Mark Simpson (YouTube) discusses how guests increasingly want to ask questions prior to completing a booking on a website. He notes that even when users reach the payment/booking page and are ready to enter credit card details, they often still have last-minute questions—motivated by budget concerns or simple clarifications—so websites should support a seamless Q&A flow through to payment.
The guest now, and this is not 100% of the time, but it's definitely becoming a thing. The guest wants to ask questions. They want to ask the questions before they're clicking the book button. Now, boosted websites, where, you know, the technology we've created, we've been able to create a system that they can start on the website and they can finish making a payment on the website. All great. But what we're noticing, even when somebody is getting to the booking page where they're about to type in their credit card details, they still have got a question to ask. Whether they are cherishing the money to make sure it's going to be spent in the right place, or whether they just want to simply ask a couple of questions.
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