July 10, 2019 by Rahul Chadha
Although probably best known as the world’s favorite camera store, specialist retailer Adorama also sells a wide assortment of products, including professional video and audio gear, consumer electronics, home office equipment, and mobile computing products.
Adorama’s customer base consists of professional photographers and videographers, but also includes some pretty serious amateur ones as well. These shoppers spend hours closely researching the technical specifications of the types of products in Adorama’s catalog.
Adorama understands the meaning of customer-centric. Their NYC store, for example, has developed a reputation for providing one-on-one customer service from a staff of highly knowledgeable—but still friendly and approachable—experts.
“Shoppers looking for photography equipment and other consumer electronics have a slew of options to choose from,” said Heather Nichols, Adorama’s pro audio and pro video digital merchandiser. “Part of how Adorama puts itself ahead of the competition is by giving customers easy access to expertise about our products through our sales associates.”
Naturally, the company wanted to replicate its superb in-store customer experience on its website.
Nichols said a key element of that strategy was to increase the number of reviews available to shoppers on its site. That way its customers could tap into the collective wisdom of one of the most trusted sources of information available—other shoppers.
“Our customers tend to do a lot of research because they want to make sure an item fits their specific needs, especially because a lot of our products are so technical,” said Nichols. “A lot of people use reviews to make a final decision on their purchase.”
That’s where TurnTo came in.
The Solution – Syndicated Reviews
Through its Open Review Syndication service, TurnTo quickly increased the number of product reviews on Adorama’s site. While some Customer-Generated Content vendors charge steep fees for syndication, TurnTo’s Syndication service is offered at no additional charge for either retailers or brands, ensuring that the maximum number of brands participate.
With TurnTo Syndication, reviews collected by some of the biggest brands in the consumer electronics vertical—like Sony, HP, Canon, and Nikon—also displayed on Adorama’s online storefront. As a result, Adorama saw a 294% spike in the number of reviews displayed on its site.
Getting more reviews has a direct, positive impact on conversion rates. Research from Northwestern University’s Spiegel Center shows that a product with just five reviews was 270% more likely to be purchased than a product with no reviews.
TurnTo Syndication also improved Adorama’s coverage rate—the percentage of products in the company’s catalog that have at least one review.
For example, the coverage rate for HP products on Adorama’s site more than doubled once syndicated reviews were included.
In addition, the average number of ratings per HP product also saw a boost with TurnTo Syndication, increasing by more than 12x. That was especially helpful for Adorama, since more reviews provide social proof for a purchase, helping to convert shoppers to buyers.
Free Syndication for Brands
Adorama’s brand partners were able to participate in TurnTo’s Open Review Syndication at no cost, even if they used another platform to collect and manage Customer-Generated Content on their own site. The brands only needed to give TurnTo permission to syndicate their reviews to the retailers in the TurnTo network.
The brands that syndicated their content through TurnTo also received a number of benefits, including a better digital presence, improved sell-through value, and search engine optimization (SEO) credit.
The Bottom Line
Adorama wanted to bulk up the Customer-Generated Content featured on its online store to help its customers get the information they were looking for when researching products. With TurnTo Review Syndication, Adorama quickly increased the number of product reviews on its site by nearly 300%.
TurnTo is the customer content solution for online retailers and the brands that sell through them. With a unique suite of four innovative products that work beautifully together – Ratings & Reviews, Community Q&A, Visual Reviews, and Checkout Comments – TurnTo produces more content of more different types, delivering greater conversion lift, better SEO, and deeper merchandising insights.
Adorama is the world’s only full-service destination for photo, video and electronics. We’re more than a camera store – we offer the best selection and prices on professional photography and video gear, pro-audio, and consumer electronics such as home theaters, mobile computing, home office equipment and more.
Get the latest eCommerce research and insights, delivered weekly:
April 4, 2019 by Rahul Chadha
Is your eCommerce site failing to give your shoppers all of the information they want? Some recent data from Salsify1 suggests that might be the case.
In a survey of 1,000 US adults, Salsify discovered that nearly 70% of respondents abandoned a product detail page (PDP) because it didn’t offer enough product detail or other information.
To put those survey results in context: more people left a product page because they wanted more information than those that left because prices were too high, or because they were concerned about potentially buying a fake product.
Nearly 70% of respondents abandoned a product detail page (PDP) because it didn’t offer enough product detail or other information.
eCommerce sites that fail to do the simple work of including enough product information on their PDPs are basically leaving money on the table.
But the problem is also easily fixable. Here are some key takeaways from the report that eCommerce companies should take to heart:
1. The More Reviews, the Better
112 is the magic number. No, that’s not a typo. It’s the average number of reviews that shoppers want to see when they’re looking at a product online, according to Salsify. And that figure was even higher among younger demographic groups.
On average, shoppers ages 25- to 34-years old wanted to see 159 reviews per product; that figure jumped to an average of 203 reviews per product among those ages 18 to 24.
In short, your customers want reviews. Lots of them. Why? Because a high review count is social proof that a product is good, and that can alleviate shoppers’ hesitation about pulling the trigger on a purchase.
