BENCHMARK STUDY ON ONLINE BOOKING BEHAVIOUR

Mobile & Tablet Usability of Holiday
Websites
Agenda for today

1. Introductions
2. The changing behaviour of online travel shoppers
3. Benchmark Study: Online Booking ...
Our Speaker

Jenna Cosquieri
UX & Usability Expert – Customer Success Manager, UserZoom Limited

UX Researcher with over s...
About UserZoom
All-in-one Research Software to test, measure & improve UX & CX over websites, mobile
webs & apps

• 

Offe...
Highlighted Customers

5	
  
Changing Buying Behaviour of Online Travel Shoppers
The changing behaviour of online travel shoppers

“Holidaymakers

are ...
Changing Buying Behaviour of Online Travel Shoppers
Multi-Device Experience

Receiving a Multi-Device User Experience is i...
Mobile & Tablet Usability of
Holiday Websites
Benchmark Study on Online Booking Behaviour

8	
  
How did we conduct the study?
Mobile Usability Testing – How does it work?

9	
  
10	
  
Mobile & Tablet Usability of Holiday Websites
About the Mobile Usability Study

• Task-based online remote test
• 360 user...
How did we conduct the study? - Tasks

Task 1

Task 2

Look for a
4-star hotel for a
weekend city
break

Search for a
7-da...
How did we conduct the study?
Brands Tested*

*360 users in total, habitual online travel shoppers

13	
  
How did we conduct the study? – Results Task 1

Look for a
4-star hotel for a
weekend city
break

Search for a
7-day
Medit...
Look for a 4-star hotel – Effectiveness (Success)

Success
Non-Success

Search for a
7-day
Mediterranean
cruise
Success
Non...
Look for a 4-star hotel – Effectiveness (Success)

Success
Non-Success

Success
Non-Success

16	
  
Look for a 4-star hotel – Effectiveness (Success)

Success
Non-Success

Success
Non-Success

17	
  
Look for a 4-star hotel – Mobile vs. Tablet
Why were users unable to complete the task of finding a hotel on their tablet o...
What do users want to see before booking a hotel?
What did you think about the pictures of the hotel?*
Appealing pictures ...
What do users want to know before booking a hotel?
What did you think about the information and description of the hotel a...
How did we conduct the study? – Results Task 2

Look for a
4-star hotel for a
weekend city
break

Search for a
7-day
Medit...
Search for a cruise – Success in achieving the task

Success
Non-Success

Success
Non-Success

22	
  
Search for a cruise – Example (Ebookers)
Tablet

•  Hotels and Flights visible on the main menu
•  Cruises hidden within a...
Search for a cruise – Example (Virgin Holidays / Travel
Supermarket)

Virgin Holidays (Mobile)

Travel Supermarket (Mobile...
Search for a cruise – Success in achieving the task

Success
Non-Success

Success
Non-Success

25	
  
Search for a cruise – Success in achieving the task

Success
Non-Success

Success
Non-Success

26	
  
Search for a cruise – Mobile vs. Tablet
Why were users unable to complete the task of looking for a cruise on their tablet...
How accessible is the information users are looking for?
Main issue encountered when searching for cruises on a website:

...
The moment of Truth: Booking Online on a Mobile Device
Would users book a trip on their mobile device?*

• More than half ...
Online Booking Barriers on Mobile Devices
Why do mobile users decide not to book a trip?*

3 main reasons which apply to b...
Online Booking Barriers depending on Mobile Device
On which mobile device would users book a trip?*
• Users would rather b...
Which brand is rated best by mobile users?
NPS (Net Promoter Score) per brand*

*NPS is a metric for measuring user satisf...
Which brand is rated best by tablet users?
NPS (Net Promoter Score) per brand*

*NPS is a metric for measuring user satisf...
Any questions?
Contact us:
Cheshire (UK)

50a Alderley Road
Wilmslow, Cheshire SK9 1NT
Phone: +44 (0) 1625 525 650

@UserZ...
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[Webinar] Mobile & Tablet Usability of Holiday Websites - based on a Benchmark Study

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Webinar based on the results of a Mobile Usability Study - Benchmark Study:

