3. June 2011 11:22
Here's an interesting post from last year - Holly Buchanan at Marketing To Women - "Are Women Indecisive?"
The answer's an emphatic NO!
Women just have a much more deliberate decision making process - there's a much longer check-list of things they need to consider. So if you make sure that you cover as many of these off as possible - then you're onto a winner.
Women are more risk aware (not averse) - so make sure that concerns are covered, testimonials are transparent and tell stories - don't just list the features...
It's worth the effort because once women decide your product/service is the one for them - they're more loyal - so retention is higher - and they're better WOM advocates.