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Women are often caregivers, so what they are shopping for will not always be for themselves, but the important people in their lives. Yet they will still apply the same buying cycle, logic, and decision processes to each purchase, regardless of whether or not it is for them, and whether or not they are spending their own money or simply helping their mom or dad buy a new vacuum cleaner.
They want real solutions, not hype. They will be interested in special features that are useful and offer good value. For example, not all vacuums are created equal when it comes to pet hair. A woman with pets, or a parent who has them, is going to search for pet hair vacuums, most likely at Amazon (the largest shopping search engine in the world), and then read the reviews carefully on each model within her price range.
Even for such a specific product, there are a lot of different models. A chart with a side-by-side comparison of the features and benefits of each of the top models you sell, or are selling as an affiliate marketer in exchange for a commission, is just the kind of information a woman wants and needs to speed her toward a smart purchasing decision.
So in addition to showing a woman how the product or service will make her life better, add information about how the item will also help others around her, directly or indirectly.
But most of the time, consumers about to spend their money are going to ask the all-important question: "What’s in it for me?" (WIIFM). Even if it is for their husband, the question is still relevant. The value proposition would in that case be an overall happier husband who would be wowed by her gift, or very happy that she had gotten such a great bargain on something he really needed.
The other key question to consider in the minds of most customers is, "Who are you, exactly?" All the people around her influence her buying habits, but who you are as a business will influence her as well.
The Power of Amazon
Amazon has transformed itself over the last two decades from a small bookstore with a funny name not related to books, to a 10-ton gorilla online in terms of shopping. They reward loyal customers and give them a range of options, and it pays off big time. There are more than 244 million registered accounts with a one-click payment option, which makes it easy to buy. More than 54 million are members of Amazon Prime, mainly for the free shipping. But more than 34% of those take advantage of the streaming of Amazon’s range of original shows.
Prime members spend an average of $1500 per year, compared with $625 for non-prime users. Such is the success of it as an online purchasing hub that an estimated that 1 in every 4 dollars spent online is being spent at Amazon. More than 70% of their shoppers buy on mobile devices.
