According to a recent study on website optimisation – Online travel retailers are losing more than £2 billion a year as a result of simple website inefficiencies.

The research analysed feedback data from nearly 8,000 online travel buyers and found that errors in areas such as pricing, user experience and product were directly contributing to lost travel sales.

The top 10 reasons for lost travel purchases online were:

1. Price – The search for lower prices was a constant theme, underlining the need for the best presentation of all pricing options. Meanwhile, feedback was also focused on disparities between advertised prices and those found on the site themselves.

2. Site functionality – Access to time saving functionality was an important consideration, whether this be features such as records of saved searches or previous bookings.

3. On-site search – Site search for travel companies needs to be able to cope with a broad range of uses, from the first time visitor researching destinations through to a converting buyer looking for specific deals. Search functionality needs to be presented accordingly.

4. Product description – Information about travel products, including text, photos, videos and reviews, is vital in the purchase process and so ensuring it is adequate and well displayed is vital to retail success.

5. Additional charges – Whilst EU law dictates that prices must now be displayed with all additional costs included, the presentation of these costs is still a consideration for many consumers and optional extra charges should be set in line with competitors.

6. Navigation – Complaints around navigation focused on a lack of basic sorting and filtering functionality, enabling consumers to home in on the holiday of their preference quickly and easily.

7. Discounts/sales – In this economic climate consumers are more focused than ever on securing the best price for a holiday. Last minute offers or dedicated bargain sections were sought by buyers, along with loyalty rewards for regular customers.

8. Errors and bugs – Site errors not only cause short term frustration, they can permanently damage a site’s reputation with buyers. Simple issues such as browser compatibility can completely exclude some buyers from a site.

9. Speed – The slow loading of pages, and particularly of search results, was a major irritant for travel buyers. Given that most buyers will be looking at multiple sites, a slow loading page can be a significant disincentive to purchase.

10. Availability – Users become frustrated having invested the time into searching for products only to find that these are not available to purchase. Sites need to ensure that unavailable products are flagged as such at an early stage.

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