A new report has detailed some of the ways in which travel websites can improve the online user experience.

According to the study by user experience specialist Foolproof, the key to online travel success lies in providing a good level of detail in all information.

For example, resort descriptions should be as detailed as possible, while images should be of a high quality and relevant maps should be provided, the report stated.

Foolproof also advised travel sites to offer a facility through which users can post their own reviews and ratings, as this is likely to prevent consumers from leaving the website to seek this information elsewhere.

Travel websites would additionally do well to allow users to save their itineraries as they research them so that they can make multiple visits to the site to conduct the necessary research before making a purchase, the report suggested.

"Consulting real users is the key to unlocking online sales performance," commented Peter Ballard of Foolproof.

He added: "Companies need to invite customers into the design process to inform new thinking and validate functionality."

Travel websites may also want to rethink their search engine optimisation strategies after recent figures from Hitwise revealed that more than one in ten non-branded UK search queries made last year were related to the travel sector.
 

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