With online-shopping becoming simpler and faster every day, we are becoming more prone to adopting the virtual world, abandoning the physical stores that we couldn’t live without only a decade ago. While studies show that women form 58% of the online customers, with larger transaction fees in single shops, men are shown to shop in smaller transactions. These differences in shopping habits have a huge impact on the way that e-retailers carry out their research to increase their profits. The outcomes of these researches alter the way in which companies approach their websites, which in turn delivers different messages to different genders.
According to developmental psychologists, the underlying factor in the dissimilar way of thinking in both genders is the structure of the brain, more precisely the corpus callosum, a vital nerve tissue that connects the left side of the brain to the right. Although this nerve tissue is present in the brains of both genders, in women it is evidently much thicker, which provides them with a rapid problem-solving quality. Men, on the other hand mainly use the left side of their brains; the side that executes rational calculations and processes evident facts. (Note that the right side of the brain is where visual imagery and interpretation is processed).
This biological difference makes men more focused and task-oriented shoppers, while women are more susceptible to discovery-based shopping; having the tendency to browse, but also the ability to instantaneously adjust to a quicker and more focused shopping methods, depending on which one will provide a more fulfilling shopping experience.
As a result, when it comes to profits for e-retailers, web-pages directed to men need to be able to express directly (and only in a few active words) why each product should be purchased and how it will benefit them. While webpages selling products for women need to engage them, touching on their emotions and showing them that they are understood. Women will show an eagerness to gain an in-depth knowledge of the brand and the emotional value going to be provided to them once the product is purchased. So, when introducing the new winter collection, for men, a simple: ‘The 2017 Winter Collection’ is spot on, whereas women will want an explanatory phrase that touches on the emotions such as; Your 20 17 Cosy Winter Style.
This distinct way of structuring websites, also ties in with a study made by the Erasmus University which portrays that while man show a loyalty to brands that work for them, women only show loyalty if they receive consistent good customer service. This means that e-retailers need to provide ways to personally bond with the women shoppers.
Due to the woman shopper’s tendency to browse, when it comes to pages directed at woman, e-companies will have to take a different approach to enhance the sale of their products. These pages will preferably have an easy-to-use format; including the ability to zoom into products, differing colour options that can be clicked on to immediately show the same product in a variety of colours, a price-range scroll option, a popular/favourite items section that shows the items that are the most popular, and effortlessly accessible customer reviews.
Customer reviews are important when it comes to both genders, however each group takes a different outlook to them. While women, tend to look at customer reviews all-inclusively, wanting to find out about the precise motives behind purchasing a product, comparing their own circumstances with that of the review writers, men skip the writing but just have a glimpse at the figure (in some cases this may be the stars or dots). So, e-retailers incorporate both these methods, providing statistics-based reviews (directed to men) and long in-depth reports (directed to women).
However, although considering the evident differences between men and female shoppers when structuring websites is vital in enhancing an e-retailers’ customer satisfaction rate and profit, companies should also remember that there are people who do not conform to existing gender stereotypes. This means, that it is essential to think out the box and deliver to every purchasing customer, to ensure that everybody is being served in the way that they deserve.