Bare It All Online for Male Shoppers

Linda Bustos


...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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Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.