I assume that most people here have used www.google.com. It is
wonderfully easy to use.
If I compare this to travel websites, though, I can't say the same.
Obviously, the tasks are much more complex, but I still feel that
websites like Expedia overload the user and miss out on opportunities
to simplify tasks. Not only that, but they miss out completely on the
opportunity to get the customer excited about their travel destination.
Let me throw out some theoretical numbers: 50% of customers drop-off
at the homepage and only 10% of people who intend to book ever
complete their tasks. If anyone has better guesses or real numbers,
that would be great to hear.
My questions, though, is what do you, my fellow interaction/usability
experts, believe would be realistic improvements targets? This could
be applied to other types of website, I just chose this to be specific.