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A new report on cruise bookings via the Web found it was easier than ever but problems remained such as error messages, problems figuring out the total cost, and struggles to find desirable dates.
Other key findings from the Web Mystery Shoppers International’s second annual study of cruise bookings online:
—Forty percent of shoppers continued to be frustrated because of they could not determine the total costs of their cruise.
—Error rates have declined, but remain “disturbingly high.” The report found the error rate decreased from an average of 45% last year to a “still-high 34% this year.”
—Prices were perceived to be significantly lower in 2004 than they were a year earlier.
Said Tema Frank, president of Web Mystery Shoppers International Inc.:
“Clearly, the owners of cruise-related sites are getting the message that usability is (the) key to sales.”
The study queried 429 consumers about 11 leading cruise-related cruise sites, including Hotwire. The later came out on top when shoppers were asked whether they would recommend it to friends.
Report by David Wilkening
David
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