- Task-based Remote Usability Test
- How was the study conducted?
- Participants: 360 users, who usually buy holidays online
- 3 countries: UK, Germany, and Spain

Tested brands:

- United Kingdom: Virginholidays, ebookers, travelsupermarket
- Germany: Travelscout24, Weg.de, Ab in den Urlaub.de
- Spain: Rumbo, Viajes El Corte Ingles, Logitravel

Published in: Marketing, Technology, Travel
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[Webinar] Mobile & Tablet Usability of Holiday Websites - based on a Benchmark Study

  1. 1. BENCHMARK STUDY ON ONLINE BOOKING BEHAVIOUR Mobile & Tablet Usability of Holiday Websites
  2. 2. Agenda for today 1. Introductions 2. The changing behaviour of online travel shoppers 3. Benchmark Study: Online Booking Behaviour – Mobile & Tablet Usability of Holiday Websites - Study Details & Design - Study Results 4. Q&A 2  
  3. 3. Our Speaker Jenna Cosquieri UX & Usability Expert – Customer Success Manager, UserZoom Limited UX Researcher with over seven years of industry experience, including quantitative  and qualitative analysis. Jenna delivers training on UserZoom tools and actively supports clients optimising their utilisation of UserZoom. 3  
  4. 4. About UserZoom All-in-one Research Software to test, measure & improve UX & CX over websites, mobile webs & apps •  Offers the greatest variety in the market of remote user research & testing solutions! •  UX Consultants since ’01, SaaS since ’09! •  In Sunnyvale (CA) London & Manchester (UK), Munich (DE), and Barcelona (Spain)! •  90% renewal rate, 50% revenue growth rate in the last 3 years! 4  
  5. 5. Highlighted Customers 5  
  6. 6. Changing Buying Behaviour of Online Travel Shoppers The changing behaviour of online travel shoppers “Holidaymakers are increasingly comparing before booking a trip.” Source: Study by Google and Millward Brown Digital, November 2013 68% of users search and compare before booking their trip. 42% use their tablet or mobile to search for information on holidays or trips compared to 33% in 2012 6  
  7. 7. Changing Buying Behaviour of Online Travel Shoppers Multi-Device Experience Receiving a Multi-Device User Experience is increasingly relevant as a key factor when booking a trip. 7  
  8. 8. Mobile & Tablet Usability of Holiday Websites Benchmark Study on Online Booking Behaviour 8  
  9. 9. How did we conduct the study? Mobile Usability Testing – How does it work? 9  
  10. 10. 10  
  11. 11. Mobile & Tablet Usability of Holiday Websites About the Mobile Usability Study • Task-based online remote test • 360 users, frequent online leisure travel shoppers • 3 countries: UK, Germany, Spain • 9 brands (3 per country) Results • Per task, per device, and per country including user comments • NPS per brand 11  
  12. 12. How did we conduct the study? - Tasks Task 1 Task 2 Look for a 4-star hotel for a weekend city break Search for a 7-day Mediterranean cruise •  Participants were given the name of the city, of the area, travel dates •  Validated by: Question o What´s the name of the hotel? o How much is the parking space? •  Participants were given the name of the shipping company, the route, travel dates •  Validated by: Question o What´s the name of the ship? o What´s the name of the YC1 Deluxe Suite? 12  
  13. 13. How did we conduct the study? Brands Tested* *360 users in total, habitual online travel shoppers 13  
  14. 14. How did we conduct the study? – Results Task 1 Look for a 4-star hotel for a weekend city break Search for a 7-day Mediterranean cruise 14  
  15. 15. Look for a 4-star hotel – Effectiveness (Success) Success Non-Success Search for a 7-day Mediterranean cruise Success Non-Success 15  
  16. 16. Look for a 4-star hotel – Effectiveness (Success) Success Non-Success Success Non-Success 16  
  17. 17. Look for a 4-star hotel – Effectiveness (Success) Success Non-Success Success Non-Success 17  
  18. 18. Look for a 4-star hotel – Mobile vs. Tablet Why were users unable to complete the task of finding a hotel on their tablet or mobile? • Browsing difficulties – could not find the information • Lack of filters, e.g. filter by area • Search function – not desired/expected results • Price calculation – final price not visible • Not mobile optimised 18  
  19. 19. What do users want to see before booking a hotel? What did you think about the pictures of the hotel?* Appealing pictures influence a user´s decision to book a hotel or not. They are important when choosing one hotel over another: 1.  2.  3.  4.  Pictures are either not appealing or do not contain sufficient information. Photos often don´t reflect the atmosphere of the hotel. They are too general and don´t reflect the real size of a room. Missing pictures of all room types as well as of bathrooms and exterior views. *Question asked in study 19  
