April 14, 2016 by George Eberstadt
A version of this post originally ran on Multichannel Merchant.
A study we just completed shows that a new type of customer-generated content captured online at the point of purchase can solve the problem of low customer review volume.
“Be the first to write a review” is one of most negative messages retailers can show on their product pages. Research shows that much of the power of customer reviews is in the count, not just the rating. High counts indicate an item is popular, and popular items sell. Low or zero counts suggest an item is unpopular, which hurts sales. Ironically, many truly popular items have no reviews just when they are being most heavily promoted – when they are newly on sale – because of the lag before reviews start to arrive.
The pain is not confined to the product page. Most stores show ratings on discovery, list, and search pages. Items shown with no ratings are much less likely to attract shoppers, resulting in lost sales opportunities. A catalog with many “zero reviews” items may be worse than one that doesn’t use reviews at all.
One way around this conundrum is for retailers to capture a sort of micro-review at the moment of purchase (on the order confirmation page), rather than waiting weeks to ask for a traditional review by email. On the order confirmation page, a shopper can’t yet speak to her experience with the item, but she can answer a different question: “Why did you choose this?”
The answers to this question directly address purchase motivation, something that’s not usually covered in reviews and is particularly effective at helping shoppers make the decision to buy. For example, seeing that many people chose to give an item as a Mother’s Day gift will help others feel comfortable doing the same. Multiple comments that people bought an item for some particular attribute – smell, weight, comfort, style, performance… – call attention to the key features that drive purchase. And there’s no substitute for the customer’s own voice; like the comment on a set of woodworking clamps: “They are the extra hands we could all use.”
We recently ran a study looking at the rate at which these “Checkout Comments” build up. We found that overall, when that question is posed in a modal window on the order confirmation page, shoppers provide an answer on 10-15% of all orders. For most stores, that’s a rate 3-5 times higher than the rate at which they collect customer reviews. And for new items, the first comments start to arrive, on average, 10 days earlier than with traditional reviews.
Displaying this content on product pages, especially with a count near the top where the reviews count usually appears, provides powerful social validation that drives conversion. Showing these counts on navigation pages helps get shoppers to click through to more product pages, which also drives sales. And since the comments are collected at the moment of purchase, they tend to contain highly positive sentiment, which further increases conversion rates.
From our study, we’ve called out 4 examples to illustrate the differences in the rate of content build-up between Checkout Comments and customer reviews when items first go on sale and over time. We selected these items because they were among those that received the most, fastest reviews. These examples show that even compared to the most successful review collection efforts, Checkout Comments start coming in much sooner – usually on the first day a new item is available – and build up much faster.
March 9, 2016 by John Swords
The Risks of Image Harvesting
Recently the online retailing industry took some heat over the practice of harvesting images from social media. The New York Times highlighted some especially egregious cases in which retail brands re-published Instagram photos of children against the expectations of their parents.
A variety of experts chimed in with conflicting advice. Does using a brand’s hashtag in a photo caption count as giving consent for the brand to post the picture? The article portrays an industry still figuring out where the lines are, with best practices still unsettled.
What’s clear is that “image harvesting” is developing a risky reputation. When retailers pull pictures off social media and place them in a merchandising context, such as a product page or a gallery on a brand’s website, customers sometimes feel blindsided. Doing it right means getting each customer’s permission individually, and making sure customers understand what they’re consenting to.
That all adds up to a high-effort process. Retailers win when customers share pictures of products they love, but shouldn’t there be a better way to get them?
Enter Visual Reviews
TurnTo is leading the way in a new product that offers a clear-cut path to collect customer images that’s beneficial to both the customer and the retailer. Rather than pulling images from customers’ personal social media feeds, Visual Reviews gives the customers a way to submit product photos and videos directly to the store where they bought the item or to the brand that manufactured it.
TurnTo Visual Reviews adds a rich layer of visual information to fashion, beauty, and home brands, where a picture can say more than a written review ever could. It also works well for hobby and craft retailers, where buyers are eager to share things they’ve made with the products they’ve bought. Whatever the category, it provides a worry-free source of great content for TurnTo clients.
February 5, 2016 by John Swords
I thought I would take a minute and share a few words on TurnTo’s new branding that launched last month. For those of you that read our blog through our content feed, I encourage you to stop by the new website to see it in action.
While Visual Reviews was in development last year, we began work on a new brand system that would not just convey our vision for TurnTo, but also integrate and showcase our growing number of products and services.
