Why women make perfect decisions and men good ones – UX myths and facts about gender differences in online shopping
Often quoted: Studies which determine the differences between women and men and their requirements for online shops. The findings are often based on gender specific differences. They certainly exist but they are by far not the most critical factor when it comes to the issue of “usability”. For the optimization of an online shop it is necessary to define its target group much more specific, and to research and evaluate the target group continually. Thorsten Wilhelm shows how this is done and provides general insights into the process of shop optimization.
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