It varies between sectors and types of users, but conversion rates for those making a travel booking are generally low - often in the single digit percentage range.
But why do so many consumers who have actively decided to buy a product still abandon their travel booking during those final phases online?
A SaleCycle surveyed 1,000 consumes last summer to try and find out why.
One of the most commonly cited reasons is that despite being "in the booking path" they are still not ready to complete their travel booking.
Obviously price is a major factor - a cheaper deal is found elsewhere or they might have second thoughts.
The results, displayed here in an infographic, are worth examining to see if your own brand is taking enough steps to lower these abandonment rates...