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Digital customer knowledge specialist

The collection took places in September 2013 involving 1,780 French e-shoppers, aged 25 to 65, who purchased a travel hotels, holidays and plane tickets online at least once over the last 12 months.

Methodology

Online Abandonment

9% 9%Never

31%33%More than 50% of the time

Sep. 2013April 2013

April 2013 35%Never

More than 50% of the time

April 2013 35%

April 2013 5%

Sep. 2013

33%

5%

Subpopulation of frequent buyers (7 purchases or more over the last 12 months)

DROP OUT FREQUENCY DURING THE NAVIGATION

“Simplicity of use” alongside “Condence”

Sep. 2013

NON-DROP OUT CAUSES

April 2013

The proposed price was the main criterion

19%24%

Sep. 2013April 2013

I favour easy to use websites

18% 23%

55% 55%

I only use websites I fully trust

Sep. 2013April 2013

Travel Industry

Competitors are rubbing their hands togetherWHAT BEHAVIOUR AFTER ABANDONMENT?

22% 22%I switched to a comparison website

17%32%After a while, I started again my search on the same website

32% 47%I went to the competition( website or physical store)

Sep. 2013April 2013

Sep. 2013 18%Offers being unavailable

18%A too complicated website, not intuitive

34%Unpleasant price related surprise

ABANDONMENT MAIN REASONS