The Subtle Differences Between Male and Female Shoppers
Those in the business of e-commerce know that marketing plays a huge role in making the sale. Proper marketing is a part of the entire process: from reaching out to various audiences through paid search to converting them from visitors to buyers, you have to make several correct decisions in order to generate sales. Some e-commerce models revolve around niches that serve one gender disproportionately when compared to the other, but others will have offerings that cater fairly evenly to both males and females. Below, we’ll discuss a few key findings that illustrate the difference in shopping habits between the two, so that you can be aware of what works best with each audience.
Text Versus Images
While to some it may seems like a gender stereotype from times past, the biggest way to stimulate interest in a product among male and female audiences comes down to how the product is featured. Study after study has shown that females prefer an image or video-dense visualization of the product prior to purchasing, while males will go for more detailed, text-based product descriptions. Whatever the reason, females prefer being able to visualize and “see” the product more than males, who would rather read about its specifications and technical elements. Depending on the audience or the type of product you are selling, this information may be key in determining how best to be pinging users via paid search, social media and more.
Once again, how products are compared to one another should be handled differently depending on the primary gender target of the product. With females, there is a stronger preference to compare products by associating other products via recommendations; we have all seen this feature on sites such as Amazon. With males, a comparison tool that allows the individual to select multiple products and then assess their features side-by-side is a better strategy. Both genders respond equally well to elements such as customer ratings and reviews, so you’ll want to be sure to include an element such as this no matter the target.
When dealing with elements of the site that allow individuals to contact you, males and females tend to have different preferences. For females, you will want to spring for the option of live chat; this is where you’ll be able to increase conversions by having questions answered in real time. With males (much like the old asking for directions dilemma), you’ll achieve better results by implementing intelligent search features and searches that can be filtered to help them find what they need. Both genders appreciate being able to share their experiences via social media (as you do, too) and having their online payment options clearly listed.
There are many shopping habits that both males and females share, but a few simple changes when pinging users based on gender can make a world of difference in your sales. By providing flexible and gender-preferred communication options, comparison elements and using descriptive style variations, you can be sure to optimize sales among your chosen demographic.