Conversion World 2018: Generational conversions – optimising for an aging population

by | Apr 18, 2018 | Conferences | 0 comments

Conversion World 2018, Virtual

Key Themes:

Understanding the needs and behaviours of different generations — particularly Baby Boomers and Generation X — to improve digital experiences and boost conversions.​

Generations Overview

  • Matures: Born before 1946 (now over 77 years old)
  • Baby Boomers: 1946–1969 (aged 53–77)
  • Generation X: 1966–1977 (aged 41–52)
  • Millennials: 1978–1994 (aged 24–40)
  • Gen Z: 1995–2012 (aged 6–23)
  • Gen Alpha: 2013–2030 (young children today)

Why Baby Boomers Matter

  • Massive spending power: Hold 80% of all money in savings and loans.
  • Online shoppers: Spend twice as much online per capita as younger adults.
  • Not mobile-first: Prefer laptops and PCs for browsing and shopping.
  • High loyalty: Likely to return and recommend brands.
  • Large demographic: Aging population is growing rapidly worldwide.

Boomers’ Psyche and Preferences

  • Values: Optimism, loyalty to family, personal growth, spending now.
  • Communication style: Direct, friendly, appreciates detailed information.
  • Rewards: Value recognition, respect, flexibility, and professional service.
  • Engagement tips:
    • Stay positive and professional
    • Highlight brand reputation
    • Personalise solutions
    • Avoid making them feel “old”

Aging Population Challenges

  • Increase in age-related disabilities like:
    • Visual impairments: Cataracts, macular degeneration, glaucoma
    • Hearing loss: Common even in early Gen X
    • Reduced dexterity and concentration
  • Important to plan now for these inevitable changes.

Accessibility and Web Best Practices

Follow WCAG 2.0 standards (A, AA, AAA levels)

  • Key accessibility principles:
    • Perceivable
    • Operable
    • Understandable
    • Robust
  • Easy improvements:
    • Improve contrast and resize text
    • Keyboard navigation
    • Simplify forms and navigation
    • Remove distracting carousels
    • Make search bars bigger
    • Chunk information clearly

Results from Accessibility Improvements

  • Removing carousels: +5.6% conversions
  • Increasing search bar size: +43.5% interactions
  • Better content chunking: +£1.4m revenue gain, +5% mobile completions

Final Advice

  • Deep dive into what your Boomers want via surveys.
  • Segment them carefully and communicate through their preferred channels.
  • Build accessible, intuitive, and easy-to-use digital experiences.
  • Leverage their huge spending power and loyalty.