► Online Travel Booking Industry Report - CRO 2015
According to an article from Contently, when it comes to website visits and the ‘look-to-book’ ratio, the travel industry’s average conversion rate is at about 0.3%. This is compared to an average 3% conversion rate for ecommerce and retail websites reported in 2013. This means that most people who land on travel booking websites, search for flights and possibly accommodation and then leave without completing the purchase process. But it doesn’t have to be this way. You can always improve your conversion rate by optimising your pages so that more visitors turn into customers. In order to help you optimise your website pages, particularly, the main entry points of your visitors -your homepage and category page, we’ve created the sixth conversion rate optimisation (CRO) industry report on the online travel booking industry. This report covers best practices for conversion elements on the homepage and category page as well as examples of online travel booking websites using these best practices. The aim is to provide you with a framework to help you invest your time and resources as effectively as possible by assessing which conversion elements are most likely to yield results. KEY FINDINGS FROM THIS REPORT: - Currently, Cheap Flights takes the lead in having most of the online conversion elements in its homepage. In the category page, Webjet holds the first place. House of Travel and Flight Centre are both consistently found in the top 3 places in the CXS rankings for both the homepage and category page. - Most sites have the elements under the Features and Booking Assist groups present for the homepage and the Design and Navigation groups for the category page. However, they lack the elements under the Credibility group for both pages. - Majority of the analysed online travel booking websites have CXS scores of below 75%. ONLINE TRAVEL BOOKING WEBSITES INCLUDED IN THIS INDUSTRY REPORT: Cheap Flights Expedia Flight Centre Go Holidays House of Travel United Travel Webjet Want to learn how to drive business growth in a competitive industry? Visit www.firstdigital.co.nz to learn more.
