The gender of the brain impacts our behavior in everyday life, and it is also essential when it comes to measuring the behavior of men and women on e-shop websites. Moreover, it’s critical in the virtual world, where we don’t have personal contact with the user. Yet, we can still recognize whether the user is a woman or a man and examine it in great detail, thanks to the appropriate software. In addition, the clients’ psychology and the study of their scrolling may be beneficial. So how do men scroll on e-commerce sites?
The same behaviors that differ from when shopping in an actual store is apparent in a virtual store, thanks to a thorough scrolling study. Women scroll differently than men because they operate on different shopping patterns. Appropriate tools such as iSlay are responsible for obtaining specific information about the movement and behavior of Internet users. If your e-commerce site is to give you the correct rate of return, this is what you should focus on, and it is worth knowing in detail how representatives of both sexes behave on it.
How do men choose products?
The products you have on your e-shop page are to sell. But have you arranged them appropriately for website visitors? Are your clients an equal proportion of men and women? Do you know how to encourage them to buy and return? Identifying the needs of both sexes is the basis for building a strategy based on satisfying them. Internet analytics should always be at the core of any online business, especially in e-commerce, where sales indicate business effectiveness. Unfortunately, scrolling is a side issue among many popular tools, so e-commerce websites do not pay enough attention to it. And it is worth focusing on observing the differences in the behavior of ladies and gentlemen because the number of hits is not everything, and their behavior can differ radically from each other.
How does it work?
As we know, most women go shopping while men buy a specific product. It seems to be not much of a difference, but it forms a clear-cut behavior on e-commerce websites. Women tend to view many more products on the website more often, so they go deeper on the page and scroll a little faster to see everything. Because they came for shopping, and this is a pleasure in itself. And men usually go to buy, so when they find what they need – they typically search no more. Maybe they give a short glance at a second, similar product to have a comparison and be sure.
Hence, men often scroll slower, and if they find what they are looking for, they buy it. They tend to return to the shop less frequently than their feminine counterparts. They devote less attention or even not at all to other categories. In summary, they scroll slower when they find what they came for, buy, or leave the store to rethink and return afterward. So when scrolling, they also come back less often and usually to a much smaller number of products.
Therefore, having the data on the speed and depth of scrolling and knowing the number of returns, we begin to understand who visits our store or website and whether we are reaching the appropriate group of recipients.
Examination of the depth and speed of scrolling on the e-shop website.
The most interesting data, however, are those closely related to the published content and user engagement. By examining the depth and speed of the gentlemen’s scrolling, you will find out which products were only viewed by them and which caused more interest (e.g., were added to the cart but were not finally purchased). Drawing interest in the recipient slows down scrolling, which is immediately visible in the statistics. As we have already said, males are more focused on buying than watching. And it will be visible in the detailed statistics of products.
Relevant analytical tools such as iSlay allow you to capture this activity’s starting and endpoints. Such a scrolling analysis may result in a different strategy of closing baskets, e.g., in remarketing aimed at men and another focused on women. The iSlay Panel tool, apart from indicating which products are viewed the longest, also shows the level of depth at which users’ curiosity has been satisfied. And how long did it take to absorb the given message, read the product description, price, etc.? Another handy feature is the ability to watch specific links spread around the internet. Be it on social media, via virtual messaging, or by e-mail.
The information iSlay collects is site-wide and product-specific. Thanks to this, you can apply different content presentation strategies to both genders. For example, you are differently presenting products selected by men in a given category or store or using completely different incentives (e.g., promoting new products, new colors, etc.) to attract ladies or gentlemen to the website of a given e-shop.