A study by Glamorgan University shows
that women prefer
curved lines on sites,
more colors
(and women prefer warm tones like reds or oranges
vs men’s preferences of cool tones like blues or greens,
women also prefer complimentary not contrasting colors),
and informal language.
I can vouch for the informal language difference,
especially when selling to romance readers
(the majority are women).
Women buy from friends,
not salespeople.
Women also value other opinions.
I saw an increase in sales
once I put reviews by readers and other authors
on my romance site.
If your target reader is female,
design your site with her in mind.