The Spouse: The Digital Decision Maker

Posted on 13. Sep, 2011 by in Stats & Trends

They nag you, make you wash the dishes, clean the car, and now they’re dictating what you do online. The spouse, revealed by Gallup is thought to be the most influential decision maker online. So how could websites use to their advantage?

Research from Gallup reveals that spouses are the most influential in customer decisions. That’s right, rather than asking your friends or family, your spouse is wearing the trousers when it comes to deciding which companies, brands, products, and services to use. What happened to blood is thicker than water or the friend is the new family?

Gallup  Research

With this research in mind, how could one apply this knowledge to better their websites chance of conversion? Easy, with social network integration.

Ask Your Spouse

Having learned that the spouse has the final word on decisions, why not integrate a feature that enables users to ask their spouse during the purchase cycle. For example, a user is considering buying a product, a new sofa in fact, which is a moderate investment that a relationship could hang on if not chosen wisely – or alone.

On the products landing page, retailer places “Ask a Friend” button that enables the user to ask a friend via a social network. Feature uses Facebook or Twitter API to connect and extract friends. Interestingly, Facebook allows you to define your spouse and family, hence the feature could prioritise which users it shows you first – spouse, naturally.

User then selects their spouse, sends them a little message with a product link to their Facebook account. With users breathing online oxygen, fuelled by the smartphone revolution, I bet a reply would be fired back within a matter of minutes.

Smart and simple way of using research and social networks to enhance a websites conversion rates – ask a spouse.

Aardvark & G+

Not so long ago, Google bought Aardvark, which achieves exactly as I describe – people answers from your social network. The +1 button lets you share webpages with your circles, a family circle for example – an Aardvark feature.


Interestingly, if you apply user’s motivations to share webpages with Bing and Google search results, it’s understandable why Bing and Google want to re-rank the search results with webpages that are of interest to your social circle.

Maybe weightings of influence will be placed on spouses over family? I hope not, because some spouses have an expensive taste. Spouse rank anyone…

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