Do you need a Question and Answer section in your ecommerce?
In an online world in which consumers face countless options and competing products, it is normal that a lot of questions arise when considering your online purchases.
You have the functionality of questions and answers on the product page with the Premium version of Revi. (€ 34 / month vat inc.)
In fact, the ability to ask questions is a decisive factor for consumers and is really only overcome by the pricing policy. In a study by the Harvard Business Review, it was found that consumers value easy access to reliable information about products when making purchases (which is really something we already knew), and many report that frequent questions and the possibility of Having Questions and Answers online are very valuable resources.
The truth is that questions without answers can prevent buyers from making purchases of your products, and, what is worse, they make possible future buyers do not completely trust your brand. For a good reason, the Questions and Answers tools in ecommerce have become a staple in online business. These tools allow brands and other consumers to directly answer questions about products that are in the store and even outside it.
It is a great benefit for buyers, but it is an even greater benefit for brands and retailers. Creating a Question and Answer section on your product page allows you to have a personal conversation with your buyers. As long as you can have a direct channel for your audience, especially when they are ready to make a purchase, your brand will benefit from it.
This functionality works much better if it is linked to your customer opinion system in your online store.
These are the main reasons to include a Question and Answer tool in your ecommerce.
1 reaches buyers at key moments of purchase decision.
This is the biggest benefit of Questions and Answers When buyers ask questions, they participate and are usually entering the decision phase. In summary, this is the moment that determines that you are ready to buy something and are only waiting to confirm it with the store or other users.
There are two types of common questions: Qualitative and Quantitative.
The quantitative questions are those in which the buyers ask specific aspects of the product, such as “do you have it also in black?” Or “How many HDMI ports does this TV have?”. These questions refer to specific details of a product or service.
Qualitative questions tend to focus on details of more subjective products and personal opinions. “Is it a good blender to make smoothies? “What do you think about the image of this television?” These types of questions are helping the consumer to validate or discredit their own opinions. In short, they are looking for a second opinion, preferably from someone who has already tried the product.
When you are able to answer these two types of questions, you have a perfect combination of information and credibility. Data and figures quickly reduce uncertainty about a product, but decisions tend to take root in emotion. Quantitative questions give buyers data, while qualitative questions tell a story about the product.
2 Organize a list of frequently asked questions to increase conversion.
A list of frequently asked questions (FAQ) is one of the most tried and true methods to improve consumer confidence. The same Hardvard study shows the value of making it easier for consumers to collect, understand and evaluate their options. The brands that worked on this aspect had an amazing 86% more chances of being bought, and a 115% more chance of being recommended. The easier the brand makes the purchase decision path, the better, and a FAQ list can move buyers quickly to their own conviction.
But asking a Frequently Asked Questions is not easy. You have to research about the clients to identify common questions and weak points, and then you have to answer them. And not only in a general way in your store but if you want to do it well, you must do it also in your products.
But, what happens if you cross the data of the questions that your clients ask and identify the most frequent ones about your products?
With the right tools you can identify the topics that interest your audience the most or the products that generate more doubts. By providing them with a tool to freely ask their questions, you are gaining a powerful source of consumer information about the common questions that are asked about your products.
3 the social proof about your products.
Social proof has been one of the most active concepts in ecommerce in recent years and for good reason. This test explains a phenomenon of psychological and social influence in which people look around to discover what is taken and what is cool. “If everyone does / carry / has it, I should too”.
In the context of marketing, it is a powerful force. In short, people often turn to their peers when making purchasing decisions. That is why the scores and the reviews generated by the consumer (CGC) have been so successful in electronic commerce: In its most basic aspect, they show that other people have already bought and are using something.
The Questions and Answers tools in ecommerce produce a similar effect. In addition to allowing customers to ask questions and find answers, a Question and Answer platform also shows buyers that other people are interested and others who already have the product. But the Questions and Answers in this case go a step beyond the qualifications, opinions and other forms of CGC, because they allow users to ask why everyone moves in a certain direction.
Every time someone makes a purchase decision, they experience a certain degree of anxiety. According to Crazy Egg, to dissipate that anxiety we observe the actions of others. We want to know that other people have shared our experience. And we want to know that the choice we are making has already been made by other people.
How many opinions online, comments, questions and answers, likes in social and followers have a brand or a product, more respect generates. After all, when a lot of people are paying attention to you, you should be doing something right.
That is the beauty of social proof in ecommerce. Sometimes, all you need to make a customer click on the buy button, is to show him that other people have already pressed that same button before.
4 Push is SEO with key content to attract more buyers
When you juggle many products, and a lot of category pages, it is likely that details are missing somewhere. The more information you provide on the product pages, the more questions will be answered before the clients ask them and the better your search engine position of your page will be.
Online shoppers tend to ask questions when there is a lack of information, which can help you identify content gaps on your page and fill them with content rich in keywords.
As an additional advantage, allowing customers to ask questions about your ecommerce naturally increases the SEO of your page. First, because the pages of your products are constantly updated with new Questions and Answers, that means that your pages have new content. Second, people’s search queries often coincide with keywords in customer questions. Allows Questions and Answers to do a great SEO job on your product pages.
Purchases have always had a strong social component. Stakeholders ask questions, talk to shopkeepers, examine, look at prices and compare products. Although online commerce means that this does not happen in person, the tools offered by these experiences facilitate the same sensations.
And the Q & A tools do exactly this, offer a space to interact with them and respond to buyers when they are about to make a decision. This, as has been explained here, contributes a very positive experience for the consumer, but also helps brands and their products to distinguish themselves while attracting buyers at the right time with the right content.
You have the functionality of questions and answers with the Premium version of Revi. (€ 34 / month vat inc.)