Why Read This
Report
With online purchase conversion rates increasing, travel eCommerce execs are doing a lot of things right. But Forrester's Consumer Technographics® data shows that there are some nagging issues that keep Web travelers from booking online. Of Web travelers' top five reasons for abandoning booking online, three reasons — concern about credit card security, inability to make specific requests online, and frustration with site performance — have shown noticeable growth in one year. These obstacles are not insurmountable but will require commitment to: 1) implementing best-in-class security practices; 2) updating legacy reservations, property management, and operations systems to give travelers a greater level of control online; and 3) conducting usability tests and expert reviews to audit Web site failures in the booking process.
Tags: Brand & Product Web Sites, Customer Experience Management, Direct Marketing, eCommerce, eCommerce Adoption, Financial Services, Interactive Marketing Strategy and Process, Leisure Travel, Online Travel Booking, Privacy, Security Operations, Security, Risk and Compliance, Travel Distribution, Travel Technologies, Web Design & Usability8
COMMENTS ()