Ask & Answer™ engages new audience, drives conversion

by Matt Hawkins | Marketing Data Analyst

Case Study Objective

This study is aimed at understanding who is interacting with the Ask & Answer technology and the quantitative impact of the content they are creating.

Who is asking and answering questions?

Ask & Answer encourages a new set of shoppers and customers to contribute insights and opinions.

• Ask & Answer is capturing an entirely new audience. Only 4% of question askers have previously written a review. Ask & Answer engages a new audience of participants in addition to reviewers and answerers.
• The crossover of answerers and reviewers is significantly higher with 25% of contributors having previously written reviews (5x more). This underscores the opportunity for Ask & Answer to not only further engage influencers who write reviews, but also engage new influencers who are willing to answer questions.
• 29% of contributors answer more than one question.

Does Ask & Answer Increase Conversion?

Conversion Increase*

• For products with one approved question and answer, there was an 18.26% increase in browse-to-buy conversion.
• For products with at least two approved questions and answers saw a 22% increase in product browse-to-buy conversion (orders/visits).

Note: Measuring the same products two months before and after implementation of Ask & Answer. Outliers removed.

Conclusion

Ask & Answer is capturing a new audience, engaging customers, and increasing conversion. Ask & Answer increases customer-client interaction by engaging an entirely new audience. This will no doubt build customer loyalty and help drive continued success. Learn more about Ask & Answer here.

Download This Case Study (PDF)

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