The document outlines six strategies to reduce mobile cart abandonment in the travel industry, emphasizing the importance of transparent pricing, short reservation forms, and quick payment processes. It highlights the significant losses incurred due to abandonment and offers practical solutions, such as optimizing loading times and implementing remarketing techniques. The focus is on improving user experience to increase mobile bookings as mobile traffic continues to rise.

1. CONQUER
MOBILE CART
ABANDONMENT
6 WAYS TO
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2. 2 OUT OF 5
mobile shoppers have
abandoned a travel booking
on a mobile device due to
poor use experience alone.
S O U R C E : J U M I O S T U D Y 2 0 1 5
A L M O S T

3. LAST YEAR, THE TRAVEL
INDUSTRY LOST
IN THE UK ALONE TO
ABANDONED BOOKINGS.
£2.5 BILLION
S O U R C E : J U M I O S T U D Y 2 0 1 5

4. As of September 2016, Net
Affinity clients saw
51% of their traffic
on average coming from mobile.
THAT MAKES MOBILE
CART ABANDONMENT
A BIG DEAL.

5. TRANSPARENT
PRICING
SHORT
FORMS
PAYMENT PROCESS:
SECURE AND SIMPLE
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01 02
03OUR TOP 6
WAYS
T O R E D U C E M O B I L E
C A R T A B A N D O N M E N T
QUICK
LOADING
TIMES
04
TESTING
AND
SURVEYS
05
REMARKETING
6

6. TRANSPARENT
PRICING
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0 1

7. WHEN THE FULL PRICE IS
ONLY REVEALED AT THE
END OF THE BOOKING
PROCESS.
53% OF TRAVEL
BOOKINGS ARE
ABANDONED
S O U R C E : S A L E S C Y C L E S T U D Y 2 0 1 6

8. This is especially an issue for hotels
showing rates as per person sharing, or
per room per night for longer stays.
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While Net Affinity data shows that a per
person rate draws in more users
initially, the huge drop off means you
end up with fewer bookings overall.

9. W W W . N E T A F F I N I T Y . C O M
THE BOTTOM LINE?
A TOTAL STAY RATE
SHOULD BE SHOWN UP
FRONT ON MOBILE TO
REDUCE CART
ABANDONMENT.

10. SHORT RESERVATION
FORM
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0 2

11. The constraints of mobile devices
and the context of use (e.g. on the
move or when distracted) puts
strict limits on what you can
expect users to do when booking
on mobile.
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12. W W W . N E T A F F I N I T Y . C O M
GET RID OF UNNECESSARY
ELEMENTS.
Omit optional fields.
Do you really need the guest's
address the moment they book?

13. PAYMENT
PROCESS
W W W . N E T A F F I N I T Y . C O M
0 3

14. W W W . N E T A F F I N I T Y . C O M
Mobile commerce is big business
for travel: Skyscanner saw mobile
conversions grow by 24% from 2014
to 2015, with mobile as 42% of all
conversions.
MOBILE SITES WITHOUT
QUICK AND SECURE
PAYMENTS ARE MISSING OUT.

15. W W W . N E T A F F I N I T Y . C O M
While Google and Apple are
working on their digital wallet
solutions, adoption of these has
been slow in areas across Europe.
It's one to watch for the coming
years.

16. W W W . N E T A F F I N I T Y . C O M
OKAY... BUT WHAT CAN
HOTELS DO RIGHT NOW?

17. W W W . N E T A F F I N I T Y . C O M
Consider removing booking
deposits.
Pros: OTAs don't typically ask users
for pre-payments, so it may make
sense to match them.
Cons: Users may be more likely to
cancel if they don't have a deposit
on the line.
Weigh up the costs and benefits!

18. QUICK
LOADING TIMES
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0 4

19. W W W . N E T A F F I N I T Y . C O M
Mobile users want to browse and
buy quickly.
79% of web shoppers who have
trouble with a site's performance
say they won't shop there again.
44% would tell a friend.

20. W W W . N E T A F F I N I T Y . C O M
When you're designing your mobile
site, be sure the information is
100% relevant.
Make sure the imagery and video
you're using aren't affecting site
speed. Otherwise, you might be
doing your site more harm than
good!

21. TESTING AND
SURVEYS
W W W . N E T A F F I N I T Y . C O M
0 5

22. W W W . N E T A F F I N I T Y . C O M
Here are 3 options to analyse your
mobile site's performance:
GOOGLE ANALYTICS
ONLINE USABLITY TESTING
QUALITATIVE TESTS

23. W W W . N E T A F F I N I T Y . C O M
1. GOOGLE ANALYTICS
Go to 'Behaviour Flow' in Analytics.
Where in the booking funnel are users
leaving? Examine those pages to find out
what might be affecting their decisions.
Often, it's one or two specific issues,
like loading too many rate plans or not
showing the full price up front.

24. W W W . N E T A F F I N I T Y . C O M
2. USABILITY TESTING
Use tools like heatmaps, scroll maps and
user session video replays to find out
precisely where your potential
customers are experiencing friction.
The data from these tests is more than
worth the invstment.

25. W W W . N E T A F F I N I T Y . C O M
3. QUALITATIVE TESTS
Consider an exit intent poll - when
someone leaves the booking process
without booking, pop up a poll to ask
them why they're leaving.
Alternatively, send a feedback survey to
users who have booked in the last 7
days. Include an incentive for filling out
the survey to increase repsonses!

26. REMARKETING:
ON SCREEN, EMAIL
& PAID
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0 6
GET RID OF UNNECESSARY
ELEMENTS.

27. W W W . N E T A F F I N I T Y . C O M
Remarketing gives you the
ability to bring back users who
were just browsing, and a
second chance with abandoned
bookings.

28. W W W . N E T A F F I N I T Y . C O M
Use the essential
remarketing trio:
On screen prompts, email
retargeting and paid
remarketing.

29. W W W . N E T A F F I N I T Y . C O M
ON SCREEN PROMPTS
If a user attempts to exit the
screen, you can present a last
minute prompt to encourage
them to continue booking.
Simply re-enforcing a ‘book
direct’ message can keep people
booking and reduce mobile cart
abandonment.

30. W W W . N E T A F F I N I T Y . C O M
EMAIL REMARKETING
The email you send should be
personalised to the guest, mobile
responsive and include the details of
the abandoned basket. Make it as
easy as possible for them to finish
the transaction.
A max of two emails is recommended
for retargeting.

31. W W W . N E T A F F I N I T Y . C O M
PAID REMARKETING
Paid remarketing follows your
leads to other websites with
related offers. They're designed to
keep you first in the minds of your
guests.

32. W W W . N E T A F F I N I T Y . C O M
Just make sure to use frequency caps
so users don't see them too often! 3
per day max.

33. W W W . N E T A F F I N I T Y . C O M
These 6 tips are the first steps in a
strategy to conquer mobile cart
abandonment.
Traffic on mobile is higher than ever,
but desktops still generate more
bookings. This is usually down to
usability and trust issues – the 6 tips
above are designed to fight those
issues and get your mobile site the
bookings it deserves.

34. We are a team of creative experts who have
been working in the field of hotel technology
since 2000.
Our digital marketers, web designers and
account managers are all focused on helping
the independent hotelier.
Our job is simple: we make yours easier.
THANKS!
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