I don't see the point of using the CX website to make a booking, unless you are going for the first time bonus of 5000 miles, which is still very small compared to many other airlines. Here are several reasons:

1) What a price! The prices are not even close to what I get from the travel agents or consolidators.

2) Terrible search engine that does not perform its job. After 4 tries, this is what I got. "There has been an error that has prevented us from fulfilling your request." Even if anyone DO want to make a reservation, how can you do so with the system that does not get you anywhere?

3) Not only is it slow, it's user-unfriendly. For example, when you try to process a roundtrip that does NOT originate in HK, the computer rans into few problems. They can't even process my YVR-SYD-YVR request to return me a quote! Even using "multiple destination" function, the computer runs into error.

4) Lack of incentives. Why bother paying extra $$$ for little or no bonus? Well, unless they start offering complementary one-way upgrades to the ticket purchased over the website! haha.

I guess the business travellers who pay full fares MIGHT utilize their webpage. BUT, for leisure traveller like myself, I don't see the point to search for a fare on the web-site which do not even let me choose the sub-classes I want to book in.

I recall a survey a while ago, when they asked what is the first thing I look for in the online-booking. My first response is "good price". So, if CX want to alure some customers, they might need to work on it.