On average, shoppers want to see 112 reviews for each product
“Consumers are really looking for that extra degree of validation, and it’s not even necessarily the star rating,” Andrew Weber, Data Insights Manager at Salsify, told Retail TouchPoints in an interview. “Those ratings are pretty similar between the top performers and poor performers. The difference is the average review count.” 2
2. Images Are Also in High Demand
The desire for more content extends beyond just five-star ratings and written reviews. Customers want to see more visual content like photos and videos on the product page than they did just a few years ago. In fact, Salsify found that shoppers expect a baseline of six images for each product. But even top-selling items in the image-focused grocery and electronics verticals only had an average of four.
The same went for videos; shoppers indicated they wanted, on average, a minimum of two per product page. And some age groups wanted as many as four to five videos for each product.
3. Customers Trust Each Other
It’s not just numbers that matter—customers also want to see highly relevant reviews on product pages. Salsify found that 30% of respondents said it was a good sign that a brand or retailer understood them when product reviews came from people similar to them.
Today’s shoppers place a tremendous amount of faith in one another to share authentic and honest feedback about online goods. Product ratings and reviews written in a conversational tone resonate better with shoppers, rather than marketing copy, which might read as inauthentic.
4. Shoppers Have Questions—Give Them Answers
Unfortunately for online shoppers, there’s usually no sales associate standing by to respond to questions. But your customers still want answers.
In fact, Salsify found that most shoppers wanted answers for anywhere from eight to 13 questions about a particular product to appear right on the product detail page.
“One option is to put in more textual descriptions that reveal what a specific product feature actually does, or have common Q&A questions literally right on the product page that can be interactively displayed,” Weber said in his interview with Retail TouchPoints.
Salsify also noted that commonly asked questions sometimes reveal shortcomings in product descriptions. Brands and retailers can respond to this valuable feedback by updating their product detail pages.
How TurnTo Can Help
Salsify’s research attests to the need for eCommerce sites to provide their customers with more written reviews, better visual content, and answers to their questions. TurnTo’s industry-leading innovations can help with that:
- More reviews – Our Ratings & Review product is designed to increase review collection rates right off the bat. We do that with features like Inbox Submission, which lets customers submit reviews directly from the body of an email, increasing content collection rates by as much as 200%. Our review solicitations are optimized for mobile, so it’s really easy for customers to submit content on their smartphones. All of that adds up to more Ratings & Reviews for your products.
- Better Visual Content –TurnTo’s Visual Reviews™ product is the easiest way for eCommerce sites to collect even more photos and videos. Our review collection flow is designed to collect photos and videos first from smartphone users—and submit reviews without any typing. These customer-created images can help improve sales at every step of the customer journey.
- Give Shoppers Answers – With our Community Q&A product you can supply answers to customer questions right on the product page. Believe it or not, most customers are happy to share their knowledge—we’ve found that about 90% of questions sent to previous shoppers get answers. But Community Q&A can also draw on information from places like existing product descriptions, previously asked questions, and even a frequently asked questions (FAQ) page to deliver near-instant responses to questions.
Want to learn more?
1 5 New Rules to Tackle Shoppers’ Rising Expectations of Your Brand; Salsify, March 2019
2 Study: 69% of Shoppers Leave a Site if Product Info is Subpar; Retail TouchPoints, March 2019
March 1, 2019 by Rahul Chadha
Ever been handed a granola bar from a friendly stranger on the street? Made a beeline for a bite-sized Vienna sausage on a toothpick at Costco? Been offered a tube of toothpaste by your dentist? Then you’ve already experienced product sampling.
What is Product Sampling?
Product sampling is one of the oldest and most effective marketing techniques for brands and retailers, and a powerful way to achieve a number of marketing objectives. In the simplest terms, it’s when a brand or retailer gives customers a free sample of product.
When done right, sampling can increase brand awareness, build loyalty, expand customer databases, and help gather Ratings & Reviews for products.
Sampling offers brands and retailers several advantages:
- Zero risk for shoppers. Sampling doesn’t just lower the bar for a customer trying a product, it eliminates it altogether. Customer acquisition doesn’t get any easier than when you’re giving away free stuff.
- Emotional engagement. Shoppers can browse online product pages for hours, but there’s still no substitute for experiencing a product in real life. Samples put products directly in the hands of customers for stronger emotional engagement.
- It just works. A recent study from Cadent Consulting Group found that 76% of retailers thought product sampling and demos were effective at generating sales. And the trend line is looking good—that was up from 67% two years earlier.1
It’s Not Just for CPGs Anymore
When most people think of a free sample they probably think of a single serving of instant coffee or a sachet of anti-wrinkle cream. That’s because consumer packaged goods (CPG) companies have long used samples as an effective way to acquire new customers or challenge their loyalty to the competition.
But a growing number of eCommerce companies are also tapping into the technique. Brandshare projects that spending by brands on eCommerce sampling will grow to $40.69 billion by 2020.2
One of the core advantages of sampling is that it can generate Ratings & Reviews for products, which in turn helps companies drive site traffic and increase conversions.
