How Customer Questions Can Reduce Returns, Raise Conversions
By Anna Johnson on March 23rd, 2009A recent case study in MarketingSherpa shows that inviting customers to ask questions (and get answers) can make a big difference when it comes to reducing returns and boosting conversions.
An automotive online store found that, after adding an ‘ask and answer’ section to each product page, it reduced return rates by an average of 23-25 percent in most cases, and increased conversion rates by 6-7.5 percent on products with answers.
The ‘ask and answer’ tool itself allowed shoppers to post questions about a product and get them answered by not just store staff, but also vendors and other customers. It also included questions and answers from previous shoppers.
Certainly something to think about if you run an online store.
