Men VS Women. How do we make a purchase decision ...

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    There are many factors that influence decision making in the online shopping process, BUT one of the most important is the gender of your customer.

    Men and women make purchases in completely different ways, with different goals, business approaches, motivation and time to make a decision.

    To fully study this issue, it will take decades. But even with the naked eye it is clear that men and women think differently, respectively, and they make purchases in the same way.

    Therefore, identifying the main trends that they follow during shopping is the key to successful sales.

    And now about the trends ... and how to use them in sales.

    1. A man on a mission, a woman on a walk ...


    The scientifically proven fact that women can use both hemispheres of the brain, which allows them to make decisions faster, while men use only the left hemisphere, therefore, they hesitate longer with decision making.

    In general, the left part is responsible for logical thinking and facts, the right part is for visualization.

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    (http://idop2science5.pbworks.com)

    Women also use the cerebral cortex to perform tasks, while men mostly use the gray matter of the left hemisphere.

    In the context of online shopping, this difference in the structure of thinking leads to the fact that men are more focused on buying, as if they were on a mission.

    Women are more likely to browse through various products in search of what they might need. Therefore, women tend to abandon the originally planned purchase in favor of a more profitable option, men do not.

    2. Men - practicality, women - for joy ...


    According to Brown Mingpanria research in 2014, customers have 2 motivating factors when shopping online:

    1. Utilitarian. Which means that you make the purchase "as needed."

    2. Hedonic. When you buy simply because you like it.

    Men are more prone to utilitarian purchases. Therefore, to sell them something, you just need to justify the need for this purchase. When selling, concentrate on the beneficial properties and benefits of this purchase.

    Women - Hedonic Shoppers. Women love the atmosphere of comfort, attention and care when shopping - CREATE IT. Also, women are always interested in learning more about your store, brand history, and how they will feel after purchasing your products.

    The Zappos online store , for example, shows different landing pages for men and women, guided by these gender characteristics.

    The page for men contains clear navigation through the sections of the site, while the page for women is aimed at selling emotions from the purchase.

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    The same can be found on the ASOS website . During their Halloween sale, they made two different pages for men and women.

    Men were shown photographs of individual things that are in the store, and women were shown how these things would look on themselves.

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    3. Women hunt, and men prefer comfort ...


    In their work on online shopping , Seock and Bailey found that during shopping, women visit more sites and compare more options than men.

    They also found that women were more often in the long search for discounts and sales, while men preferred the speed and comfort of shopping.

    Women like to go around the sites, browsing through various products.

    Offer them a nice interface, add the ability to share on social networks and reviews of other customers.

    Fab.com is a great example of an online store for women. They offer a simple, yet intuitive product selection page, an easy and quick search by category, model, brand and color, the ability to add favorite products to “Favorites” and quickly share on social networks.

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    4. Women are guided by emotions, and men - by facts ...


    As soon as a client makes a decision to purchase a product or service, the information about this purchase in his head should be put together in a single puzzle.

    Studies show that the process of making a decision and finding this very information varies greatly between men and women.

    Women demonstrate a more integrated approach. They are guided by both subjective (reviews of other users) and objective information in the decision-making process.

    Men are only interested in objective characteristics (speed, volume, mass, functions, etc.).

    This absolutely does not mean that reviews about a product or service are not important for men, just men rather use these reviews to form their own opinion about the product. While women are trying to understand why the person who left the review bought this or that product and how similar their situations are.

    Given these features, Trip Advisor added the ability to filter customer reviews.

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    5. Men are devoted to the brand, women are to good service ...


    A study conducted by the University. Erasmus of Rotterdam shows that when a man finds a brand that suits him, he is likely to remain loyal to him. In particular, this applies to cars, banks, household appliances and electronics.

    Women are more likely to change their brand if another company offers them better service and increased attention.

    In the process of using targeted advertising for women, concentrate on building a warm trusting relationship, for men - emphasize the benefits of your product. ClickTale

    company very clearly reflected these features, writing that:

    Girls are watching faces. Guys for goals.

    Studies by Simon Baron-Cohen show that baby girls pay more attention to faces, gestures and sounds, and boys to objects (for example, a toy that dangles above their heads).

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    6. Men often buy from a smartphone ...


    Historically, it was men who were pioneers of online shopping, with women subsequently catching them very quickly.

    According to a SeeWhy study in 2013, 57% of women shop online. For men, the share of online shoppers was only 52%.

    Despite this, men more often make purchases from their smartphone. The survey showed that 22.2% of men shop on the phone. In women, this indicator is lower - 18.2%.

    Mobile shopping is the inevitable future of online trading, so your site should be ready for it.

    7. Women want to feel their worth, but speed is important for men ...


    Providing high-quality service, regardless of the gender of the buyer is the main goal of any business, as a satisfied customer is a regular customer.

    For men, quality service is to help with the selection of goods and the speed of ordering.

    For women, good service involves expert help and advice. It is important for a woman that you pick up exactly the goods that suits her best. According to a study by Verde Group , 29% of women report a “lack of consultant help” as the main problem with online shopping.

    Conrad, for example, provides equally high-quality help and advice to both men and women when choosing electronics.

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    8. Women are much more afraid of the risks associated with online shopping ...


    An important nuance is that women are more afraid to face problems when shopping online, which greatly affects their decision-making process. They often hesitate to make a purchase or not ...

    Women are much more focused on the seller’s reliability, guarantees and the opportunity to publicly share the purchase experience than men.

    Studies show that in the same situation, women are more likely to “change their minds to buy,” fearing that something will go wrong.

    Women often keep these concerns until they establish a long-term and trusting relationship with the store, until they make many purchases there.

    Therefore, when developing your sales strategy, website, and order form, keep this information in mind, especially if you plan to sell products for women.

    How can you reach the audience you need?


    Women respond better to Email marketing. They often read and respond to letters that you send them. Add coupons for a discount or a gift to satisfy their desire to buy at the best price.

    And always remember that women often scan their mail during the lunch break.

    Advertising banners are more suitable for men , especially if this advertisement appears at the moment when the man is just in search of a certain product.

    Only registered users can participate in the survey. Please come in.

    I…

    • 91.8% Male 169
    • 8.1% Woman 15

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