Fashionistas Love Immediacy of Social Q&A for eCommerce, Reveals GoJane.com
GoJane.com uses TurnTo to get fast answers to shopper questions from real customers
New York, NY – TurnTo Networks, a leader in social commerce, today announced that online fashion retailer GoJane.com has deployed TurnTo’s Social Commerce Suite, including its recently launched social Q&A product “Ask Owners”, to enable shoppers to get product and fashion advice from the store’s real customers.
A leading fashion and apparel site for progressive young women, GoJane.com is welcoming the large volume of user-generated content produced by the TurnTo system. “We are especially excited about Ask Owners, because of the direct connection created between shoppers and past customers,” said Tony Pang, CEO of GoJane.com. “Questions on popular items at GoJane.com receive an average of 5.6 answers each, and the median time for the first answer is just 43 minutes from when the question is sent. Since those answers are all from people who actually bought the product, the quality and credibility is very high. This authentic, fast dialog is what customers expect today, especially from a fashion forward, youth brand like ours.”
GoJane.com customers also provide a check-out comment on about 5% of purchases through the TurnTo “Purchase Sharing” product in response to the question “Why did you choose this?” That large volume of user-generated content is instantly available to other shoppers, and because it’s captured immediately post-purchase, the sentiment is uniformly positive. Tony explains, “The speed with which the TurnTo system produces answers and check-out comments means that fresh user-generated content is available for many new items soon after they are added to our catalog. With over a hundred new styles every week and a short shelf life for each, a slower approach just wouldn’t work.”
The initial results of the TurnTo deployment are very positive. In March, the conversion rate of visitors who interacted with TurnTo was over 700% higher than the rate for visitors who didn’t, and over 20% of orders came from shoppers who interacted with TurnTo. The system also produced retention marketing benefits; with an 11% answer rate on question emails, TurnTo brought over 1,700 past customers back to GoJane.com in March.
TurnTo provides Social Commerce applications for online merchants that enable shoppers to get advice directly from stores’ real customers. By enabling authentic dialog between shoppers and customers right on the merchant site, TurnTo increases conversion rates, generates fresh content for SEO, drives traffic from Facebook and Twitter, brings past customers back, and delivers insights to inform merchandising strategies. The TurnTo Social Commerce Suite is a white-labeled SaaS product that can be integrated in a few hours. Internet Retailer 500 companies, including GoJane, Tabcom (Dog.com), CompUPlus, and Jomashop, use TurnTo to convert visitors into buyers. More information about TurnTo and its partner sites is available at www.turntonetworks.com.