16th March 2009
Travel websites must offer detailed information and make provision for user-generated content in order to see success.
This is according to a new report from Foolproof, a user experience consultancy, which said that detailed descriptions, high quality photos and maps and transparent pricing are key to making travel websites easy to use.
User reviews and ratings can also help to stop visitors exiting the site to find similar content elsewhere, the study suggested.
Foolproof also advised travel sites to make it easier for consumers to save their research and itineraries as they may need to make multiple visits to the site before they make a booking.
Peter Ballard of Foolproof remarked: "Consulting real users is the key to unlocking online sales performance. Companies need to invite customers into the design process to inform new thinking and validate functionality."
About 10.5 per cent of all non-branded searches made in the UK last year involved travel-related terms, according to recent data from Hitwise.
Category: Bespoke Web Design
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