The best marketing to women experts will tell you that marketing to “women” as a generalized category is usually less than ideal. It’s not about marketing to women, it’s about the female customer, and about seeing her real. And that means NOT marketing to a stereotype, which is something that I couldn’t agree with more.
But then where does that leave broad-based gender differences and reality-based demographic information? For instance, women make or influence 85% of all consumer purchasing decisions and control the finances in 53% of US households. Actually, to me, that last statistic seems low. If “controlling the finances” means balancing the checkbook and paying the bills, I’d bet far more than 53% of the household finances are controlled by women, either way, that’s a lot of checking accounts in female hands.
And that brings me to the new Mint.com redesign. Bryan Eisenberg turned me on to Patrick Sullivan’s analysis of both the old and new Mint.com websites over at his Edit Weapon blog. Great stuff to be sure, and his analysis turned me onto a miniature (and admittedly non-scientific) trend: most guys I talked to didn’t like the new mint redesign as well as the old (beloved) website. And yet the new site was outperforming the old site by 20% according to some accounts. What gives?
Well to me it seemed reasonable to believe that the new site might be preferred by and outperforming with female visitors rather than the tech-centric guys I was talking to. And in taking a closer look at the design, it seemed as if it lined up with some well-known broad-based gender preferences.
My guess is that guys prefer the old site because of the design cues and because of the buying mode they’re likely to be in when they are not in charge of a family’s finances. The old site:
All of these things seemed like they would appeal to faster decision makers who had a bit less (emotionally) on the line. The old site promised to “Put your finances on autopilot,” which is definitely a non-budgeted guy thing.
Comparatively, the new site:
So my question is, so you guys and gals also find this to be the case? Do your female friends prefer the new mint while your male friends prefer the old? Do you think my analysis is on-target or am I somewhat biased?