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Lowcostholidays Customer Feedback: Homepage

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Lowcostholidays homepageCaptain Conversion ran a customer feedback study on Lowcostholidays.  The goal was to find out what works and what puts people off booking.  We shared feedback on the search & booking pages; now we’ll show you customer feedback on Lowcostholidays’s homepage (including video clips).  And as someone who knows the value of feedback, you’ll get some good insights from this.

What works on the homepage

People felt reassured by the trust indicators at the top of the page.

Watch a video clip of what one person said:

The trust indicators did a successful job of establishing credibility.  People felt reassured knowing Lowcostholidays had been in business for a decade.  It quashed fears they were a fly-by-night company – one that might not be there when needed.

The ‘Fully Licensed & Bonded’ message and IATA logo weren’t anything unique to Lowcostholidays.  But people still noticed them and felt reassured by their prominent position.

Some companies make the mistake of assuming that, because trust logos like ABTA are common across travel sites, they don’t need to display them prominently.  But we know from our studies that, while customers realise ABTA protection is standard, for example, they notice when the logos aren’t there.  Hiding them creates scepticism.

People liked the destinations popout menu in the top navigation.

Here’s a video clip:

Users really liked this popout menu; it looked useful and well-organised.  And it was immediately obvious they could use the content for ideas and inspiration.

Find out why this user got so frustrated and how to avoid it

Get all feedback from this Lowcostholidays.com study

Boost bookings by finding out what works and where the real problems are.  Download the full Lowcostholidays Customer Feedback Package (includes reports and full videos), and discover all 36 insights and recommendations – for both the search & booking process and homepage.  The Feedback Package contains:

Customer Feedback Package

  • Homepage Customer Feedback Report (PDF)
  • Search & Booking Feedback Report (PDF)
  • Questionnaire results (Excel)
  • All 5 full customer feedback videos (MP4)
£449
Instant download, secure payment

Barriers to booking on the homepage

It wasn’t obvious how Lowcostholidays stands out from its competitors.

“I’ve been on other sites likes Thomas Cook and Jet2Holidays, and it [Lowcostholidays] does look very very similar.”

“It looks quite standard.”

“I can assure you, your competitors have got similar websites.  At the end of the day, it’s just [about] price and service.”

Most holiday booking sites claim low prices, deals and discounts.  So the ‘low-cost holidays’ message per se isn’t enough to stand out from the crowd.

One person did eventually read the value proposition on the homepage though, and was impressed that Lowcostholidays offers cheap tailored holidays.  Here’s a video clip of what he said:

The ‘tailored low cost holidays’ message resonated with him, as he expects tailored holidays to be more expensive than pre-packaged ones.  So I recommend making this value proposition more prominent – tagline, headline, header graphic etc. – to stand out from competitors.

It wasn’t clear what the ‘Extras’ menu item would show.

Watch a video clip:

The most obvious solution to this ambiguity problem is to make Extras a popout menu, like Destinations.  Give visitors an immediate way of knowing what this section contains (Airport parking, Attraction tickets, Car hire etc.) without having to click the link and leave the homepage to find out.  Many people won’t bother.

Find out why this user got so frustrated and how to avoid it

Get all feedback from this Lowcostholidays.com study

Boost bookings by finding out what works and where the real problems are.  Download the full Lowcostholidays Customer Feedback Package (includes reports and full videos), and discover all 36 insights and recommendations – for both the search & booking process and homepage.  The Feedback Package contains:

Customer Feedback Package

  • Homepage Customer Feedback Report (PDF)
  • Search & Booking Feedback Report (PDF)
  • Questionnaire results (Excel)
  • All 5 full customer feedback videos (MP4)
£449
Instant download, secure payment

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