Questions and answers about missing products
CHICAGO, Aug 25, 2021 (GLOBE NEWSWIRE) – Question-and-answer (Q&A) content on website product pages removes uncertainty, boosts online sales and positively impacts buying behavior, and not having Q&A can be a costly misstep for brands, according to a new survey of 7,528 consumers across the United States conducted by PowerReviews.
One in four shoppers (26%) say they’re more wary of product or brand quality if a product page doesn’t have a Q&A section, and 33% of Gen Z shoppers say they are less likely to purchase without a Q&A section on the product page. This aligns with search for forrester, which indicates that 55% of shoppers will abandon an online purchase if they can’t find quick answers to their questions.
PowerReviews has long studied the impact of user-generated content on website conversion; a recent complementary analysis saw a 157.1% increase in conversion when visitors interacted with Q&A, but this is the first time that the company has studied the negative impact on sales of brands giving up this content.
Q&A – the ability of consumers to ask questions on website product pages – is an essential tool for brands and retailers in the post-pandemic era, when e-commerce volume is exploding. When shopping at a physical store, consumers’ questions can be answered simply by seeing and touching the product live. And if they still have questions, they can ask a salesperson for answers. When consumers shop online, they rely heavily on questions and answers instead of physical and in-person due diligence.
Additional findings from the PowerReviews Survey “How Questions and Answers Eliminate Uncertainty” understand:
- Key research material: 99% of consumers read Q&A at least occasionally; almost three-quarters (72%) always or regularly read the questions and answers.
- The content of the questions and answers complements the ratings and opinions: Of those consumers who read Q&A, 98% do so in conjunction with reading reviews.
- The questions and answers meet many needs: 58% look at Q&A to get a better idea of fit / size – this is especially relevant for clothing / shoe purchases. Many rely on Q&A to understand other buyers’ experiences with aspects of the product, including product warranty (28%) and shipping (23%).
- Consumers expect quick answers to their questions: 56% expect a response within 24 hours and 21% expect a response within four hours or less.
- The answering machine counts: When browsing Q&A content on product pages, 82% say they pay attention to the fine print that provided the answer.
Andrew Smith, Vice President of Marketing at PowerReviews, says:
“A lot of brands and retailers don’t prioritize questions and answers and – based on our survey data – that’s a huge mistake. No matter how comprehensive your product pages are, there is no way to anticipate all the questions customers will have. It is imperative that you provide buyers with a mechanism to get all the additional information they are looking for.
“Engagement with Q&A is a strong signal of intention to purchase. If buyers are compelled to ask a question, they have a strong interest in the product, so it’s no surprise that consumers interacting with that content are so likely to convert.
“Aside from the benefits of online conversion, product Q&A is a fantastic consumer sentiment resource. Analyze this content to better understand how to position the product or how to develop it to meet customer needs, while getting an overview of new and emerging market trends.
The PowerReviews How Q&A Eliminates Uncertainty consumer survey is based on responses from 7,528 shoppers across the United States who have opted for offers and discounts from retailers. The survey took place in June 2021. Throughout the survey, we defined baby boomers as born between 1946 and 1964 (aged 56 to 74 as of December 31, 2020), generation X as born between 1965 and 1980 (aged 40 to 55 on December 31, 2020), Millennials born between 1981-1996 (aged 23 to 38 on December 31, 2020) and Gen Z born in 1997 or later (22 and under as of December 31, 2020).
PowerReviews (PowerReviews.com) is a conversion-driven UGC provider obsessed with helping brands and retailers grow their businesses. PowerReviews enables these organizations to generate better quality product reviews and reviews in larger volumes, then analyze and compare all of this data to optimize their UGC programs for conversion, while improving product quality and customer experience.
PowerReviews is headquartered in Chicago, IL, United States.
Lutz PR and Marketing (for PowerReviews)