For the logo, we aimed to communicate our community building vision, technical innovation, and fanatical attention to results, which are all core to our mission. The new mark breaks with some traditional conventions in logo design which gives us the flexibility to use it in more sizes and treatments.
The supporting modular systems of color and content structure provide clarity and consistency across all of our media touch points.
Design consultant Erica Heinz worked closely with our product and marketing teams to develop the new program.
“The new look is bright, clear, and responsive, reflecting the company’s spirit of innovation and service. The brand system gives each product a distinct identity and adds a unique, modern mark to represent interconnectedness.”
It was very important that the entire system be designed mobile-first to ensure great experience across devices and continents. We were fortunate to have former MoMA and New Yorker web developer/artist Dan Phiffer lend his talents to bring the new brand to the web.
Our team is excited about the new look and we hope you fall in love with it too.
January 19, 2016 by John Swords
Keeping up with social commerce is like keeping a bunch of plates spinning in the air. Should you have a separate retail destination on Facebook? Will “buy” buttons on Pinterest and Twitter have any impact on your sales? Are your ratings and reviews helping you stand out, or a missed opportunity?
Helpfully, a new research report from Gartner offers advice on the fluid world of social retail. TurnTo, with its suite of customer engagement services, is one of the solutions profiled in the report.
One piece of advice that always hold true is customer experience makes a big competitive difference. Gartner reports that “customers trust and value the opinions of other customers, and recommends that digital commerce sites incorporate elements of social commerce.” The report also advises, “Go beyond standard rating-and-review functionality for digital commerce sites by also incorporating textual analytics, review syndication and review moderation. Some vendors offer these advanced features, some don’t.”
The Gartner report also highlights product/brand advocacy as a proven approach to social commerce.
TurnTo is profiled as a solution for both Rating and Review and Product/Brand Advocacy. TurnTo is a great way to stay ahead of the curve and make sure your ratings and reviews are ready to deliver the great experience your shoppers want. The new TurnTo Suite offers four proven tools you can use to maximize customer engagement and deliver a great social ecommerce experience.
Gartner clients can access the December 2015 report, “Market Guide for Social Commerce Applications.”
December 16, 2015 by George Eberstadt
Each year at this time, CIO Review Magazine picks 20 technology solutions for the retail business that stood out during the previous year. TurnTo was selected as one of them in their just-published 2015 list. Here’s a link to their official citation. Their explanation did a very nice job summarizing the changes that are taking place in shopper behavior and the resulting challenges and opportunities for online sellers. Reprinting it here:
Product ratings and reviews have been a staple of eCommerce since Amazon introduced them in the mid-90s. But the basic model hasn’t evolved much, while the online environment has changed dramatically. Phones have passed computers as the primary means through which many people access the internet. Visual content has become far more important in the online product discovery and selection process. Social media has trained people to value 2-way interactivity over passive content consumption. Messaging has taught people to prefer their text shorter and shorter.
Set against this backdrop is New York-based TurnTo Networks, the fastest-growing provider of so-called “customer- generated content” (CGC) tools for top eCommerce businesses and brands. TurnTo’s mission has been to update the basic ideas of traditional ratings and reviews to address the changes in the ways people shop online and how they create and use CGC in the process. To accomplish this, TurnTo has developed an innovative suite of customer-content applications for eCommerce built around this new environment: mobile-first, highly visual, 2-way interactive, and short-form text.
TurnTo’s line-up includes an up-to-date take on traditional Ratings and Reviews, a Community Q&A product that enables shoppers to get their product questions answered by peers who already own the items, a “micro-review” gathered at the point of purchase called a Checkout Comment, and a Visual Reviews product built around the reality that many people would rather use their phones to take pictures and video than to fill in forms and type. Together, these products fulfill the basic promise of customer ratings and reviews while taking the value delivered by customer content to a new level
Not only do these new and updated tools better meet the needs of today’s shopper, they also help online sellers address important challenges that traditional ratings and reviews don’t solve well. For example, stores with “fast-turn” catalogs, such as fashion, often have trouble building up customer reviews before items go out of stock or out of season. But TurnTo’s Checkout Comments start generating content from the first moment an item is available for sale. Or consider highly complex products like cameras and electronics. It’s impossible for reviews or standard product information to anticipate all the questions a shopper might have before purchasing. For that, Community Q&A is an effective way to quickly get prospective buyers the information they need. Or how about the whole category of do-it-yourself–from home improvement to cooking to crafts? Stores often want to call attention to the results of the products they sell–the projects made with their tools and supplies. Text reviews of product features can never highlight these outcomes the way proud photos taken by real customers can.
