Airline web sites getting move competitive with online travel agencies
Sep 13, 2013 (AIRLINE INDUSTRY INFORMATION via COMTEX) --
New York-based web researchers Change Sciences Group has released new research ranking 14 airline-booking travel web sites for usability engagement and conversion. While three online travel agencies (or OTAs) provide the best experience overall one airline site Southwest (NYSE: LUV) provides an experience that approaches OTAs.
Not all airline sites fare as well however. The top performing airline web site is 25% more usable, 18% more engaging and 31% more likely to convert than the bottom performing airline web site.
Like the airline sites, OTA sites differ significantly. The top performing OTA is 28% more usable, 21% more engaging, and 34% more likely to convert than the bottom performing OTA.
Companies typically known for their great offline experience are not always able to translate that experience to the web. For instance, jetBlue was the lowest-performing airline site and lowest ranked site overall.
The Virgin America web site also performed in the bottom third for usability, engagement, and conversion.
According to Change Sciences, the research is based on the firm's Experience Cloud platform, which compares how people experience sites with competitors and with the best sites on the web.
The Experience Cloud technology and process make it possible to compare a site's usability, engagement and conversion with competitive sites as well as the best sites on the web.
Change Sciences is a group of qualitative researchers, data scientists, and programmers dedicated to helping organizations improve usability, engagement, and conversion. It counts 18 Fortune 100 companies as clients and has completed more than 700 projects in the last five years for clients in financial services, healthcare, entertainment, travel, government, e-commerce, and e-learning.
Find out more at www.changesciences.com.
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