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September 14, 2007 Female Car Buyers Are Lost In TranslationOEM Sites Need New Communication Strategies To Engage Womenby Chloe Stromberg with Ron Rogowski, Christine Spivey Overby, Sarah Glass |
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Executive Summary
Women make up half of new vehicle buyers with Web access. But you'd never know it by visiting today's automotive brand sites. Women are less likely than men to speak car talk, yet words like "trim level," "power train," and "MSRP" abound on auto manufacturers' Web sites, particularly in build-and-price tools. So it's no surprise that women engage less with brand sites compared with men. To boost their competitive position with female consumers, brand site owners must do more to engage female site visitors by eliminating unnecessary steps in the build-and-price task flow, layering content based on automotive know-how, and adding car talk fluency as an attribute of female personas.
TABLE OF CONTENTS
- Female Car Buyers' Online Numbers Demand Site Owners' Attention
RECOMMENDATIONS
- Site Owners: Make Women's Experience A Priority
- Related Research Documents
This is an excerpt
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