“Traditional ratings and reviews remain very important, and it’s crucial for stores and brands to use a platform that collects the greatest volume while ensuring authenticity,” says George Eberstadt, CEO, TurnTo Networks. “But it’s no longer enough to stop there. Customer behavior has moved on, which has created great opportunities for sellers to use these new types of customer-content to create better experiences for shoppers while addressing some of their most important merchandising challenges.”
November 18, 2015 by George Eberstadt
A new study from L2 of the CPG personal care market looks at the relationship between review volume and search engine results and finds:
…products with more reviews enjoy superior search visibility.
SEO is a major reason to maximize the number of reviews you collect, but there are others:
- A high review count displayed alongside the average star rating signals that a product is popular and also increases trust in the average rating by showing it is based on a meaningful sample. In fact, a higher review count can more than make up for a lower average rating. In this recent study, 61% of respondents preferred a product with a 4.5 star average based on 57 reviews over the same item with a 5 star average based on only 4 reviews.
- Larger numbers of reviews drive higher average ratings by tapping into the “happy middle” of the customer base to dilute the over-influence of the often unhappy extreme that otherwise dominates. Jockey.com (underwear) recently found that sending an email to request reviews not only increased review volume by 7X, it also increased the average rating across the site by a half a star – a HUGE effect.
While it’s no surprise that more-reviews-is-better, in practice, we find many brands and stores are so focused on the average star rating for their products that they undervalue the raw volume count and miss opportunities to increase collection.
The L2 study points to review syndication from brand sites to retail sites as an effective strategy for increasing review volume at the point of purchase. We would add that merchants should consider an open strategy for in-bound syndication, as closed networks can have significant limitations in reach, complexity, and cost.
We would also recommend that stores and brands evaluate their mechanisms for collecting reviews, as platform limitations can crush the volume of reviews collected. For example, the furniture store Raymour & Flanigan doubled the volume of verified-buyer reviews they collect by switching to an approach that automatically authenticates known reviewers rather than requiring a separate authentication step. And for unrecognized users, a flow that enables review creation before requiring authentication is essential. (Do you make your visitors register before they shop?!?)
October 16, 2015 by George Eberstadt
You probably know that sending an email post-purchase to request a product review is critical to getting a healthy volume of reviews. But you may not know that it’s also essential for ensuring that the sentiment of the reviews you collect fairly represents the sentiment of your customer base, overall.
Here’s an example from Jockey.com. After switching to TurnTo for ratings & reviews, there was a period of 6 weeks when they were not sending out review solicitation emails (RSEs); the only reviews they collected were from shoppers who returned to their site, on their own, to submit one. Then Jockey turned on the RSEs. Not surprisingly, the volume of reviews they collected increased by 7X.
But here was the surprise: the average rating also improved – by over half a star, from under 3.8 to over 4.3! That’s a huge improvement, with the critical benefit of accurately signaling to shoppers the high quality of Jockey products.
Why the improvement in average star ratings? It turns out that the people who go through the effort to come back to your site to write a review, without being prompted to do so, are disproportionately the unhappy ones – the ones with a complaint to vent. So if you are only capturing reviews from this group, you are over-representing the negative sentiment in your customer base and under-representing your happy customers. When you reduce the barrier to writing reviews by sending customers an email requesting one, you get a review-writing population that is much more representative of the overall sentiment of your customer base. In the case of Jockey, the before-and-after gain of over a half-star across their full catalog is the kind of improvement you might otherwise have to do a product-line refresh to achieve.
So in case the benefits of a much greater volume of reviews aren’t enough to convince you to send out a review solicitation email, keep in mind that you’ll be more accurately showing the positive sentiment of your customer base, too!
October 13, 2015 by John Swords
Community Q&A got the late night talk show treatment last week. Stephen Colbert had Late Show guest Cate Blanchett perform a live reading of answers from owners of a Hamilton Beach travel blender.
Here’s the video:
September 8, 2015 by John Swords
… And we mean LOOK different.
- 90% of reviews come in response to emails
- >60% of emails are opened on phones
- Phones are bad for long text (like reviews)
- Phones are great for photos!
The implications are clear:
- Your strategy for collecting customer reviews needs to work on phones
- On phones, the strategy should be “visual first.”
So what is a visual review? It’s a photo (or video) submitted by a customer in response to a request for a review – the proverbial picture that is worth a thousand words. Instead of text stating, “With my new cookware, I was finally able to perfectly brown the crust of my famous chicken-pot-pie,” it is a photo of that perfect chicken-pot-pie.
