Seamless, smart and straightforward: a path to generating revenue from mobile travel bookings
If travel companies are going mobile, they should consider creating a wholly mobile-centric user experience that reduces friction and makes it easy to buy.
We posted a mobile commerce infographic earlier this week, and a comment from Pankaj Gabba really hit on one of the most insightful nuggets of that graphic: “80% of consumers abandon a mobile site if they have a bad user experience.”
Indeed, many mobile apps aren’t even apps; rather, they are basic copies of the web version. And those that are fully realized applications are not necessarily any better, lacking a clear focus on user experience and the desired outcome: a purchase.
In a recent blog post, Jeffrey Breen of Atmosphere Research Group laid out “3 keys to building a better mobile booking experience,” and got into the thick of the discussion on how apps can move beyond window dressing to becoming significant profit centers for OTAs and other travel operators.