Travel Websites Know Global Usability

December 26, 2011 Main, Optimal Business Processes

Travel Websites Know Global Usability

By Julia Salem

December 26, 2011

TripAdvisor, Expedia and other travel websites have invested heavily in globalizing their web and mobile experiences. These companies serve customers all over the world, so they are forced to keep up with the latest global user experience trends. Travel sites have become ace jobs to learn from when it comes to balancing their global objectives with local needs of the users.

Six lessons any UX professional can learn from travel sites include the following.

1) 10 Languages Isn’t Global Enough
“Companies that support the leading 10 languages still only reach 70% of all Internet users.”

2) Websites Need to Travel with the User
“It’s no longer good enough for companies to offer only websites optimized for mobile devices; they must also offer mobile apps.”

3) Make it Easy to Switch to a Preferred Language
“One must assume that visitors to travel sites may be using many different web browsers of mobile devices, may be traveling outside their home countries, or may be using shared computers, such as at foreign offices or at Internet cafés.”

4) Stay Consistent Across the Globe
“Web users, particularly bilingual web users, frequently navigate between the .com site and the site for their country or language. Consistency saves users from having to relearn navigation along the way.”

5) Manage Linguistic Expectations
“Users are well aware if a local website isn’t fully localized, why not be upfront about it? By being upfront about it, you will develop a more credible image with your customers.”

6) Look Beyond Revenue When Looking at ROI
“Web localization isn’t just about direct sales, it’s also about lead generation. And it’s about learning what your customers, and future customers, want.”

Source UX Magazine