Comment by sgt101
3 hours ago
And the reason why there are 10 clicks is that that is the number of decisions that is required to get people to hand over their money.
There will have been an A-B test with 9 clicks -> less sales, less revenue.
There will have been an A-B test with 11 clicks -> less sales, less revenue.
The people making these sites are not dumb. They are also sitting on thin margins nowadays, and mostly from the airlines and hotels rather than from the users.
That doesn't apply to a corporate travel portal. If you're on the portal, you're booking a business trip. You're not going to not book a trip because it takes 1 click too many.
That's approximated by the portals - the people building these go and look at Expedia for their flow and design ideas... so the information permeates across.