A survey conducted in the US, taking into account the experience of more than 7.528 consumers in the United States, pointed out the importance of the question and answer session for a customer at the time of purchase within an e-commerce.
When the consumer is making an in-person purchase, he has the opportunity to touch and analyze the product in person, and any questions can be immediately answered by the buyer, so trying to simulate this reality in the electronic market is essential to further boost your sales. .
Therefore, encouraging the question and answer area between customers or even the comment session, are ways to bring credibility to your e-commerce in a simple and easy way, after all, the customer is the one who answers.
The survey pointed out that the vast majority of consumers look for questions and answers to make purchasing decisions in a more reliable way, according to the results:
- 99% of consumers read Q&A at least occasionally; Nearly three-quarters (72%) read Q&A always or regularly.
- Questions, answers, ratings and reviews all have important roles to play. Of consumers who read Q&A, 98% do so in addition to reading reviews.
- Consumers read Q&A for a variety of reasons, including to better understand how the product performs (83%), to see if the product meets their personal needs (70%), and to get a better sense of size (58%) .
Many consumers ask and answer questions through other questions and answers – and they have high expectations when it comes to getting answers.
- 68% of respondents indicate that they have left a question in the Q&A section of a product page.
- Consumers expect quick answers to their questions. 56% expect a response within 24 hours and 21% expect a response within four hours or less.
- 71% of shoppers responded to questions submitted by other shoppers via the Q&A field.
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Consumers pay attention to the source of answers in questions and place greater value on answers from other buyers than the seller himself when it comes to product quality.
- 82% of consumers note the fine print details that provide an answer in the Q&A section.
- 94% of shoppers value responses from verified shoppers who have already purchased the product in question.
- 45% of consumers look at the details of value responses from the brand or retailer selling the product.
- Only 18% read responses from other consumers who are not verified to have purchased the product in question.
The absence of Q&A content can discourage buyers.
- A recent analysis found that there is a 157,1% increase in conversion when visitors engage with questions and answers.
- 26% of shoppers are more suspicious of the quality of a product or brand if the product page doesn't have a Q&A section. 33% of Gen Z shoppers say this is a case of deciding whether or not to make the purchase.
- 24% of consumers are less likely to buy a product if there is no Q&A section on the product page. That number is even higher – 33% – among Gen Z shoppers.
To summarize, the importance of the Q&A session is essential to increase your sales and bring credibility to your e-commerce.
In other words, investing in tools that reduce the average response time and offering a quality service that encourages buyers to tell a little about their experience can make your e-commerce sell much more.
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