Executive Summary
The September 24 T&Cs checkbox deployment had two impacts: (1) a minor ~1pp drop in booking funnel progression, and (2) a 6pp drop in email opt-in rates (42% → 36%) that could cost ~$1.5M annually in lost email channel revenue. Additionally, the deployment broke modal tracking, limiting our ability to measure ongoing impact.
Background
The Change
On September 24, 2025, commit IMPACT-3324 was deployed, updating the User Info Modal that appears after new account creation during the booking flow.
Before the Change
- Single checkbox: "I certify all information matches my government-issued photo ID"
- Email marketing opt-in checkbox (pre-checked by default)
After the Change
- New required checkbox: Accept Breezy Rewards Terms and Conditions + Privacy Policy
- Reworded email opt-in: "Email me Breeze updates, including new routes, destinations and fare sales"
- New SMS opt-in checkbox (unchecked by default)
- Removed the government ID certification checkbox
Questions to Investigate
- Funnel Impact: Did adding the required T&Cs checkbox cause users to abandon the signup flow?
- Revenue Impact: If email opt-in rates dropped 6pp (42% → 36% per email team), what is the financial impact?
Timeline
Findings
Email channel drives ~$2.4M/month in attributed revenue. A 6pp drop in opt-in rates (42% → 36%) means ~10,800 fewer subscribers per month. Over 12 months, this compounds to ~130,000 fewer subscribers, representing ~$1.5M in lost email-attributed revenue.
Email Channel Revenue (Jul - Dec 2025)
| Month | Sessions | Conversions | Revenue | CVR |
|---|---|---|---|---|
| July 2025 | 317,660 | 5,845 | $2.61M | 1.84% |
| August 2025 | 293,981 | 4,789 | $1.98M | 1.63% |
| September 2025 | 305,221 | 5,365 | $2.42M | 1.76% |
| October 2025 | 285,696 | 4,507 | $1.99M | 1.58% |
| November 2025 | 287,159 | 5,337 | $2.68M | 1.86% |
| December 2025 | 297,597 | 6,216 | $2.99M | 2.09% |
| 6-Month Total | 1,787,314 | 32,059 | $14.67M | 1.79% |
Revenue Impact Calculation
| Metric | Value |
|---|---|
| Monthly signups | ~180,000 |
| Lost opt-ins per month (6pp drop: 42% → 36%) | ~10,800 |
| Revenue per email user (6mo) | $11.84 |
| Value of monthly lost subscribers | ~$128K over 6mo |
| 12-month cumulative lost subscribers | ~130,000 |
| Estimated annual revenue impact | ~$1.5M |
Using signup events as a proxy (which fire before the modal), we measured downstream funnel progression. The pax-to-extras conversion rate dropped ~1pp after the change, suggesting a small increase in modal abandonment. Other funnel steps showed minimal change.
Funnel Progression for Sessions with Signups
| Metric | Pre (Aug 25 - Sep 23) | Post (Sep 25 - Oct 23) | Change |
|---|---|---|---|
| Sessions with signup | 162,085 | 165,686 | +2.2% |
| Pax → Extras rate | 85.84% | 84.83% | -1.01pp |
| Extras → Payment rate | 97.14% | 96.95% | -0.19pp |
| Payment → Convert rate | 48.51% | 48.07% | -0.44pp |
The September 24 deployment broke analytics tracking for the User Info Modal. modal_view events dropped from ~6,000/day to single digits starting September 25. This was fixed on January 16, 2026 (IMPACT-3859). The gap limited our ability to directly measure modal completion during this period.
Daily Modal View Volume (Sep 2025)
| Date | Desktop | Mobile Web | Mobile App | Total |
|---|---|---|---|---|
| Sep 22 | 2,605 | 2,623 | 1,146 | 6,374 |
| Sep 23 | 2,719 | 2,678 | 1,145 | 6,542 |
| Sep 24 | 2,609 | 2,823 | 1,250 | 6,682 |
| Sep 25 | 109 | 305 | 138 | 552 |
| Sep 26+ | 0-2 | 2-4 | 3-7 | <15 |
Recommendations
The userInfoModal tracking broke with the Sep 24 deployment. This needs to be fixed to monitor ongoing impact and measure any future changes. Engineering
Consider whether the addition of a required T&Cs checkbox is making users more "checkbox aware" and causing them to uncheck the email opt-in. Options: (a) separate the T&Cs acceptance from the preferences, (b) adjust checkbox ordering/prominence, (c) A/B test alternative designs. Product / UX
The 6pp drop (42% → 36%) is confirmed by the email team. Continue monitoring to detect any further changes or recovery. Marketing / Data
Confirm whether the T&Cs checkbox is legally required in this flow, or if acceptance can be handled differently (e.g., during account creation rather than in the post-signup modal). Legal
Track email-attributed revenue monthly to detect if the impact materializes as projected. The compounding effect means the full impact won't be visible immediately. Marketing / Analytics
Technical Appendix
Methodology
- Funnel analysis: Compared sessions with
sign_upevents before vs after Sep 24, measuring progression through booking funnel steps - Modal tracking: Analyzed
modal_viewevents withmodal_id = 'userInfoModal'andtrack_clickevents withclicked_element LIKE 'userInfoModal:%' - Email revenue: Calculated from
ga4_sessionswherechannel_session = 'Email' - Period comparison: Pre = Aug 25 - Sep 23, 2025 (4 weeks); Post = Sep 25 - Oct 23, 2025 (4 weeks)
Data Sources
- BigQuery:
breeze-airways.ga4_outputs.ga4_sessions - BigQuery:
breeze-airways.ga4_outputs.ga4_events - Git:
breeze-front-endrepository commit history - Email team reporting (opt-in rate decline)
Caveats & Limitations
- Modal tracking gap: Direct modal completion measurement is unavailable after Sep 25 due to tracking bug
- Opt-in rate source: The 6pp drop (42% → 36%) is confirmed by email team from backend data
- Revenue estimate: Assumes linear relationship between subscriber count and email revenue; actual impact may vary based on subscriber engagement patterns
- Attribution: Email revenue uses session-level attribution (
channel_session), which may undercount email influence on multi-touch journeys
Key Commits
9989872f31(Aug 26, 2025): IMPACT-3143 - Fix User Info Modal bugs (phone number handling)b72521c8a3(Sep 24, 2025): IMPACT-3324 - Update Verify Contact Modal with T&Cs