Reaching out to an older audience
Young audiences are often targeted by e-commerce businesses, and with a recent survey by BI Intelligence showing that Generation Y Americans spent an average of just under $2,000 online last year, it’s easy to see why.
However, the same report also shows that Baby Boomers spent about $1,650 in 2013, and what’s more they’re a growing market as they become more accustomed to buying things online.
So while youngsters may be an e-commerce companies’ bread and butter, online retailers also cannot afford to ignore older online shoppers. So with this in mind, here are three tips to consider when designing e-commerce marketing for older demographics.
Ease of reading
It’s an unfortunate fact that as we get older our vision often becomes less sharp. To counter this, use larger text with good background contrast and simple fonts, better yet, consider adding a button that lets the reader load different font size since your audience won’t always be familiar with the various browser functions. Also use white space and try to avoid excessive animation and busyness where you can to minimise the possibility of eyestrain.
Don’t mess with the basics
While it’s tempting to want to try something new, with an older demographic it’s better to stick with the tried and trues of website layout so that potential customers will feel comfortable with your website. Fancy techniques and animations can be fun, but they can also be distracting.
Breadth over depth
A fast-growing demographic also means a less experienced demographic. Make navigating simple and direct, which for older customers means you’ll want a website that is relatively flat. The more layers you add, the greater the chance that they’ll get confused or frustrated. Also consider taking advantage of older customers greater patience; they can be more willing to read through content than younger audiences.