eDigital Research

Eurocamp usurps Center Parcs to top travel usability study

The online travel industry is highly competitive, with almost three quarters of travel research taking place online.

It’s an industry we’ve previously looked at in some detail, including the importance of paid search for driving traffic and average order values, and which sites are most visible in organic search.

An updated version of the eTravel Benchmark Study looks at what travel companies are doing to improve conversions by comparing the usability of 53 websites.

The full eDigital Research report includes a lot of analysis, so I thought it would be useful to look at the first impressions, search and booking process results in more detail, as well as seeing which site won overall.

Online retailers still need to work on customer service

While a study of 46 leading e-commerce sites found overall performance to be satisfactory, with average scores ranging from 76% to 90%, many etailers still need to improve on customer service.

The eRetail Benchmark Study from eDigital Research used mystery shoppers to assess the usability of leading online retail sites in the UK. Customer contact by email and phone are two areas where some retailers performed poorly.

Etailers still need to improve customer service: survey

Online retailers still need to work on customer services, with slow responses to customer queries among the areas which need improvement. 

The latest e-Customer Service Index survey by eDigitalResearch and IMRG, which asked 10,000 respondents, scored 76.7% overall, compared with 79.6% in November 2008. Providing online help and the speed of response to customer enquiries were the main issues.