The types of products that can benefit from a sampling strategy designed to seed Ratings & Reviews might not be readily apparent. They include:
- New products. Ever checked out a new product on a website, only to lose interest because there were no reviews? Sampling allows clients to quickly and easily build up a library of reviews for a product, demonstrating social proof of purchase intent. Running a sampling campaign before a product is offered for sale ensures that a product detail page already has Customer-Generated Content when it goes live.
- Seasonal products. Products with a short selling cycle, like Valentine’s Day gifts, can similarly benefit from a fast build-up of reviews. Again, it’s a key way to show social proof for items that customers usually spend little time thinking about.
- Established products. Even well-established brands can benefit from sampling, which can generate Customer-Generated Content to deliver new shopper engagement for long-tail products. Fresh review content not only boosts shopper confidence, it can also increase your SEO performance.
Sampling doesn’t need be limited to low-margin, high-volume products typically sold by CPG companies. With the right strategy and sound targeting, sampling can also help drive sales of more expensive goods that usually spend more time languishing in inventory.
How TurnTo Can Help
TurnTo Sampling offers merchants and brands a reliable way to quickly increase the volume of Ratings & Reviews and other types of Customer-Generated Content on their sites. Our turnkey sampling solution only requires our clients to ship the products in bulk. We can do the rest of the work—finding the right target audience, managing fulfillment, and collecting honest, authentic feedback from customers.
TurnTo Sampling provides white-label sampling services that merchants can offer to their brands, either as a value-add or as a source of revenue. Merchant-branded interfaces are used by brands to manage the campaigns, and by sample recipients to sign up and submit reviews.
This enterprise approach gives merchants the ability to leverage their customer base and fulfillment capabilities on behalf of brands, if they so desire. It works great for marketplaces that need high-quality reviews across a number of brands. And it’s especially effective when those brands run multiple campaigns simultaneously, with different sample audiences and goals.
Brands can use their own panel of reviewers, or use a targeted audience provided by TurnTo. We can supply complete program management, only oversee the content collection, or do anything in between. Sampling program members can sign up for samples, track shipments, and write reviews all in the same place.
Interested in learning more about TurnTo Sampling?
1 2017 Marketing Spending Industry Study; Cadent Consulting Group, 2017
2 eCommerce Fuels Triple Digit Growth of Product Sampling; Brandshare, July 2017
February 20, 2019 by Rahul Chadha
Imagine this: You see a friend with a pair of sweet-looking Yeezys, snap a pic with your phone and are seamlessly delivered to a product page featuring the exact same pair of shoes. Too pricey or not your size? The same page also shows visually similar items.
That’s the power of visual search. It can help shoppers zero in on a specific product amid a sea of SKUs. It requires no typing, streamlining the path to purchase. It can help bridge the customer experience gap between the physical and digital worlds. And it’s already here.
“A lot of the future of search is going to be about pictures, not keywords,” -Ben Silbermann, CEO, Pinterest1
Tech and ecommerce giants are already preparing for a sea change in how search queries will work as users migrate away from text-based searches and towards visual and voice. Amazon, Google, Alibaba, Microsoft, Facebook, eBay, Pinterest—all now have their own visual search engines.
The Inflection Point is Approaching
While the groundwork for visual search is currently being laid, it hasn’t reached mainstream adoption just yet. A recent eMarketer/Bizrate survey, for example, found that only 10% of shoppers had ever used visual search.2
But there are some serious signs that customer behavior is changing. One year after rolling out its visual search engine, Pinterest reported that users conducted about 600 million visual searches a month on its platform, a year-over-year increase of 140%.3 And personalization service provider RichRelevance found that 52% of shoppers wanted to see similar items after taking a picture of a product they liked.4
Other research underscores the trend of visual media displacing text among customers. A study from Intent Lab found that 59% of online shoppers thought visual information about products was more important than text.5
That figure was even higher among certain product verticals, with more than eight in 10 furniture and clothing shoppers placing more importance on visuals than the written word.
TurnTo Can Bolster Your Visual Content Strategy
Clearly, the importance of visual media is only set to grow, especially as visual search becomes more common. TurnTo’s Visual Reviews™ are designed to make gathering photos and videos for your product page simple and easy, and are fully indexable by search engines.
Our visual-first collection flow means that customers responding to a review submission request on a mobile device can be asked to share a photo of their purchase before doing anything else. And our use of advanced logic means we can nail the timing of the request, helping to drive up collection rates.
TurnTo’s highly configurable widgets also give brands and retailers granular control over how consumer-generated visual content is displayed. That means that for companies in verticals where photos and videos are especially important to shoppers, Visual Reviews™ can be prominently displayed on product detail pages.
Want to learn more about Visual Reviews™?
2Visual Search is Poised for Mainstream Adoption; eMarketer, January 2019
3Celebrating one year of Pinterest Lens; Pinterest, February 2018
4RichRelevance Study Shows Americans are Skeptical of Voice-Assisted Shopping; RichRelevance, June 2018
5Visual Search Wins Over Text as Consumers’ Most Trusted Information Source; Intent Lab, February 2019