Gender Marketing Web Design Differences

by admin on January 30, 2011

September 22, 2006 – By Joseph Carrabis
iMedia Connection

If you’re building a website for female consumers, then you need to do it differently than if your site is for males or for everybody. The NextStage CRO explains how.

Growing up, I navigated the worlds of men and women with equal ease. Several indigenous peoples I’ve studied with have told me I carry my grandmother and grandfather energies reversed. Perhaps that accounts for my facility, I don’t know. I do know that the differences and similarities between the genders have always fascinated me and became part of NextStage’s marketing research a few years back.

THE THREE MAIN ONLINE GENDER DIFFERENCES – The differences between men and women show up in so many ways that to ignore them in marketing is to defeat marketing’s purposes. Three differences that directly apply to designing marketing material are:

. Women purchase strategically; men purchase immediately.
. Women are cogno-emotionally placial; men are spatial.
. Women consider other’s opinions as a guide to making their own decision; men consider others’ decisions as a guide to forming their own opinions.

What I found fascinating about item #1 was that, once I looked at the data as an anthropologist, it was — duh! — obvious. Item #2 is something I was taught and teach in evolutionary biology. Item #3 is the new one, and it intrigues me as it applies to marketing methodologies.

PUTTING GENDER DIFFERENCES INTO PRACTICE – If you know your target market is women, don’t sell them on now, sell them on now (the near bars) and again (the middle bars) and yet again (the far bars), or make sure they buy enough so that what they buy is useful again and again and again.

If your target is men, make them happy now because they’ll probably forget you before the next page loads or they leave the store. This plays into branding in that men are more difficult to brand than women in an open, competitive market. Read More

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