  20. 20. What do users want to know before booking a hotel? What did you think about the information and description of the hotel and its services* 1.  2.  Users need more detailed information related to the hotel services. People want to know how much the hotel charges for additional services such as parking and Internet access. 3.  Booking sites should show the total price for the booking for the days selected in addition to the price per night. 4.  5.  Providers should indicate the total price from the start. Websites should provide information regarding interesting sights in the area and public transport. Users value information such as services near the hotel, transport from the airport, activities to do in the city, videos, and maps. *Question asked in study 20  
  21. 21. How did we conduct the study? – Results Task 2 Look for a 4-star hotel for a weekend city break Search for a 7-day Mediterranean cruise 21  
  22. 22. Search for a cruise – Success in achieving the task Success Non-Success Success Non-Success 22  
  23. 23. Search for a cruise – Example (Ebookers) Tablet •  Hotels and Flights visible on the main menu •  Cruises hidden within another icon Mobile •  No option for cruises at all in the menu on mobile •  Users forced to search 23  
  24. 24. Search for a cruise – Example (Virgin Holidays / Travel Supermarket) Virgin Holidays (Mobile) Travel Supermarket (Mobile) 24  
  25. 25. Search for a cruise – Success in achieving the task Success Non-Success Success Non-Success 25  
  26. 26. Search for a cruise – Success in achieving the task Success Non-Success Success Non-Success 26  
  27. 27. Search for a cruise – Mobile vs. Tablet Why were users unable to complete the task of looking for a cruise on their tablet or mobile? • Navigation problems – hidden menus • Lack of information – e.g. about route • Search function – not desired results • Not mobile optimised • Information is not always visible/accessible – hidden menus 27  
  28. 28. How accessible is the information users are looking for? Main issue encountered when searching for cruises on a website: 1.  Access to cruises is on a hidden menu and not on main menu e.g. next to hotels and flights 2.  Cruise icon hard to identify on menu tab 28  
  29. 29. The moment of Truth: Booking Online on a Mobile Device Would users book a trip on their mobile device?* • More than half of the 360 participants say they would book a hotel or cruise straight away, if the website offers the trip they are looking for. • Only some prefer to complete the booking on their PC. • Compared to tablet users, more mobile shoppers prefer to complete the booking on their desktop instead of booking on their mobile. *Questions asked depending on task and device: Would you book a hotel/cruise on your mobile/tablet? 29  
  30. 30. Online Booking Barriers on Mobile Devices Why do mobile users decide not to book a trip?* 3 main reasons which apply to both devices in all 3 countries: • Security issues: users perceive mobile devices to be less secure than a computer. • Not able to save or print the booking directly. • Inconvenient to browse, write, and search for information. *Questions asked depending on task and device: Why wouldn´t you book a hotel/cruise on your mobile/tablet? 30  
  31. 31. Online Booking Barriers depending on Mobile Device On which mobile device would users book a trip?* • Users would rather book a cruise on their mobile device than a hotel. •  This mobile booking behaviour may be related to the fact that a cruise is perceived as a closed package whereas a hotel reservation requires a more active search. *Questions asked depending on task and device: Would you book a hotel/cruise on your mobile/tablet? 31  
  32. 32. Which brand is rated best by mobile users? NPS (Net Promoter Score) per brand* *NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters and brand detractors. 32  
  33. 33. Which brand is rated best by tablet users? NPS (Net Promoter Score) per brand* *NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters and brand detractors. 33  
  34. 34. Any questions? Contact us: Cheshire (UK) 50a Alderley Road Wilmslow, Cheshire SK9 1NT Phone: +44 (0) 1625 525 650 @UserZoom_UK www.linkedin.com/company/userzoom www.userzoom.co.uk

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