What The Multi-Tasking Woman Wants in a Web Site

You’ve watched your wife at home multi-tasking like a mad woman. Checking homework, chopping veggies for dinner, scanning the CNN ticker on TV, packing school lunches and folding a load of clothes at the same time—all while she pens out a gracious thank you note, seals, addresses it, stamps it and mails it in one smooth motion. Call us crazy, call us focus-deficient, but you must to admit, we get it done and most of the time, it’s done right. We can’t help it. It’s how we’re hard-wired. That doesn’t make us smarter, but it does cause us to process information differently than our more linear-minded male counterparts.

How She Clicks
So, of course it makes sense we have our own unique way of surfing and utilizing the Web. It’s simple cognitive psychology really: women synthesize; men analyze. A recent Internet behavior study in Columbus, Ohio and San Francisco, found well-documented proof that women multi-task online, and their constituent-driven behavior increases their tendency to move quickly across as many options as possible. And because they are more relationship driven in their loyalty to a brand, paired with their natural aversion to anything hard-sell, women prefer more interactive areas of Web sites.

Women naturally gravitate to the more active areas of a Web site in search of a place where they can connect and seek out the advice and insight of other women. They might read a blog or watch a video while they await a chat response or scan inventory. Women love to click from window to window, from tab to tab, and gather up as much information as possible in a limited time. So sellers targeting the female buyer might seriously consider revamping or adding to their site, and draw her in with options, social media, blogs and loads of interactivity.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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2 Responses

  1. Hi. This is a really interesting post. Never really thought of this subject you bring up here, but thinking about it, it is obviously an important one for online marketeers to think about.

  2. VRY interessant zu lesen: P: D

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