Bare It All Online for Male Shoppers
…all your products on one page, that is.
The Wall Street Journal recently said of male shoppers:
“This group is a retailer’s dream: When shopping online, they spend more, make snap decisions — and return less stuff.”
The article cites research that suggests men shop in cyberspace just like they do in the physical world – they want to get in and out the door fast. Women on the other hand will browse, click, compare, browse some more – just for fun – then end up buying something in a physical store.
Enter Web 2.0
To facilitate the boys’ need for speed, Neiman Marcus has added features to its tie shop that show more product – faster. And I mean fast, go try it out yourself it’s like watching Indy cars (not sure how usable it is as it’s hard to control).
Neiman Marcus has also enlarges images when you roll over thumbnails, as we’re seeing more and more. This saves clicks and time.
American Eagle Outfitters “gets it” too. The AE site allows you to mouseover the product category from individual product pages. For example “View All Shorts” (notice the scroll bar?)
From the WSJ article: “Neimanmarcus.com now gives shoppers a way to view 52 ties at once in its new Tie Shop, instead of having to look at them nine at a time.”
The 1.0 Solution
Maybe you don’t have the development resources that Neiman Marcus or American Eagle Outfitters has. No worries, there’s always the “View All” link.
As easy as it is to do, many sites don’t offer a simple view all link. Hey I may have a pony tail but I hate clicking on page numbers as much as any man. It’s a simple usability feature that could help make the shopping experience better for men and women – without having to implement fancy Web 2.0.
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I love the way that tie merchandising feature works. I played around with it for a bit and it reminds me of how you shop in a real store.
I don’t think just men would like that feature.
The Neiman Marcus feature was nice but I really love that AE feature. I’m amazed at how quickly they’re getting that feature to load.
This is interesting insight on the way men shop. The suggestion for eCommerce sites to allow for “viewing all” definitely resonates with me, a typical male shopper.
We have also been doing some similar research, with a different framework, in the Social Shopping scene. Read the article at:Shopatron – Social Shopping 101
The features is very nice and it’s work best. Also its show a tip, price, when mouse rollovered someone.
A common theme in the feedback we receive for Magic Zoom is that it raises the ‘coolness’ factor of the website, specifically in male users.
When a user hovers over an image and sees much greater detail in the product, they feel much more confident to purchase. They also give greater respect to the website for having a cool site.
When a user hovers over an image and sees much greater detail in the product, they feel much more confident to purchase. They also give greater respect to the website for having a cool site.
I really like the look and feel of the various pages especially how one can browse through all the ties quickly.
Now the layout juices are flowing trying to see how I can incorporate a similar setup. Great ideas and presentation are all top notch. I would assume that the female shopper would like these features as much as a male. Today people want to find exactly what they need as quickly as possible.