Worst 3 Sites

CI: China Airlines            AF: Air France            BA: British Airways

After the evaluation of the websites of different airlines, every airline has their unique characteristics. However, there are 3 airlines whose websites are less competitive than the others. They are British Airlines, China Airlines and Air France. Generally speaking, there are some common weaknesses that lead them to gain the lower score in the evaluation.

Firstly, site attractiveness plays an important role since it is the first impression to the people when they visit the website. Since the airlines are selling their air tickets and services, which are the intangible things, attractive photos and slide show can enhance the attractiveness and effectiveness of the website. Therefore, words are not important to the airlines' websites, to a certain extent, but the information also should be simple and clear by using different icons or symbols. As a result, the branding also can be reinforced. However, among these 3 airlines' websites, they are lack of some attractive photos and fancy colour scheme of their website designs which cannot show up their uniqueness and then their branding effects are weaker than the others.

Besides, from the users' (i.e. customers) points of view, they think the website should be user-friendly and easy for them to search their desired information. As a result, business can be generated and also it can maintain closed relationship between the customers and the airlines through the "Frequent-Flyers Program". Compare with other airlines' websites, the procedures of online booking and checking the flight schedules of the captioned airlines are less simple since the users need to click more than 3 times to get their desired information.

In addition, keeping updated information like fight schedules, booking status of the air tickets and any promotion of special packages/offers during different occasions and those are also crucial to the success of an airline website. However, the captioned information of these 3 airlines' websites is not updated on the daily basis and it is inconvenient for the users especially for the businessmen to plan their trips since they do not get the most accurate information (e.g. flight schedules, booking status, etc.) from days to days since the users can access the websites at anytime at any place and the information change time to time.

To be concluded, the above weaknesses can affect the business of the airlines and also their position since the airline is one of the international businesses and the website can help a company to gain more market shares from the global market.