A recent research report by comScore suggests that women are increasingly spending time online buying children’s toys and products. The report shows that women between 25 and 54 are regularly visiting e-commerce sites.
The report shows that this demographic is 32% more likely than any other demographic to visit toy e-commerce sites and 28% more likely to visit children’s entertainment sites.
Probably doesn’t come as much of a surprise that women are making the bulk of baby and children product purchase. What is of interest is that the volume of online sales and interest is increasing as women turn online with greater frequency, shunning the high street with increasing work and life pressures.
Add some further stats and it would appear that women surfers are the fastest growing demographic: 66% of women use the internet daily and they also represent the fastest growing demographic in social media engagement.
Impact on your site
The above trends don’t mean that you have to optimise your web site to make them women orientated. Don’t forget the men… research also shows that while women are increasingly holding the purse strings and do all the product research, many will still send in their partner to make the purchase.
What it does mean to your site is that you have to make sure you have:-
- As much information as possible. Make sure your website is a wealth of information and that you do not leave any questions unanswered. Consumers use the internet as a research tool and thoroughly research products prior to make a purchase. Write compelling content that is attractive and engaging.
- Transfer “brick and mortar” cost savings back to your consumers.
- Already have high traffic? Consider minor site design tweaks and use multivariate analysis M-VAP to identify best ways to convert visitors into customers.
- Make all delivery terms and conditions clearly visible.
- Be human, while online takes the hassle of the high street away make sure you can be contacted easily.
- Design opt-in newsletter functionality to build your marketing database.
- Broadcast your product offering and updates. Online PR is doing wonders for many e-commerce sites.
- Look to use a discount voucher scheme that rewards engagement. Discount vouchers is one of the highest growth keywords for 2009.
Overwhelmed?
We’ve pointed out some key action points above but there are plenty more traffic generating and web presence developing techniques on offer here at The WebMarketing Group.
We can help improve your online visibility and work to develop your business.
Contact us now or call 0845 555 5040 to discuss what we can do for you.
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