travel site usability

CenterParcs tops travel usability study

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

We’ve previously looked at which travel sites are most visible in organic search as well as the importance of paid search for driving traffic and average order values.

A new eTravel Benchmark Study looks at what travel companies are doing to improve conversions by comparing the usability of 52 websites. It examines several criteria including landing pages, search tools and the booking process.

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

The survey was carried out in May and June 2012 with each site allocated a percentage score that refers to the weighted average, where if all surveyors gave the top score the result would be 100%.