Instead of text stating, “The shirt fit perfectly, with no extra blousing around my waist,” it is a selfie of the customer looking great in her new shirt.
Instead of text stating, “The fabric on the sofa was gorgeous, but the cushions were way too saggy,” it is a photo of the sofa with its gorgeous fabric and saggy cushions.
Far from being yet another “gotta-keep-up-with-changing-platforms chore,” the shift to visual content that the rise of smart phones demands creates a huge opportunity. Simply put, visual content converts better. Few shoppers have the patience to read the full body of customer reviews, and those that read any rarely go past the first couple of entries. So while having lots of reviews is valuable for signaling that an item is popular, most of the text you are collecting has little impact on conversion. On the other hand, shoppers can scan an image gallery in a blink and come away with a powerful, visceral sense of the appeal of a product.
This is not to say that you should abandon collecting text reviews; there is plenty of information in text reviews that images can’t convey. If a customer is on a desktop when they get your request to write a review, you should lead with the request for a standard text review (with an option to attach an image). But when the customer is on a mobile device, don’t try to force a round peg into a square hole by asking for text. Instead, ask the customer to do what comes more naturally on these devices and submit an image.
The applications are broad and go way beyond selfies. Image subjects can vary such as:
- Things made with the product (cooking, crafts, do-it-yourself projects)
- The product in use (home furnishings, hobby items)
- Unboxing and explainers (electronics, fashion)
- Travel (Hotel rooms, attractions)
- And yes, selfies (fashion, beauty, sporting goods)
Visual reviews are a great complement to imagery you can gather from social media sites, if you’ve taken that approach. But visual reviews also have some important advantages over social media harvesting and may be all the visual content collection you need:
- Images are automatically connected to the relevant SKU (saving a lot of work)
- Usage rights are automatically acquired
- You can collect a lot more images, since there is a big portion of your customer base that is happy to write a review but isn’t going to post your product to their Instagram page.
- The image collection is continuous; there’s no need for special hashtag campaigns
So as we said, the next generation of product reviews is going to look very different.
August 17, 2015 by John Swords
That’s exactly what Ian MacDonald, Director of eCommerce for Silver Star Brands has experienced leveraging TurnTo’s Community Q&A. Ian was looking to improve SEO performance, increase website traffic and lift conversion rates. He thought he’d find an answer using customer-generated content, but he already had ratings and reviews. He needed more.
Ian implemented our Community Q&A and proprietary “Checkout Chatter” products which immediately began creating Customer-Generated Content.
Silver Star Brands’ customers can get quick answers to their questions right on the product detail page from fellow customers, staff experts, and the store’s FAQ content from the help center. To maximize the usefulness of this utility, Ian strategically used an “input teaser” on the product page, enabling shoppers to submit their questions without having to scroll.
Additionally, at the time of purchase, Silver Star Brands’ customers are asked the simple question “Why did you choose this?” TurnTo’s Checkout Chatter enables the company to collect short, positive sentiments from customers, equating to more Customer-Generated Content for their sites that is indexable for search engines.
Here are just a few results Silver Star Brands have realized thus far (a link to the full case study is below):
As a “bonus” – this incredible volume of Customer-Generated Content from both Q&A and Checkout Chatter is indexed by search engines, which has greatly improved Silver Star Brands’ SEO.
July 17, 2015 by John Swords
Collecting great customer-generated content (CGC) is only half the game. Figuring out how to use it for maximum impact is the other half. Here’s an example of a brand using a particular type of CGC – what we call “Checkout Chatter” – to power a great email campaign. Tip-of-the-hat to Sur La Table for their creativity. We think you’ll find this inspiring.
Here, Sur La Table is building the email around a selection of the checkout comments from their “Cart Talk” pinboard. They are not only introducing the Cart Talk function of the site, they are making a range of their products look super attractive by augmenting the product images with this particular type of CGC, providing endorsement and social validation. While customer reviews can be difficult to work into outbound messaging without undermining their authenticity, checkout comments have a different feeling – an immediacy – that makes them well-suited for promotional uses.
Sur La Table’s “Cart Talk” captures customer sentiments at the time of purchase with the simple question, “Why did you choose this?” and turns it into a social share on the site for those still browsing. Because it is captured at the point of purchase, the sentiment is consistently positive and it is a great asset to build enthusiasm around products – not to mention SEO.
It’s just one piece of the ongoing strategy Kevin Ertell, SVP of Digital at Sur La Table has for building community with customers leveraging product insights contributed by the customers themselves. You can read and hear more about that in our previous blog entry.
