Does your mobile site provide a better UX than desktop?

There's no denying that we live in a digital-first world, with businesses from every industry having to embrace a number of online channels in order to compete against one another; and in one of the most competitive markets out there, travel brands are definitely feeling the pressure to make the switch to digital as quickly as possible.

Whether it be desktop or mobile, travel brands are embracing the online space to ensure their customers can leverage all the benefits an omni-channel approach offers. But, an article we came across on the Tnooz website notes that while a desktop site may be the first platform created by a travel brand looking to expand online, a number of businesses have found that the user experience (UX) of their site is actually better on mobile than it is a standard PC.

A study from eDigitalResearch discovered that a number of travel brands ranked lower for user experience on desktops compared to mobile. Lufthansa came top in terms of user experience, with 83.4% positive reviews for its desktop but 83.6% for its mobile site; First Choice scored 83.3% for desktop and 85.2% for mobile; but recorded the most significant difference, with 81.9% for desktop and a high score of 86.1% for mobile.

This surprised us, as like we said, usually a desktop site would be the first port of call for all businesses – travel included – when it comes to improving their online presence. But it needs to be noted that data gathered from mobile sources such as mobile sites, but also social channels, is incredibly important and key to informing omni-channel strategies. And with an Accord half-day conference hosted last week discovering that users tend to use mobile social channels to research and book holidays more than when sitting at their PC on a traditional website, ensuring the mobile experience of users is good should be made a high priority.

This isn't to say, however, that travel brands can forget about their desktop experience – quite the opposite. Both desktop and mobile user experiences need to be brought in-line with each other and maximised so that there is a consistent user experience across all channels.

Travellers conduct more research before booking a trip than ever before, switching between devices constantly. The gap between desktop and mobile therefore needs to be bridged to help secure those all-important sales. Both mobile and desktop sites need to be easy to use and promote trust. This can be achieved with the following:

  • Make the CTA clear and concise on both

  • Be clear about the package and travel services on offer

  • Make the check-out stage short

  • Include trustworthy payment icons

  • Display all security and check-out information in a clear manner

  • Ensure load times are swift

  • Ensure the design of both sites is responsive

A smooth consumer journey and consistent experience between sites will help any travel brand secure more and happier customers on either device. Are both your desktop and mobile site delivering a consistent user experience?