Speed is key for retaining mobile site users, says Google

The use of mobile device by travelers has increased exponentially since 2009. Indeed, according to eMarketer (October 2012), the percentage of US Leisure Travelers using their mobile rose from 8% to 38 % in 2012. This trend is even more remarkable if we look at Business Travelers as 57 % declared using their mobile to look for information while they were only 25% in 2009. Business travelers are not only eager to look for information but also to book and check-in/check-out through their mobile device. Indeed, if made available 79% of US travelers would use their mobile for their check-in/check-out (eMarketer, July 2012). Considering this huge opportunity, getting in the m-tourism has become a priority for travel companies.

However, to get in is not sufficient, travel companies have to use it properly. Indeed, the first requirement of customers using their mobile is to have mobile sites or apps that load quickly. Indeed, Shane Cassells, online conversion specialist at Google and Dave Ambrose, senior director of mobile and social at Travelzoo, explain that customers are expecting more and more efficiency and are easily running out of patience. The speed of loading is determinant to retain customers and potential sales on this kind of devices. Indeed, considering the amount of apps, games and sites available on mobile, companies have to handle a market in great competition. Still, companies tend to have invested time in having a great design over getting an efficient and intuitive apps or sites.

Shane Cassells and Dave Ambrose provide some main points to follow to achieve a fast customer experience. In fact, the Google expert advices to privilege site to apps if companies can’t do both. He also recommends looking at site analytics to get to know what your customers is looking for. Moreover, he explains that the mobile site needs to be intuitive to enhance the customer experience, that considering the size of the smartphone the calls to action have to be big enough to be pressed using thumbs. Another important point that is stressed by Shane Cassells is to facilitate communication between companies and customers through, for instance, the incorporation of a phone number as a call to action so that customers just need to press the button to reach the company. Regarding interactive elements and animation, Dave Ambrose advises to choose HTML5 rather than flash.

Additionally of being easily accessible, Dave Ambrose, emphasizes the importance to have call to action that can be clearly identified. Thinking “mobile first” is also a crucial factor, especially when targeting last booking. Indeed, hotels are successfully converted into sales the visit on their mobile sites. In addition to last minute booking, it appears that generally, purchases operated through mobile device tend to be low cost.

The challenges that companies have to face when turning to m-tourism are plural. Indeed, the number of mobile devices (smartphone, tablet) as well as the different types of platforms (Android, Blackberry, iOS) obliges companies to a large investment of time, technology and money. It also forces them to be constantly up-to-date regarding novelties. Companies have now to deal with impatient and demanding customers that will easily put them aside. Thus, staying on track by being constantly on the look-out for the last technology will guarantee them consistent return on investment.

As m-tourism clearly targets Business travelers, travel companies should thus develop apps and sites that will fit with the specific requirements of this market. However, the full development of m-tourism can’t be achieved without reassuring customers regarding the use of apps or mobile sites to purchase, or provide private information. Indeed, according to a recent HRS (Hotel Reservation Service) survey, only 18.2% of interviewee would agree to buy a hotel room with their mobile. Even if m-tourism has risen as a new distribution channel, still, work needs to be done from the travel companies’ side to convince consumers to fully use this new channel.

Key words: m-tourism, mobile devices, apps, fast loading sites, business travelers, last minute booking.

More information can be found at:

http://www.travolution.co.uk/articles/2013/01/24/6385/speed-is-key-for-retaining-mobile-site-users-says-google.html#disqus_thread
http://www.eyefortravel.com/mobile-and-technology/smartphone-revolution-why-it-pays-keep-latest-technology
http://www.newmediatrendwatch.com/markets-by-country/17-usa/126-online-travel-marketv

Written by Estelle Bidon and Audrey Tatard