For this edition dealing with the “e-Travel” industry, the e-Performance observatory focused on players proposing long distance destinations. This field of business is extremely competitive mixing major sites with different background.
According to the results of this edition, the online navigation, especially the access to the products online, is measured as hectic. This is a major drawback to deliver an online experience of a good quality and to reassure the customer while making its choice. Thus, players from this industry have a strong challenge in hand to optimise the online customer experience to develop loyalty.
Focusing only the ability of the sites to “capture” clients (participants have browsed on sites they are not used to visit), this Observatory is a good assessment of the seduction capacity of the sites after a difficult economical period.
The majority of the sites benefits from strong brand recognition due to their long term experience on the e-commerce market and heavy communication investments.
The approach implemented with the Observatory is the only opportunity to measure the actual efficiency of customer paths on a reliable statistical ground and the satisfaction induced with hands-on customers. Hence, the online merchandising of the main players of this market are evaluated by the end customers in real life situation.
As a consequence, the brand perception has been strongly and negatively impacted by the navigation experience. In fact, a significant number of participants who originally declared to be likely to consult/use these websites changed their mind and said they would certainly not use them for future purchases after only a few minutes of navigation.