Only 51% of Online Bookers Complete their Tasks Due to Design Issues - Hotel Marketing News from Net Affinity | Hotel Marketing News
When we slice the hospitality website visitor base by primary intent, we find some disquieting task completion data, which elucidates the high-level trends being written about by analysts in the field. Only 51% of bookers were capable of completing their tasks. While some of the reasons underpinning this low rate might have been outside the purview of the web experience, significant numbers of bookers reported problems with site navigation, the booking flow, and insufficient hotel/room information, all of which fall squarely on the plate of interactive marketers and website developers.
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