During our most recent webinar, one of our loyal customers, Scott Ekman from Rockler Woodworking took us through how he uses the TurnTo platform in his eCommerce strategy; 3 Cs, customer-generated content, community, and commerce.
You can access the entire webinar below, but we’ve compiled the top 5 best practices for you to put to good use now!
1. Best practices for CGC on your product pages
Product description pages are the most crucial places to convince your shoppers to purchase. Customer-generated content should be immediately visible on the page and shoppers should be able to engage with it in multiple forms.
Making CGC as visible as possible reduces the need for shoppers to scroll and relieves shopper uncertainty by providing them with the information and confidence to support their buying decision. In fact, Rockler features their customer-generated content at the top of their product pages. And Scott has found that the most effective place for high-quality content, is next to the “Add to Cart” button.
Rockler allows shoppers to visualize the product in their own hands by displaying real customer photos below the product. Placing a scrolling gallery near the product image ensures it’s seen by your customers.
2. A/B Test the default review order
A third of shoppers recently polled reported being satisfied reviewing customer-generated content however a website displays it. But that leaves 2/3 of shoppers with a strong opinion of how they want to read reviews. Which sort feature makes them more likely to buy? A/B testing the sort order of your reviews will give you a good idea of who responds to what and if it makes a difference for your bottom line.
Scott decided to test the sort feature comparing “Most Helpful” review sort and “Highest Rated” review sort. Rockler chose to update their pages with the sort default using “Highest Rated” as the default view.
This simple update increased revenue per user by 19%!
3. Allow shoppers to ask their product questions to customers
TurnTo discovered 41% of online shoppers prefer to get their answers from other customers. Shoppers feel that other customers better understand the value of an item over the seller, considering they’re the ones spending their hard-earned money on it. Rockler had discovered the same sentiment and implemented TurnTo’s Community Q&A solution.
Rockler has a 94% answer rate on their site using TurnTo’s Community Q&A, and 95% of the questions are answered within the first 48 hours.
Shoppers should be able to ask a question directly on your product description page. Even better as they start to type, the system should pull up similarly asked questions. If they can’t find what they’re looking for, a customer can be emailed the question.
A bonus treat, Scott has found that not only does an answered question increase conversion for the askers, but the customers who answered the shoppers’ questions are 8–10 times more likely to go back to the site and make an additional purchase.
Giving your customers that option to ask on your site is always a good idea.
4. Include Checkout Comments™
Rockler was looking for a fast way to collect reviews for new releases and so Scott and his team started using TurnTo Checkout Comments™ for product pages that did not have many reviews. “Not having to wait for the customer to receive the item, use it and review it really helps to influence sales for new releases earlier,” says Scott.
A great time to ask for customer feedback is at the moment when a shopper becomes a customer. Checkout Comments™ are almost always positive and emotional—therefore highly convincing for shoppers who read them.
5. Include visual reviews everywhere you can
Rockler includes the option to upload photos in their review emails and on their website. Since offering the option to submit photos two years ago, Rockler has received 7,500 pictures. And as Scott mentioned previously, the ideal place to put these submitted photos is near the top of the product description pages. This integral piece of their marketing strategy has created an incredibly engaged digital community.
In fact, they have had so many photos submitted of completed customer projects, that they started using these pictures on many other pages outside of just the product description pages.
Rockler encourages shoppers to engage with these pictures anywhere on their site and allows them to purchase the items featured in a completed project by clicking the photo. “The photo shows the shopper the review caption and what product was associated with the images, so they can easily buy the product,” says Scott.
These visual reviews work much better than trying to tag content from Instagram or other social platforms. Because the image is submitted as part of the review process, there is no need to have to connect the dots. Plus, the review submission process handles user permissions automatically.
These were just a few examples of how Rockler incorporates CGC into their successful 3 C strategy, but we learned so much more. To view the presentation in its entirety, click here. And we hope you take these tips and put them to good use in your own eCommerce strategy!