Our clients using Checkout Chatter capture these checkout comments from shoppers on up to 15% of all orders. What brand wouldn’t benefit from massive amounts of positive-sentiment user-generated comments about their products that could be easily sprinkled throughout their site? Empowering customers with the ability to share their thoughts or experience with purchased products helps reassure their fellow shoppers that they will be making a wise decision. And that leads to increased conversion rates.
May 28, 2015 by John Swords
[Updated October 11, 2015 to reflect changes Internet Retailer made to their 2015 Top 500 database since the date this was first published.]
According to the newest data from the leading trade publication, Internet Retailer, TurnTo Networks Inc. is the fastest-growing user-generated content (UGC) solution provider to the “IR500” – the top 500 online retailers in North America.
Of the top 3 solution providers in Internet Retailer’s “Customer Reviews and Forums” category – TurnTo, Bazaarvoice, and PowerReviews – only TurnTo showed significant growth from the 2014 tally to 2015. The number of top 500 retailers using TurnTo grew by 53% during the period, while the number using Bazaarvoice declined 3% and the number using PowerReviews declined 12%.
Measured by the annual web sales of the retailers served, the results were even more dramatic. TurnTo grew 198% during the period, while Bazaarvoice grew 2% and PowerReviews declined 1%. Additionally, the Internet Retailer 2015 research shows that 50% of the annual web sales of the PowerReviews customer base is represented by a single customer. Excepting this, the total annual web sales of TurnTo’s IR500 customers would be ahead of PowerReviews and second only to Bazaarvoice overall.
I had a quick chat with our CEO, George Eberstadt, to get his thoughts on the reasons for this growth.
Me: George, the first thing people are going to ask on seeing these numbers is what’s driving them. So, what’s driving them?
George: First let me say – and I don’t want to be too saccharine about this – it’s humbling and gratifying to get this kind of trust from these businesses. The alternatives have been around a while, so we recognize that the retailers adopting us are making a bold move rather than the safe choice.
And I think that’s the short answer to your question. The customer-generated content space hasn’t seen much bold innovation for a while, and retailers that are tired of the same-old haven’t had alternatives – especially at the enterprise level. We bring the fresh perspective, smart innovation, and fanatical commitment that a lot of retailers are looking for.
Me: Can you put your finger on any particular TurnTo innovations that the market has been responding to?
George: I think it’s a mix – some big, some subtle. For example, we were the first to introduce the “active outreach” mechanism for getting fast community answers to shopper questions. That was really the breakthrough that makes community answering work. Then, we expanded our vision of Q&A to include answering an ever broader range of shopper questions even faster, so we added instant answers and knowledge base features. Q&A is still a new frontier with lots more opportunities for major innovations, and we’re pursuing those.
Checkout Chatter is another example. It’s simple and highly effective. And it’s a TurnTo exclusive.
Ratings & Reviews, on the other had, is a more mature area, so our innovations have been less revolutionary, though they still have a big impact on ROI. For example, our ready-to-wear UI is exceptionally clean, elegant, and mobile-friendly while still providing easy customizability either through CSS or our comprehensive API. Our review-solicitation email answer flow automatically authenticates the user, leading to more reviews from verified buyers – especially on mobile devices. Our transaction history integration enables the system to ask for reviews on previously purchased items immediately after a user writes a review or answers a question, which increases total review volume by 20-30%.
Me: Are there any other reasons you think retailers are switching?
George: I think our customer success process and the great team behind it is another reason. By focusing on the business as well as the technical aspects of integrating our tools, we ensure customers get the most value from them. And we don’t just move on to the next customer as soon as the last one is set up; no one is fully optimized on the day they go live, and we are pretty relentless in follow-through over time. That’s a hard thing for retailers to get a sense of during an evaluation, but it comes into play in our high customer retention and referral rates, which is a big part of our growth.
Data from the IR500 survey by Internet Retailer are available at www.top500guide.com.
May 27, 2015 by John Swords
Learn how Kevin Ertell, SVP of Digital at Sur La Table, was able to seamlessly build community with customers by leveraging product insights contributed by the customers themselves.
He spoke recently at a key industry trade show and shared Sur La Table’s secrets for using Community Q&A to answer shopper questions quickly with detailed responses — and elevating engagement between customers beyond what Ratings & Reviews alone could ever provide.
