27th October, 2022
Travel retailers constantly look at ways to improve the conversion rate. Not only their respective digital assets need to be seamless and intuitive from the start, but it is also imperative to look at the entire journey to remove friction, step up the conversion rate and also prevent fraudulent transactions.
For instance, relying on behavioural data for fraud-related decision-making or working out a layering of tools associated with payment processing, payment gateways etc.
A couple of cart abandonment-related areas that have gained more significance in the last couple of years:
- In the last couple of years, being relevant in terms of cancelation policies and rules has been high on the agenda of travel merchants.
Travellers must believe they are in a low-risk situation in order to complete high-value transactions. This can result in cart abandonment. Also, break down the price details and focus on openness. Key takeaway: be transparent.
- Another decisive factor is offering the right payment option and eradicating any associated difficulty while one is trying to pay.
It is about letting travellers choose when and how they pay. This has a positive impact on several counts, including the conversion rate.
Also, it is still common to see a transaction not going through even when a customer wishes to pay via certain methods. Even though the payment option is listed, the transaction doesn’t go through or takes hours to confirm the same. Considering that a traveller expects everything to be streamlined, especially during the 24-48 hour window when the web check-in opens, such experiences related to payment, especially for air ancillaries, tends to put a traveller off. Evaluate aspects like how a traveller arrived on a digital asset, location, type of items they’re looking for, what device they’re using etc. Key takeaway: Remove any friction related to paying.
What is your concern when it comes to the checkout experience on a travel site/ app? Are you happy?
By Ritesh Gupta,
Ai Team
