Travel sector websites have come out on top in a consumer survey to measure the best performers across a range of high profile markets.
The poll of nearly 2,000 web users found that travel and supermarket sites were ahead of other transactional sectors such as banking, electronic retail and property.
The worst performing sectors, according to the YouGov survey commissioned digital consultancy Rawnet, were ticketing and charity sites.
Although travel sites were found to be the best overall in terms of design, areas of personalisation – where consumers were asked if they felt if the site understood their individual needs – saw travel slip down the ranking behind supermarkets but still ahead of the other vertical markets.
The survey found that a lengthy registration process for sites was a major put-off for consumers generally. Almost four in five said they would be put off from dealing with a company if faced with a long method of handing over details.
However, only one if five would proactively research a company via its website before purchasing one of its products.
Rawnet managing director Adam Smith said: “Consumer opinions about web sites in general demonstrate a real gap between creative and technical capabilities of most web design projects.
“The simple truth is that the two aspects should not live in separate silos – there is absolutely no reason why a really creative web site shouldn’t be easy to use and produce real business benefits for clients.”