User experience is a key differentiator in ecommerce as if the process of buying something from a website is enjoyable and convenient then it encourages customer loyalty.
To an extent, it can even overcome the natural consumer urge to find the lowest price.
However for most consumers cost is still the most important factor when making a purchase, as evidenced by new traffic stats from Ryanair.
A study by SimilarWeb into traffic volumes for several airlines found that Ryanair consistently outperforms EasyJet and British Airways despite its obvious contempt for UX and customer service.
We written a number of posts about the shoddy UX on Ryanair’s site, including its hidden costs, irritating upselling, and lack of a mobile site, yet customers are still obviously attracted by the airline’s low prices.