If you spend any time looking at your customers’ demographics (and you should), you’ll notice that conversions by gender are never split right down the middle. This is also prevalent in social media network followers. For example, on Facebook 41% of those who interact with me are male, opposed to 69% on Twitter. That’s a huge difference, which affects the way I post on each network.
So, how different are men and women when it comes to researching products, making online purchases and sharing their finds with others? eCommerce intelligence platform MineWhat produced an infographic that shows the keys to success when marketing to men and women. While the company didn’t disclose how many online shoppers were surveyed or tracked, in my experience, the report appears to be quite valid.
According to MineWhat, when researching and shopping online…
Men are more apt to:
- Read product descriptions in depth
- Research via search, social media and comparisons of similar products
- Click ads in search sites
- Use a filtered navigation
- Search for items by the product type rather than brand
Women are more apt to:
- Be swayed by high-end graphics
- Watch videos tied to apparel items
- Navigate similar products
- Interact with email marketing
- Chat online with store reps
- Redeem coupons and take advantage of sales
- Search for items by brand rather than type
- Buy something not thoroughly researched if it can be returned
Both men and women tend to read product reviews, and more than half of them lend weight to free shipping.
Source: Navigating The Gender Divide to Persuade your Visitors to Buy – Infographic
This report reveals some interesting patterns, especially when it comes to marketing to men and women equally. Finding a healthy balance can be a bit tricky, but incorporating key components, like online chat and highly detailed descriptions, can help.
Is there anything you would add to this report?