Who Shoppers Think are Answering Questions Submitted via Q&A
Answers to customers’ questions via Q&A can come from any number of sources. Shoppers recognize this fact.
The largest portion of those we surveyed – 84% – believe the answers come from verified buyers who already purchased the product in question, while 65% think answers are provided by the brand or retailer selling the product.
In addition, men are more likely than women to say they always read Q&A.
Whether Shoppers Take Note of Q&A Answer Sources
Do shoppers even pay attention to the small print detailing who provided a response to a question submitted via Q&A? The vast majority – 79% – say they do.
Men and women are equally likely to pay attention to Q&A answer sources.
Gen X shoppers are most likely to pay attention to answer sources; 80% do so. In comparison, 75% of Gen Z’ers take note of who provided an answer.
Most Valued Answer Sources
Shoppers understand that Q&A answers can come from various sources. But which of these sources do they value the most?
Consumers value answers from their peers above all other answer sources. This is the case across all generations and genders.
Section Summary: When it Comes to Answer Sources, Transparency is Key
The majority of consumers pay attention to who is answering questions posed via Q&A on product pages. So be transparent about your answer sources. A best practice is to include text or a badging system to ensure shoppers know which source provided each answer.
In addition, consider allowing your past customers to respond to questions posed by shoppers. As we explore elsewhere in this report, many consumers are willing to share their feedback by answering customers’ questions. What’s more, verified buyers are the most valued answer source among shoppers. By allowing your existing customers to respond to questions, you’ll boost shoppers’ confidence and their likelihood of making a purchase.
