LOW cost airlines Easyjet and Vueling are the companies with the most effective websites in Spain, according to a study from digital marketing consultants Multiplica which analysed the websites of the 20 most prominent airlines in the country. According to them, the low cost airlines were assessed as being “very much more positive in terms of online persuasion than traditional airlines, although they were marked at less than 3.5 points out of 5, with the exception of Easyjet (4.07) and Vueling (3.52)”. This was because the low cost airlines “saw the internet as their principal (if not only) means of selling tickets and their efforts to create a site conducive to persuading people to buy were more decisive”. Included in the study, called “Airline companies persuadability 2005” were the following: Air Berlin, Air Europa, Air France, Air Madrid, Air Nostrum, Alitalia, British Airways, Easyjet, Iberia, Lufthansa, Ryanair, Spanair, Transavisa, Virgin Express and Vueling. The consultants define “persuadability” as “the capacity of a website to turn a user into a subscriber, a lead or a client”.
Different professionals from Multiplica made an independent study of 46 factors which they considered influential in the potential conversion of site visitors into customers, such as the ability to search for flights on flexible dates, the inclusion of guarantees of refunds and site privacy, the possibility of buying without registering and visual help for the purchase.


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