first as Google rates UK travel sites on mobile friendliness

Google has rated, followed by Kayak, eDreams and Lastminute, as the most mobile-friendly travel sites in the UK.

The release of the research, timed for the start Mobile Web Congress in Barcelona, is accompanied by a Speed Scorecard enabling companies to see how their site speed fares against top brands across 12 countries.

Google is also releasing an Impact Calculator so travel companies can see potential lost revenue. The study says an average site could see an increase of $255,000 in mobile load times from six seconds to three.

Average site is seen as 150,000 monthly site visitors, initial conversion rate of 2.5%, and average order value of $75. Google supports its research with a study published in September 2016 which revealed that 53% of visits are abandoned if a mobile site takes longer than three seconds to load.

The study shows that UK travel sites score an average of 72% in usability. The company studied 460 travel, retail and finance sites across the EMEA region to come up with its findings. emerged top in the usability study with a score of 87%, with Kayak, eDreams and Lastminute all coming in at 83% followed by Trainline at 80%.


Related reading:

Speeding your way towards user engagement and conversion
Planes, trains and auto-fill: The future of holiday buying is faster, smarter, simpler 

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