February 27, 2015 by John Swords
1. Social is increasingly part of the decision process for travelers.
Many and leisure travelers now leverage e-commerce tools, such as social Q&A and ratings & review tools, when booking rooms online. In fact, 53% of travelers won’t commit to booking a room until they’ve read reviews of the property* and 21% needed to check with other travelers before booking**.
2. Guest feedback broadens SEO reach and reduces call center inquiries.
Fresh and engaging content is essential for any successful SEO strategy. And user-generated content (UGC), such as feedback that is developed by your site visitors, provides unique content for your website — which ultimately feeds Google and other search engines.
As pointed out in a recent Harvard Business Review case study, “most customers these days demonstrate a huge — and increasing — appetite for self-service”. E-commerce tools that front-end your hotel inquiries help increase customer satisfaction (by answering many questions instantly) and decrease support costs.
3. Mobile booking will continue to grow in 2015.
According to the Skift “Megatrends Defining Travel in 2015” Special Report, mobile booking is poised to grow exponentially over the next five years, with 60 percent estimated growth from 2014 and 40 percent in 2015. Having enhanced e-commerce tools, such as a community Q&A tool and ratings & reviews platforms, for mobile browsers have been known to effectively increase conversion rates.
*Custom Survey Research Engagement. Independent PhoCusWright Dec 2013 study of 12,225 respondents
**2014 SalesCycle Travel Survey of 1,000 travel consumers
February 5, 2015 by George Eberstadt
Thank you for the opportunity to work for you, and thank you for the recognition. The best is still to come!
Your friends at TurnTo.
December 3, 2014 by John Swords
To provide some more context, I sat down with our CEO to discuss how this new product came about.
Heather: TurnTo is well known for providing the top-performing community-powered Q&A solution for eCommerce. Why branch out to Ratings & Reviews?
George: Well, we resisted for a long time! One reason we’ve been able to build up such a lead on the Q&A side is focus. But 4 things changed our minds. I’ll go through them:
- First, some businesses wanted to adopt our Q&A without increasing their vendor count. Our Q&A has always been targeted at businesses that take a best-of-breed approach to vendors; but with integrated Ratings & Reviews we can meet the needs of those who prefer suite providers, too.
- Second, we identified some very exciting ways to integrate the two products to deliver more value than either can alone.
- Third, we realized that all of the enterprise-grade infrastructure we built for Q&A could be leveraged by our Ratings & Reviews product, enabling us to rapidly build out the application and launch with a full enterprise-ready feature set.
- And finally, our customer research revealed some pretty wide-spread dissatisfaction with the existing choices and a strong demand for a better option.
Heather: What was the overall philosophy behind the design of TurnTo’s Ratings & Reviews product?
George: We spent a lot of time talking with both current customers and prospects to understand what they wanted in a Ratings & Reviews product, and the feedback was very consistent: all the important functions that have been proven to work, beautifully executed, on an enterprise-grade platform, at an affordable price. We also heard consistent requests to stay away from bells and whistles that don’t add value and clutter up the user experience or make the system management difficult just to appear different. The architect Mies van der Rohe was famous for saying “God is in the details”, by which he meant creativity doesn’t necessarily require wild gestures – there’s plenty of opportunity for innovation in just honing an idea until it’s really right. I’d say that was the philosophy guiding us here.
Heather: OK, so there’s nothing radically different about TurnTo’s Ratings & Reviews product, but are there still some innovations you’d like to point out?
George: At the application level, one nice touch is that the “purchaser credential” (like the Verified Buyer badge) provides an approximate date of purchase. That increases the credibility of the review and also enables the shopper to see how much experience the reviewer has had with the product. We also offer state-of-the-art mobile capabilities – responsive design right out of the box and phone-optimized UX for review collection. Plus, as I mentioned, we’ve found some very valuable new ways to integrate Ratings & Reviews with Q&A. For example, when a shopper enters a question, our Instant Answers feature now searches the Ratings & Reviews for relevant information (as well as the existing Q&A dialog and the store’s knowledge base). Also, the please-review-your-purchase email can now include an offer for customers to get help with their recent purchase from others who already own the item. That turns Q&A into a post-purchase support tool; and by coupling it to the review solicitation, stores can head off potential negative reviews and turn them into positive ones.
Heather: How has the market received TurnTo’s Ratings & Reviews so far?
George: The reception has been great. Many of our existing Q&A customers have already or are in the process of switching their reviews over to us, too. Many of our new customers are signing up for both reviews and Q&A together. And we’ve even got a some new customers who are starting with our Ratings & Reviews and planning to add Q&A later. And that’s all before we’ve really started to market this new product.
