You’re a PM at CarGurus. You launched in Canada 8 months ago and conversions are lower in Canada than the US. What would you do?

To address lower conversion rates in Canada compared to the US, I would investigate several key areas: Market Differences: Analyze if the Canadian market has distinct preferences in vehicle makes/models, or if there are regional nuances, especially in Quebec, requiring specific localization efforts (language, cultural relevance). User Experience & Technology: Evaluate if the device distribution (mobile vs. desktop) differs and impacts user experience. I'd also check if our price comparison algorithms are accurately reflecting the Canadian market and if dealer merchandising tools are effectively utilized by Canadian sellers. Funnel Analysis: Conduct a deep dive into the Canadian customer journey to pinpoint specific drop-off points. This could involve A/B testing different approaches for inventory presentation, pricing, or user flows tailored to the Canadian context. Competitive Landscape: Understand the competitive environment in Canada – are there local players with a stronger foothold or different value propositions? Marketing & Acquisition: Review the effectiveness of our marketing channels and messaging in Canada. Are we reaching the right audience with the right message? By systematically examining these factors, we can identify the root causes of the conversion gap and implement targeted strategies to improve performance.

You’re a PM at CarGurus. You launched in Canada 8 months…

To address lower conversion rates in Canada compared to the US, I would investigate several key areas:

Market Differences: Analyze if the Canadian market has distinct preferences in vehicle makes/models, or if there are regional nuances, especially in Quebec, requiring specific localization efforts (language, cultural relevance).
User Experience & Technology: Evaluate if the device distribution (mobile vs. desktop) differs and impacts user experience. I'd also check if our price comparison algorithms are accurately reflecting the Canadian market and if dealer merchandising tools are effectively utilized by Canadian sellers.
Funnel Analysis: Conduct a deep dive into the Canadian customer journey to pinpoint specific drop-off points. This could involve A/B testing different approaches for inventory presentation, pricing, or user flows tailored to the Canadian context.
Competitive Landscape: Understand the competitive environment in Canada – are there local players with a stronger foothold or different value propositions?
Marketing & Acquisition: Review the effectiveness of our marketing channels and messaging in Canada. Are we reaching the right audience with the right message?

By systematically examining these factors, we can identify the root causes of the conversion gap and implement targeted strategies to improve performance.