PRWD

Let me get straight to the point – from all my 13+ years working with online retailers such as our fantastic clients, user testing is the most enlightening and powerful activity that retailers can carry out to answer a very extensive range of questions which can be crucial to how their e-commerce site performs.

Below I am sharing some of the most prevalent behavioural traits of men when shopping online. There will always be some differences and many of these have been observed with female consumers, but this list is very much up-to-date and representative of the male population.

1. Men have a low patience threshold
2. Changing conventions doesn’t go down well amongst males
3. A lack of transparency is a major issue
4. Men are typically less concerned than women about delivery & returns costs
5. Men are more likely to use filters to narrow down to specific products – hunter behaviour
6. Men are typical y quicker to make a purchase decision if the price & description meets their expectations
7. Men get concerned when they are being asked to provide un-necessary (to them at least) personal information
8. Men are more likely to pick up the phone to speak to customers services when they experience issues on the previous points

For more in-depth insights into these behaviour traits take a look at my Econsultancy article Eight Online Shopping Behaviour Traits of Men.

Useful links

• Conversion Rate Optimisation resources – a full list of best practice articles, case studies & presentation on usability, persuasion & conversion best practice
• Training course – E-commerce Usability & Persuasion Best Practice
• 67 questions usability testing can answer – view article
• User testing 101 – good, better, best approaches – view article
• 7 tips for moderating user testing – view article
• 5 tips when conducting user research – view article
• Moderated user testing – objectives, methodology, deliverables – view article
• LingsCars and the art of persuading visitors to buy – view article
• Booking.com persuasion design best practice – view article
• ASOS and their persuasive checkout experience – view article

Tags: Behavioural, customer insights, e-commerce, user testing