Today’s traveller looks for information on-the-go. While some tend to plan their trips at home on their PC, many make actual travel arrangements when already on the road. This poses huge challenges for marketers specialising in the travel industry; if they want to see a customer return to their website, they must provide them with an engaging mobile experience. Business 2 Community outlines the top worst mobile experiences that are likely to alienate travellers and make them extremely unlikely to book again.
Based on findings from a study carried out by Research Now, titled Connected Traveler: Mobile Satisfaction Report, Business 2 Community’s Joe Ruiz established that slow load time is what particularly irritates travellers using their smartphones on-the-go. Consumers lose patience with slow loading and would soon head to a rival if the page did not load fast enough. In the online world, just a second can cost a sale.
Travellers would abandon a site in the blink of an eye if the search and selection options were too complex. When space and time are at a premium, the key is to offer well-designed search functionality that requires minimal clicks, fewer choices and shorter paths.
Travel brands would also lose money if their websites are difficult to navigate on a mobile device, since this would likely baffle consumers and leave them with mixed feelings about the brand.
Also, since consumers expect a seamless experience across platforms, make sure that it is connected to a loyalty programme to win their hearts.