Complete UX report of a website www.execujet.com (business aviation company)

1. Audit of site usability:
www.execujet.com
1. Quick overview.
Execujet is one of the main players on charter aviation market with a
considerablemarket share. When a potential customer drops to a main
page of their web site he realizes he is at place where business jets are
offered for a lease and sale, aircraftmanagement, FBO handling and
maintenance services are provided. Services are quite specialized not
diversified. Huge themed banners tell us about company directions.
There are two menus: horizontaland a vertical one on a left sidebar, no
dropping menus pop up.
2. Main page.
 Logo is intended in the upper left corner of a page as well as main
page has to be reached by clicking on a logo, so no extra HOME
button required.
 News section must be transferred uprightin a line with a horizontal
menu.
 SEARCH and CLIENT LOGIN fields are not of critical importance, so
they recommended to be removed.

2.  Banners are extremely huge so a visitor has to scrolla page down to
find a banner with needed service. Try to layout them abovethe
folder not to make one scroll it down.
 Unique selling point is quite weak and should be reinvented to
include main milestones of the company or avid distinctions from
competitors (for ex. Access to remote areas, Itinerary flexibility,
Private environment).
 A lot of fonts can be seen across themain page. According to website
design rules 3-4 different fonts are allowed. So quantity of fonts are
to be diminished.
 ABOUTUS and CONTACTS sections are located only in a dubbing
menu underneath the page. No contacts in the upper right corner of
a page.
 No special offers andinteresting

3. 3. Services.
 In each section with a services (Charter, Aircraftmanagement,
Maintenance, FBO) one can see a lot of over optimized and bulky
text that makes a text unreadable and not SEO optimized. Main
recommendations are to make a bulleted text with main highlights of
each serviceand eliminate words spamming. For ex. for Aircraft
management section following can be offered:
 Aviation legislation compliance
 Aircraftmaintenance coordination
 Staff recruitment
 Productiveaircraftoperation
 Presencein Africa/Asia
 Regular staff training in simulators and classroom
 Manufactureapproved servicecenters
 Airworthiness certificates renewal
 Consulting completions

4. 4. EMPTY LEG section.
 There is no explanation of Empty legs: what it is and how a company
can benefit fromit. Please see below how this serviceis
implemented in a competitor site:

5. 5. CHARTER QUOTE section.
 If welook at REQUESTA QUOTE questionnairewe could see a
number of redundantfields: some of them need to be removed at
all, another ones agglomerated to simplify a quoting process. A list
with all possibleoptions is to be shown as a resultthat will enable a
company to choosefrom. Please see below how questionnaireis
embodied on competitor’s website:

6. 6. FLEET.
 An important partof all business aviation websites is its fleet. As we
can see froma below screenshotno descriptions arestick to each
fleet category: only fleet range is mentioned.
 Let’s havea look how this ought to be. We borrowed an example
fromone of the leading players on the market (please see below):
firstof all we highly recommend to provideeach fleet category with
customer oriented description and main features (both technical and
consumer), then set up and place a photo gallery depicting interiors,
cockpit, furniture, catering exquisites assisting company in
positioning and branding. After all to persuadepotential customer
come closer designers can implement 360 ° interactive map and
range map that help to realize which aircraft type fits most customer
need.

8. 7. Other perks.

9.  One of the upmostthings that business aviation themed website
must do is to boostcustomer loyalty and credibility alongsideto
building a strong brand policy as major customers representpeople
with high incomes or inheritance. Fox ex. Vista Jet company
underlines that it puts its livery on fuselageor which catering brands
it cooperates with.

10. 8. SEO analysis.
 5450 pages and 535 pictures are indexed in Google.
 As we can see from above statistical briefing 1/3 of overall traffic
goes from mobile devices. That means that a company mustpay
much moreattention on a mobile versions and mobile applications
for its website and services. For instance, to create and launch
mobile application for different operating systems. Moreand more

11. competitors cooperate or work out and implement innovative
technologies, design mobile applications (pleasesee below):
 We also can observequite low bouncerate for a last decade (35%)
but nonetheless it should be decreased by providing visitors with
more relevant information. On average 3 pages per visit tells us
about their real interest and involvement.

13.  Error 404 has to be set up (no redirect at the moment).
 Page speed onboth mobile and desktop versions are quite high.
 Mobile version is well optimized.
 As far as external links are concerned percentage of
SEO/optimized links is rather low (23%). Main recommendation
is to work out all of them (sources, anchors) and rewrite or
remove low quality ones

14.  As far as traffic sources areconcerned we can mention that e-mail
marketing is quite barely used in this predominantly b2b business,
that should be fixed.
 Social media extracts traffic mainly from LinkedIn rather than from
Facebook or Twitter or another. There can be several reasons for it.
Either staff recruitment/career issues draw people/companies to
the websiteor company is active there.