[May Point] The price is the most important concern for business travelers and leisure travelers when booking travel products, but even if the price is right, when consumers are having trouble browsing the web and paying...
[May Point] The price is the most important concern for business travelers and leisure travelers when booking travel products, but even if the price is right, consumers will cancel the purchase when they are in trouble when browsing the web and paying for the payment. .
In January 2010, PhocusWright conducted a study on why American consumers abandoned travel bookings for online travel consumers. The study found that although excessively high prices are the main reason for consumers to abandon their bookings, factors such as consumers' unwillingness to register and slow website opening can lead to a series of dissatisfaction, anger and confusion about the use of the website.
Why American online travel consumers finally give up online transactions (January 2010):
The final purchase price of the product is higher than the price expected by the consumer - 43%
Don't want to register - -11%
Insufficient inventory (consumers want to buy products are not in stock) -11%
Website opening too slow - -11%
Too many information requested by the website - 9%
Website use is confusing - 9%
The payment process is too long or confusing - 6%
Reluctant to disclose credit card information on the Internet -- 6%
Website error -- 5%
Other -- 3%
Never give up a website that is going to make a reservation - 30%
Sample base = 2441
Source: PhocusWright "Consumer Response to TravelSite Performance"
These issues also reduce the chances of repeated visits by consumers. More than a third of consumers told PhoCusWright that problems with the site may reduce their chances of revisiting them. Business travellers may use travel websites to make reservations more often than casual travellers, and they have stricter requirements on the website. When faced with a website problem, they are more likely to go to other websites (23%) and tell their friends, family and colleagues about the website problems they encounter (14%).
Website quality monitoring company Gomez found in December 2009 that nearly one-fifth of AOL consumers have experienced slow downloads of travel websites, and 11% of consumers said they had had troubles in trading. When one or two bad user experiences appear on a website, most of the respondents indicated that they would give up browsing the website.
Number of times American consumers can accept problems on travel websites
1 time - 17%
2 times - 36%
3 times - 26%
4 times - 7%
5 times or more - 4%
Website issues have never affected my application to travel sites - 10%
The customer satisfaction measurement company iPerceptions also pointed out in the â€œHotel and Tourism Reportâ€ in the fourth quarter of 2009 that, excluding price factors, a convenient, smooth and responsive website will receive more successful bookings.
According to the report, â€œAfter eliminating price barriers, the performance of a website and the convenient booking steps are important factors in increasing website traffic and reducing user churn.â€ (Global Travel News)
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