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March 16, 2007 Top Five Reasons Why Web Travelers Abandon Booking OnlineConcern About Credit Card Security Is A Rising Threatby Henry H. Harteveldt, Sarah Rotman Epps with Brian Tesch |
Average: 6
(3 ratings)
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This is an excerpt
Executive Summary
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.
This is an excerpt
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