- Keynote studies assess the business and technical effectiveness of
leading sites to determine top performers, best practices and
- Southwest ranks first for overall customer experience for fourth
year running; Expedia, a close second, is tops among OTAs
- Continental ranks first for overall technical quality
- More than any other site, panelists associate the positive brand
attributes "Friendly," "Fun," "Good Value," "Innovative," "Reliable,"
and "Trustworthy" with Southwest
*Share this news via Twitter @Keynote_Mobile
SAN MATEO, Calif., Apr 17, 2012 (BUSINESS WIRE) --Keynote
Competitive Research, the industry analysis group of Keynote
Systems (Nasdaq: KEYN), today announced the results of a new study
examining the business and technical effectiveness of air travel booking
websites. In the 2012 Air Travel study Southwest took first place for
Overall Customer Experience, while in the Technical Quality portion of
the study United Continental Holding's Continental.com site, since
rebranded United.com, scored first overall. The entire study is
available for immediate purchase. To request more information please
Winners of Keynote
Competitive Research studies are invited to participate in the
Excellence Program which recognizes the "best of the best" websites
as ranked in the studies. The rankings are based on responses from real
users, who were observed as they accomplished tasks on each of the sites
studied, as well as real data collected through Keynote website
monitoring to assess the technical quality of the sites. For each study,
Keynote recognizes the companies with the overall top ranking, as well
as those exhibiting excellence in specific categories.
For the 'Customer Experience' portion of the study, Keynote observed and
conducted online interviews with 2,022 online adults as they interacted
with the websites of a total of 10 leading air travel booking websites:
American Airlines, Continental Airlines, Delta Airlines, Expedia,
JetBlue Airways, Orbitz, Southwest Airlines, Travelocity, United
Airlines and US Airways. Each study participant had used the Web to
research and/or book a flight online and planned to do so again within
the next 12 months.
For the 'Technical Quality' portion of the study, Keynote performed
6,000 total measurements for each site, for a total of 60,000 total
measurements, from 12 locations in the U.S. The data was collected every
day over a one month period during the websites' peak period (8:00
AM-Midnight, EST., Monday-Sunday).
Keynote Competitive Research produces leading industry research using
the company's commercially available Web
performance monitoring and real user experience testing products.
Keynote regularly evaluates the current state of online customer
experience, technical quality (responsiveness/reliability) and
implementation of best practices on leading websites across a wide
variety of vertical markets including financial services, automotive,
media/entertainment, retail, travel and technology.
More Information about the Customer Experience Rankings for Air
Travel Booking Websites
For the Customer Experience component of the study, Keynote sent 200
U.S. resident Internet users to each of the 10 air travel websites. The
panelists were first asked to spend long enough on the site's home page
to form an impression of the site and gain an understanding of its
unique offerings. Next, panelists were asked to complete one of two
search tasks: Finding a one-week round-trip itinerary between two named
cities in the next two months with dates, times and price they might
consider booking, or finding an attractive round-trip itinerary between
two cities of the user's choice from among those supported by the site.
After completing this search, panelists were asked to use the
site to look for a flight to New York starting from a page they would
have seen had they done a keyword search for "flights to New York City"
using a search engine such as Google and then clicked on a link for the
company's website on the search results page. Finally, the panelists
were asked to proceed through the process of booking the flight they
found during the previous task, going as far as possible without
actually completing the purchase.
The study revealed that when tested by actual users, Southwest offers
the strongest Overall Customer Experience. To achieve the top Overall
Customer Experience ranking, Southwest placed first in all of the three
indices -- Brand Impact, Conversion Impact and Customer Satisfaction --
that the Overall Customer Experience Index is comprised of. Other key
Ease of Booking is the most important aspect of the customer
experience, predicting brand perceptions and conversion;
Price Satisfaction, Site Organization, Flight Search Option
Satisfaction, Flight Availability, and Visual Appeal are also key
drivers for brand and conversion;
Southwest, Expedia, Orbitz, Travelocity, and Continental are the top
sites for Conversion, and Customer Satisfaction (along with Delta and
JetBlue). (The Continental.com site has since been rebranded
"Once again, Southwest has proven that it's a real high-flier when it
comes to online customer satisfaction," said Chris Musto, general
manager of the Keynote
Competitive Research group at Keynote. "While Online Travel Agencies
(OTAs) like Expedia and Orbitz continue to perform well in our air
travel study and consistently beat out the other airline sites,
Southwest stands out for its ability to delight travelers with the ease
of use, value, and what are perceived to be the fun and friendly
characteristics of its website."
