How to measure UX of travel websites: it’s a perennial problem for the marketers that work for these brands.
I’ve talked to so many travel marketers who are still in a state of confusion over how to measure something like user experience, which on the surface seems like it would be difficult to measure quantitatively.
It doesn’t have to be this way.
Marketing and product development teams are currently testing in the dark, unsure of whether the latest website optimisation they’ve implemented will actually make a difference.
They’re testing in the dark because too often they’re guilty of making A/B tests based either on just best practice or their intuition rather than making them based on actual insight into their customer’s behaviours.
Any marketer will have a basic idea of what is going on with their website at any given time.
Simple metrics like conversion rates, bounce rates, session duration or page views are essential information points in any marketer’s arsenal, and they are generating KPIs that are similarly, important baselines of website performance.
However, marketers should not stop there. While these metrics give marketers a good idea of what’s going on on the site, they give far less understanding of how and why users are behaving the way they are online.
Here are four new KPIs designed with UX in mind which should help you have a deeper understanding of how your customers are shopping for travel.
1. Click repetition
Click repetition is the number of clicks users make in a row on the same page element. It’s common sense really: when users are frustrated at something that’s not working, they’ll click on it repeatedly.
There could be several reasons for this repeat clicking: the particular element on the page could be technically malfunctioning, the call to action could be unclear, or there could be some other misconception with the design of the element.