42244

econsultancy_xml

Searching for flights Most travel websites scored reasonably well on the first step of the booking process, with the majority having a flight search box or link on the homepage. However, many sites handled misspellings of city or airport names badly. Ideally, users should be prompted or given alternatives when this happens, especially as some web users may not know exactly how to spell more exotic place names. On Travelocity for instance, the site will spend a minute or so searching for available flights before giving users an error message: <img alt="Travelocity error message" src="http://farm4.static.flickr.com/3120/2379993975_802946ee06_o.jpg" /> Results pages The study found that comparison shoppers are not well catered for on travel websites. Many web users will visit and search flights on several sites to compare prices before making a decision. However, most sites scored poorly on this, with two out of five the top score. For instances, searches are not saved across sessions and most websites failed to offer users the option of saving their flights and booking them later. Booking Surprisingly, most websites failed to consistently display a contact number throughout the booking process. Many web shoppers like to research online and pay offline, especially with travel purchases, so they should be provided with a contact number to be able to book over the phone if they wish. Also, these are often expensive purchases, and some customers may have some questions, or require some reassurance before booking online. Providing visible contact details should be a no-brainer, but the 20 sites scored an average of less then two out of five. Related research: <a href="http://econsultancy.com/reports/travel-website-benchmarks-2007">Travel Website Benchmarks 2007</a> Related stories: <a href="/blog/1810-online-travel-recommendations-on-the-purchase-process">Travel: TV and web go hand in hand Online travel: recommendations on the purchase process</a> <a href="/blog/1707-five-ways-to-make-online-travel-sites-better">Five ways to make online travel sites better</a>

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Searching for flights</Emphasis> </Paragraph> <Paragraph>Most travel websites scored reasonably well on the first step of the booking process, with the majority having a flight search box or link on the homepage. </Paragraph> <Paragraph>However, many sites handled misspellings of city or airport names badly. Ideally, users should be prompted or given alternatives when this happens, especially as some web users may not know exactly how to spell more exotic place names. </Paragraph> <Paragraph>On Travelocity for instance, the site will spend a minute or so searching for available flights before giving users an error message: <LineBreak /></Paragraph> <Paragraph> <Image AlternateText="Travelocity error message" Source="http://farm4.static.flickr.com/3120/2379993975_802946ee06_o.jpg"> </Image> <LineBreak /> </Paragraph> <Paragraph> <Emphasis>Results pages</Emphasis> </Paragraph> <Paragraph>The study found that comparison shoppers are not well catered for on travel websites. Many web users will visit and search flights on several sites to compare prices before making a decision.<LineBreak /></Paragraph> <Paragraph>However, most sites scored poorly on this, with two out of five the top score. For instances, searches are not saved across sessions and most websites failed to offer users the option of saving their flights and booking them later. <LineBreak /></Paragraph> <Paragraph> <Emphasis>Booking</Emphasis> </Paragraph> <Paragraph>Surprisingly, most websites failed to consistently display a contact number throughout the booking process. <LineBreak /></Paragraph> <Paragraph>Many web shoppers like to research online and pay offline, especially with travel purchases, so they should be provided with a contact number to be able to book over the phone if they wish. <LineBreak /></Paragraph> <Paragraph>Also, these are often expensive purchases, and some customers may have some questions, or require some reassurance before booking online. Providing visible contact details should be a no-brainer, but the 20 sites scored an average of less then two out of five. </Paragraph> <Paragraph> <Emphasis>Related research:<LineBreak /></Emphasis> <Link URL="http://econsultancy.com/reports/travel-website-benchmarks-2007" Window="Self">Travel Website Benchmarks 2007</Link> </Paragraph> <Paragraph> <Emphasis>Related stories:</Emphasis> <LineBreak /> <Link URL="/blog/1810-online-travel-recommendations-on-the-purchase-process" Window="Self">Travel: TV and web go hand in hand<LineBreak />Online travel: recommendations on the purchase process</Link> <LineBreak /><Link URL="/blog/1707-five-ways-to-make-online-travel-sites-better" Window="Self">Five ways to make online travel sites better</Link> </Paragraph> </FormattedContent>

2008-04-01T16:41:00+01:00

econsultancy_xml

There is plenty of room for improving the user experience of some of the UK's top travel websites, according to a new usability study. Webcredible's <a href="http://www.webcredible.co.uk/user-friendly-resources/white-papers/travel-usability.shtml">Flights Online study </a>looked at the flight search and booking process on 20 travel agent and airline websites. The highest scoring website was Opodo with 67%, while Monarch came off worst on 38%. On average, travel agent websites were more usable than the airlines' sites.

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>There is plenty of room for improving the user experience of some of the UK's top travel websites, according to a new usability study.</Emphasis> </Paragraph> <Paragraph>Webcredible's <Link URL="http://www.webcredible.co.uk/user-friendly-resources/white-papers/travel-usability.shtml" Window="Self">Flights Online study </Link>looked at the flight search and booking process on 20 travel agent and airline websites. </Paragraph> <Paragraph>The highest scoring website was Opodo with 67%, while Monarch came off worst on 38%. On average, travel agent websites were more usable than the airlines' sites. </Paragraph> </FormattedContent>

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Refer also to Econsultancy's <a href="http://econsultancy.com/reports/user-experience-buyers-guide">User Experience Buyer's Guide</a> and <a href="http://econsultancy.com/reports/effective-web-design-best-practice-guide">Effective Web Design Guide</a> for more information about best practice in these areas.

365351

Travel websites need to improve usability - study false

2008-04-02T10:55:00+01:00

travel-websites-need-to-improve-usability-study

2009-04-30T01:47:27+01:00

2009-10-13T09:35:30+01:00

700