User-generated content, such as ratings and reviews, allow consumers to share insights and opinions on products, brands and cross-channel experiences. Many customers rely on this content before making a purchase, but also seek answers to specific questions that address individual concerns before committing to buy.
Solutions such as Social Q&A from TurnTo help retailers allow seamless consumer-to-consumer dialogue to ensure that shoppers’ questions are answered to their utmost satisfaction before making a purchasing decision.
BabyAge.com increased e-Commerce conversion rates by 614% after allowing open consumer dialogue through the Social Q&A tool. During a webinar, titled: BabyAge.com Grows Sales With Social Q&A, Jack Kiefer, CEO of BabyAge, shared details of the success experienced since adopting the Social Q&A tool.
Customer engagement, user-generated content creation and online conversions all improved significantly for BabyAge since the implementation, Kiefer reported. In addition to boosts in conversions, the retailer has gained a 13.4% increase in engagement among consumers using the technology to ask and respond to inquiries.
Furthermore, the question and answer format of Social Q&A, according to Kiefer, has created seven times more user-generated content than standard ratings and reviews. “A one-way review is not nearly as compelling as the question and answer model,” he said, “which evidently is more engaging to our customers.”
Once a question is asked, an email is sent to consumers who have purchased the item previously. This email-based strategy has increased click-throughs, with 16.3% of past customers returning to the web site to respond to peer inquiries. Furthermore, Kiefer added that the strategy has helped BabyAge.com encourage recipients to re-engage by retrieving the product page to answer peer inquiries.
“Questions provide a significant incentive for shoppers to return to the site,” Kiefer emphasized, “and allow re-engagement with the brand and products to take place.” Driving this point home, Kiefer added that only 0.1% of consumers have opted out of the email Q&A service, and 61% of all questions asked through the service receive at least one response.
“We’re always seeking new ways to keep our target customers engaged. Now, when people ask questions, they’re going to get real answers to their specific concerns – something they don’t get with ratings and reviews only.”