Cost is a major factor for both business and leisure travelers when booking their trips, but even when the price is right, users will balk at Website problems or abandon their purchase if they have trouble navigating and dealing with the checkout process.
A January 2010 survey of US online travel bookers by PhoCusWright found that while too-high prices were the main driver to booking abandonment, a litany of site-related complaints followed, including not wanting to register, slow loading times, and general frustration or confusion.
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