BA tops travel website usability study
The websites of some of the UK’s budget airlines are some of the worst to use, according to Webcredible’s online travel usability report.
Published: 29 Apr 2009
The websites of some of the UK’s budget airlines are some of the worst to use, according to Webcredible’s online travel usability report.
The study, which evaluated the websites of 20 airlines and travel agents in the UK, found that Ryanair is at the bottom (with 41 points out of 100).
British Airways topped the table with 71 percent, closely followed by Expedia and Virgin Atlantic on 70 percent.
With only three websites scoring over 70, and with so many top Internet brands scoring between 50 and 60 points, there’s clearly significant scope for these market leaders to improve the usability of their online offering, stated the company.
Though the average usability score has increased from 51.5 percent to 56.7 percent since last year, key guidelines that still need improvement include displaying clear progress bars, clear identification of errors and providing information on airports.
The main differences observed between travel agents and carriers were: