Industry UX Research
A large-scale research study on how to optimize the online User Experience specifically for Travel Tours & Experience Booking websites.
At Baymard Institute, we have a whole User Experience research topic devoted specifically to Travel Tours & Experience Booking websites.
This research study examines what users expect and how they behave online as they explore, browse, evaluate, and book tickets at small- and medium-sized websites offering local tours and experiences.
The study examines both what users think when they initially land on the homepage, how they perform their tours and experience search queries depending on their travel context, how they evaluate and compare the results and listings, use map views, read up on tour and experience details, use image galleries – and, of course, what users think and where they get stuck during the booking and checkout flow itself.
Through our 110,000 hours of large-scale UX research, we’ve identified 280+ in-depth User Experience guidelines that are particularly important to Tours & Experience Booking websites. The majority of the UX research findings also apply to ticketing and event sites in general (outside the travel industry).
The tested Tours & Experience websites in our study include:
Baymard’s tours and experience UX research is based on more than 300 qualitative participant/site usability test sessions following the “Think Aloud” protocol. During testing, the participants encountered 1,200+ medium-to-severe usability issues on the travel tours and experience websites while searching for, comparing, and booking tours and experiences for their next trip.
This page provides you with a brief overview of Baymard’s tours and experience UX research. Full access to all of our tours and experience UX research is available as part of Baymard Premium.
FREE RESEARCH CONTENT
We’ve released a small subset of the 280+ Premium UX research finding for Travel Tours & Experience Booking sites for free in these articles:
PAID RESEARCH CONTENT
With Baymard Premium, you get access to 280+ UX guidelines relevant to improving travel tours and experience booking websites. On top of this, you also get access to 150,000+ best practice examples and 225,000+ UX performance scores from other industries - sometimes the best designs and ideas come by looking outside your own industry.
IN-DEPTH REVIEW OF YOUR SITE’S UX PERFORMANCE
If you don’t want to read all of the research findings, but “just want the results”, then have Baymard’s team of researchers audit your Tours or Experience Booking site.
The audit provides you with a detailed external review of your Tours or Experience Booking website’s UX performance across 280+ UX parameters, as well as a detailed UX performance comparison against 7 leading Travel Tours & Experience Booking websites. The UX audit also provides you with 40 prioritized suggestions for UX improvements, with best-practice implementation examples.
Learn more about Travel Tours & Experience Booking UX audits
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“We like what we are reviewing from the audit - great analysis and feedback.”
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
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“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.”
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“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it’s doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.”
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“Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.”
“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.”
“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.”
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“after benchmarking checkouts for a couple of hours last week… this resource is magical http://t.co/ISKOfyGE”
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This UX research on tours and experience websites is part of Baymard Institute’s full 110,000 hours of large-scale research catalog, which is based on:
Baymard’s research methodology is described in detail here.