Boat rental business is highly seasonable. In summer we have a huge amount of low ticket rentals – small boats, day or half-day rentals, the majority of bookings are for tomorrow or just a few days in advance, clients take emotional decisions. In winter the situation is the opposite – people pick big boats, for several days or even weeks, book a lot in advance, pay big checks, take their time to make rational decisions.
Conversion rate is pretty volatile. Customers' behaviour depends on many factors apart from a season e.g. country or weather. In this situation, it's tricky to make changes and evaluate their outcome. So in order to have a situation under control, we are constantly running A/B tests
and validating each step.