion performance across its digital properties in China.

Understanding the Booking Journey

Hertz wanted greater visibility into how customers moved through its online booking process and where potential conversions were being lost.

Standard website metrics could show traffic and completed transactions, but Hertz needed more detailed information about the actions customers took between those points.

Building More Detailed Conversion Tracking

WPIC implemented custom analytics and e-commerce tracking across Hertz’s China digital properties. The tracking captured interactions including promotional code usage, taxes and additional services such as GPS and child-seat bookings.

This allowed Hertz to analyse customer behaviour at a more granular level and identify where users were abandoning the conversion funnel.

WPIC also helped structure advanced audience segments so performance could be compared across different user behaviours and booking patterns.

The Results

The enhanced tracking gave Hertz a clearer view of its customer journey and the factors influencing booking completion.

With more detailed conversion and behavioural data, the company could identify areas of friction and make more informed decisions about how to optimise its China booking experience.

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