NEW YORK, Dec. 16, 2013 /PRNewswire/ -- Maxymiser (www.maxymiser.com), the global leader in unified customer experience optimization, today released its latest research study, On The Road To Multichannel Travel. The in-depth report examines how consumers use online and mobile devices to browse, research and book travel plans, as well as the impact of an optimized and personalized experience on customer loyalty, engagement and revenue.
A key finding is that personalization directly influences customer engagement across the entire funnel. 46 percent of respondents cited personalization – be it in the form of geo-location targeting or behavioral targeting – as a critical component of both the online travel research and booking experience. Additional findings from Maxymiser's research include:
Optimized site structure and global navigation generates repeat customers. 54 percent of Americans identified various elements of site structure – easy site navigation, site speed/performance and easy/fast checkout process – as important aspects of both travel research and booking experiences.
Personalized offers adapt to differing purchase behavior across web and mobile devices. 48 percent of desktop/laptop users purchase multiple travel products/packages, compared to 77 percent of mobile users who purchase a single travel product.
Mediocre experiences push customers away to competitors. 62 percent of respondents indicated they are not likely to book again in the future, and 17 percent would never return, if presented with a poor experience on a travel website or mobile site.
"In today's digital travel landscape, travel companies and marketers must understand that a successful multichannel strategy cannot be achieved by simply developing a mobile site or launching an app," said Nadir Ali, Principal Consultant, US Travel at Maxymiser. "It can only be achieved by providing consumers with relevant, frustration-free products and services that inspire, delight and cultivate loyalty, regardless of their device of choice. Only then will travel marketers position themselves for strategic growth and reap the long-term benefits of a unified customer experience, such as increased reservations and revenues."
The study was fielded from September 25 to October 1, 2013 and garnered a total of 1,000 responses. It targeted a random sample of US consumers, 18 years or older, who own at least one desktop/laptop computer, smartphone and tablet.
Maxymiser empowers brands to transform every digital interaction into seamless, relevant and engaging customer experiences with its cloud-based testing, personalization and cross-channel optimization solutions. Known for serving billions of individual experiences across every device, Maxymiser leverages customer data to dramatically boost engagement and revenue, while also driving long-term business value. Recognized by Crain's New York Business as a 2013 Fast 50 company, Maxymiser serves nearly 10 billion experiences each month worldwide. Combined with a team of vertically focused digital experts, Maxymiser's Customer Experience Optimization suite quickly delivers measurable results to every client through A/B and multivariate testing, segmentation, behavioral targeting and product recommendations for the web, mobile, social and email.
Maxymiser works with some of the world's most iconic brands, including Progressive, Office Depot, Alaska Airlines, Harry & David, LIDS, Sovereign Bank, Teleflora and Wyndham Hotel Group. Founded in 2006, Maxymiser is headquartered in New York with offices in Chicago, Edinburgh, Dnipropetrovsk, Dusseldorf, London, Munich and San Francisco. To learn more about Maxymiser, please visit www.maxymiser.com and connect with us on Facebook, Twitter and LinkedIn.