Asking Questions via Q&A
Clearly, consumers have become comfortable using Q&A to pose their questions. 67% of those we surveyed have left a question in the Q&A portion of a product page.
Notably, older consumers are more likely to submit questions via Q&A than their younger counterparts.
It’s also worth noting that men are more likely to submit their questions via Q&A than women. 71% of men do so, compared to 66% of women.
When consumers submit questions via Q&A, they expect accurate answers – fast. More than half (57%) expect a response within 24 hours. Over a quarter (27%) of shoppers expect an answer within four hours.
User-generated videos allow shoppers to see products being used by real customers in real life. This content is powerful. In fact, many shoppers consider it essential.
Overall, 70% of shoppers consider user-generated videos to be necessary sources of information when researching a product prior to purchase. Gen Z’ers (81%) and Millennials (72%) are even more likely to feel this way.
Answering Other Shoppers’ Questions via Q&A
Questions submitted via Q&A can be answered from a number of different sources. We take a closer look at those different answer sources elsewhere in this report.
One source is existing customers. In other words, a shopper submits a question via Q&A, and that question is then answered by a customer who has purchased and used the product in question.
Many consumers are willing to share their experiences by answering questions via Q&A. 66% of consumers have left an answer in the Q&A portion of a product page. Men (72%) are more likely to have left an answer than women (65%).
When comparing different generations, Gen X’ers are the group most likely to have left an answer on the Q&A section of a product page. Gen Z’ers are the group least likely to have done so.
Section Summary: Consumers are Engaging with Q&A in Many Ways
Sure, shoppers are reading existing Q&A. But many are also submitting their own questions via Q&A – and answering questions submitted by others.
Make it as easy as possible for your website visitors to submit questions via Q&A. In addition, be sure to have a plan in place to ensure those shoppers get timely answers. Customers expect it, and if you meet those expectations, they’re more likely to convert.
Finally, consider allowing previous customers to answer questions submitted via product page Q&A. Many customers are willing to share their feedback by providing answers. What’s more, shoppers value the opinions of those who have actually purchased and used a specific product, which we cover in more detail here.
