For a couple of months during the summer of 2012, Shoes.com evaluated two Social Q&A products simultaneously: TurnTo vs. a competing Q&A tool. During this time, we took the opportunity to run a comparison of the answer rates the two systems delivered.
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To measure the difference between the TurnTo approach to eCommerce Q&A and that provided by the leading customer reviews vendors, Bazaarvoice and PowerReviews, we conducted a simple test across 12 sites. For a full report of our study, click here. For a quick overview, click the ‘download’ link below.
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This whitepaper presents a strategy for integrating your online store into your social commerce strategy – an approach we call “Onsite Social” – that will increase the value of your social initiatives and deliver measurable results to your bottom line. It recognizes what retailers have always known – that the best opportunity you have to build a relationship with your customer is when they are in your store.
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Jack Kiefer of BabyAge found that by getting product questions answered by past customers who really bought those items, BabyAge could provide valuable information to their shoppers and also generate lots of fresh, unique customer-shopper dialog that would help with SEO and bring the product detail pages to life. Jack said, “To put it simply: TurnTo significantly exceeded our expectations. We ended up with more content of higher quality than we had even hoped for – 7 times as much as our customer reviews system produces – which translates directly to ROI.”
Tony Pang, GoJane’s founder, recognized that it would be powerful to tap into the enthusiasm of his customers and wanted a way to put his customers’ voices right on his product detail pages. But he had two big challenges; a short sell-through and the need to capture how his customers actually talk about the products. Finally, in 2010, Tony found TurnTo. TurnTo’s social approach to Q&A met all of Tony’s requirements.
Adorama recognized that there was a gap between their customer reviews and the support their phone sales team provided. Glen Holman, who manages Adorama’s new website, said, “Customer reviews are simply not enough.” So Adorama brought on TurnTo’s social Q&A product “Ask Owners”. Unlike other Q&A tools, Ask Owners delivered a large number of social answers, and it delivered them fast. That helps convert current shoppers without adding to the workload of Adorama’s customer support team. Glen said, “Until TurnTo, we couldn’t find a solution that allowed us to respond to customers’ direct questions without hiring an army of writers.”
CEO Au-Co Mai explains, “The TurnTo Social Commerce Suite gave us exactly what we were looking for, with a range of tools designed to directly connect our shoppers to our customers. The direct connection is the key. Our shoppers and customers don’t just want reviews of our products, they want to TALK about them, tell stories about them, and ask each other about them.”
After 13 years selling online, CEO Jeff King has built up a large and extraordinarily satisfied customer base. But other than testimonials on the site, the marketing value of his many happy customers was locked away, and each new sale often felt a lot like his first. To release the hidden good will of his customers, Jeff turned to TurnTo.
WirelessEmporium.com, a leading retailer of cell phone accessories
CEO Eugene Ku thought a social commerce strategy could help him in 3 ways:
1. Increase consumer trust that he stocks high quality products even though many of his brands are private label.
2. Help customers narrow their choices in a very large catalog and have enough confidence in their selections to get through check-out
3. Encourage cross-sell and impulse purchase
Copyright © 2013 TurnTo Networks, Inc. Proudly Made in NYC.