Heather: Does this mean TurnTo is no longer a “Q&A first” company?
George: No, we’re still Q&A-first. We expect that online business who are satisfied with the current reviews providers will still come to us for best-of-breed community-powered Q&A. It’s already the industry leader, and we have many big enhancements coming in 2015. But when you look the whole package of our Ratings & Reviews offering – the product itself, TurnTo’s outstanding support, affordability, integration with our industry-leading Q&A, and our extraordinary roadmap – it compares very favorably to the existing alternatives.
October 17, 2014 by John Swords
This interview was originally posted by StellaService’s Happy Customer Blog on October 8th, 2014 located here!
“Happy Customer is always on the lookout for innovative approaches to customer service. We recently visited with TurnTo Networks CEO George Eberstadt about his company’s approach to “Assisted Shopping.” Retailers using TurnTo’s technology include Saks Fifth Avenue, Newegg and Sur La Table.
What is “Assisted Shopping” and how is it different from live chat?
The difference is in the approach. Both share the vision of taking the customer experience that a shopper gets with a primo in-store associate and bringing it to the web: the shopper can ask questions in her own words and get the information she needs back quickly. Live chat takes a very literal approach: make the associate available to the web shopper by putting her on the other end of a chat line. “Assisted Shopping”, on the other hand, says: use ALL the resources that the web makes available to get shoppers the fastest possible answers from the best sources, whatever the question. That includes tapping into the wisdom of fellow customers, going beyond the associate to the merchandise category manager (who probably wrote the training materials for the associate!), reaching out to the manufacturer, tapping into all the content in the store’s FAQs or help center. And, yes, even involving the store associate – not just the one in the call center, but the one who covers that category at the nearest store. Also, Assisted Shopping can be faster than live chat much of the time by enabling instant answers from a continuously-learning knowledge base. Studies show shoppers often prefer self-help. And when a live chat is needed, Assisted Shopping provides a seamless escalation path.
What sort of results can online merchants expect from this type of solution?
There are many value-levers for stores using this technology: Conversion lift, SEO, reducing call center load, reducing returns, increasing loyalty, and gaining merchandising insights.
- Conversion lift: Shoppers who interact with tools like these convert at 3-7X the rate of those who don’t. Further control group testing shows that about 25% of this lift is causal (ie not just cherry-picking shoppers who were going to buy anyway). That’s a big effect.
- SEO: The community aspect of Assisted Shopping – enabling shoppers to get questions answered by fellow customers who already own the products they are considering — produces 2-4 times more user-generated content (UGC) than customer reviews do. UGC is one of the most effective strategies for SEO, so more is better. Stores have reported increases in organic traffic of 20% from this tool.
- Reducing call center load: Shopper questions that get answered by the community or from the knowledge base never end up in the call center. That’s faster, better answers for the shopper, and less work for the store staff – depending on the category, up to 30% less.
- Reducing returns: fashion and apparel businesses, in particular, can reduce returns by enabling shoppers to get authentic feedback from past customers who have experience with the products. Assisted Shopping systems work with sizing charts and fitting tools to help online shoppers get it right the first time.
- Increasing loyalty: Fast, authentic answers from the best source for the question are part of a great online shopping experience and have been measured to increase repeat purchase rates 15-40%.
- Merchandising insights: Assisted Shopping tools make it easy to see what causes shoppers to hesitate before buying, what information they need but aren’t getting, or unexpected ways they plan to use their purchases. That’s great insight for optimizing merchandising, and it starts to build up from the very first day an item goes on sale.
Is this just a pre-sales tool, or is there a post-sales support application?
Although we call it Assisted Shopping, there’s no reason the assistance needs to stop at the sale. All the same resources work post-purchase, making content from the help center or community forums, as well as the experience of customers who own the product, easily accessible for trouble-shooting. One exciting application is the post-purchase question solicitation email, which works particularly well when combined with the review solicitation email. In effect, it says: “Ready to review your recent purchase, click here. Need help getting the most from it, click here instead.” Not only does this improve customer satisfaction, but it can turn what would have been negative reviews into positive ones.
Can Assisted Shopping work in physical stores, too?
The vision of bringing the deep content available on the web into the store aisle has been around for a while. But there have been two major obstacles. One is easily identifying the items on the shelf, the other is easily retrieving the relevant information. QR codes and scanners were supposed to solve the first challenge but turned out to have limited scope. A new generation of solutions that combine native mobile apps with scanners, or perhaps beacons, now appear likely to solve this challenge at scale. There’s still a second problem: too much information to be easily retrieved on a small screen by a shopper standing in a store aisle. That’s where Assisted Shopping comes in. By making asking a question as easy as writing a text, these systems make nearly limitless resources instantly and easily available to the in-store shopper.