More Information about the Technical Quality Rankings in
the U.S. Air Travel Booking Websites Study
In addition to evaluating customer experience with actual users, the
Keynote study also examined two broad aspects of technical quality:
responsiveness and reliability. Responsiveness comprises: high speed
response, DSL (midband) response, response time consistency, geographic
uniformity and load handling, while reliability is comprised of
availability and outages. For the 'Technical Quality' portion of the
study, using measurement computers located in 12 cities across the U.S.,
Keynote measured a typical transaction of searching for and reserving a
flight online. Each measured transaction began at the site's Home Page
then followed the process of searching for flights, selecting a flight,
and ending at the reservation page that prompts the user to enter
his/her personal information. Based on the thousands of transactions
monitored over the course of the study, United Continental Holding's
Continental.com website, since rebranded United.com, ranked first in
Overall Technical Quality.
In order to collect the Technical Quality data Keynote used its Transaction
Perspective(R) product, the leading real browser-based service for
measuring and monitoring website performance from the end user
perspective. With Keynote Transaction Perspective the company examines
website performance from multiple geographic locations by simulating
users clicking through transactions on a website. Keynote collected
approximately 6,000 data points that detailed each of the sites'
technical performance in terms of page responsiveness and reliability.
The study is available for purchase from Keynote and comes with
extensive analysis of brand impact, acquisition impact, reliability and
responsiveness and the factors that drive sites' performance in these
areas. Clients will receive an executive presentation, extensive back-up
charts and illustrations, and online access to all clickstreams,
verbatims, question responses and panel facts for all panelists at all
sites for all tasks and can download and use this data in their own
research. To inquire about a copy view: http://bit.ly/AirTravelStudy.
About Keynote Systems
Systems, Inc., (Nasdaq: KEYN) is the global leader in Internet
and mobile cloud testing & monitoring. Keynote maintains the
world's largest on-demand performance monitoring and testing
infrastructure for Web and mobile sites comprised of over 4,000
measurement computers and mobile devices in over 275 locations around
the world that enable companies to continuously improve the online and
mobile experience. Known as 'The Mobile and Internet Performance
Authority(TM), Keynote offers three market-leading product platforms:
Perspective(R) provides on-demand performance monitoring for
enterprise Web and mobile sites including online portals, e-commerce
sites and B2B sites. Over 2,000 customers rely on Keynote Perspective
services to know precisely how their websites, content, and applications
perform on actual browsers, networks, and mobile devices.
DeviceAnywhere(TM) is an enterprise-class, cloud-based, mobile
application lifecycle management (ALM) testing & quality assurance
platform. It is used by over 1,000 mobile developers and enterprises to
deliver mobile applications, content and services faster while reducing
downtime and testing costs.
SIGOS offers active end-to-end Quality of Service (QoS) testing
and monitoring solutions for mobile, fixed and VoIP communications. Its
SITE and Global Roamer products are used by over 200 network operators,
content providers, carriers and regulators in over 100 countries
Keynote's 4,000 customers represent top Internet and mobile companies
and include American Express, AT&T, Disney, eBay, E*TRADE, Expedia,
Google, Microsoft, SonyEricsson, T-Mobile and Vodafone. Keynote Systems
is headquartered in San Mateo, California and can be reached at http://www.keynote.com/
or by phone in the U.S. at 1-800-KEYNOTE.
Keynote(R), DataPulse(R), CustomerScope(R), Keynote CE Rankings(R), Keynote
Customer Experience Rankings(R), Perspective(R), Keynote Red Alert(R), Keynote
Traffic Perspective(R), Keynote WebEffective(R), The Internet Performance
Authority(R), MyKeynote(R) , SIGOS(R), SITE(R), The Mobile & Internet
Performance Authority(TM) and Keynote FlexUse(TM) are trademarks or registered
trademarks of Keynote Systems, Inc. in the United States and/or other
countries. All other trademarks are the property of their respective
owners. (C) 2012 Keynote Systems, Inc.
SOURCE: Keynote Systems, Inc.
Keynote Systems, Inc.
Dan Berkowitz, 650-403-3305