It’ s time to quit all the rational talk, the clichid graphics, and the “techie” look on today’s web sites. Let’s turn feminine. And I don’t mean this in any clichid, sexist sense. My observations are empirical. Yes, finally women lead the e-commerce race on the Net.
Sixty percent of all people now purchasing products on the Internet are women. And all research indicates that this is just the beginning. Apparently, we will soon see the same purchasing trends online as we are used to seeing offline.
Finally, the feminine side is starting to dominate the Internet. We have reached a level where the quality of what we are saying, how we are saying it, and at what time we are saying it, is beginning to be important-more so than the quantity of sites and pages dominating our assessments.
Still, less than 0.1 percent of all web sites use a professional copywriter; less than 0.009 percent of all web sites use a professional photographer; and less than 0.2 percent of all sites develop a dedicated concept for their sites.
Until now, most sites have appealed to the left side of the brain, the side where rational argument is preferred over emotional response. But the fact is that, over the next five years, we are likely to see a dramatic change in the way web sites look.
Most advertising agencies are including in their communication strategies a psychology to ensure that their clients’ web sites (as well as their other media advertisements) talk the language their audiences would like to hear. Until now, such research and testing has seldom been conducted for web sites.
But, if it’s true that:
- 60 percent of all women are now responsible for e-commerce
- 70 percent of all daily offline purchases are heavily influenced by kids
- 80 percent of all car choices, in the end, are determined by the woman of the house
- Almost 90 percent of all women purchase shavers for men
Doesn’t it make sense that we should focus more on the feminine aspects of the Internet?
You’ll have to excuse me for blatantly saying I’m sick and tired of seeing clichis on the Net. They’re repeated time after time mainly because every one else does it, so that is presumed to be the right way to do it.
What else creates a clichi? I’m convinced that the interactive winners will be those who manage to map, as exactly as possible, how women purchase on the Net, then manage to gratify these analyzed motivations on their web sites.
The human being has never been a purely rational individual. Humans are capable of combining rational thought with emotional response. The battle between the head’s judgment and the heart’s feeling will ever be. If we were purely rational in everything we did, brands and the role they serve would never have been born.
However, brands have never been more relevant than they are today. As consumers, we depend on them as security nets when faced with the dilemma of selection among millions of possible choices.
So, if brands are alive and kicking, I would be surprised if the core philosophy of branding (i.e. the emotional aspect) didn’t find its way onto the Internet through its users. Enter… the feminine side.