Is this a tool for brand manufacturers as well as for retailers?
There are multiple ways manufacturers can benefit from Assisted Shopping tools (in addition to deploying them on their own online storefronts). An easy one is to participate in answering shopper questions from the merchants that stock their products. With features like “instant answers”, this can be efficient as well as effective, as each answer becomes a resource for future shoppers with the same question, too. And the insights that come from seeing what questions shoppers have at the point of purchase can be highly valuable for manufacturers. Even more powerful is the ability for manufacturers to use these tools to extend all the rich content they provide about their products on their own site out to their channels. Now detailed product info and rich media that a merchant might not make available on their product pages can be accessed by any shopper in response to a question. By breaking the trade-off between extensive information and clutter, Assisted Shopping tools enable manufacturers to deliver all the information that will help close a sale while enabling merchants to maintain a streamlined shopping experience and consistent templates.“
October 3, 2014 by John Swords
Saks Fifth Avenue’s Senior Director of Product Management Jordan Lustig sat down with our CEO George recently to discuss how Saks is using TurnTo Q&A.
Saks is always looking for ways to improve their customer experience. They have a fact-based, customer first culture. Content plays an integral part in crafting a great shopping environment, and Saks recognizes that the customer has a voice and wants to use it.
Jordan began the conversation with TurnTo as a way to:
- Increase the amount of user generated content on the Saks website
- Create more relevant content
- Fill in the gaps of product categories that were low in product reviews
It was important to Saks for customers to get their questions answered while in the purchase funnel. TurnTo Q&A is able to get shoppers those answers immediately without any staff involvement (through Community Q&A).
In this video, Jordan talks about how impressed he is by the speed of the answers and ability to post those responses in real time. TurnTo is crowd sourced and reactive, so there is no burden on the Saks staff. And customers love it because they get a quick, informed response to their question that is much more relevant than reviews that can be overly general and time consuming to read.
Saks has seen tremendous success with the program; in fact TurnTo emails drive one of the highest conversion rates across all marketing initiatives. And that lift has not only been from people asking questions, but also those shoppers who are answering and browsing the Q&A content.
An additional benefit to Saks has been the merchandising insights delivered by TurnTo, which Saks credits with bridging product content gaps and uncovering user experience issues.
August 19, 2014 by George Eberstadt
Mobile Commerce Daily has a nice article summing up the comments from Todd Sprinkle, VP, Content & Platform Innovation at QVC, at eTail East about how QVC is using video for post-purchase support. They explain,
QVC initially tested a post-purchase email to customers with follow-up on content on how to use or assemble certain items, especially particularly complicated ones. When returns decreased, the company broadened its thinking on the post-purchase experience to include video on how to use, how to wear and how to love something.
QVC’s strategy makes sense on many levels: decreasing support costs, deepening brand engagement, increasing customer satisfaction, and encouraging repeat purchase. It’s also interesting that while QVC started with a focus on complex items, they’ve broadened out to apparel as well (most of which you won’t normally put in the “complex” category).
Another powerful way to achieve the same benefits – without all the work of video production – is to leverage community Q&A. Shortly after an order is delivered, send an email offering the purchaser the opportunity to ask questions of customers who previously bought the same item. Customers will reliably help each other resolve their issues, and the direct shopper-to-shopper engagement you’ve provided will do more to strengthen their relationship with your brand than interaction with your staff would have. (Of course, your staff will also monitor these questions and provide additional resources where needed.) QVC could combine the offer to ask a question with their video email to double the effect. Another great place to extend the offer to ask a question is in the email where you solicit a review, since it enables customers who are having difficulties to get them resolved before they write a critical review. It’s also powerful to put a tear sheet in the box with the order pointing the buyer towards the Q&A utility, if they have any questions, or to printing that info on the receipt or the return instructions; those are great ways to head off returns and improve your c-sat scores.
QVC’s innovations are pointing the way toward a larger post-purchase support trend where we expect to see a lot of investment and creativity over the next few years. Tip-of-the-hat to them.
August 7, 2014 by George Eberstadt
In Internet Retailer’s just-published list of the top vendors to the IR500, TurnTo is #3 in the “Customer Reviews and Forums” category. OK, we’re still a good deal smaller than the leaders, but there’s a reason their customers are switching to TurnTo. Give us a call to find out why!