October 2, 2012 by George Eberstadt
For the last few months, Shoes.com has been evaluating TurnTo Social Q&A vs. a competing Q&A tool by running them side-by-side on their product detail pages. We took the opportunity to run a comparison of the social answer rates the two systems deliver.
We asked typical shopper questions through both the TurnTo and competing systems about 6 different products; for each product, we asked the identical question through both systems. And we kept track of exactly when the answers came in. As with past tests we’ve run, we monitored both the time when we received an answer email and the time the answer appeared on the Shoes.com website, and we credited the earlier time if there was any difference. Since the TurnTo system had just been installed, Shoes.com had not yet begun providing staff answers for the TurnTo questions, but we kept track of the staff answers from the competing system anyway. You can see all the questions we asked at the bottom of this post.
Overall, the TurnTo system generated 27 social answers in the first 24 hours. The competing system generated no social answers in that period and only 4 social answers total after 4 weeks. In total, the TurnTo system generated over 7x the amount of social answers as the competing system.
The next charts show the answers received question-by-question at both the 24 hour mark and at 4 weeks. After just 24 hours, 100% of the questions asked through the TurnTo system received at least 1 social answer. On the other hand, 2 of the questions asked through the competing system never received any social answers, even after 4 weeks.
TurnTo Social Q&A once again generated dramatically more and faster interaction between shoppers and past customers. If you are interested in upgrading to results like these, give us a call.
These are the questions we asked about each product:
|New Balance Men’s M609||Does this shoe provide much arch support?|
|Kenneth Cole Reaction Men’s T-Flex||Are these shoes suitable to wear in the rain, or will my socks get wet?|
|Calvin Klein Women’s Dolly||Do these shoes run large? I’m between a size 8 and 8.5 and am not sure what size to order.|
|Lauren Ralph Lauren Women’s Cecilia||Do you think these shoes would work for a beach party?|
|Converse Men’s All Star Core Ox||Do these shoes stain easily?|
|Naturalizer Women’s Bates||Are these boots very heavy?|