BA.com comes top in travel user experience study

British Airways has again scored highest in travel website usability according to research from user experience specialist Webcredible.


Budget airlines made the biggest gains year-on-year in the 2010 Flights Online Report. EasyJet scored 77%, up 27 percentage points on last year, while Ryanair jumped from a ranking of 20 to eight with an overall score of 66%.


The 2010 Flights Online Report looked at 10 airline and 10 travel agent websites to benchmark them against best practise usability guidelines. BA.com attained an overall rating of 78%.


The research also shows that the total average usability score has risen to 64.4% compared to an average of 55.2% last year. Five websites scoring 70% or above demonstrated increased attention to user experience.


However, 11 websites did not manage to reach 70% and four websites fell between 40 and 50%, with areas such as making pages ‘shareable’, providing airport information and listing contact numbers cited as key areas for improvement.


The study tested a range of website functions including flight search, search results, flight summary booking pages and error handling.

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