Website Usability Influences Purchases

Solomon Thimothy - June 1, 2010

travelWhile money may be the highest factor for travelers when using a travel website, a lot of them will leave a website if they have difficulties navigating the website and checkout process.

According to a survey of survey of US online travel bookers by PhoCusWright, site-related complaints like not wanting to register with the website, slow loading times, and general confusion caused people not to complete their online transactions.

Also, more than a third of online travel bookers said that website problems like this make them less likely to shop at that website again. Business travelers, who are more likely than leisure travelers to book a trip on any given travel site visit, are more likely than average immediately turn to a competing travel site (23%) and tell friends, family and co-workers about their bad experience (14%).

The “Hospitality & Tourism Industry Report, Q4 2009” from iPerceptions also indicated that after price, convenient, hassle-free Websites with high measures of responsiveness led to the most completed bookings.

“Once price has been removed as a barrier, site functionality and convenience for the booking process are key to growing conversion and minimizing chances of losing the visitor to the competition,” the report said.

Whether your website deals directly with travel or is just an e-commerce website, don’t get dismissed because your website is difficult to navigate. Keep your website simple and intuitive to make the process inviting to your customers. If you don’t seem to have a high turnaround with your products despite your competitive pricing, consider a website revamp.

In addition to website design and development services, OneIMS provides other print marketing solutions and online marketing services. Contact us today at 1-888-ONE-IMS-1.

OneIMS is a Chicago Web Design Company as well as a technology-based marketing service provider. We specialize in integrated marketing solutions such as Search Engine Optimization, Pay-per-click advertisements and email marketing. We employ cross-media marketing solutions that are designed to deliver results. Some of those solutions are Variable Data Printing, Personalized URLs and custom Landing Pages and triggered emails.


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