Ask & AnswerTM Contribution & Conversion Analysis
by Matt Hawkins | Marketing Data Analyst
Case Study Objective
This study is aimed at understanding who is interacting with the Ask & Answer technology
and the quantitative impact of the content they
are creating.
Who is Asking and Answering Questions?
Ask & Answer encourages a new set of shoppers and customers to contribute insights and opinions.
- Ask & Answer is capturing an entirely new audience. Only 4% of question askers have previously written a review. Ask & Answer engages a new audience of participants in addition to reviewers and answerers.
- The crossover of answerers and reviewers is significantly higher with 25% of contributors having previously written reviews (5X more). This underscores the opportunity for Ask & Answer to not only further engage influencers who write reviews, but also engage new influencers who are willing to answer questions.
- 29% of contributors answer more than
one question.
Does Ask & Answer Increase Conversion?
Conversion Increase*
- For products with 1 approved Question and Answer, there was an 18.26% increase in browse-to-buy conversion.
- For products with at least 2 approved Questions and Answers saw a 22% increase in product browse-to-buy conversion (orders/visits).
Note: Measuring the same products 2 months before and after implementation of Ask & Answer. Outliers removed.
Conclusion
Ask & Answer is capturing a new audience, engaging customers, and increasing conversion. Ask & Answer increases customer-client interaction by engaging an entirely new audience. This will no doubt build customer loyalty and help drive continued success.
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