Reduce search and order friction or lose custom
Registration on e-commerce sites drives away prospects (John Burns)
Has your E-Commerce Site kept up with Customer Demands – especially if You Sell Travel?
Ensuring a site functions properly is imperative for any company, but travel firms in particular could find they are losing out on business if they fail to improve usability.
This is according to eMarketer, which highlighted that people will be quick to jump to another retailer’s website if their transaction is not carried out smoothly.
It referred to recent survey results from PhoCusWright that showed high prices and fees are the most likely reasons for someone to abandon a transaction.
Another gripe among consumers was not wanting to register with a website, which came in joint-second place with there not being enough holiday options to choose from.
Also in second position with 11 per cent of the vote was the speed of the website – if it takes too long to load, then consumers will simply give up and go elsewhere.
Users of travel sites were also revealed to be more likely than other customers to let their friends and family know about the poor usability of a site.
According to a recent Adfero street poll, 56 per cent of people are planning to go on holiday this summer.
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