The internet has made it possible for airport passengers to access high-quality information within a nanosecond. Also, it has impacted service expectations as passengers expect to be served 24/7/365 days. Today’s passenger expects information at their fingertips, putting pressure on airports to deliver real-time information. Airports now have the chance to share information to passengers instantly. But more importantly the rise of new and high-tech mobile devices has stirred another revolution in mobile and user experience.
In relation to passenger expectations basket abandonments are inevitable whilst pre-booking car parking spaces at airports.
The most common causes are poor usability design and the visitors who are at the awareness stage - just shopping around, with no real intention of completing an order. AeroParker understands what causes some passengers to abandon ship before completing their pre-book car parking purchase. We’ve listed a number of factors for airports to consider before re-thinking the pre-book car park checkout strategy.
- Isolating the checkout
- Website design
- Validation and error prevention
- Address capture
- Payment options
- Order summary
- Order confirmation
- A/B split testing
Several ways AeroParker has helped reduce abandonment:
- Simplify the checkout by reducing the number of clicks required to complete the purchase
- Remove compulsory registration and allow passengers to use a guest checkout
- Removing any last minute surprises at the checkout
- Offer alternative payment methods such as PayPal and Apple Pay to make it easier
- Be clear so the passenger knows exactly how to pre-book, avoid wasting their time working out what to do
The AeroParker platform ensures that conversion rates are always maximised by enhancing the checkout process to be as quick, easy and safe as possible and ensure that abandonment numbers were kept to a minimum. AeroParker has also integrated Braintree as the payment gateway to deliver a site which takes secure payments. This will not only enrich the airport’s brand but also effectively increase the chance of sale conversions.
If you still have passengers abandoning the checkout then invite them back through a retargeting approach using a ‘did you forget to purchase’ email - especially if you have a discount or some other incentive to offer. Airports must embrace newly developed and effective information technology solutions to run non-aeronautical operations smoothly and efficiently. At the same time, the main focus has and will always be to provide excellent customer service.
AeroParker is a specialist pre-book and pay e-commerce platform for airports including yield management which offers airports a direct channel to sell parking and ancillary products and services to passengers in advance, whilst building customer relationships for future commercial gain. With 15 years’ experience in airports, AeroParker works with airports such as Manchester, Cologne, Humberside and London Stansted and airport groups such as Avinor.