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Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
Mind the online gender gap
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Mind the online gender gap

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Want people to trust you with their business? …

Want people to trust you with their business?

Whether you realise it or not, when new visitors come to your website they subconsciously scan it for cues about your credibility, reputation, and whether or not they've come to the right place. If your site is giving off the wrong psychological signals, you may be causing potential clients to turn away in droves.

Research suggests that men and women can differ dramatically in their online preferences - in this talk, Nathalie will cover how gender differences impact your online business, and what key insights you need to apply to convert more customers.

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  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH___________ ___________  online  MIND THEGENDER GAP
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.1 INTRODUCTION2 YOUR AUDIENCE3 SHOPPING4 AESTHETICS + USABILITY5 KEY TAKEAWAYS2NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.1 INTRODUCTION3NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.4NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH3 SECRETSTO ONLINE SUCCESS
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.5NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH1 KNOW WHO YOU’RE TARGETING2 COMMUNICATE PERSUASIVELY3 SELL WITH INTEGRITY
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.The empirical study of howonline environments influenceour attitudes and behaviours- Nathalie Nahai6“ ”NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHWEB PSYCHOLOGY
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WEBPSYCHOLOGY7NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHhuman-computerinteractionneuroaesthetics user experiencesocial psychologycognitivepsychologyneurosciencecross-culturalpsychologybehaviouraleconomics
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.IT’S ABOUT8CONTEXTPSYCHOLOGYINDIVIDUALCULTURALNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.2 YOUR AUDIENCE9NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.10NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHONLINE BEHAVIOURS
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.11NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHONLINE BEHAVIOURS
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.12NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHMen and women havedistinctly differentneural responses toartistic + naturalstimuli 1NATURE VS NURTURE
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.13NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHCULTURE
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.14NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHCULTUREIndividualistic = bigger gender differencesin website’s attractiveness + usability 2vs.  me   we  
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.3 SHOPPING15NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.SO, WHAT STOPS PEOPLEFROM BUYING ONLINE?16NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.17NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHRISK, TRUST & PRIVACYA lack of trust andface-to-face interactionprevents many peoplefrom purchasing onlinePeter de Vries & Ad Pruyn 3“ ”
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.18NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHWhat stops us buying online? 4Lack of customer servicePrivacy / security concernsNo real salespersonCONSUMER TRENDS
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.19NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHWhat information do we trust? 5Consumer reviewsEarned mediaCONSUMER TRENDS
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.20NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHConsumers require greater trust andconfidence buying online vs. face to face 6The first thing visitors do is subconsciouslyscan your site for trust cues 7New visitors assess trust via your website’sfunctionality, design & reputation 8RISK, TRUST & PRIVACY
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.21NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHTHE GENDER GAP•  Less concerned about privacy 9•  Happier parting w. sensitive info 10•  More likely to blog w. real name 12
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.22NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHTHE GENDER GAP•  Online shopping = risky 11•  Skeptical of online info 9•  More likely to blog anonymously 12•  Provide inaccurate personal infowhen asked for it 13
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.4 AESTHETICS & USABILITY23NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.24NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.25NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.Flashy,interactive andanimatedGoal-oriented,gamifiedMany sub-levels26NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHAttracted to awebsite’s coloursClean, un-clutteredPrefer fewersub-page levels totrawl throughWEBSITES
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.5 KEY TAKEAWAYS27NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.28NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHOur gender influences our online behaviourIf you understand what makes people click,you can engage them more persuasivelyRemember the Golden Rule: Test, Test, Test!KEY TAKEAWAYS
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.29NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHTHANK YOU!
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WANT MORE?30Join The Lab:TheWebPsychologist.com/top-secretRead the Book:Webs Of InfluenceTweet me:@TheWebPsychNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.311.  C. Cela-Conde, F. Ayala, E. Munar, F. Maestú, M. Nadal, M. Capó, et al. (2009). Sex related similarities and differences in the neuralcorrelates of beauty. Proceedings of the National Academy of Sciences of the United States of America,106(10), 3847.2.  S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in InformationSystems, 32(1), pp. 18-37.3.  P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of socialtrust. Persuasive, LNCS, 4744: 164–75.4.  M. Ahuja, B. Gupta, P. Raman (2003). An empirical investigation of online consumer purchasing behaviour. Communications ofthe ACM, 46: 145–51.5.  Nielsen (2012). Global trust in advertising and brand messages. Available online at: www.nielsen.com/us/en/insights/reports-downloads/2012/global-trust-in-advertisingand-brand-messages.html6.  H. Van der Heijden, T. Verhagen and M. Creemers (2003). Understanding online purchase intentions: Contributions fromtechnology and trust perspectives. European Journal of Information Systems, 12: 41–8.7.  E. Andrade, V. Kaltcheva and B. Weitz (2002). Self-disclosure on the Web: The impact of privacy policy, reward and brandreputation. Advances in Consumer Research, 29: 350–3.8.  M. F. Wolfinbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience.MSI Working Paper Series, No. 02-100.9.  D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp.565–82.10.  A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. LectureNotes in Computer Science, 4258, pp. 36–58.11.  E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a siterecommendation. Journal of Business Research, 57, pp. 768–75.12.  M. Madden and A. Smith (2010). Reputation management and social media: How people monitor their identity and search forothers online. Pew Internet & American Life Project, 26 May. Available online at: http://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx13.  I. Oomen and R. Leenes (2008). Privacy risk perception and privacy protection strategies. In E. de Leeuw, S. Fischer Hubner, J.Tseng and J. Borking (eds), Policies and Research in Identity. Boston, MA: Springer. pp. 121–38.NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHREFERENCES

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